Job roles in digital marketing

The world of digital marketing is constantly changing and evolving. New roles are emerging as companies adapt to new customer habits and strive to stay ahead of the competition. As a result of this fluidity, some roles are more coveted than others, and some can be more difficult to hire for.

Digital marketing recruitment specialists, Forward Role Recruitment has highlighted the most highly sought after roles in digital marketing. 

1. CRM Manager – In recent years, CRM (customer relationship management) has become a very popular and cost-effective way of driving greater revenue from customers through their lifecycle.

2. PPC Manager – With Google Shopping driving acquisition in the ecommerce sector, the number of businesses looking to drive more paid digital activity has shot up. As a result, both agency and in-house paid search teams are looking to hire those who know the industry inside out.

3. UX Designer – User experience optimisation has been the hot skill set in design for the last few years, with rising demand for designers who can create user-centric web designs that streamline the customer journey. As a result there is a sizeable contract market for people with these skills.

4. Web Analyst – These are the data guys tasked with measuring anything from acquisition ROI (return on investment) right through to conversions. With no clear academic route into this type of role, it is extremely tough to recruit for these positions.

5. CRO Manager – Jobs specialising in conversion rate optimisation are a fairly recent thing; focused on optimising the flow of traffic and conversions through a website. Businesses have become more focused on repairing the holes in their leaky funnels as pouring new customers into the top gets increasingly expensive.

6. Ecommerce Trading Manager – Usually the P&L (profit and loss) owner of a brand, these commercially-minded people are in charge of juggling stock, seasonality, price, promotions, etc. to trade a website to its maximum potential. With many northwest retailers growing into new markets there is a high demand for additional traders.

7. Head of Digital Acquisition – An all-encompassing Digital Acquisition Specialist is not the easiest thing to find. Many of the most recent generation of digital marketers have come through very specific digital channel streams, meaning that a combination of paid, earned and owned skills in one candidate is difficult to locate.

8. Head of Multichannel Marketing – Finding senior marketers with both high-end digital skills and traditional offline marketing experience is challenging. This is because of the generational gap between upcoming digital marketers who have often been focused on specific digital channels, and marketers who climbed the career ladder pre-digital, who conversely may not have hands-on experience with digital.

9. Technical SEO Manager – Another very technical role, with no real academic route. Technical SEO is constantly evolving with every Google algorithm change or new best practice guidelines, so agencies tend to grow their own talent, passing on the secret sauce of their SEO audit onto new generations.

10. PR Manager – With the proliferation of offline and online PR, the traditional PR skill set is in huge demand. Responsibility for link building in SEO and getting noticed online without a paid budget is now laid at the door of Digital PR Managers.

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Link Building Strategies

Link building is the most important part to achieve a high ranking website in search engines.

It is also an important concept in search engine optimization.

Here I highlight the important factors in the area of link building –

  • Make sure your site has something that other webmasters in your niche or vertical would be interested in linking to.
  • Create content that people will be willing to link to, even if it is not directly easy to monetize. These links worthy pages will lift the authority and rankings of all pages on your site.
  • Create content that legitimate webmasters interested in your topic would be interested in linking to.
  • When possible, try to get your keywords in many of the links pointing to your pages. For e.g. if it is a digital marketing training niche, you can include the following keywords in your content – digital marketing training, online marketing course, digital marketing institute, Google analytics course, web analytics course, Google analytics, search engine optimization course, search engine optimization, web analytics, SMM etc.
  • Register with, participate in, or trade links with topical hubs and related sites. Be in the discussion or at least be near the discussion.
  • Look for places from which you can get high-quality free links (like local libraries or chambers of commerce).
  • If you have some good internal content, try to get direct links to your inner pages.
  • Produce articles and get them syndicated to more authoritative sites.
  • Start an interesting and unique blog and write about your topics, products, news, and other sites in your community.
  • Comment on other sites with useful relevant and valuable comments.
  • Participate in forums to learn about what your potential consumers think is important. What questions do they frequently have? How do you solve those problems or pain points?
  • Issue press releases with links to your site.
  • Leave glowing testimonials for people and products you really like. Oftentimes when the product owner or person posts the testimonials, they will include a link back to your site.
  • Sponsor charities, blogs, or websites related to your site.
  • Consider renting links if you are in an extremely competitive industry. Adult, gaming, credit, and pharmacy categories will likely require link rentals and/or building topical link networks.
  • Mix your link text up. Adding words like buy or store to the keywords in your some of your link text can make it look like more natural linkage data and help you rank well for many targeted secondary phrases.
  • Survey your vertical and related verticals. What ideas/tools/articles have become industry standard tools or well-cited information? What ideas are missing from the current market space that could also fill that niche?
  • If you have a large site, make sure you create legitimate reasons for people to want to reference more than just your home page.
  • If you are looking to hire an SEO, you may want contact us