A career in digital marketing is not like being a lawyer, doctor or accountant. Being in the digital marketing space involves a lot of varied disciplines that are incredibly exciting as they bring with them new opportunities and ways of conceptualising the objectives that you set for your company. Have a look at this article to see what we mean!
Digital marketing would not exist unless there is copy to build a campaign around. This text needs to tell the company’s story so well that new customers will buy from you and returning customers will buy again. This makes the digital copywriter a fundamental cog in the digital marketing machine because he or she is responsible for creating the content that drives the various campaigns that take place.
Next up is the SEO – or Search Engine Optimisation – specialist. He or she is responsible for taking the content that is created and making sure that it climbs up to page 1 of Google rankings or – as they are called in the SEO world – Search Engine Results Pages (SERPs). There are a lot of processes that are on the SEO specialist’s plate such as on-page optimisation as well as off-page optimisation. They will need to see what the best blend of these are in order to get the results that are required.
Paid advertising specialist
Closely allied to the SEO specialist is the Paid Advertising Specialist. This person is responsible for pay-per click (PPC) advertising on platforms such as Google. When a website is young, and it doesn’t have a good page rank, PPC becomes very important because this practice allows the website to climb to the top of Google’s SERPs as soon as you have made payment for your advertising campaign.
As soon as the SEO starts to pay off, you can reduce your spend on PPC advertising as you’ll start getting organic traction for your website. Don’t stop your spend altogether because if you lose a particular keyword one of your competitors may very well take it over, usurp your spot and start taking away your traffic.
Social media marketer
Social media has revolutionised the way we communicate. As such, it’s become an integral part of digital marketing processes as people are more receptive to purchasing products that they see recommended on social media. It is the social media marketer’s job to determine what campaigns to put out and on what social media channels to do this to get the best return on investment for the company concerned.
For example, if a company is involved in the B2B space, a social media marketer will target campaigns on LinkedIn. However, if the company is involved in the B2C space, campaigns on social media channels such as Facebook and Pinterest will be preferred.
The brand manager is responsible for the integrity of the brand, in other words making sure that it is consistently represented across all digital marketing channels such as e-mail and social media. This digital marketing career transcends across both traditional and digital media.
Digital PR executive
One of the best ways to market a business is by using public relations or PR. This is because a business is afforded more space, in a press release or thought leadership piece, to describe the benefits of what they are selling as well as the value that the customer will get from their products or services. This is not to say that PR should only be relied on as a communication vehicle in a company’s digital marketing processes however, it should be a strong arm.
A digital marketing career is multifaceted. Yes it’s made up of the disciplines that we’ve mentioned in this article however, these careers don’t operate in siloes. Each one’s tasks will feed into the next one’s so that a synchronous flow is created and the final product is delivered on. A career in digital marketing is never static. It changes as quickly as technology does, which means that digital marketers – in whatever discipline they are in – need to move and adapt equally as quickly. Being a digital marketer gives people the change to be at the forefront of innovation and develop exciting new opportunities.