If you want to maximize your return on investment (ROI), one area to avoid doing yourself is digital marketing.
Especially in the early stages of a company’s existence, the owners of small businesses frequently participate actively in the marketing activities of their organizations. However, as your business grows, depending on the assistance of a marketing professional can increase the return on investment (ROI) of your marketing efforts while also freeing up your time and energy so that you can concentrate on running your company.
Marketing is essential to the success of your company since it helps generate sales leads, raises brand awareness within your target demographic, and communicates the value proposition of your company. In this section, we will discuss the ways in which it can be beneficial to your bottom line to employ a marketing professional who is fluent in both digital and traditional forms of marketing.
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What Does A Digital Marketing Specialist Do?
Develop and Carry Out Marketing Campaigns Utilizing Digital Platforms
In your role as a digital marketing specialist, you will be responsible for developing and putting into action your organization’s digital strategy. You will be tasked with the responsibility of designing, constructing, and putting into action digital marketing campaigns across a variety of channels and platforms. In order to raise people’s levels of familiarity with your business, brand, products, and services, you will run organic search campaigns, paid advertising campaigns, email marketing campaigns, and social media marketing campaigns, amongst other channels.
Advertising Copywriting and Content Production
Although some digital marketing specialists may collaborate with freelance writers or have access to a budget that allows them to hire freelance writers, the majority of digital marketing specialists are expected to do ad copywriting and content generation to support their online marketing campaigns on their own.
In order to accomplish this, you will need to write guest posts for digital public relations campaigns, generate articles and other resources for organic search, and even publish eBooks for gated content plays. To be successful in their field, digital marketing specialists need to possess great persuasion writing skills as well as an effective content generation method.
Create visual assets for use in digital marketing campaigns
However, the majority of digital marketing specialists are expected to execute this work on their own. Some digital marketing specialists work alongside graphic designers who support their marketing campaigns by developing visual assets, but the majority of digital marketing specialists are expected to perform this work on their own.
The most effective digital marketing specialists have a comprehensive understanding of graphical tools such as Adobe Illustrator. They are able to use these tools to generate assets for display advertising, email marketing campaigns, or infographic marketing.
Control the administration of websites and publish content
Digital marketing specialists are responsible for maintaining the websites of their organizations and publishing information that is used to promote their marketing strategies.
In order to be successful as a digital marketing professional, you will need to have a solid understanding of the content management system used by your organization and the ability to do technical website improvements by editing the HTML or CSS code.
Maintaining and Improving the Performance of Marketing Campaigns
You will be expected, in your role as a digital marketing specialist, to continually monitor the effectiveness of your marketing efforts and make adjustments to them as necessary. You will discover how traffic is being created to your website using data analytics software tools such as Google Analytics. Then, you will identify the greatest opportunities to achieve company goals such as improving conversions or generating more brand awareness. You will be responsible for improving the effectiveness of landing pages and driving conversions by utilizing your graphic design talents in conjunction with conversion rate optimization (CRO) software.
Make the leadership aware of the results
If you are taking on an in-house career as a digital marketing specialist, it is likely that you will be reporting to either a Marketing Manager or a Director of Marketing inside your firm. For the purpose of showcasing the outcomes of your labor, you will most likely be required to compile reports, create dashboards, or give presentations.
In addition to this, you will be required to do an analysis of the results of the campaign and demonstrate a favorable return on investment through digital channels. You will most likely also be accountable for fulfilling certain KPI targets, such as the total number of conversions, total number of leads generated, or number of engagements. There is a very high chance that it will end up being the situation.
Why It Is In Your Best Interest To Work With An Experienced Digital Marketing Specialist?
Although you can still have an ultimate say on marketing campaigns and expenditures, it is recommended to leave the bulk of your marketing up to a professional who specializes in the field. Here are the reasons why.
1. Marketing is a job that requires one’s complete time and attention.
Entrepreneurs are often highly intelligent and smart individuals who are adept at quickly picking up new abilities. You can surely acquire all of the knowledge you require to design a marketing strategy and run successful marketing campaigns. Yes, this is totally possible.
To tell the truth, however, you simply do not have the time for it. It may take a number of years to amass a sufficient level of expertise and proficiency in today’s complicated marketing environment, which calls for a broad range of information and a wide range of specialized abilities. Your company simply cannot continue to exist in its current state until you have acquired all of the knowledge necessary for digital marketing, email marketing campaigns, social media marketing, and other related topics.
As your business grows, you will need to direct more of your time and effort toward operations that only you can complete. Your company’s continued success will largely depend on how well you market its products and services. Having said that, it is a job that requires a full-time commitment in and of itself, and you already have a significant responsibility in the form of running your own business.
2. It will save you both time and money to hire a marketing professional.
The expense associated with employing a marketing professional is one of the primary factors that lead business owners to reject the idea of doing so. They believe that because they are able to write and utilize social media, they are equipped to handle life on their own. Unfortunately, this logic frequently fails when they spend time on content and money on advertisements, only to get a return on investment that is negligible to nonexistent.
Instead of hiring full-time staff, you might want to think about working with freelancers and independent contractors if money is limited. You can hire these people for certain projects, and you won’t have to give them any benefits, despite the fact that their hourly fees may be greater overall. This could be an excellent choice for the content of website copy or regular blog articles.
3. The hiring of a marketing specialist presents an opportunity for personal development and growth.
If you are interested in expanding your knowledge of marketing, observing the work of a seasoned professional will serve as a daily master lesson. Your marketing specialist can provide you with insights and strategies that your rivals may not be aware of. You will have the opportunity to learn fast from an expert, thereby gaining insights that it would take you years to uncover on your own.
Your marketing specialist will be able to show you how to attract new consumers, how to use your current client base to generate referrals, and how to build relationships via social media.
4. Because marketing on social media is difficult, you should work with an experienced professional.
Because it is essential for small businesses to have a presence on social media, any contemporary marketing strategy must incorporate a social media component. The use of social media in marketing is an effective method for increasing interaction, fostering brand exposure through word-of-mouth, and telling compelling stories that contribute to the sale of items. However, social media marketing is difficult and features a very cutthroat level of competition.
Your potential clients are bombarded on a daily basis with a variety of marketing and advertising messages and commercials. Brands need social media managers that are passionate and imaginative to break through the noise and get noticed. These managers should also be able to generate and promote good social media content. A digital marketing specialist will be equipped with the analytic and social abilities necessary to swiftly identify your target demographic and better understand the requirements of your clients. They will make efficient use of your company’s social channels to attract the attention of your clients and encourage them to take action. The remaining steps are up to you.
10 Key Skills That You Must Look For In A Digital Marketing Specialist
Digital marketing specialists are responsible for the planning of digital marketing campaigns across numerous channels, the creation and publication of written and graphic material to support marketing initiatives, the optimization of their marketing funnels to increase performance, and the communication of their results to the leaders of the firm.
The following ten skills represent the most critical technical competencies that a successful digital marketing specialist must have:
Search engine optimization (SEO) – Digital marketing specialists need to have a sophisticated understanding of SEO and the ability to build and execute organic search campaigns in an efficient manner.
Pay-per-click Advertising (PPC) — It is expected of digital marketing specialists to produce profitable PPC campaigns across many ad networks. These ad networks include paid social advertising, Google Ads, and Microsoft Ads.
Conversion Rate Optimization (CRO) — digital marketing specialists make use of CRO in order to optimize their marketing funnels and enhance the conversion rates of their landing pages. CRO is a crucial skill for enhancing campaign performance and assuring overall profitability. CRO is an abbreviation that stands for “customer relationship optimization.”
Data Analysis- digital marketing specialists utilize data analytics to measure, analyze, and report on the performance of campaigns. Having expertise in analytics is absolutely necessary in order to accurately create insights and make decisions based on data in marketing.
Email Marketing- Digital marketers create email marketing campaigns and then support them by composing newsletters and leading nurturing emails. These are meant to keep prospects interested until they are ready to buy the product or service being advertised.
Marketing Via Social Media – Digital marketing specialists are expected to be experts in acquiring high-quality followers and building interaction across the four most important social networks, which are Facebook, Instagram, Twitter, and LinkedIn.
Content Marketing – Experts in digital marketing should be knowledgeable about the process of content marketing and know how to generate material that is memorable, valuable, and encourages genuine engagement from interested audiences. the material should also be able to be shared.
Digital PR – Digital Public Relations is a subfield of marketing that focuses on creating and increasing an organization’s online presence. This is accomplished through the development of high-quality backlinks, news releases, guest posting, and other activities that raise the standing of the organization and increase its exposure online. It is expected of digital marketing specialists to promote their companies utilizing various strategies and methods of digital public relations.
Website Content Management System (CMS)- Digital marketing specialists are expected to be knowledgeable in website content management systems in order to fulfill their obligations in website administration and content publishing. In particular, they should be proficient in WordPress, which is the CMS utilized by approximately one-third of all websites.
HTML and CSS- HTML and CSS are mark-up languages that are used to format the content that displayed on a web page. HTML and CSS are often referred to as “markup languages.” Individuals that specialize in digital marketing and have a working knowledge of HTML and CSS are especially valuable since they have the ability to independently develop landing pages, adapt existing material, and conduct experiments on it.
The Repercussions Of Not Hiring An Experienced Marketer
The following are some of the ways in which your company may suffer if you choose to delay hiring an expert in the field of marketing:
- There is a possibility that you do not engage in sufficient marketing. Marketing is essential for the continued existence and expansion of every firm. Even if you already have a well-established customer base, some of those customers will inevitably leave over time. There are a variety of factors that can contribute to a disgruntled customer base. It’s possible that they are no longer able to purchase your goods, that their requirements have shifted, or that they have moved away. Your company needs to consistently reach out to new potential customers and convince them to make a purchase in order to make up for any clients that it may have lost. It is possible for potential new clients to fall between the cracks if there is not a dedicated marketing expert or agency actively planning, implementing, and assessing marketing efforts. Even when you are not in front of potential clients, there is a good chance that your competitors are.
- It’s possible that you won’t have access to certain chances. Even if you have experience in marketing, new marketing strategies, methods, and channels are constantly being developed and introduced. If you aren’t devoting a significant portion of your time to staying current on trends and strategies, it’s probable that you’re losing out on a platform or strategy that has the potential to bring you revenue. The job of a marketing expert includes keeping up with the most recent marketing trends and developments in order to ensure that a client’s company is always present where it should be at the appropriate time.
- You will lose money since your marketing efforts are useless. If you don’t know what you’re doing with your marketing, it’s quite easy to throw away a lot of money. Marketing is as much of a science as it is an art, and seasoned marketing experts know the insider strategies that provide their companies with a higher return on investment (ROI). In addition to this, they place a strong emphasis on key performance indicators (KPIs) for marketing and are skilled at doing data analyses to identify precisely what is working and what isn’t, and then making adjustments in accordance with this information. Although there is no marketer who possesses a crystal ball that enables them to completely avoid wasting money on marketing, pros can identify difficulties and rapidly reorganize themselves.
There is a possibility that you would overlook some other essential business activities. As the owner of a business, you are responsible for a lot of different things. If you spend an excessive amount of time on marketing, you are probably overlooking other aspects of your organization. These aspects include managing people, refining procedures, controlling finances, developing an overall business plan, and making strategic alliances. If you spend an excessive amount of time on marketing, you are likely neglecting these aspects. It is not in the best interest of your company for you to spend an excessive amount of time on a single aspect of business.
Consider the following if you haven’t made up your mind about whether or not to hire someone to handle your marketing: If people are unaware that you offer a product or service, then they cannot purchase it from you. Experts in marketing understand how to draw attention to a business and are able to apply novel marketing methods on a constant basis. It could take a few months before you start to see the advantages of implementing these methods, but in the end, it will be an investment that pays off and enables you to begin scaling.