What to look for in a ‘Digital Marketing Manager’ Job Description
In an ever-growing volatile, complex, and ambiguous interconnected world, the need for highly skilled and experienced digital marketing managers is on the rise. Increasingly, businesses will rely on attracting new enquiries and driving sales through digital marketing. Getting your digital marketing manager job description right is crucial to finding the person for the job.
Naturally, as a digital marketing agency, we would love to do this for you. Often, outsourcing tasks such as social media management can be more effective than hiring a new employee. As we collaborate with specialists who are experts in their field. So our clients often get more for their money than employing a digital marketing manager.
That being said, if your business is sales and marketing, it makes sense to employ somebody. As a hybrid agency, we can help you by providing training and coaching to your new employee. We’ll ensure they have all the tools they need to drive your in-house marketing strategy successfully.
Of course, it does help to find the right individual in which to grow on their talents. Instead of starting from scratch. To do so, you want to attract the ideal candidate from their first interaction with you. Your job advert.
How should you advertise the role? Here’s what we recommend:
Digital Marketing Manager Job Description
The Digital Marketing Manager oversees the digital marketing strategy. They are responsible for its implementation for the company. You should have a strong grasp of current marketing tools and strategies. You’re able to lead integrated digital marketing campaigns from concept to execution.
Duties of the Digital Marketing Manager:
- Work with the senior management team to identify the key marketing priorities for the business.
- Develop marketing campaigns to drive interest in the products and services of the business.
- Understand the uses and benefits of inbound and outbound strategies.
- Identify keyword/hashtag strategies that will give the company the right exposure across all digital media platforms.
- Develop and implement a content marketing plan for execution across all digital media.
- Design, build, and maintain an active social media presence.
- Maintain, develop, and improve the effectiveness of the company website.
- Utilise a range of techniques including paid search (PPC), SEO, and external link building.
- Identify and implement effective paid advertising on social media and display advertising.
- Design and implement email marketing and nurturing campaigns to raise prospect and customer engagement with the business.
- Work with the sales team to implement and manage an effective CRM.
- Manage online brand and product campaigns to raise brand awareness.
- Improve the usability, design, content, and conversion of the website.
- Measure and report on the performance of all digital marketing campaigns.
- Identify trends and insights, and optimise spend and performance accordingly.
- Manage the planning and budgetary control of all digital marketing.
- Evaluate customer research, market conditions and competitor data.
- Review and introduce new technologies where appropriate.
Requirements of the role
- To hold a Bachelor degree in marketing or equivalent experience.
- To be a Professional member of the CIM or equivalent.
- Experience managing digital marketing specialists such as PPC & SEO.
- Strong understanding of current online marketing concepts, strategy and best practice.
- Experience in content & email marketing, social media, and automation.
- To hold prior experience in a similar digital marketing role.
Digital Marketing Manager Job Interview Questions
A Digital Marketing Manager should have a good understanding of current marketing tools. As well as the right strategies to lead integrated digital marketing campaigns. Driving them from concept to execution. Interview questions for digital marketing should assess their ability to design and implement digital marketing campaigns based on the needs of the business, analyse the results and identify improvements for next time.
As a digital marketing manager in a small or medium-sized business, it is likely they will be reporting directly to a board of directors or the business owner. You may be responsible for recruiting and managing staff. With this in mind, you need to include questions about coaching, motivation, delegation, and performance management.
Use the following digital marketing interview questions as a starting point and tailor them according to your needs. These are open-ended, situational questions that encourage candidates to speak at length about their approach to planning, problem-solving, and decision-making. The best candidates will be metrics-driven and will have exceptional communication skills. They’ll demonstrate success through numbers and have strong work samples to share.
- What has been one of your most effective digital marketing campaigns?
- How do you know when a campaign has failed? What metrics did you use?
- What does the digital marketing funnel look like at your current employer?
- Which aspects of inbound and outbound digital marketing strategies have you used?
- How many people are on your current marketing team? What are their roles?
- Describe your current brand’s tone of voice and visual identity?
- How do you approach brand-building?
- Which method do you find the most effective in collecting feedback from your customers?
- What software tools do you use to manage yourself and your team?
- How do you plan the implementation of your content marketing?
- How does your requirement for SEO inform your content marketing?
- What aspects of SEO have caused you the most challenges?
- Which are the most effective social media channels for your brand?
- What have you done to develop marketing automation in your current role?
- Can you demonstrate your most successful example of paid advertising?
- What is your understanding of thought leadership or expert positioning?
- How do you manage a typical digital marketing campaign budget?
- What is your approach to structuring an overall marketing budget?
- Can you share your approach to analysing digital marketing performance?
- How would you handle negative feedback about your brand?
- What’s interesting about our current marketing? What could we do better?
Background to the Digital Marketing Manager Job Description
The strategy of the business needs to be embedded into the digital marketing plan. Each touch point in the marketing funnel needs to be managed to reduce drop off. This will improve overall conversion rates. an essential factor as the cost of acquisition continues to rise.
Digital Marketing Plan
The digital marketing plan needs to have quarterly, twelve months, and three-year objectives. This means each quarter there needs to be three or four major digital marketing campaigns or projects that move the business forward towards goals.
There are two types of marketing. Inbound; which is where your customers can find you. Outbound; where you reach out to your prospects. Most digital marketing campaigns are a combination of the two. Inbound marketing tends to be more sustainable as it’s about developing digital assets that make it easy for your prospective buyers to find you. Continually reaching out to prospects in an outbound strategy means that you have to get them at the right time when they have a problem or desire that you resolve or fulfil for them. This can often result in a lot of wasted effort. However, in some business sectors, there is so much competition that rarely prospects need to search for a company.
Any inbound strategy is dependent on the keywords or hashtags that potential clients may choose to find you whether in the search engines or on social media. A clear understanding of how your prospects will want to find you is core to designing and implementing your inbound strategy.
Content Marketing Plan
With a keyword/hashtag strategy in place, you can identify what your prospects would be interested in reading. These requirements need to link back to how the company positions itself as a thought leader or expert in its field. Over time, the content marketing plan needs to cover all the essential keywords
To be successful on social media, you either need to educate or entertain or brilliant if you can do both. What the world doesn’t need is another news channel. News about your own business or activities by your employees are important but shouldn’t dominate your social media. What does work well is when you share things you are doing for charity. Your social media strategy needs to be specific to your business. There are no boiler-plate templates as to what works for your type of business. Be very wary of people generalising on what works and what doesn’t. Every company is different. Test what works and what doesn’t and adapt your digital strategies accordingly.
The website is the core of an organisation’s digital universe. Without it, you have no asset that you own and can control and develop. A website is where all your blog posts need to be shared from. It’s where your prospective customers go to check you out and buy from for eCommerce. You can control what they see and to a certain extent their journey to find out more about what you do.
As a digital manager, you need to understand the many technical aspects of search engine optimisation, user interface, and user experience design. It’s important that you grasp the technical construct of the content management platform (usually WordPress) and how to convert visitors to enquiries or buyers.
This part of the role becomes critical if you an eCommerce business.
Paid Search and Social Media Advertising
The world is rapidly moving to a “pay to play”. This means, where it used to take some clever design and words to get a decent level of engagement, you now need to pay to get the reach that you would have once had. This is also true of paid search or pay per click (PPC) advertising on Google.
A digital marketing manager needs a clear understanding of how to use a budget to maximise the amount of traffic to a social media or web campaign.
Landing pages which are used to convert a visitor to the next stage in the marketing funnel will become more prevalent and increasingly important. Understanding the technical and psychological aspects to improve conversion rates will be a key aspect of getting the right prospects into the sales and marketing funnel.
Email Marketing and Automation
The recent increase in regulation such as GDPR means that businesses need to move to a permission-based business model for developing new business. There are various workarounds involving the lawful processing of data through legitimate interest. However, new ePrivacy regulations are due soon which are likely to control what you can email to whom as GDPR is only about the processing of the data in the first place.
This means that emailing prospects and customers will become increasingly complex. More automation is expected as systems get cleverer at knowing what people need to see based on their preferences.
What gets measured gets done as the saying goes. In everything digital, it is possible to become overwhelmed by the array of possible statistics. What is essential, that the right tools are found that will help you improve performance. What tools are available to you will very much depend on your budget. For the smaller companies, there are a number of reliable systems. Google Analytics, Google Search Console, and Moz. We also recommend Dasheroo, Sumall, Hootsuite, and Social Sprout. These effective tools help you identify what is working and what isn’t.
For a fraction of the cost of hiring a digital marketing manager, we can manage your marketing for you. By doing so, you can improve your bottom and top line. All without a single point of failure. You’ll be working hand-in-hand with specialists. Rather than relying on one person trying to do it all alone.
Alternatively, if you are a sales and marketing led business, then digital marketing needs to be a core activity. In which case, you have no choice but to hire a digital marketing manager. We can help at all stages. From the interview stage and to ongoing management. Our coaching will help your new employee be the best they can be. This service is particularly useful if you have no knowledge or interest in digital marketing. We can sit alongside you to ensure you get the best from them.
Either way, as a hybrid digital agency we can help you.
For more information go to KUB Marketing
Call us for an informal chat on 0345 053 7417 or email [email protected]