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What does a digital marketer do?

Digital marketers are in charge of driving  brand awareness  and  lead generation  through all the digital channels -- both free and paid -- that are at a company's disposal. These channels include social media, the company's own website, search engine rankings, email, display advertising, and the company's blog. The digital marketer usually focuses on a different key performance indicator (KPI) for each channel so they can properly measure the company's performance across each one. A digital marketer who's in charge of SEO, for example, measures their website's "organic traffic" -- of that traffic coming from website visitors who found a page of the business's website via a Google search. Digital marketing is carried out across many marketing roles today. In small companies, one generalist might own many of the digital marketing tactics described above at the same time. In larger companies, these tactics have multiple specialists that each focus o...
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Online PR

Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It's much like traditional PR, but in the online space. The channels you can use to maximize your PR efforts include: Reporter outreach via social media:  Talking to journalists on Twitter, for example, is a great way to develop a relationship with the press that produces earned media opportunities for your company. Engaging online reviews of your company:  When someone reviews your company online, whether that review is good or bad, your instinct might be not to touch it. On the contrary, engaging company reviews helps you humanize your brand and deliver powerful messaging that protects your reputation. Engaging comments on your personal website or blog:  Similar to the way you'd respond to reviews of your company, responding to the people who are reading your content is the best way to generate productive conversation around your industry.
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Email Marketing

Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people toward the business's website. The types of emails you might send in an email marketing campaign include: Blog subscription newsletters. Follow-up emails to website visitors who downloaded something. Customer welcome emails. Holiday promotions to loyalty program members. Tips or similar series emails for customer nurturing.
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Marketing Automation

Marketing automation  refers to the software that serves to automate your basic marketing operations. Many marketing departments can automate repetitive tasks they would otherwise do manually, such as: Email newsletters:  Email automation doesn't just allow you to automatically send emails to your subscribers. It can also help you shrink and expand your contact list as needed so your newsletters are only going to the people who want to see them in their inboxes. Social media post scheduling:  If you want to grow your organization's presence on a social network, you need to post frequently. This makes manual posting a bit of an unruly process. Social media scheduling tools push your content to your social media channels for you, so you can spend more time focusing on content strategy. Lead-nurturing workflows:  Generating leads, and converting those leads into customers, can be a long process. You can automate that process by sending leads specific emai...
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Affiliate Marketing

This is a type of performance-based advertising where you receive commission for promoting someone else's products or services on your website. Affiliate marketing channels include: Hosting video ads through the  YouTube Partner Program . Posting affiliate links from your social media accounts.
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Pay Per Click (PPC)

PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is  Google Ads , which allows you to pay for top slots on Google's search engine results pages at a price "per click" of the links you place. Other channels where you can use PPC include: Paid ads on Facebook:  Here, users can pay to customize a video, image post, or slideshow, which Facebook will publish to the newsfeeds of people who match your business's audience. Twitter Ads campaigns:  Here, users can pay to place a series of posts or profile badges to the news feeds of a specific audience, all dedicated to accomplish a specific goal for your business. This goal can be website traffic, more Twitter followers, tweet engagement, or even app downloads. Sponsored Messages on LinkedIn:  Here, users can pay to send messages directly to specific LinkedIn users based on their industry 
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Social Media Marketing

This practice promotes your brand and your content  on social media channels  to increase brand awareness, drive traffic, and generate leads for your business. The channels you can use in  social media marketing  include: Facebook. Twitter. LinkedIn. Instagram. Snapchat. Pinterest. If you're new to social platforms, you can use tools like  HubSpot  to connect channels like LinkedIn and Facebook in one place. This way, you can easily schedule content for multiple channels at once, and monitor analytics from the platform as well. On top of connecting social accounts for posting purposes, you can also integrate your  social media inboxes  into HubSpot, so you can get your direct messages in one place. 
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