Most people don’t consider becoming an online marketing manager a desirable career move. After all, it’s not what you commonly find on peoples’ “Wants” lists. But if you’re the creative type who thrives on new challenges, opportunities, and most importantly, outcomes, then this is the career move for you. Let’s take a look at what an online marketing manager does, the skills required, and the salaries that can be earned in this field.
What Does An Online Marketing Manager Do?
Depending on the size of your company, your exact responsibilities may vary. However, as a general rule of thumb, you’ll be focusing on the functions listed below.
- Marketing research
- Content strategy
- Creative creation
- Measuring results
You’ll be analyzing customer needs and behaviors, as well as engaging with key stakeholders and decision makers, in order to develop strategies for digital marketing.
You’ll further be responsible for implementing and optimizing marketing campaigns, with a particular focus on the analysis of digital data, using tools like Google Analytics, Mixpanel, and other platforms.
Although the responsibilities may vary from one employer to another, the general duties of an online marketing manager can be described as below.
Marketing research is probably the most fundamental responsibility of an online marketing manager. You’ll be analyzing search traffic and social media data to determine which strategies and tactics are generating the most leads and sales.
You’ll also be tasked with performing market research, analyzing customer behavior and performance, and prioritizing consumer needs.
Performing market research doesn’t necessarily require advanced degrees or previous experience, but it does require dedication and a genuine interest in understanding your customers’ needs and behavior.
A digital marketing content strategist is someone who creates and delivers content, usually in the form of articles, for websites and social media platforms, in order to promote products and services.
This type of role is responsible for developing content that will engage and compel website visitors, social media followers, and potential customers to take some sort of action, whether it’s to make a purchase or to provide their email address to receive more information.
The content strategist is responsible for determining what content should be created and how it should be structured, in order to achieve the goals and objectives of the content plan.
Since website content is also found on social media, they will often be required to post regularly to these platforms in order to maintain and grow their audience. Being able to effectively and consistently do this, while keeping up with all the content plans for their site, can be quite the juggling act.
Aside from performing market research and maintaining content on website and social media platforms, you’ll also be expected to create various types of content, including banners, email marketing campaigns, social media posts, and so on.
Since marketing content is essentially the information that a marketer provides to potential customers in order to gain their interest in a product or service, it follows that creating unique, one-of-a-kind content for different platforms will be a key requirement of any successful online marketing manager.
The ability to quickly and accurately assess what content is performing well, and to determine what changes can be made to further improve performance, is essential to the role. This will involve testing, reviewing, and analyzing various content types (like SEO-optimized articles, for example) from many different platforms (like Google, Facebook, and Amazon) to determine which ones are delivering the most value and engaging with the audience the most effectively.
After a content plan has been developed, it’s absolutely essential to measure its effectiveness. This involves comparing the numbers from different platforms, such as Google Analytics, to determine which strategies are performing the best and which ones might be improved upon.
Being able to track the results of your marketing efforts, and to establish causality between certain tactics and the increase in leads or sales, is an essential part of this job. This might involve establishing goals and metrics for yourself and your team, in order to determine how effective certain campaigns and strategies are and if they’re worth pursuing further.
Although this article has focused on the general duties of an online marketing manager, your responsibilities will vary depending on the specific employer. But you can definitely expect to be doing a lot of the following:
- Determining the top-performing content for various platforms
- Analysing customers’ behavior on different sites
- Creating and delivering content to various platforms
- Optimizing content for various platforms
- Measuring content performance on different platforms