Creating a Successful Digital Marketing Strategy 2024.pdf
Summary of Job Role @ Assetanalytix
1. General
Developing and implementing the annual marketing plan to meet agreed company
objectives
whilst keeping careful control and management of the annual marketing budget.
Inbound Marketing
Build and manage a rich content/editorial calendar that attracts a qualified
audience to our owned properties (including blog posts, whitepapers, ebooks,
reports, webinars, infographics, etc.).
Grow new leads, including marketing-qualified leads, by converting site traffic
through calls-to-action, landing pages, and lead generation content (including
offers).
Optimize our marketing automation and lead nurturing processes through email,
content, and social channels.
Establish closed-loop analytics with sales to understand how our inbound
marketing activity turns into customers, and continually refine our process to
convert customers.
Social Media Marketing
Build and manage the company’s social media profiles and presence, including
Facebook, Twitter, LinkedIn, and additional channels that may be deemed
relevant.
Create shareable content appropriate for specific networks to spread both our
brand and our content.
Monitor and engage in relevant social discussions about our company,
competitors, and/or industry, both from existing leads and customers as well as
from brand new audiences.
Run regular social promotions and campaigns and track their success (e.g. Twitter
chats, LinkedIn discussions, etc.).
Work alongside other marketers and content marketers to help distribute content
that educates and entertains our audience and supports marketing goals.
Drive consistent, relevant traffic and leads from our social network presence.
Explore new ways to engage and identify new social networks to reach our target
buyers.
Track, measure, and analyze all initiatives to report on social media ROI.
Content Marketing
Create 1-2 free resources each month to drive leads, subscribers, awareness,
and/or other important metrics (examples include ebooks,
whitepapers, infographics, guides, templates, etc.).
Blogging on an on-going basis to support and promote your offers and to attract
site visitors through search, social media, and email subscribers.
Grow our subscriber base by providing them with regular, helpful content that’s
aligned with their needs and interests.
2. Collaborate with designers, product marketers, sales professionals, and external
influencers and industry experts to produce relevant content that meets the needs
of both key stakeholders and our audience.
SEO
Manage both on-page SEO and off-page SEO for the company.
Collaborate with content marketing and blog contributors to create high-quality
content around important, relevant terms.
Manage and improve organic search engine performance and goal-setting based
on click through rates, traffic, and conversions.
Stay up-to-date with the latest trends and changes with SEO and major search
engines.
Email Marketing
Grow our email list organically, not through bought or rented lists.
Manage various email campaigns, including the template designs, calls-to-action,
and content used in our email sends.
Segment lists based on behaviors like past email engagement and website
interactions (content downloads, site page visits, etc.).
Measure results and optimize the lead nurturing workflows for these segments to
convert leads into customers.
Work to minimize list decay and unsubscribes while increasing the productivity of
our email sends.
Develop documentation and road maps for processes, A/B tests, and promotions
that succeed through email.
Product Marketing
Together with the product team, educate both internal and external stakeholders
about our product features and their benefits.
Create product content (e.g. sales enablement documentation, case studies,
product videos, website copy, blog posts, Quora/forum responses) to articulate the
benefits of our products to the world.
Assist members of our sales team on calls with prospects when appropriate to
provide deeper dives into the product.
Speak and present both internally and externally to promote the story of our
product.
Measure and optimize the buyer journey as it relates to product feature adoption
and usage.
Paid Marketing
Manage the strategy and setup of all paid campaigns.
Measure and optimize our paid marketing using vendor-specific dashboards,
Google Analytics, and marketing analytics reports.
3. Research and test partnerships with new vendors to expand our reach and/or lower
our cost-per-acquisition.
Collaborate with marketing teammates to maintain a consistent brand voice and
message across all paid programs.
Craft landing pages and lead generation forms for our content to distribute
through relevant paid programs.
Stay up-to-date with digital marketing trends and potential new channels and
strategies to keep us ahead, including updates to social media marketing,
attribution, and programmatic media buying.
Public Relations/Media Relations
Connect with influential media outlets and journalists to place stories about
company news and other initiatives.
Assist with event planning, including working with vendors, event coordinators,
and design teams for on-site collateral.
Create content regularly to grow the company’s footprint (press releases,
corporate announcements, and creative content like SlideShare presentations).
Collaborate with prominent members of the company, including executives, to
craft and pitch press releases and thought leadership columns.
Establish a sustainable, strategic approach to PR based on adding value to media
outlets and event managers, not just asking for it.
Marketing Operations
Manage technical aspects of key marketing systems (marketing
automation, CRM) used to generate, distribute, and report on leads.
Establish and maintain scalable processes that ensure best practices in campaign
and lead management.
Create and maintain metrics reports on marketing and sales activities,
effectiveness, and business impact.
Analyze marketing and sales data to develop insights and make recommendations
on areas for optimization.
Monitor and maintain data quality within the marketing database.
Evaluate new technologies and add-on applications to improve and optimize
marketing team performance.
Sales support
Assisting sales teams in developing, engaging and preparing effective client
presentations and proposal documents
Identifying case study opportunities and work with the sales team to drive these
through
to client sign off.
Overseeing the development of company brochures, stationery and general
branded
marketing products.
4. Team Management
Handling Market Research and Event Management Team.
Managing designers and developers for creating newsletter template, email
marketing templates, website landing pages, Collateral development and blog
content.
Events
Identifying opportunities for market reach through exhibitions, conferences and
thought leadership events and decide on the most effective approach.
Managing and co-ordinating all activities including stand design, suppliers,
products,
staffing, couriers, build-up and break-down as well as being available to support
on the
day.
Internal communications
Updating internal digital signage with relevant information, oversee quarterly
company
newsletter and assist in developing a creative and impactful presentation at the
annual
company meeting.
Brand management
Successfully maintaining a consistent brand image ensuring all activity is carried
out
according to the company brand guidelines.
Proof-reading and branding quality control across all areas of the business.
Lead generation
Managing supplier marketing funds and where appropriate running joint lead
generation campaigns.
Using CRM to track leads and report on ROI from all events, online campaigns
and other marketing activities.