Digital Marketing Assistant

Roles and responsibilities

• Plan and execute all digital marketing, including SEO/SEM, marketing database, email, social media and display advertising campaigns
• Design, build and maintain our social media presence
• Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs)
• Identify trends and insights, and optimize spend and performance based on the insights
• Brainstorm new and creative growth strategies
• Plan, execute, and measure experiments and conversion tests
• Collaborate with internal teams to create landing pages and optimize user experience
• Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points
• Instrument conversion points and optimize user funnels
• Collaborate with agencies and other vendor partners
• Evaluate emerging technologies. Provide thought leadership and perspective for adoption where appropriate

Requirements and skills

• BS/MS degree in marketing or a related field
• Proven working experience in digital marketing
• Demonstrable experience leading and managing SEO/SEM, marketing database, email, social media and/or display advertising campaigns
• Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate
• Experience in optimizing landing pages and user funnels
• Experience with A/B and multivariate experiments
• Solid knowledge of website analytics tools (e.g., Google Analytics, NetInsight, Omniture, WebTrends)
• Working knowledge of ad serving tools (e.g., DART, Atlas)
• Experience in setting up and optimizing Google Adwords campaigns
• Working knowledge of HTML, CSS, and JavaScript development and constraints
• Strong analytical skills and data-driven thinking
• Up-to-date with the latest trends and best practices in online marketing and measurement

Desired candidate profile

1. Search Engine Optimization (SEO)

SEO involves optimizing a website or online content to rank higher in search engine results (Google, Bing, etc.) organically. The goal is to increase visibility, drive traffic, and attract potential customers through unpaid or organic search results.

• On-Page SEO: Optimizing individual web pages (titles, meta descriptions, headers, images) to make them more search engine-friendly.
• Off-Page SEO: Building backlinks and other external signals that help improve the website's authority and ranking.
• Technical SEO: Ensuring the website is well-structured for search engines (site speed, mobile-friendliness, secure connections, etc.).
• Keyword Research: Identifying relevant keywords and phrases that potential customers are searching for and incorporating them into content.

2. Search Engine Marketing (SEM)

SEM is the practice of using paid advertising strategies to increase a website's visibility on search engines. Google Ads (formerly Google AdWords) is the most popular SEM platform.

• Pay-Per-Click (PPC): Advertisers bid for specific keywords and pay each time someone clicks on their ad. It's a way to get instant visibility for targeted searches.
• Google Ads Campaigns: Creating campaigns and ad groups targeting relevant keywords and measuring their effectiveness using metrics like click-through rate (CTR) and conversion rate.
• Remarketing: Showing ads to people who have previously interacted with your website or business but didn't convert.

3. Social Media Marketing

Social Media Marketing (SMM) is the use of platforms like Facebook, Instagram, Twitter, LinkedIn, TikTok, and others to promote content, engage with followers, and build brand awareness.

• Organic Social Media: Posting content (images, videos, articles) regularly to build engagement and interact with your audience.
• Paid Social Media Ads: Running paid ads on platforms like Facebook Ads, Instagram Ads, or LinkedIn Ads to drive traffic, conversions, and brand awareness.
• Influencer Marketing: Partnering with influencers to promote products/services to their followers.
• Community Management: Engaging directly with followers, responding to comments, and fostering community loyalty.

4. Content Marketing

Content Marketing focuses on creating and sharing valuable, relevant, and consistent content to attract and retain a target audience. The goal is to provide useful information to consumers, build trust, and guide them toward making a purchase.

• Blogging: Writing informative articles related to your industry to drive organic traffic to your website.
• Video Marketing: Creating videos to engage with customers, educate them about products/services, and entertain. YouTube and TikTok are popular video platforms.
• E-books/Whitepapers/Case Studies: Creating in-depth resources that provide valuable information and can be used as lead magnets (offered in exchange for email sign-ups).
• Podcasts: Producing audio content on relevant topics that can reach an audience in a different format.

5. Email Marketing

Email Marketing involves sending targeted messages to a group of people with the goal of building relationships, promoting products, or nurturing leads.

• Newsletter Campaigns: Regular emails that provide valuable content to subscribers (news, tips, updates, etc.).
• Lead Nurturing: Sending automated emails to nurture potential customers through the sales funnel, providing them with relevant information to move closer to a purchase.
• Transactional Emails: Emails triggered by specific customer actions, such as order confirmations, shipping notifications, and password resets.