What does a digital marketer do? 

How can a digital marketer help my business?

You, my dear business-savvy friend, have caught wind of the latest marketing sensation: digital marketing. You know it’s the next big thing that can elevate your business to stratospheric heights. The only hitch? You’re not quite sure how a digital marketer fits into the picture or what to expect when you hire one. 

I’ve got your back. 

Today, we’ll journey together into the vibrant world of digital marketing. We’ll demystify the role of a digital marketer and showcase how they can be a catalyst for your business’s growth. 

But first,

What is Digital Marketing?

Simply put, digital marketing is the strategic promotion of products, services, or brands using various online channels and platforms to connect with target audiences. 

But, let’s be honest – that definition doesn’t quite capture the essence of its importance in today’s business landscape. 

You see, digital marketing has become the lifeblood of modern businesses, serving as the bridge that connects them with their ever-growing online audience. In a world where people spend countless hours browsing the internet, scrolling through social media, and checking emails, digital marketing has emerged as the key to unlocking new growth opportunities and staying competitive. 

From engaging website content and targeted social media campaigns to personalized email marketing and sophisticated search engine optimization, digital marketing uses technology to create meaningful interactions and foster lasting relationships with customers. 

So, What Does a Digital Marketer Do?

Now that we’ve established the significance of digital marketing, let’s dive deeper into the role that brings it all together: the digital marketer. So, what are the roles and responsibilities of a digital marketer?

1. Developing a Digital Marketing Strategy

A digital marketing strategy is a comprehensive plan outlining the actions, goals, and tools a business will use to create a strong online presence, engage its target audience, and achieve specific objectives. 

A digital marketer designs and executes this strategy, as they provide the expertise, insights, and skills needed to optimize campaigns for maximum impact. This involves: 

• Setting objectives and KPIs
• Identifying the target audience
• Selecting appropriate marketing channels

2. Creating and Managing Digital Marketing Campaigns

A vital role of a digital marketer is creating and managing various digital marketing campaigns, including social media campaigns, email marketing campaigns, content marketing campaigns, SEM campaigns, Mobile Marketing campaigns, SEO Marketing campaigns, and Influencer Marketing campaigns. 

By leveraging various channels, digital marketers can tap into different audience segments and drive engagement, ultimately enhancing brand awareness and customer acquisition. 

To effectively execute these campaigns, a digital marketer often creates a content calendar.

A well-crafted content calendar ensures that campaigns are consistent, cohesive, and aligned with the overall digital marketing strategy. 

12 Digital Marketing Specializations

To create and manage digital marketing campaigns that are both effective and efficient, businesses need to tap into the expertise of digital marketers who are well-versed in the various specializations of digital marketing. 

Let’s explore the various specializations within digital marketing and the roles of digital marketers in each.

SEO Specialist:

SEO Specialists focus on optimizing a website’s visibility on search engines, improving its rankings for relevant keywords, and driving organic traffic to generate more leads and sales. They conduct extensive keyword research, link building, analyze competitors’ websites, and optimize website content to improve its ranking on SERPS. 

SEO Specialists also implement technical SEO practices, such as improving site speed, mobile-friendliness, and user experience.

Social Media Marketing Specialist:

A Social Media Marketing specialist creates and manages engaging social media campaigns, leveraging various platforms to reach target audiences, increase brand awareness, and foster customer relationships. 

They develop social media captions, graphics, and videos and manage social media platforms such as Facebook, Twitter, LinkedIn, Instagram, and Pinterest. 

Content Marketing Strategist:

Content Marketing Strategists create valuable, informative, and engaging content that resonates with the target audience. They conduct research to understand the audience’s interests and preferences and develop content that meets those needs. 

They use various content formats such as blog posts, whitepapers, e-books, infographics, and videos to reach and engage with the target audience.

Email Marketing Specialist:

Email Marketing Specialists are responsible for designing and executing email marketing campaigns that nurture leads and drive conversions. They segment email lists based on subscriber preferences and behavior and create targeted email content that speaks directly to each segment.

Affiliate Marketing Manager:

An Affiliate Marketing Manager oversees and grows a network of partners who promote a business’s products or services in exchange for a commission. They develop affiliate marketing strategies, recruit and manage affiliates.

Digital Advertising Specialist:

Digital Advertising Specialists are responsible for creating and managing paid digital advertising campaigns, such as PPC, display, and social media ads. They develop ad copy and creatives, optimize campaigns based on performance data, and track key performance metrics such as click-through rates, conversion rates, and cost-per-click.

Mobile Marketing Specialist:

A Mobile Marketing Specialist designs and implements marketing campaigns tailored to mobile devices. They develop mobile-optimized websites and apps and design mobile-specific ads to reach audiences on the go.

Marketing Automation Specialist:

A marketing automation specialist uses automation software to streamline and automate repetitive marketing tasks like email campaigns, social media posting, and lead nurturing. They design and implement workflows, and segment audiences, to increase efficiency and ensure consistent engagement with the target audience.

Web Analytics Specialist:

A Web Analytics Specialist tracks, measures, and interprets website data, to provide insights into user behavior and improve website performance and user experience.

User Experience (UX) Designer:

A UX Designer focuses on creating user-friendly and visually appealing websites and app interfaces, ensuring a seamless and enjoyable experience that encourages users to engage with a brand and its offerings.

Customer Relationship Management (CRM) Specialist:

A CRM Specialist manages and optimizes customer interactions and relationships throughout the customer lifecycle. They use CRM software to track and analyze customer data, automate marketing campaigns, and provide excellent customer service to drive customer loyalty and retention.

Influencer Marketing Manager:

An Influencer Marketing Manager oversees partnerships between businesses and social media influencers to promote the business’s products or services to their followers. They develop influencer marketing strategies, identify and recruit influencers, and track and analyze campaign performance metrics to ensure the program’s success.

3. Analytics, Performance Tracking & Reporting

Just like the manager for a traditional business marketing department, a digital marketer is responsible for analytics and performance tracking, ensuring that campaigns drive the desired results. 

They use various analytics tools to track and analyze key performance metrics, such as website traffic, engagement, conversion, and revenue generated. 

For instance, an SEO specialist can use tools like Google Analytics and Google Search Console to track website traffic and identify opportunities to improve search engine rankings. 

Similarly, a social media marketing specialist can leverage tools like Hootsuite, Sprout Social, or Buffer to track engagement metrics such as likes, comments, and shares and adjust social media strategies accordingly.  

While an email marketing specialist can use platforms like Mailchimp or Constant Contact to track open rates, click-through rates, and conversion rates and optimize email campaigns based on the data.

Beyond merely collecting data, digital marketers also interpret these analytics and transform them into actionable insights. This process involves preparing detailed reports showcasing digital marketing initiatives’ progress and impact. It also entails highlighting key performance indicators and showcasing the return on investment. 

Skills and Qualifications of a Digital Marketer: 

To be a successful digital marketer, one must possess diverse skills. These include technical skills, advanced technical skills, creative skills, and soft skills.

Along with these skills, relevant certifications can also boost a digital marketer’s credibility and expertise. We’ll delve into each category and explore the most relevant certifications for digital marketers.

Technical Skills

Technical skills help digital marketers use various digital tools and technologies to plan, execute and optimize campaigns. The following are some of the most basic technical skills that every digital marketer should possess:

• Social media management and advertising (e.g., Facebook Ads, Instagram Ads, LinkedIn Ads)
• Content management systems (CMS) (e.g., WordPress, Wix)
• Email marketing software (e.g., Mailchimp, Constant Contact, Campaign Monitor)
• Search engine optimization (SEO) basics (e.g., keyword research, tools, and optimization)
• Pay-per-click (PPC) advertising 
• Content creation skills (e.g., writing, basic graphic design skills like posters)
• Basic knowledge of marketing automation tools (e.g., Hubspot, Marketo, Pardot)
• Familiarity with project management tools (e.g., Asana, ClickUp, Trello)

Advanced Technical Skills

Advanced technical skills are the next level of expertise that digital marketers should strive to acquire. These skills are more specialized and require a deeper understanding of the technology and tools that underpin digital marketing. 

Here are some examples of advanced technical skills that digital marketers should consider developing:

• Advanced SEO techniques (e.g., technical SEO, local SEO, international SEO)
• Advanced PPC advertising techniques (e.g., dynamic ads, remarketing, audience targeting)
• Advanced web analytics techniques (e.g., goal tracking, custom dimensions, event tracking)
• Advanced marketing automation techniques (e.g., lead scoring, workflow segmentation, dynamic content)
• Advanced data analysis skills (e.g., data visualization, predictive modeling, machine learning)
• Using specific digital marketing tools (e.g., Google Tag Manager, Adobe Experience Cloud, Salesforce Marketing Cloud)
• Web design and development (e.g., HTML, CSS, JavaScript, responsive design)
• Graphic design and video editing (e.g., Adobe Creative Suite, Illustrator, Final Cut Pro, Photoshop)
• Database management (e.g., SQL, NoSQL, Hadoop)
• Cybersecurity (e.g., network security, web security, data privacy)
• E-commerce strategies (e.g., Amazon advertising, marketplace optimization, product feed management)

These skills require a more extensive investment of time and effort to master but can significantly enhance the value that a digital marketer can provide to a business.

Soft Skills

In addition to technical skills, digital marketers must possess various soft skills that enable them to collaborate with teams effectively, communicate with clients, and adapt to the constantly changing digital landscape. 

Here are some of the essential soft skills for digital marketers:

• Communication and collaboration (e.g., effective written and verbal communication, active listening, team building, conflict resolution)
• Creativity and problem-solving (e.g., innovative thinking, brainstorming, solution-oriented mindset)
• Time management and organization (e.g., multitasking, prioritization, deadline management)
• Adaptability and flexibility (e.g., willingness to learn new technologies and strategies, ability to adapt to changing market conditions)
• Leadership (e.g., delegation, motivation, mentoring, coaching)
• Emotional intelligence (e.g., empathy, self-awareness, self-regulation, social skills)
• Customer service (e.g., listening to customer needs, resolving complaints, building rapport)

Relevant Certifications for a Digital Marketer

Relevant certifications can serve as proof of a digital marketer’s knowledge and expertise, indicating that they are up-to-date with the latest trends and best practices in the industry. 

The most valuable certifications for a digital marketer in 2023 include

• Google Ads Certification – Demonstrates expertise in Google Ads and includes modules on search, display, video, and shopping ads.
• Facebook Blueprint Certification – Showcases mastery in Facebook marketing, including advertising, audience targeting, and analytics.
• HubSpot Inbound Marketing Certification – Shows proficiency in inbound marketing strategies, including content creation, lead generation, and customer acquisition.
• Hootsuite Social Media Marketing Certification – Proves knowledge in social media marketing, including content planning, advertising, and community management.
• Surfer SEO Certification – Validates SEO expertise, covering keyword research, on-page optimization, and link-building.
• Microsoft Advertising Certified Professional – Highlights expertise in Microsoft Advertising, including search, display, and video ads.
• Google Analytics Certification – Confirms proficiency in Google Analytics, including data collection, analysis, and reporting.

Digital Marketer Job Description Examples

If you are a business owner who recognizes the importance of digital marketing but lacks the resources or expertise to implement it, hiring a digital marketer is crucial. 

Crafting a comprehensive job description for this role, however, can be challenging, particularly if you’re not entirely familiar with the scope of a digital marketer’s responsibilities.

To ensure you get the help you need, first, identify the areas where your business requires support.

Do you need assistance with social media management, email marketing campaigns, website optimization, or all of the above? 

Once you’ve determined your needs, you can then create a job description that accurately reflects the qualifications, experience, and duties required for the role.

Here are three examples of a typical digital marketer job description for a small business:

Conclusion

Digital marketing is vast, dynamic, and ever-evolving, with numerous channels and techniques to explore. The role of a digital marketer is to develop and execute digital marketing strategies tailored to a business’s specific needs and goals, covering everything from social media campaigns to web design and analytics. 

Most small business owners think they can take on the digital marketing tasks of their business. After all, to most, it’s just posting on social media.  

However, the value of hiring a qualified digital marketer cannot be overstated. They bring a range of skills to the table, and their expertise can help you identify blind spots that you may overlook. 

Now, remember, a digital marketer can’t do everything.  You need to identify your business’s digital marketing needs and hire a professional with the necessary skills and expertise to meet those needs.