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Updated: Aug 25, 2021

Digital marketers are responsible for creating brand awareness and potential sales through all digital channels, both free and paid, that are at a company's disposal. These channels include social media, the company's own website, search engine rankings, email, display advertising, and the company's blog.Dec.

The digital marketer usually focuses on a different key performance indicator (KPI) for each channel so they can accurately measure the company's performance on each channel. For example, a digital marketer in charge of SEO measures "organic traffic" of the website, that is, traffic from website visitors who find a page of the business's website with a Google search.

Digital marketing is carried out in many marketing roles today. In small companies, an expert can simultaneously have many of the digital marketing tactics described above. In larger companies, these tactics have multiple experts, each focusing on only one or two of the brand's digital channels.

Here are some examples of these experts:

SEO Manager

Main KPIs: organic traffic

In short, SEO managers ensure that the business is ranked on Google. Using a variety of decipherment approaches to search engine optimization, this person can work directly with creators to ensure that the content they produce performs well on Google.Even if the company also posts this content on social media.

Content Marketing Specialist

Main KPIs: time spent on Page, general blog traffic, YouTube channel subscribers

Content marketing professionals are digital content creators. They often follow the company's blog calendar and develop a content strategy that includes video. These professionals often work with people in other departments to ensure that the products and campaigns that the business launches are supported by promotional content on every digital channel.

Social Media Manager

Main KPIs: Follow-Ups, Impressions, Shares

The role of a social media manager, as the name implies,is to manage in-house social networks. First of all, social media managers create a posting calendar for the company's written and visual content. This employee can also work with a content marketing specialist to develop a strategy for which content is posted on which social network.

(Note: according to the KPIs above, "impressions" refer to the number of times a business's posts appear in a user's News Feed.)

Marketing Automation Coordinator

Main KPIs: email opening rate, campaign click-through rate, potential sales creation (conversion) rate

The marketing automation coordinator helps select and manage software that enables the entire marketing team to understand the behavior of their customers and measure the growth of their business. Since many of the marketing operations described above can be run separately, it is important to have someone who can group these digital events into separate campaigns and track the performance of each campaign.

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