Introduction

The definition of a digital marketing specialist implies a person who develops and implements online marketing strategies through a particular channel(s), for example, search engine optimization (SEO), paid ads, social media, or email marketing.

In this article, we are going to discuss the duties of a digital marketing specialist, the skills that such a position requires, and its place within the marketing team.

What a Digital Marketing Specialist Does

The digital marketing specialist normally executes marketing functions in that particular area under the guidance of the marketing manager or marketing director. Contrary to a normal marketing position, where one oversees all aspects of marketing for the firm, the specialist normally becomes an expert in one or two particular channels only.

On the other hand, the responsibilities of the position differ widely from organization to organization. In a small firm, one digital marketing specialist can be handling various channels at the same time, whereas in bigger firms, the position can be used to refer to a specialist dealing with only one channel among others.

Common Areas of Specialization

SEO Specialist

Concentrating on increasing organic visibility of a website via keyword research, on-page optimization, technical SEO tweaks, and link building strategies.

Key SEO Responsibilities

• Keyword research
• On-page optimization
• Technical SEO improvements
• Link building strategy

Paid Media Specialist (PPC Specialist)

Concerned with handling paid advertisements, such as budgeting for ads, selecting keywords/audiences, writing ads, and optimizing bids and performance.

PPC Responsibilities

• Advertising Responsibilities
• Budgeting
• Keywords/Audiences
• Ads Writing
• Bid Management
• Performance Optimization

Social Media Specialist

Concerned with handling the social media presence of a brand, including content creation, community engagement, and managing paid social campaigns.

Social Media Responsibilities

• Social Media Responsibilities
• Content Creation
• Community Engagement
• Paid Social Campaigns

Content Marketing Specialist

Centered around the planning and creation of content pieces such as blogs, video, and guides, sometimes even in collaboration with the SEO team.

Content Marketing Responsibilities

• Blog writing
• Video content
• Guides and educational resources
• SEO content collaboration

Email Marketing Specialist

Concerned with the creation and maintenance of email marketing campaigns, such as audience segmentation, automation, and monitoring open and click-through rates.

Email Marketing Responsibilities

• Audience segmentation
• Email automation
• Campaign management
• Open rate tracking
• Click-through rate analysis

Core Responsibilities Across Specializations

1. Campaign Planning

Creation of strategies and campaign planning that would correspond to wider marketing and business objectives.

2. Execution

Execution of daily tasks on their particular channel, which includes everything from developing copy for ads to creating content calendars and setting up email automation.

3. Performance Tracking

Tracking KPIs related to their channel, like organic traffic, cost-per-click and email open rate.

4. Reporting

Conveying findings to managers or other stakeholders by translating channel-based metrics to their effects on business.

5. Optimization

Constantly testing and optimizing marketing campaigns in light of performance metrics.

Skills a Digital Marketing Specialist Typically Needs

Technical Skills

Familiarity with the use of appropriate tools for their chosen specialization, including Google Ads, Google Analytics, SEO tools, Email marketing platforms, or Social media management software, among others.

Common Technical Skills

• Google Ads
• Google Analytics
• SEO tools
• Email marketing platforms
• Social media management software

Analytical Skills

One key difference between working in digital marketing as opposed to other types of marketing lies in the capacity to interpret the data and make changes accordingly to the campaign or strategy.

Content and Communication Skills

In particular, useful for the social and content media professional, who must have excellent writing skills and an awareness of how to tailor messages to suit different platforms.

Adaptability

Because digital marketing platforms and strategies change all the time, especially those related to SEO and pay-per-click advertising, for example.

Typical Career Path

Entry-Level Roles

Digital marketing specialists usually start out at an entry or coordinator level position, which usually means that the specialist has some general marketing experience and then concentrates on a particular channel.

Mid-Level Specialist Roles

With increasing experience, the professional becomes an expert in a particular channel, dealing with complicated campaigns and taking more responsibility for strategy in that particular channel.

Senior and Management Roles

An experienced specialist can move up the ladder to become a senior specialist, team leader, or a digital marketing manager who manages specialists in different channels instead of running campaigns himself/herself.

How a Digital Marketing Specialist Fits Within a Marketing Team

Digital marketers will be responsible to a digital marketing manager or director in bigger companies, whose duty is to determine the strategies and work alongside specialists in digital marketing.

A specialist in smaller companies or agencies will work in a wider scope or be more independent despite his/her job title.

In-House Versus Agency Roles

A digital marketer could either work in-house, concentrating his/her efforts in just one firm’s marketing activities, or as an agency marketer, dealing with campaigns from various firms concurrently.

In-House Roles

• Concentrating in one firm’s marketing
• Understanding one brand deeply
• Strategies for the long term

Agency Roles

• Manage several client campaigns at once
• Work in different industry sectors
• Develop experience in a variety of campaigns

Bottom Line

A digital marketing specialist is a channel-based marketing professional who is in charge of running the campaigns on a particular channel. 

These channels could include SEO, Paid Media, Social Media, Content and Email. 

This job position involves the combination of technical platform skills and channel expertise and usually represents the stage that leads to becoming marketing manager.