With the evolution of the internet and social media, digital marketing has taken over as the preferred method of marketing. The amount of content created online has increased exponentially and along with it, so has the number of opportunities for online marketing. Today, even small businesses can have an online presence that generates leads and sales.

Whether you’re new to the field or experienced in it, what is certain is that you’ll be able to find a successful niche. There are many different roles that you can take on in the online marketing world and to help guide you, this article will cover the essential roles, responsibilities, and details about working for an online marketing agency in Lancaster.

The Roles Of An Online Marketeer

To start, it’s important to understand the various roles that you’ll play as part of an online marketing agency. Essentially, you’ll be working with a team of marketers to identify and drive traffic to targeted websites. Depending on the size of your agency, you may also be responsible for optimising and tracking marketing campaigns, creating digital marketing materials, and measuring the success of your efforts. You’ll also need to have a working knowledge of SEO, PPC, and SMM.

While there are a lot of responsibilities that go into being a marketer at an agency, don’t get caught up in the day-to-day minutiae. Instead, focus on the big picture and how your efforts will contribute to the growth of your agency.

Here are the essential roles that you’ll play as part of an online marketing agency in Lancaster:

Strategic Advisor

You’ll play a pivotal role in the growth and success of your agency by providing expert advice on a variety of marketing-related issues. You may be asked to examine current practices and come up with fresh ideas that can help your firm grow. Additionally, you’ll need to keep abreast of the latest news, trends, and technologies that can help your marketing efforts and ensure that you’re well-positioned to take advantage of any digital marketing opportunities that arise. Finally, you’ll need to analyse the effectiveness of your agency’s overall marketing strategy while also identifying areas for improvement.

Often, agency heads will consult with you regarding the direction that their marketing efforts should take. For example, they may have a clear idea of what website they’d like to target, but lack the expertise to actually build the site or understand how search engines work. In this case, you’ll be able to help them navigate the murky waters of digital marketing by advising them on the best course of action for their particular situation.

Project Manager

You’ll play the role of project manager for the various ongoing and newly-launched marketing initiatives as part of your agency. Essentially, you’ll be in charge of the whole shebang, from the preliminary research, to the analysis of results, to the roll-out of the campaign. Often, project managers are given a percentage of the overall agency revenue as bonus pay for their services. This may seem like a nice-to-have, but you’ll likely need to negotiate for a higher salary if you want to become one.

You’ll also be in charge of recruiting and managing a team of marketers, analysts, designers, and developers that can help with the execution of your various marketing strategies. In most cases, project managers are also responsible for the content of their respective websites, so they need to ensure that these materials are error-free, informative, and engaging. Additionally, they’ll be responsible for tracking and reporting the results of their efforts so that their boss can see precisely what progress has been made.

Account Manager

You’ll play the role of the agency’s account manager, which is essentially a combination of an account executive and a manager. Essentially, you’ll be in charge of securing new business and developing existing relationships with key clients. Often, account managers are given a percentage of the overall revenue as bonus pay for their services. In most cases, your account manager will work with you to develop a long-term growth plan for your agency. They’ll also be responsible for tracking and reporting your firm’s key performance indicators, including growth, acquisition, and repeat business.

Typically, account managers will work with the senior management team of a client to plan and strategise the account’s digital marketing efforts, including advertising, content creation, and web design/SEO. They may also participate in the pitch process to win new business or negotiate contract renewals with existing clients.

Marketing Analyst

You’ll analyse marketing data, look for trends, and come up with insights that can guide the company’s future marketing decisions. Additionally, you’ll be in charge of ensuring that the organisation’s finances are in order while reviewing marketing plans and KPIs. You’ll also need to have a good working knowledge of Excel and be able to navigate ad-hoc marketing spreadsheets that may arise.

A marketing analyst has a variety of analytical and reporting skills that they can bring to bear in order to provide valuable guidance to the marketing department. These include but are not limited to reviewing marketing plans, analysing trends, and compiling business and demographic information. Often, marketing analysts are given a percentage of the overall agency revenue as bonus pay for their services. In most cases, senior management will have a say in the type of analytical and reporting skills that the marketing team should use.

The list of essential roles mentioned here are not meant to be an all-inclusive list; rather, these are the most common ones that you’ll encounter. Depending on your role, experience, and expertise, you may be asked to play other roles as well, such as social media manager or copywriter. Regardless, the amount of responsibility that you’ll have will depend on the size of your agency. In most cases, you’ll have a team of people reporting to you, so you can delegate tasks as necessary.

Working for an online marketing agency in Lancaster means that you’ll have access to a variety of websites, tools, and technologies that you can use to help your agency grow. Additionally, you’ll gain the experience to actually implement and oversee the marketing campaigns of a real company. Finally, you’ll get to test your marketing skills by deploying campaigns and tracking their results. In most cases, you’ll be working with a team of marketers, analysts, and designers to drive traffic to a targeted set of websites. Depending on your expertise, you may play the role of project manager, account manager, or marketing analyst.