Digital marketers market.
More specifically, digital marketers target online audiences to generate sales, establish brand recognition, position clients as industry authorities, and work tirelessly to increase website traffic. There are innumerable moving cogs to digital marketing– and because of this, many digital marketers also become social media gurus, SEO analysts, front-end developers, and content writers.
The real question is, what don’t digital marketers do?
If it’s online, a digital marketer probably had their hands on it at some point. And if they didn’t, they should have. Digital marketing is a skill built from the ground up. Backpedaling to incorporate things like metadata and alternative text delay your website’s SEO rankings and ultimately interfere with generating quality leads.
What a digital marketer does is offer your business online visibility.
If customers can’t find you online, they can’t buy your services or products.
Here’s a brief outline of what a digital marketer does to make sure the magic happens.
We often get the haughty, “Yeah but, what does a digital marketing specialist do?”
Education is the best way to muddle through the frustrating veil of digital marketing behind-the-scenes. Foremost, a digital marketer concerns their efforts with generating more client leads. This is leveraged through a variety of means, of which a Director of Digital Marketing typically oversees a close-knit team. The most common forms of lead generation through digital marketing include:
- Pay Per Click Campaigns (PPC)
- Content Marketing
- Landing Page Optimization
- SEO Campaigns
- Social Media Campaigns
SEO Website Optimization
Before digital marketers outline a plan of attack, they do their homework first. Digital marketing should be based on empirical evidence. That is, online marketing efforts should reflect what’s trending on Google. Digital marketers dedicate a large part of their time understanding how potential clients search for the things they need.
That’s great for you because a digital marketer is uniquely positioned to (1) offer insight as to what customers are searching for and (2) how to position your products in front of them.
It’s that simple.
This method of inquiry is stemmed from understanding SEO (or search engine optimization) and underpins all marketing efforts online.
Here’s what digital marketers don’t do:
- Write website content without conducting research
- Write blog posts based on gut inklings alone
- Put money in PPC ads without careful research
- Splurge on knee-jerk social media ads without measurables
And Then There’s The Technical Stuff . . .
On top of generating leads, digital marketers need to stay on top of their technical game. Did you know if your website doesn’t load in three seconds Google imposes an SEO penalty? There are all kinds of obscure allowances digital marketers must continually keep abreast of. Changes can be frequent, unexpected, and cause giant website overhauls, depending upon Google’s policy modifications.
Here’s a smattering of just a few technical topics digital marketing teams teackle:
On to the Actual Marketing
After all the pre-planning is out of the way, a digital marketer’s job can really begin. PPC campaigns are executed, pillar posts are published, social media campaigns are launched, new products are announced, and hyper-qualified leads start pouring in.
The meat of PPC campaigns surrounds targeting end-silo keywords to position business listings on the front page of Google to encourage traffic to applicable landing pages. The goal is either to close the sale or generate a complete contact form.
Working tirelessly to help drive website traffic are content gems, like pillar posts. These behemoths (typically 2,000+ words) are specialized end-all content pieces offering an in-depth look at the topics they cover. Their length allows marketers to SEO optimize, carry out strategic internal linking strategies, and positions businesses as leaders throughout their verticals. (Not to mention, creating long-form content creates guest blogging and backlinking opportunities.)
But don’t just take our word for it. Here’s a breakdown of our digital marketing efforts for five of our clients in one month’s time.
Need a digital marketer? We can help.