Looking for experienced digital marketing specialists? Find out how to build a top team with our complete guide!
Who is a digital marketing specialist?
Digital marketing specialists are online strategists for businesses.
They craft engaging content, target ads, and analyze the results of online marketing campaigns to connect brands with their audiences.
Take a recruitment agency, for instance. Their digital marketing specialist might:
- Create engaging social media posts highlighting job openings and career tips
- Run targeted ads to reach potential job seekers in specific industries
- Write blog posts offering resume advice and interview preparation strategies
In short, digital marketing specialists combine creativity with analytical thinking to bridge the gap between a company and its online customers.
Also read: 5 innovative ideas on digital marketing for recruiters
7 key responsibilities and tasks of digital marketing specialists
A digital marketing specialist wears many hats to help a company achieve its online marketing goals.
Here are some of the critical responsibilities and tasks they handle:
1. Develop and implement marketing strategies
A DM specialist designs data-driven strategies that align with your business objectives and audience needs.
Their sole responsibility is to choose the best channels, define key performance indicators (KPIs), and adjust the strategy according to performance.
At the core of this role is the need for creativity in campaign design and analysis to drive business growth efficiently.
They manage the company’s social media buzz, posting on multiple platforms and maintaining a consistent brand voice across channels.
This includes scheduling posts, monitoring engagement, responding promptly to comments and messages, and fostering community interaction.
3. Improve SEO
Digital marketing specialists make sure that your company’s website is ranking on search engines through proper keyword research, optimizing web content, and building backlinks using effective SEO techniques.
For example, if a recruitment agency specializes in tech talent placement. The SEO specialist might ensure that the website appears on the first page of search results when people search for “top tech recruitment agencies.”
4. Manage pay-per-click campaigns
PPC campaigns involve budget management, crafting compelling ad copy, and evaluating performance metrics to optimize the results of any promotional activities.
Suppose, your company specializes in executive search. In that case, the specialist might run ads targeting keywords like “top executive headhunters” or “C-level recruitment services” to attract potential clients or high-level job seekers.
5. Create content and marketing
Digital marketing professionals often create or coordinate various types of content, such as blog posts, videos, infographics, and more.
Right from researching and writing to publishing and tracking, they do it all!
6. Analyze data and reporting
They use tools like Google Analytics to track the performance of marketing campaigns and the company’s website. This involves analyzing metrics such as traffic, conversion rates, and user behavior to make data-driven decisions.
Say, if a marketing campaign needs to drive more sales, the specialist can adjust strategies based on the data insight.
7. Incorporate email marketing
Creating and managing email campaigns are essential to nurture leads and engage with customers.
This includes writing compelling emails, segmenting the email list, and analyzing campaign performance.
By the way, you might want to subscribe to the newsletter that will make YOU the smartest recruiter in the room!
How to recruit digital marketing specialists?
Here is a step-by-step guide to attracting, hiring, and retaining these individuals with A+ skills:
Step 1: Determine your business marketing goals
Assess what your company goals are.
For instance, short-term goals might focus on increasing website traffic for a new product launch or boosting brand awareness during a seasonal promotion.
Long-term goals could be establishing thought leadership in your industry, building a loyal customer base, or increasing overall sales through digital channels.
When looking for a digital marketing specialist, make sure you get answers to these questions:
- Do you need help with a specific campaign, like a social media campaign for a new product launch?
- Are you seeking someone to manage your ongoing digital marketing strategy, including social media, content creation, and SEO?
Step 2: Define the job description
To recruit digital marketing specialists, craft a job description that includes:
- Detailed job roles and responsibilities:
Manage social media campaigns, develop content strategies, analyze marketing data, optimize SEO, conduct market research, and collaborate with cross-functional teams.
- Required skills and experience:
Digital marketing tool expertise, social media platform proficiency, and robust analytical and creative abilities.
- Educational background and preferred qualifications:
Bachelor’s degree in Marketing, Communications, or related field. Certifications in Google Ads, HubSpot, or similar platforms. Knowledge of current digital marketing trends and best practices.
Specific requirements may vary by company and role.
Here’s a sample job description for a social media manager that you can use:
We are searching for an experienced and passionate social media manager to represent our brand in our various social media handles.
Key responsibilities:
- Campaign management: Design and run social media advertising campaigns.
- Strategy development: Build, implement, and manage a tailored social media strategy.
- Content creation: Generate, edit, publish, and share engaging, original daily content, including short texts, photos, video presentations, and news.
- Analytics: Leverage tools like Google Analytics to monitor and evaluate progress across platforms.
- Performance measurement: Define and analyze KPIs (Key Performance Indicators) to gauge effectiveness.
- Staff training: Train junior staff on effective social media practices and promote its usage.
- Customer interaction: Respond to customer reviews, queries, and comments promptly and professionally.
- Collaboration: Collaborate with content writers and designers to ensure content is both informative and visually appealing.
- SEO monitoring: Monitor SEO and user engagement, suggesting content optimization strategies as needed.
Requirements and skills:
- Proven experience in social media management and digital marketing.
- Proficient with social media platforms like Facebook, Twitter, LinkedIn, Pinterest, Instagram, Google+, etc.
- Ability to generate original, creative content.
- Strong grasp of marketing strategy and ability to apply it in various forms of outreach.
- Excellent multitasking, teamwork, and networking skills, and the ability to work under pressure and meet deadlines.
Get access to 5 FREE job description templates!
Step 3: Look for adaptable AI Specialists
While hiring, look for people who can utilize AI tools effectively with some human-class insight.
Seek employees who exude adaptability to learn new technologies and the ability to interpret AI-generated data for strategic decision-making.
The right candidate will balance technical proficiency with creative problem-solving to ensure that your team is proficient in using AI to reap all its benefits while conserving a human touch in your marketing efforts.
This way, you can attract qualified digital marketing specialists who can effectively contribute to your company’s online success.
Step 4: Craft an attractive job listing
Attracting top digital marketing talent requires a job listing that stands out.
To craft a compelling job offer, focus on writing a persuasive job title. Ensure the title accurately reflects the role’s responsibilities while using strong action verbs to pique interest.
For example, “Digital Marketing Specialist—E-Commerce” provides clarity and appeal, while “Grow Our Online Presence: Digital Marketing Specialist” incorporates an action verb to capture attention.
Also, read 5+ job offer letter templates you can use right away!
Where to find digital marketing specialists?
Now that you know how to recruit digital marketing specialists, let’s understand where to find them. Follow this plan to help you navigate your search:
1. Online job portals and websites
Post your open role on online job boards like LinkedIn, Indeed, and Glassdoor.
These platforms offer a vast pool of candidates and allow you to filter based on skills and experience.
You can also target your search further by exploring niche job boards like MarketingJobs.com, SimplyHired, or The Muse to cater specifically to marketing professionals.
2. Professional networks and communities
a. Digital marketing forums and groups
Get into top marketer forums where digital marketers gather.
Platforms like Social Media Today forums, Content Marketing Institute forums, or niche Facebook groups for digital marketing can be your home for finding talent.
b. Industry-specific associations and meetups
Tap into industry associations relevant to your niche.
Organizations like the American Marketing Association (AMA) and the Social Media Marketing Agency (SMMA) host events and job boards connecting marketers.
Attending industry meetups can also be a great way to network with potential candidates.
3. Social media and networking
Follow relevant hashtags like #digitalmarketing, #SEO, or #contentmarketing on Twitter.
Engage with discussions, participate in Tweetchats hosted by marketing influencers, and identify passionate individuals who might fit your role well.
Bonus tip: Consider reaching out to marketing agencies specializing in digital marketing. While they might not directly fill the role, they can often recommend qualified freelance specialists or suggest additional resources for your talent hunt.
Also read: Top 10 places where recruiters can get CVs for free!
Frequently asked questions
1. How to retain digital marketing talent?
To retain digital marketing talent:
- Create a positive work environment: Foster collaboration, work-life balance, and open communication.
- Provide professional development opportunities: Offer training, conferences, and skill-building programs to keep employees engaged and growing.
- Recognize and reward contributions: Implement performance-based bonuses, promotions, and public acknowledgment of achievements to show appreciation.
2. What areas in marketing can a digital marketing specialist cover?
Along with the areas mentioned above, they may also handle website design and optimization, online brand management, influencer marketing, and automation.
Additionally, they often work with various digital tools and platforms to execute campaigns, analyze data, and optimize performance across different channels.
3. Are digital marketing specialists and content marketers different?
Digital marketing specialists and content marketers have overlapping skills but differ in focus.
They cover various online marketing strategies, including SEO, PPC, social media, email marketing, and analytics. It means promoting brands and driving conversions through different digital channels.
On the other hand, content marketers are associated with developing and sharing valuable and relevant content for the target audience.
Although digital channels are utilized in their dissemination, a content marketer’s core competence is developing high-quality content that engages users and builds brand authority.
Author bio:
Sarah Marksons is a marketing consultant primarily involved in B2B lead generation. She’s best known for her insightful blogs on email marketing, B2B and SaaS companies, and business growth. Sarah also has a good network in the sales industry, especially in the digital sales community. Apart from her work, she contributes to the community as an animal rights advocate. She loves creative writing and aspires to make the world safer through marketing, writing, and everything she does.
