What Is a Digital Marketer?
A successful marketing team or department will have many different roles that each work to achieve overall goals. You may be wondering — what is a digital marketer? In general, the role of a digital marketer is to use digital channels to build brand awareness and ultimately, generate leads.
What is a digital marketer responsible for?
So, what is a digital marketer actually working on, day to day? Digital marketers use various ways to reach potential customers with your products and services, including:
- Search Engine Optimization (SEO): This involves using methods such as keywords to increase organic traffic to your website.
- Content marketing: This involves creating valuable content for your potential customers to increase brand awareness and generate leads.
- Social media marketing: This involves engaging with current and potential customers using social media channels such as Facebook, Instagram, and LinkedIn.
- Pay-per-click (PPC): This involves paying a fee to the likes of Google or Facebook to reach a very specific target audience with highly focused messaging.
- Affiliate marketing: This is where your business receives commission for promoting someone else’s product or service, such as the YouTube Partner Program.
- Native advertising: These are advertisements usually written by a publication’s content team that appear alongside non-paid content, thereby reaching customers on a website with high levels of traffic that your organization may not otherwise have access to.
- Marketing automation: This refers to the software that enables marketing operations to be automated. This includes scheduled digital marketing campaigns such as email, lead nurturing, social media, or campaign tracking and reporting.
- Email marketing: These may be used to promote blog content, share specific discounts or updates about your business, or increase awareness of events.
- Online PR: This element involves the promotion of securing online coverage for your business from other websites. This may involve reaching out to journalists, asking customers for reviews, or encouraging comments on your website or blog.
- Inbound marketing: This refers to efforts made to attract or engage customers throughout the buyer’s journey. It may include blogging, video marketing, or emailing subscribers.
- Sponsored content: This is when you pay another business or individual to use your product or service, using their reach to amplify your brand beyond your current audience.
A digital marketer must look at these channels and analyze results in order to improve performance. They will use this information to find out detailed information about the organization’s audience and the type of content that they tend to engage best with.
Because of the ever-changing nature of digital marketing tools, digital marketers may wish to obtain regular digital marketing certifications to keep their skills up to date.
