People often consider digital marketers to only post on social media and send emails only. They only write nice attractive captions and follow the trends on social media. That’s not true, this may look like this when you see the role of a digital marketer from a distance, but everything that shines is not gold, similarly what you think and look from distance is not the role of a digital marketer.
The role of digital marketer is like a strategic architect of any business online presence on the social media and search engine.
They not only just create websites, social media pages or posts but they design the entire space for the business in the online world.
It is similar to building and decorating a floor which is ready to move in as soon as the construction and interiors are done.
Digital marketers create that floor for the businesses to come online, they blend creativity and analyse data which helps the business from low traffic to high traffic on their website, from low visibility on search engines like google to highly visible when someone searches keywords linked to their business. They guide the audience initially and through their creativity they convert that audience into customers by building their trust on the brand.
Digital marketing is about connecting businesses with the targeted audience through appropriate channels. The role of digital marketer is to be the bridge that connects the brand or business with the right audience.
Key responsibilities & roles of a digital marketer
Understanding audience –A core role of Digital Marketer
Before entering the business in the digital world a digital marketer should understand the audience. Like,
- where do they spend their most time?
- What do they like?
- What type of content do they enjoy or show their interest in?
Before running any ad campaign or creating any content a digital marketer should be well aware about the interests of its audience as it will help the marketer to choose the right channels to promote the business.
Suppose your targeted audience are of the age 16-25yrs so, your focus should be on Instagram going on with trending audios or reels, creating short and attracting content, but, if your focus is on working professionals then LinkedIn and emails should be the right channel to promote your business.
Strategy building
Being a digital marketer, posting any kind of content online randomly is the same as digging holes for the brand’s online journey. So we need to build strategy before posting anything on any kind of online channel. A digital marketer creates a roadmap- that includes what message is to share with the audience, which channel is appropriate for it, when should be the content posted so that it reaches maximum audience. It includes SEO, paid ads, emails, content creation and much more.
Search Engine Optimization(SEO) – Crucial role of Digital Marketer
Have you ever wondered when you search something on google some websites appear on the top of the page while some websites are on page 2,3 or 5. Why is it so? How do some websites appear on the top? The answer to these questions is SEO. SEO is optimizing your website higher organically ( non- paid) on search engines when someone searches with the keywords related to your business. Digital marketers strategically optimize the content, so that it ranks higher and shows visibility when people search about the topic, service or product.
Content creation
Being a digital marketer, you should always be updated about the current trends and areas of interest of your audience. You should know what type of content they would like to watch. Content can be anything, your blog, posts, videos, infographics, podcasts, shorts, reels, memes etc. Digital marketer creates content in such a way that it entertains and provides knowledge simultaneously to the audience. For example the memes that brands post or the reels they make with trending audio or commenting on the viral posts, replying sarcastically to their competitors through memes, are all part of content creation.
Paid advertising
Digital marketers use tools like google ads, facebook ads, and instagram to make their brands visible via paid campaigns, in which they decide the budget to run that ad campaign, their targeted audience, channels on which the ads should run to each maximum number of audience. Running ads with appropriate strategy on search engines like google and social media platforms provide immediate visibility of the brand among the right audience. The result of these ads are further analysed by digital marketer to maximise their returns and helps to do the needful changes in the strategy if required.
Email marketing
Email marketing builds a bridge between the brand and the customer for communication. Digital marketers design email campaigns in such a way that nurtures the relationship between the brand and its customer. Crafting a well personalized email which tells the customers about new launches, offers and sending them to targeted audiences builds an unspoken relationship with the customer and helps to increase sales as well as customer loyalty with the brand.
Social Media Marketing(SMM)
A digital marketer holds an art to build a community on social media platforms like facebook, instagram, tiktok, linkedin, threads etc. where they build bonds and engage with their audience. Content creation is a part of social media marketing and a digital marketer not just creates posts but also manages them and runs ads campaigns as well. This is where you find your audience hanging out and spending most of their time. It allows direct interaction with the audience and helps to create trust among them. Showing behind the scenes before a new launch, making of your products, such kind of content interacts with the audience and it also enhances brand loyalty among customers.
Skills every digital marketer needs
Creativity
Standing out in a crowd is what makes a business unique and different from the other competitors in the market. Thus, a digital marketer should be creative and use its creativity to run campaigns to stand out their business in digital space.
Adaptability
Digital marketer should be adaptable with the new trends, market changes, so that it can interact with its customers, visible to them even in the era of trends changing on a daily basis.
Tech savvy
A digital marketer should be comfortable with the digital and AI tools such as google analytics, chatgpt. Gemini, meta ads manager etc.
Communication
Digital marketer should be a good communicator who uses its communication skills to convey brand message to its customers in simple and easy terms.
Conclusion– Summing up the Roles of Digital Marketer
A digital marketer is far more than an individual who “just runs ads.” They are multi- talented individuals who manage multiple tasks simultaneously. Their core skill always remains the same but their roles are constantly revolving around multiple factors such as
- Understanding customers, their needs and problems
- Building strategy that helps the brand to showcase, in such a way that it appears as the solution to the problems of customers.
- Adapting new tools and technologies with time
- Maximising their ROIs( return on investment)
- Analysing results of their campaigns and changing their strategy accordingly.
So, if next time you see any meme, post, reel of any brand relatable to you, remember there is a digital marketer who is understanding you and connecting the dots to deliver such content.