Whether the goal is leads, sales or brand awareness, the task of every online marketing team is to significantly scale up results. There is a pattern of how those teams are put together and one of the most important aspects is the variety of skill sets.
Online marketing teams need a number of different skills to be able to grow campaigns effectively and this article lists ten of the most important skills every online marketing team should have.
The designer of online marketing campaigns has to create visuals that sell and represent the brand at the same time. Web design is frequently outsourced but even then, the person who manages the outsourced design tasks has to judge the quality of the design and have a general overview of what to look for.
Managing social media.
Integrating the organic presence of the brand with paid campaigns is essential. Potential customers frequently visit Facebook pages, Twitter profiles and other social media pages before making a purchasing decision.
Knowing Google Ad Words and Bing.
Paid search is still top priority for businesses that serve an existing demand. People actively searching for a product or service are much more likely to purchase than people who are passively exposed to an ad.
Serving existing demand in real-time is the very basis of digital marketing and a must know for online marketers.
Effectively analyzing data.
Tracking what websites people visited before coming to their website and how they behave once there allows marketers to know customers and scale up campaigns quickly. Whether it is knowing advanced Google Analytics or data retrieval from other third party tools, data analysis is always needed to measure performance and optimize campaigns.
Being familiar with SEO.
Search Engine Optimization (SEO) is widely believed to support paid search, in particular when it comes to Google Ad Words. One part of SEO is to strategically insert relevant keywords on website pages. The price of Google Ad Words is influenced by something called the “quality score,” so the higher the score, the cheaper the ad. How relevant the ad is for the search query people type in and the page of the website people land on is influenced by keywords. Well done SEO will result in cheaper ads.
Testing is not immediately profitable.
Testing new advertising channels might not be profitable at first but that doesn’t mean that you should pause it right away. You should expect to have new advertising channels converting up to 50 percent more than existing ones.
This implies that they have potential and simply require tune ups or optimizations before scaling up the budget. Testing is especially advantageous for accounts that are successful but require more traffic volume to boost sales.
Expand campaigns based on what you learn.
Using a platform such as Google Analytics is a must for collecting data such as what pages people visit, what products they bought after their first purchase, how much time they spend on certain pages, what pages they visit after, age, gender, geographical area of your customers and more. The trick in using Google Analytics is to take this data and use it across platforms to scale up results.
For instance, generate traffic through Facebook, find out what portion of this traffic is behaving well on your site and show ads to only this portion via the Google Search Network. A concrete example would be to find out what services or products people who came from Facebook Ads bought. Step two would then be to make a list of the people who spent the most and show ads to those people on Google with a traditional Google Search Network Campaign.
Seeing the vision.
Whether work with small businesses or the largest advertising platforms in the world such as Bing Ads, everything we do has to fit into the bigger picture of the company.
Seeing beyond short term goals and understanding the long term repercussions of marketing activities and decisions is an important aspect of scaling a business.
Competent project management.
Analysis have found that the size of online marketing teams has significantly increased since 2011. We now often see teams of 125 people per account, working on campaigns for just one platform. This is good for the marketing industry. Marketers who have gathered experience in campaign creation have one more way to take their career to the next step by keeping large specialized teams on track.