What Do People in Digital Marketing Do?
What is a digital marketer? In an industry glamorized by the idea of working remotely, dreaming about an office on a white sandy beach, the role of a digital marketer is often misunderstood and underestimated. Digital marketing is more than social posting. It requires a focused multi-level strategic plan to attract, engage, and convert targeted prospects into loyal purchasers. What exactly do people in digital marketing do?
“I hit ‘publish’ for the first time, and everyone just showed up … said no blogger ever.”
– Rand Fishkin, Moz co-founder
Digital Marketers Strategize
Before developing and sending out an email, creating a video, posting a blog, or launching an advertising campaign, a digital marketer must first develop a solid understanding of their client’s business. A qualified digital marketer will come to the table having researched that business, its competitors, and online trends in the industry. They become subject-matter-experts with learned insights to define target audiences who will benefit from the product or service being offered. This upfront planning creates the foundation on which to build and grow and business. Any service provider who does not invest the time should be a red flag.
Digital Marketers Attract
Generating attention requires a content-centric approach. Writing an abundance of words is not the answer. It’s knowing the right words, on the right platforms, the right days at the right times. It’s knowing when your target is most active. Effective digital marketers hold content planning sessions to identify communication and tools relevant to a business reaching its target audience. Common initiatives include:
- Social media posting
- Email marketing
- Influencer marketing
- Organic and paid search
- Product/service reviews
- Article shares
- Other paid interactions
- Offline engagement
Digital Marketers Engage
Content needs to include relevant value to engage the target. The steps a digital marketer takes behind the scenes is critical to the success of any digital marketing strategy. Implementing call-to-action takes an interested target and transitions the conversation into an ongoing interaction. Landing pages and hyperlinks direct targets to a specific webpage of interest. Contact forms are a simple way for prospects to contact businesses. Search engine optimization, backlinking, Google AdWords, paid and organic marketing are all necessary functions to increase awareness of a company.
On the front end it’s identifying what the content is and how it is presented; the tone of voice, purpose, problem-solving. From the written word to visual images or video, a digital marketer creates the face of the company to its target audience.
A digital marketer is also held accountable to their client to drive results and demonstrate return on investment. Analyzing key metric successes ensures every campaign run aligns with the base business strategy.
Digital Marketers Convert
From Facebook ads to SEO and pay-per-click, the budget spent on digital marketing is to convert an interested prospect into a buying customer. The goal then becomes creating long-term value through varying levels of engagement that build trust and a desire to purchase again. Acting as advocates, these customers attract new targets through reviews and word-of-mouth marketing. In other words, spreading the good word.
A digital marketer must be savvy in strategic development, content creation, online advertising, SEO, data analysis, financial reporting, and communication. They surround themselves with other experts to ensure a full-service and customized program that meets the needs of their clients. It is an all-encompassing knowledge. Asking the right questions will help you steer clear of less qualified individuals.
Remember, it’s not about toes in the sand, it’s about nose to the grindstone when seeking a digital marketer qualified to help grow your business.
Larry Goldstick is the owner of Capture Digital Marketing based in Jupiter, Florida.
Capture Digital Marketing is a full-service digital marketing company that specializes in creative solutions to help businesses optimize their digital presence through website development, online marketing, and individualized SEO services. Our team of professionals, work with small and mid-size companies, entrepreneurs, and independent business owners, to develop digital strategies that drive revenue. For more information, contact us today at (561) 630-3699 or email firstname.lastname@example.org