Nowadays, every company needs to have a presence on the Internet, which makes it essential to start investing time and resources in developing a list of belarus consumer email strategy that allows them to achieve this successfully.
Among the necessary resources, there are two main ones: economic and human. You already know the first ones and, although they are important, the second ones, human talent, are a key factor for the success or failure of your company's digital marketing. This is where you come across two options: hire an agency to do it for you, or form your own digital marketing team.
While it is true that when hiring an agency you will invest time in selecting the most suitable one for your needs, a great advantage of choosing the right one is the possibility of exploiting their experience in digital marketing.
However, you may prefer to create your own digital marketing team, with the aim of saving costs and having first-hand knowledge of what is happening in the company in order to react more quickly to any obstacles that arise.
If you decide that the path for your company is to create your own digital marketing department, I want to share with you some important points that you should know and follow to keep your company relevant in the digital field.
Necessary skills in digital marketing
Some of the skills needed in digital marketing today are:
Planning and monitoring results
Content creation and SEO strategies
Social media management
Advertising campaign management
Email marketing strategies
Graphic design
Web programming
While it is true that it is possible for a person to have a bit of everything, it is not the most advisable, since it can be a high workload. Below, I will explain a little more about each of them, so that you better know the appropriate profiles .
Planning and monitoring results
This skill is essential, since it is here that we start from the guiding pillar of the efforts to be made, from the alignment with the company's objectives and the planning of the resources to reach them, to correctly knowing the Buyer Persona to whom the content will be directed, in what tone it will be spoken to, and the media in which it should be present.
Likewise, it is necessary to define KPIs and measure the performance of all efforts made, so that they are constantly improved and support the company's objectives.
Speaking specifically about the profile of the person who will carry out these activities, although it is not strictly necessary, it is recommended that he or she be an analytical, objective person with numerical skills, since he or she will constantly be evaluating all the factors that could affect the company, taking into account macro and microeconomic areas.
Content creation and SEO strategies
Once the Buyer Persona to whom efforts will be directed has been defined, it is necessary to create relevant content aimed at them, whether in the form of eBooks, blogs, infographics, video blogs, podcasts, etc.
To do this, the person in charge must have organizational and creative skills, as well as good writing and spelling skills to direct valuable content that will attract and empathize with the Buyer Persona.
Something that also goes hand in hand are SEO (Search Engine Optimization) efforts, which aim to improve the company's positioning in web search engines such as Google, Bing, Yahoo, etc. This includes activities such as the appropriate selection of keywords within the website, obtaining quality backlinks , and all those technical elements on the site, such as loading time, avoiding broken links, etc.
Social media management
The profile of this person must be organized, creative and preferably somewhat sociable, in addition to knowing the company well, since they will be in constant communication with the community, creating publications aligned with the Buyer Personas that increase engagement.
It is also important for this person to know the dynamics of the different social networks , since each one has different themes and ways of connecting with audiences. For example, Twitter is such an agile platform that a tweet can stop being relevant after a couple of hours. On the other hand, Facebook depends more on the interactions obtained to get your posts to spread and live longer. As for Instagram, it is much more visual, with images and short videos, where there is a more intimate level of interaction; and on LinkedIn you can have a more professional tone.
Advertising campaign management
A fundamental part of digital marketing is advertising. Although it is a fact that SEO strategies will allow your company to position itself effectively and for free in search engines, they are also somewhat laborious. In this scenario, digital advertising becomes an important player to start spreading your message to the right audience.
The person in charge of these activities must have planning skills, resource organization, technical knowledge of platforms such as Google Ads, Facebook Ads, LinkedIn Ads, Twitter Ads, among other platforms that you consider relevant to spread your message to the Buyer Persona at the right time.
You should also have basic web knowledge, especially to understand how conversion codes work on different platforms, as well as criteria for creating landing pages where you can better convert prospects who click on your ads.
Email marketing strategies
Although it may seem like a very simple task, which can even be carried out by the person in charge of social networks or content, it actually requires more planning and time for its correct implementation.
It is important for this person to plan different mailing strategies for the database that is being built over time. And to do this, it is important to analyze it correctly, understand it and even segment it, in order to send the right message to the right audience.
