1. Account Manager
An account manager is responsible for establishing and developing a marketing strategy. In order to do this, it is vital that they formulates a clear understanding of what the company is looking to accomplish through their digital marketing efforts. In order to clarify these goals, it can be useful to use a mnemonic device, such as “SMART Goals,” to establish quantifiable, time-bound objectives. These goals then enable the account manager and the rest of the marketing team to formulate clear, actionable items for them to work toward.
Within the account manager’s understanding of a company’s marketing strategy, they identify the buyer personas that make up the target market. A buyer persona is a fictional representative individual who represents the primary audience for a marketing strategy. For instance, if a company were looking to market office supplies to potential clients, a buyer persona they might try to target would be office managers who are in charge of ordering office supplies. A great marketing team strives to formulate a marketing strategy that stands out to their buyer personas more than the strategies of competitors.
A great account manager facilitates the rest of the marketing team and the project as a whole: keeping communications flowing internally and externally, as well as promoting a positive team environment. They establish a roadmap that the team follows-- ensuring that key building blocks are achieved on time and making adjustments where needed.
2. Digital Marketer
Once a marketing strategy is in place, digital marketers work on the technical side of bringing the strategy to fruition. They use a wide range of tools and online advertising platforms to get their marketing content in front of the target audience. While implementing initial online advertising using tools such as pay-per-click, Display, and Native, digital marketers also automate the marketing process by creating email workflows that cultivate leads and hopefully convert those leads into customers.
A key part of the digital marketer's role is to analyze data to see which aspects of a marketing strategy are working and which are not. It is important to test even the smallest variance-- something as simple as placing an image in a different location on a particular web page can have an impact upon a marketing strategy’s success. Digital marketers are also responsible for gathering applicable data from a company's website to illustrate to a client or the company itself that progress is being made and small improvements are being built upon.
3. Content Creator
Great content translates a company's story and the service or product they are marketing into something that is easily understood and is appealing to the relevant buyer personas. For a content creator, this requires a strong understanding of who the buyer personas are, what they are looking for, and how to engage with them. Content can take a variety of forms from web copy, blogs, and emails to more premium content such as whitepapers and e-guides. A great content creator has the ability to understand the objective and goals of a particular piece and create natural-sounding and engaging content in a tone that is palatable to the marketing strategy's target audience.
In this sense, the content creator needs to be adaptable and able to write toward a variety of buyer personas in a way that is engaging to them.
4. Website and Graphics Developer
With all this great content and digital marketing in place for a marketing campaign, the visual side of the campaign needs to be addressed. Website and graphics developers use their creative visual talents to formulate a look that fits the right brand image of a company. To this end, developers have an understanding of what visual styles work for particular companies and brand identities and are capable of focussing on the details to ensure that these styles are maintained throughout company's websites and across the technology platforms that are being utilized.
In order for a company’s marketing goals to be reached, ultimately all of the components of the marketing team, from the account manager to the website and graphics developers, must be invested in the process and be ambitious on behalf of the accounts they serve. Success for a marketing team means success for the marketing strategy and for the clients they serve. While roles can be clearly defined, members of a marketing team are not merely cogs in a wheel. Great marketing teams work best when each member of the team is capable of wearing different hats-- they have an understanding of the strengths of their teammates and work effectively in a fluid environment where each of those strengths are utilized.
Making It All Work Together
If you would like to learn more about what makes a great marketing team or have any other questions about marketing as part of a digital marketing strategy, don’t hesitate to contact us today to speak with a digital marketing expert.