Are you considering a career in digital marketing? This exciting career path offers various benefits, including versatility, job security and exceptional salary rates.

No day is dull in the life of a digital marketer, whether you work in-house or at an agency, and it’s an excellent choice for professionals who enjoy working hard in return for rewarding success. A successful digital marketer should have a range of specialist skills such as creativity, problem-solving, communication, attention to detail, and time management.

We are a leading digital agency in Liverpool that provides a range of creative services, helping businesses to grow. With a multi-talented team that continues to expand, we know all about the different paths you can take for a successful career in digital marketing.

Today’s blog post offers some insight into the different digital marketing roles you can choose to pursue.

Web Design & Development

Web design and development is at the very forefront of what digital marketing is all about. In the modern age, every business should have a dedicated website, even if most of their custom comes from offline avenues. Websites can attract, inform and sell, helping visitors turn into prospects. A lot of other marketing services will rely on having a website up and running. For example, any social media posts or emails would be much more effective when directing readers to a website where they can access more information, make a purchase or get in touch.

The design and development of a modern website are more sophisticated than ever. Websites need to be quick, responsive and mobile-ready. As a designer or developer, you should know the best practices concerning search engine optimisation, user experience and maximising conversions. Developers will typically work closely with the designer to bring their ideas to life in the form of a functioning website. Developers will likely require skills in HTML, PHP, CSS, JavaScript, and content management systems, depending on the scale of the project. Web development is not just limited to building websites but could also involve landing pages and online tools.

In some cases, you may need to possess knowledge of e-commerce integrations. Version control, deployment and testing are all also essential in ensuring that the development goes smoothly. As a developer, you should be able to solve problems and work at tight deadlines. By staying up-to-date on the latest trends, you can ensure that you are well-positioned to develop better websites over time and work more efficiently.

Pay-Per-Click Advertising

Simply put, pay-per-click (PPC) advertising is a form of paid online advertising. This can include search platforms such as Google Ads and Bing ads, which allow you to target customers that are highly likely to search for keywords relating to your business. Social media websites also offer advertising options, as do native advertising platforms like Taboola. PPC involves balancing budgets and bids to beat competitors in achieving the advertisement placement. Your work will include identifying and targeting relevant audiences using platform data, search terms and tracking pixels. As long as you are bidding competitively and targeting the right people, you just need to craft a selection of adverts that will attract prospects and push them towards converting. Your objective could be to increase website traffic, boost conversions, expand social media followers, or generate new leads.

To become a specialist in PPC advertising, you will be required to use creative skills to develop campaign concepts that work towards the business’ key goals. You will need to monitor and analyse the campaigns consistently, knowing where improvements can be made, and create monthly reports. As with any form of advertising, you should write ad copy that is engaging and suitable for the intended audience. PPC advertising will usually require experience in Google Ads, Bing Ads, social media, and any other relevant PPC tools, as well as Google Analytics and reporting and tracking tools. Advertising best practices and trends are ever-evolving, so be sure to stay updated so that you can adapt instantly to any significant changes and stay ahead of competitors.

Search Marketing

It’s all very well having a website for your business, but how do people find it? Advertising, social media and emails can help, but they are quite limited in scope. This is where search engines come in handy. Whenever someone is looking for a particular business or has a query, they turn to search engines like Google and Bing. Websites only rank on search engines when a search marketing professional becomes involved. Search engine optimisation (SEO) is essential in convincing search engines that your website is the best result for what the user is searching for.

As an SEO manager, you should be well aware of the different ranking factors affecting a website’s position. Your work will involve using an extensive range of tools to monitor rankings, check for any errors, analyse website performance, and keep on top of traffic and conversions. You should be good at finding and implementing new optimisation opportunities, writing high-quality articles, link outreach, and improving conversions. With the algorithm and best practices continuously changing, it’s essential to stay up-to-date on the latest industry insights so that you can adapt as you go. Ultimately, SEO is about finding keywords that your prospects may rank for and taking steps to tell Google and Bing why your page is the best and most relevant solution for the searcher’s query.

Email Marketing

As with web design and development, email marketing is typically a collaboration with other team members, including design, development and content. Email marketing is all about creating highly effective emails that will reach a targeted audience. In most cases, the audience usually consists of people that have already engaged with the business, so this is an excellent opportunity to increase business from existing relationships.

In creating the perfect email, you need to start by crafting a subject line that will attract attention. The email itself should also look attractive and be displayed suitably on multiple platforms and devices, which is particularly challenging for developers. Emails should provide a clear structure and call-to-action that the reader can engage with. Each email should have a theme and a purpose; otherwise, you risk upsetting the reader with content they consider worthless and spammy. Emails can typically promote services, highlight special offers such as Black Friday, and update the reader on their actions, such as order confirmations. It should integrate seamlessly with other marketing platforms such as the website and social media. You must store customer data safely and appropriately, make use of group segmentation and create effective personalisation.

Are you considering a career in digital marketing, or are you an experienced marketer? We are always interested in new talent joining our digital agency. Please visit our careers page to find out more about the current vacancies open at Activate Digital.