What Is the Role of the Director of Online Marketing?

When you think about your role in the company, what comes to mind? Are you responsible for creating the online marketing strategy? Or are you more focused on day-to-day tasks like content creation and distributing that content to the right locations? Hopefully, you’re thinking about both. Being a marketer and an online marketer, you’ll often be asked to weigh in on a variety of projects as they come up. From creating a digital marketing roadmap to developing a social media strategy, to honing a website’s conversion optimization strategy, there will always be something to do. But what exactly is the role of the director of online marketing? Let’s examine.

Digital Marketing Roadmap

If you’re the marketing manager or director of a small business, you probably feel a lot of pressure to come up with a digital marketing roadmap. Launching a new product or service into the market can be very exciting. But bringing it successfully to market depends on a lot of variables, some of which you may not have direct control over. For example, you may not be able to dictate how many people are going to buy your product or service. But you can put in place a plan to maximize your chances of selling as many copies as possible. Developing a digital marketing roadmap is a critical step in your marketing planning process. It will help you visualize your future marketing activities and allow you to measure your progress towards your goals. Some of the things you might consider including in your roadmap are:

1. Content creation

Every day, someone in marketing creates new content to disseminate to the public. In the beginning, this might simply mean creating an engaging blog post to promote your product. But over time, this content will take on a life of its own. The industry is continually changing and evolving, and when you consider all the different platforms and techniques used to reach an audience, it can be challenging to keep up. Your blog posts may no longer be the most effective way to connect, engage, and grow your business. Instead, you might decide to create a case study on digital marketing strategies or develop an infographic to share with your audience. There will always be something new to create and a new platform to experiment with. Keeping up with the ever-evolving world of digital marketing is hard work and takes a lot of time. But the pay-offs can be invaluable.

2. Distributed Marketing

For years, the term “distributed marketing” didn’t even exist. But these days, every marketer is well aware that creating and distributing content is a critical part of any marketing strategy. Thanks to platforms like Hootsuite, that are designed for efficiently managing and measuring content across social media channels. Being able to effectively distribute content across various platforms is a marketing skill that all professionals should possess. At this point in your marketing plan, you’ll want to examine your existing social media accounts and consider how you can use them to their maximum potential to drive traffic to your site and boost your conversion. To start, you can use content curation tools like Hootsuite to find and share content that is relevant to your niche. Then, simply follow or connect with relevant influencers on social media to gain credibility and build a brand for your company. You can also take the time to engage with your followers on a personal level to establish even deeper connections and gain trust. Using these platforms and tools to their fullest is an important part of your digital marketing strategy. You won’t want to overlook this aspect because it could determine the success or failure of your entire plan.

3. Measurement

When you’ve established the role of the director of online marketing, it’s time to turn our attention to the nuts and bolts of measurement. Just because you’ve defined your role in terms of creating a marketing plan doesn’t mean that you’ll be able to successfully measure its impact. After all, you might not have complete control over how many people are going to buy your product or service. However, you can control the variables that you can and use that data to your advantage. For example, if you’ve determined that your product is generally well-received by your target audience but isn’t performing as well as you’d like in sales, you’ll have to dig deeper and examine why that is the case. To do this, you might want to consider using analytics software to track the behavior of your customers. Using tools like Google Analytics, you’ll be able to see exactly what’s attracting and converting your audience, as well as what isn’t. This information will allow you to make necessary adjustments to your strategy and improve your results in the future. Defining the role of the director of online marketing and laying down the foundations for measurement will allow you to move forward with confidence.

Conversion Optimization

The term conversion optimization was once considered a ‘dirty marketing’ term. Now, everyone knows that getting people to take the first step towards buying your product or service is incredibly important, and it often means the difference between success and failure. When an online marketer is hired to convert traffic into customers, they’re usually given a product or service to work with. This might be a new product that needs to go through the introduction phase and gain some traction before it can be sold, or it could be an existing product that needs to be redesigned and optimized to drive more leads to the point of conversion.

Depending on the size of your business, you might have various objectives that you want to achieve through conversion optimization. For example, you might want to get as many people as possible to visit your website and make a purchase, or you might want to get them to take a particular action, like subscribing to a newsletter or following you on social media.

Once you’ve determined the goal of your conversion campaign, you can map out a plan to achieve that goal. There are four steps involved in effectively optimising your site or app for conversions:

1. Research

To start, you’ll want to conduct solid research into what exactly your target audience is doing, thinking, and feeling. The more you know about your target audience’s needs and wants, the more you can tailor your strategy to effectively reach them. The first step in this process is always to examine what your competitors are doing. Learning from others’ mistakes is an important principle in understanding how to succeed as a marketer. By looking at what others are doing, you’ll be able to determine the qualities that might make your product or service stand out above the rest. This step also helps you determine how to price your product or service, which benefits both the buyer and the seller.

2. Model

Modelling is the process of taking specific information and using it to create a sample or instance that can be referenced and repeated. In other words, you’ll use the information gathered in the research phase to create a model, and with that model, you can make educated guesses about how to proceed with your conversion strategy. Your model might simply be the information you’ve collected so far or it could be a bit deeper and more robust than that. For example, you might want to consider using an attribution model to track the success of your various campaign and marketing initiatives, like ads, social campaigns, and website changes. An attribution model tracks the effectiveness of each individual touchpoint and allows you to see which campaign or advertising initiative is resulting in the most sales.

3. Experiment

In the experimentation phase, you’ll use your model and research to determine which approach to take in converting traffic into paying customers. To start, you might want to try something new and untested, like displaying pop-ups on your site or using a funnel to guide your visitors towards a purchase. But the most important thing is that you’re constantly evolving your strategy and testing new tactics, approaches, and methods. This is how you’ll be able to determine the effectiveness of your strategy and hone your conversion skills.

4. Analyze

Analyzing is the process of taking the data collected during the experimentation phase and using it to determine the effectiveness of your strategy. This step could be complicated, depending on how much data you’ve gathered and how intelligent you want to be about it. For example, if you’ve used pop-ups to gain traction and then decided to test removing them to see if that had a negative impact on your conversion rate, you’d have to examine that data and choose an inference based on the results. The key takeaway from this step is that, although everything seems obvious in the moment, it’s often only in hindsight that you’ll realize the importance of a certain strategy or decision made along the way.