How to build an effective digital marketing team ?

Effective digital marketing team is essential as the market place is undergoing a shift from the real world to the digital, it is important for businesses to attract attention online. Running advertising campaigns to creating content to capture eyeballs, an effective digital marketing team can achieve targets desired by every successful business. 

Here’s a list of individuals that must be a part of the digital team in order to make a mark in the digital world.

1. Digital marketing manager

The main role of a digital marketing manager is to plan and execute all digital marketing, including SEO/SEM, marketing database, email, social media and display advertising campaigns. Since the whole world is on social media, it is crucial to design, build and maintain social media presence, measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs). Similarly, a main part of the role is to identify trends and insights, and optimize spend and performance based on the insights. Brainstorm new and creative growth strategies, plan, execute, and measure experiments and conversion tests.

The individual needs to have proven working experience in digital marketing, demonstrable experience leading and managing SEO/SEM, marketing database, email, social media and/or display advertising campaigns, highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate, Bachelor’s or Master’s degree in Marketing or related field, experience in optimizing landing pages and user funnels, strong analytical skills and data-driven thinking, 3-4 years of experience working with agencies or independent clients/freelance.

  1. Content writer having understanding on SEO.

A major part of marketing involves the creating the right type of content. That is why a role of a content writer becomes crucial. He/ she should be adept in completing writing projects, meeting deadlines and following content requirements in terms of style and project specifications, revising content with respect to current topics and social media trends, helping create style guides or suggesting changes to ensure content is consistent and clear, creating captivating content in line with SEO requirements for attracting online traffic, conducting research on any given topic, creative, out-of-the-box thinking for generating unique topics and trend-specific content, and should have expertise in long-format, short-format content for website, social media, mobile apps, blogs.

Important requirements include bachelor’s or Master’s degree in Communications, Marketing, English, Journalism, or related field, proven content writing or copywriting experience, working knowledge of content management systems and 2-3 years of experience

  1. SEO person with content creating capability.

For any collaterals floating in the digital world, search engine optimization is a must. The potential customer has to be able to find you amongst a sea of content. For this purpose, the role of an SEO executive is crucial for the effective performance of the digital marketing team. The person must execute tests, collect and analyze data and results, identify trends and insights in order to achieve maximum ROI in paid search campaigns, track, report, and analyze website analytics and PPC initiatives and campaigns, optimize copy and landing pages for search engine marketing, perform ongoing keyword discovery, expansion and optimization, research and implement search engine optimization recommendations, research and analyze competitor advertising links, develop and implement link building strategy, work with the development and content team to ensure SEO best practices are properly implemented on newly developed code, and recommend changes to website architecture, content, linking and other factors to improve SEO positions for target keywords.

The essential qualification includes proven SEO experience, proven SEM experience managing PPC campaigns across Google, Yahoo and Bing, solid understanding of performance marketing, conversion, and online customer acquisition, in-depth experience with website analytics tools (e.g, Google Analytics, NetInsight, Omniture, WebTrends), working knowledge of HTML, CSS, and JavaScript development and constraints, knowledge of ranking factors and search engine algorithms, up-to-date with the latest trends and best practices in SEO and SEM and Bachelor’s or Master’s degree in a quantitative, test-driven field with minimum 2 years’ experience.

  1. Social media person with content creating capability.

If we consider attracting the younger section of population, Social Media is the place to be. Millions of potential customer interact with various social media platforms daily. There is a great opportunity to expose your business to the ever-growing market of social media. Social media professionals must, define and manage all the content on social media channels, be a part of developing new ideas ranging from stories, events, contests, videos, determine best practices for flawless execution, strategize social media presence & campaign management. Copy writing and content curation on digital media backed with intact analysis and problem solving skills is a great addition to the team.

The person must have relevant experience in creating digital content, hands-on experience with Content Management Systems (e.g. WordPress) is an added advantage, excellent writing and editing skills in English, graduation in Marketing, English, Journalism or relevant field and 2-3 years of experience in managing clients’ social media accounts.

  1. Designer with video editing capability.

It is said that a picture speaks a thousand words. As marketing focuses on capturing the customer’s attention, attractive visuals and engaging videos can help draw attention to what you are saying. Having a graphic designer with additional skills is a must for all marketing teams. The person should have relevant expertise in developing brand strategy and providing creative concepts and designs to the different campaigns, ensuring effective and efficient coordination between content and social media team, developing communications strategies which meet objectives and program goals, work closely with the team to visually create posts, videos, infographics, creative approach towards page layout, presentation design, icon creation and photo editing.

Design professionals must have an Undergraduate degree in Fine Arts or related field; may be substituted with work experience, at least 2 years of visual design and video editing experience, knowledge of layouts, graphic fundamentals, typography, video editing and web limitations; must have the ability to storyboard or translate ideas to team members, a demonstrated working knowledge of experience design, brand development, and creative process, a strong knowledge of Adobe collections, InDesign, Photoshop and Illustrator, in addition to an understanding of Microsoft Word, Excel and PowerPoint and 3-4 years of experience in branding, design and video editing.

  1. Developer who would maintain CRM, website etc and to do communications with the target audience. 

Technical support forms an integral part of the digital world. One has to keep in mind that back-end operations are everything when it comes to managing business online. A successful digital marketing team is incomplete without a proficient and skillful developer. The person must have an aptitude for creating website designs and Mobile App designs, maintaining the appearance of websites by enforcing content standards, producing websites from PSD to HTML, study design briefs and determine requirements, ensure final graphics and layouts are visually appealing and on-brand, prepare rough drafts and present ideas, testing graphics across various media and further amend designs after feedback, review final layouts and suggesting improvements when necessary with adequate knowledge of HTML5, Bootstrap, CSS3, Javascript, Jquery, AngularJS, Basic knowledge in PHP, MySQL , WordPress & Mobile App UX/UX Design Knowledge.

The individual must be proficient in front-end development web programming languages such as HTML, CSS, jQuery, JavaScript and Mobile app UX/UX design skill, etc., have a graduation/ B.Tech / M.Tech / BCA / MCA with 2-3 years of experience on managing websites, Capable of creating wireframes, storyboards, user flows, process flows and site maps to effectively communicate interaction and design ideas. The person should also have familiarity with design software and technologies (such as InDesign, Illustrator, Dreamweaver, Photoshop), a keen eye for aesthetics and details, good understanding of content management systems, good understanding of search engine optimization principles, proficient understanding of cross-browser compatibility issues, excellent communication skills, experience with successfully managing tight deadlines and multiple projects at the same time.

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