Digital Marketing Team - Key Roles & Responsibilities

Key roles and required skills for your Digital Marketing Team

• Digital Marketing Manager

  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 person's 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.

• Website Developer

  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. 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.

• SEO Manager

  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 affect your website ranking. Furthermore, they will work closely with content creators, social media and the website manager to implement the strategy.

• Website Manager

  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 There is nothing worse than an out of date or inaccurate website for your customers. 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. Not only that, but they will be the person that updates your website, interprets and evaluates its performance to plan improvements to the user experience, increasing conversions and sales.

• Content Marketing Manager

  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 off-site, 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.

• Social Media Manager

  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.

• Digital Advertising Manager

  If you are looking to use paid advertising facilities such as Google Ads, 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.