Digital Marketing Team - Key Roles & Responsibilities

Kieran Watman

The members of your digital marketing team should have a keen interest and relevant skills in the likes of Social Media, SEO, content creation and distribution and a thorough understanding of the company brand, services, and ethos. You should also look at making key decisions about what will be managed in-house and what will be outsourced. For example, you may look to manage all of your social media, SEO and content production, but may need to hire a web developer to build the website for you to manage.

Key roles and required skills for your Digital Marketing Team

  • As with any team that includes a subset of roles, it's important to have one person that the team reports to. The Digital Marketing Manager should have a firm grasp of each persons roles and responsibilities and be able to effectively join these together and coordinate them within the overall campaign plan.

    They should be comfortable with research, implementation and assessment of all online activities such as Social Media, Digital Advertising, SEO, Content Creation and Publication and management of the company website.

  • The website designer or developer is the person or team that will produce the website itself. Whilst there are many options to do this in-house you should be sure that your team have the skills and confidence to produce a website that not only looks fantastic but is technically efficient, mobile friendly and SEO effective.

    Generally you would look to hire a web developer for this task, but they will still be a part of your digital marketing team that you should have a good relationship with and they should have a firm understanding of your company.

  • The SEO manager will be the person responsible for ensuring that your website it optimised for search engines. They will conduct keyword research to see what people are looking for and how best to implement this into your website content, structure and format.

    They will have a firm understanding of how SEO works and the factors that effect your website ranking. They will work closely with content creators, social media and the website manager to implement the strategy.

  • Once the website has been created, the website manager will be responsible for keeping the website updated. There is nothing worse than an out of date or inaccurate website for your customers, so a team member needs to be responsible for checking information, maintaining products and services, managing orders for ecommerce, publishing articles, blogs and resources and keeping an eye on how the site is performing in Google and other search engines.

    They should not only be proficient in using your website content management system, but also have an understanding of Google Analytics to evaluate traffic and user actions on your website. They should also be confident using diagnostic tools such Google Search Console. They will be the person that not only updates your website, but interprets and evaluates its performance to plan improvements to the user experience, increasing conversions and sales.

  • This person is responsible for taking the keyword and consumer research and creating content such as blog articles, information and resources, descriptions for products and copy for the website. They will have a full understanding and close relationship with SEO and understanding how to write content, produce media such as images/videos that supports the keywords, consumers and industry we are looking to reach. They will also be responsible for creating content for offsite such as guest blogging on other websites to drive traffic to your own.

    They will work closely with the Social Media Manager, Website Manager and other members of the team to evaluate the content that is being published to ensure brand consistency. They should have impeccable literacy skills and be able to produce content based on the target audience.

  • This member of the team should be fluent across a variety of Social Media Channels such as Facebook, Twitter, LinkedIn, YouTube and so on. Whilst you may only choose to be active across a limited number of networks, it's important that your Social Media Manager is able to monitor and respond to brand mentions and reflect the company image effectively within online communities.

    They will need to communicate your website and promotional content to the social sphere and always have the finger on the pulse for consumer research and responses.

  • If you are looking to use paid advertising facilities such as Google Adwords, you will need to assign someone to manage these campaigns. They will need to have a firm grasp of the costs and optimisation of adverts and be able to use your budget efficiently and inline with other promotional activities.

These roles are highly interchangeable. We often find that one person will be assigned to manage the website, SEO and content for example. Whilst some may have the luxury of multiple people within the team this is often not the case.

For many smaller businesses and start ups, it may be that just a couple or maybe even just 1 person will manage several of these roles. That's ok! It's a challenge that many businesses are more than familiar with, but it's always important to know how many hats you're going to be wearing, where you need to bring in help and have a firm grasp of what's involved in your digital marketing.


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