What is a digital marketing manager? And what are the skills they need to survive? To put it simply, this is the person responsible for all of a business’ online marketing efforts. They need to know how each online and social platform works and how they complement each other.
Here are 7 skills digital marketing managers need to survive in this fast-paced environment.
It’s essential that those involved in digital marketing can see one step ahead. Strategic thinking is all about understanding how other people think. Without knowing how people think, you could never hope to understand why they do or don’t buy your product or service. And without that, you might as well be throwing your money away. The reality is, without strategic thinking, you’ll possibly miss out on key business opportunities.
We speak a lot about big data here and it’s essential for marketers to understand the information that’s available to them. By analyzing data about customers, marketers are able to gain insights and increase profits. In addition, they’re able to provide data about just how valuable campaigns have been; when it comes to big data, there’s no need to thumb suck.
Paid social advertising
Facebook was a marketer’s dream a few years ago. Now, changes in algorithms mean you can’t be sure your content will end up on customers’ feeds. That's where paid advertising comes into play. There are many nuances to knowing how to target content toward an audience, and it’s the job of the digital marketing manager to know how.
This form of communication is all about niche targeting, bounce rates, open rates and conversion. It is a powerful marketing tool which is often underestimated yet has immense power. Email subscribers are more likely to buy than other potential customers. Because they’re subscribed to your list, they’re already interested in what you have to say. That means they’ve either already been a customer, and have the potential to buy again, or are very close to being a customer. Your emails can help make that happen.
There are two parts to this area – optimizing a website’s content for organic search, but also paying for clicks using Google’s AdWords. Without paying for clicks, it’ll take years of content creation and strategic marketing to gain a spot on page one of Google’s search results.
Knowledge of the free tools available
There are numerous free tools available which can greatly benefit digital marketing managers. Some of them include:
Getting to know these tools, and more, will add immense value to any digital marketing manager’s arsenal of tricks.
Social media marketing
Every digital marketing manager needs to understand the various social networks and how they work. They need to understand where customers spend time as it’s pointless to waste your attention on other networks. Once on the network of choice, marketers can make decisions about branding, tone, and scheduling. As always, successful campaigns are all about keeping consistent. That’s why National Geographic’s #WanderlustContest was so successful. The magazine asked for photos of travel destinations to be posted on Instagram using the hashtag. Thousands of photos were submitted, increasing awareness, publicity and brand development.
There are, of course, many more avenues digital marketing managers need to be familiar with. If you’re interested in learning more about which marketing tactic is most effective read our recent blog post. It details whether you should be using email, IM or bulk SMS to market your business.