Marketing Expert – Best Practices and Advice

Mirjana author

Mirjana Rajčić

Chief Business Officer

Marketing skills and career growth don’t come easy in a field that moves at the speed of light. It’s easy to get to grips with some basic digital marketing strategies and techniques through online resources and training programs.

But what does it take to be a successful digital marketing manager?

Currently, I work as a Chief Marketing Officer (CMO) at Paldesk. However, as the adoption of digital media and devices surges, we are constantly developing and improving our digital marketing strategy.

The rising importance of digital media marketing is elevating the importance of the chief marketing officer as strategist and innovator as well. So, my role also includes overseeing projects and ensuring digital marketing campaigns, among others.

I am sure my story will help you understand the path to follow in building your career. Read on to learn more about whether or not you might be a good fit for this exciting and challenging role.

Marketing Professional Journey

After completing Business Management at the University of Economics, I was looking for new challenges in startups as a Business Developer Manager. I wanted to learn everything about launching a new product and get involved in all business processes.

I was moved to the Small Business Development Agency Deegeetal and discovered the beauty of Digital Marketing with an amazing creative team where we developed and launched some of the cut-edging solutions.

After that, it was easy to follow the path and face some of the biggest challenges in my career. I felt ready to take a position as Marketing Manager for e-commerce company iMall. They had a big struggle with a bunch of big competitors at the local market and had no vision of how to boost their brand awareness.

Finally, after gaining all experiences in business development, product marketing, and digital marketing, Paldesk was a logical choice. Currently, I work there with the most enthusiastic team in the world and cooperating with B2B marketing experts.  

Related: Importance of Brand Equity in B2B

What Does a Digital Marketing Manager Do?

A digital marketing manager is responsible for planning and executing a digital marketing campaign to promote a brand, products or services on all available digital marketing channels.

The role also includes the supervision of the other experts working in the team, developing and overseeing online marketing strategies for businesses ranging from small startups to large corporations.

Hence we, as digital marketing managers, are in charge of overseeing projects and ensuring that digital marketing campaigns run smoothly from start to finish.

What Are the Skills Digital Marketers Should Have?

Generally, the field of digital marketing is quite diverse and encompasses a range of hard and soft skill sets. Although those skills will vary depending on the position, there is a core skill set valued by everyone.

Also, if you aren’t interested or good at managing people, there are plenty of other ways you can be involved in this exciting industry. There are jobs for people who are more creative, there are positions that fit those who are more technical, and there are others for those more focused on business.

Here’s an overview of general traits that people going into this industry should possess and practice:

  • Adaptability
  • Empathy
  • Sales-skilled
  • Copy and visual storytelling abilities
  • Creative problem-solving
  • Strong work ethic
  • Tenacity
  • Curiosity
  • Forward-thinking
  • People-centered
  • Understanding of business and marketing strategies

Practices With Marketing Channels

A digital marketing channel is the biggest and most rising channels in a couple of last years.

At iMall, being focused on digital marketing such as blogs and engagement on social media, resulted with 30% growth of online sales in six months and 250% more engagement on SoMe.

Paldesk as SaaS solution has some of the biggest competitors such as Zendesk and Intercom. So it’s necessary to focus on developing the simplest solution for omnichannel communication.

Having that in mind, we are generating relevant content for a small business such as blogs and offered to our customers freemium for upselling to the full product version. This is driven by a comprehensive digital marketing program.

Advice to young marketers on using channels?

Make your customer like your only focus and listen to what they have to say, engage with them and try to track them after they visited your website (there are a lot of remarketing tools that can help you).

If you are a small company, try to focus on generating interesting content such as expert business articles and e-books and help them to grow with you.

And never forget on SEO.

Even if you are not that expert, you should still know the basics of SEO, so you can understand what your teammates are doing:

Developing an Online Marketing Strategy, Google Analytics, Recognizing Seasonal, Daily and Monthly Trends in Viewer Traffic, Search Engine Optimization

In a competitive market, only good content with smart keyword strategy can boost your website visits. Thus, this must be the core element of your marketing activities and most- do investment.

Practices With Marketing Softwares

Today, if you are active on a lot of different marketing channels and want to have a helicopter view of your marketing activities, you need to use a lot of tools more than ever for great analytics and metrics.

Here are some of the most important in our team:

Agile CRM – a great tool for smaller companies with great marketing and sales dashboards. It is simple to use and have affordable pricing.

Ahrefs – is a great SEO tool if you are generating a lot of content it is important for you to know your backlinks growth, what are the top performing articles from blogs or your keyword statistics.

Hootsuite – Probably one of the most compelling reasons to use Hootsuite is the fact that it allows you to manage so many different social networks such as Facebook, Linkedin, Instagram and Twitter from one place.

Hotjar – a simple tool that reveals the online behavior and voice of your users. By combining both Analysis and Feedback tools, Hotjar gives you the ‘big picture’ of how to improve your site’s user experience and performance/conversion rates.

Animoto – if you don’t have resources for video experts Animoto will be a great choice for video creation.

Two-line Advice to People Entering in the Marketing Domain

Read, learn, read.

Marketing is changing faster than ever, constantly evolving and introducing new metrics, tools, and levels of creativity. Keep your creativity and curiosity high.

Encourage your team to learn and read. Let them express themselves fully and present you some crazy ideas. Have an eye on your user’s behavior and needs. Be an active listener, try to get their feedback, adjust it to current market needs and provide the best solutions.

And last but most important: No matter how hard it is never forget to be a good leader and person.

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Marketing Expert – Best Practices and Advice was last modified: May 14th, 2019 by student@paldesk.com
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