How to hire for Digital Marketing Manager
Summary (Layman Explanation of the role):
Digital marketing has its own industry niche where the required qualifications go beyond basic marketing strategies and creative skills. In general terms, a digital marketer is responsible for using digital channels to generate leads and build brand awareness.
Standard Job Description:
In digital marketing, you can choose to be a jack-of-all-trades or focus on one or two skills to set you apart. For example, being a strong creative individual who also understands coding or a techy person who gets how important content is to social media.
Digital channels include:
Company websites
Social media
Search engine rankings
Email marketing
Online display ads
Corporate blogs
Beyond this, the digital marketer must also use measurable analytics to identify weaknesses and find ways to improve performance across these channels. In this role, you can be responsible for all aspects of a company’s digital strategy or just focus on one.
Smaller companies tend to have one general specialist or manager while corporations can spread the responsibilities around to an entire team or even across several different departments.
Key Job Responsibilities:
- Conceptualizing, creating high scale consumer acquisition digital campaigns
- Product Marketing
- Ideal Candidate:
- Hands-on experience in managing digital campaigns (google Ad campaigns)
- Focus on growth & low cost customer acquisition
- Experienced in LinkedIn + FB : Handling significant budgets
- Domestic market experience is fine
Desired Education:
Graduation degree in marketing, advertising or related fields.
Certifications Associated:
1. Google Adwords
2. Google Analytics
3. YouTube Certification
4. Facebook Ad Certification
Key Skills:
Video Engagement, SEO, SEM, Content Marketing, Google Analytics, web coding and Content Management (CMS) systems, Customer Engagement, Media Campaigns, PPC, Keyword Search, Content Optimization, Social Media Optimization, Google AdWords.
Common Positions:
1. SEO Manager
2. Content Marketing Specialist
3. Social Media Manager
4. Marketing Automation Coordinator
5. Digital Marketing Manager
Screening Questions/Assessment Parameters:
1. Budget Handled
2. Brands/ products/ companies marketed
3. Experience with customer acquisition campaigns
4. Experience in online marketing
5. Working knowledge of HTML, CSS, and JavaScript
Basic Terminologies:
1. CTR (Click-Through Rate). Click-through Rate identifies the percentage of people who click on link.
2. Landing Page. This is the page on a company’s website that is optimized to act as the entry page to a site. When redirected from external links, this is where the visitors will be led back.
3. CPC (Cost per Click). Cost per Click is a pricing model where companies are charged by publishers for every click people make on a displayed / test ad which leads people to your company’s website.
4. Organic Traffic. This is traffic that is generated to your website which is generated by a Search Engine. This could be traffic from Google, Yahoo or Bing. It’s also known as “Free” traffic.
5. Paid Traffic. Paid search is when a company bids on keywords and makes advertisements around those keywords to be displayed on search engines.
6. Domain Authority. This is a scale from 1-100 that search engines use to determine how authoritative a company’s website is, 1 being the lowest rank and 100 being the highest. The higher your domain authority the more Search Engines trust you.
7. Keyword Stuffing. This is the practice of using too many keywords in content in hopes of making it more visible on search engines. You
will be penalized by search engines if you resort to it. Never keyword stuff, just provide great and valuable content.
8. META Description. The META description is the few lines of text that appear on the search engine results page.
9. RSS (Really Simple Syndication). Really Simple Syndication is a technology that allows users to become subscribers of content and ultimately get automatic alerts if updates are made.
10. Subscriber. A subscriber is a person who allows a company to send him/her messages through email or other personal communication means. These subscribers are high value to publishers and businesses alike.
Industry Jargons:
1. Impressions. This term is used to define the number of times a company’s ad will appear to its target audience. Impression could also
be related to a website and the number of times the web page appears in total.
2. Contextual Marketing. Contextual marketing is all about delivering the right content at the right moment based on a potential client’s preferences using behavioral targeting and enabling brand awareness, recall and engagement. It fuels targeted ads based on user information such as recent searches and web histories. The purpose is to offer products and services to customers who are already interested in them.
3. Cost Per Acquisition (CPA). CPA is the measurement of the cost of acquiring a customer who clicks on a website link or completes any action—in other words, the return on marketing investment, in particular, total marketing spend over total front-end conversions.
4. Hyperlocal. To build a loyal local customer base, it’s important to be accepted as part of the community. Hyperlocal advertising is an efficient way to accomplish this goal. Hyperlocal means an area close to home—the people within walking or driving distance to a particular destination
or those united in one identifiable community.
5. Keyword Proximity. When it comes to keywords, a factor that’s weighted by Google’s search algorithms is keyword proximity. Keyword proximity refers to how close two or more keywords are to each other. You will achieve higher rankings if you place your keywords close together in a natural sounding way.
6. Keyword Stemming. Search engines group search results not only by exact keyword matches, but also by variations of keywords in semantic
groups, such as singular-plural, related suffixes and synonyms. Search engines view these similar keywords as synonyms. As a result, “keyword stemming” can subsequently help extend your reach.
7. Latent Semantic Indexing (LSI). This is a mathematical method used to determine the relationship between keyword phrases within a piece of content. Search engines use it to form a better understanding of text’s subject matter. Google rewards sites that include relevant LSI keywords
with higher rankings and more traffic.
8. Lookalike Audiences. Facebook’s lookalike audiences is an advanced targeting option in its ad services that goes beyond basic interest and demographic targeting. It provides the ability to find new people based on their resemblance to your customers using a percentage sample of people in your target country (from 1 to 10 percent)—effectively cloning your ideal audiences.
9. Lost Impression Share (Budget) & Lost Impression Share (Rank). Lost impression share (budget) is the percent of impressions an ad lost out on because of an insufficient budget. Lost impression share (rank) is the percent of impressions an ad lost out on because of a low ad rank. In
paid search, impression share is used to evaluate the marketplace opportunity (or consumer demand) for a defined set of keywords. Impression share is meant to answer the question: “How often is my ad served when consumers are searching my keywords?”
10. Quality Score. Quality Score is Google AdWords’ rating of the relevance and quality of keywords used in PPC campaigns. It is largely determined by the expected click-through rates (CTR), the relevance of ad copy, landing page quality and relevance and other factors.
Benchmark Profile:
Benchmark Profile on LinkedIn (1)
Benchmark Profile on LinkedIn (2)
Benchmark Profile on LinkedIn (3)
References:
*Some of the parts have been contributed by Akshay Arora