We often encounter two diametrically opposed situations: when there is one marketer on staff who tries to cover all areas, or when the staff is so bloated that it is not entirely clear who is ultimately responsible for what.
Maintaining a whole marketing department is not always possible, especially in the current situation. In addition, not every business needs a large staff of specialists. In this article, we will figure out how to carry out multifaceted promotion with minimal effort and what functions can be taken on by one person.
Who is called what or why an SEO specialist is not a programmer and especially not an SMM specialist
There are many highly specialized specialists in online marketing or digital environment. Let's get to know each of them:
SEO optimizer (SEO specialist). Optimizes websites for Google and Yandex search engines.
What they do:
- Performs simple technical tasks, such as removing duplicate pages, composing and uploading sitemap and robots.txt files to the website;
- Sets up 301 and redirect;
- Ensures that the website is error-free, that shopify website design the website structure is logical, understandable, and that the content of the pages corresponds to key queries;
- Purchases link mass;
- Writes specifications for developers to correct various shortcomings and technical errors on the website;
- Works on website usability and conversion;
- Sets tasks for copywriters - what topics to write articles on, what length, what the headings should be.
Result of the work: website promotion for specific queries to the TOP, ideally to the TOP-10 of search results.
SMM specialist. Creates a social media development plan and implements it.
What they do:
- Develops a strategy for promoting the company on social media;
- Creates and promotes company profiles on social media;
- Prepares content for social media and creates technical specifications for the copywriter and designer;
- Publishes posts;
- Communicates with subscribers;
- Increases the audience, engagement, loyalty and fulfills their other KPIs;
- Keeps records.
Result of the work: increase in the number of subscribers in the group, audience engagement, loyalty and increase in sales through social media.
Targeter. Sets up, launches and optimizes advertising campaigns on social networks.
What he does:
- Searches for and segments your target audience;
- Writes texts for ads;
- Gives the designer the technical specifications for creatives for advertising campaigns;
- Sets up and optimizes advertising campaigns on social networks.
The result of the work: an increase in the number of requests per month or new subscribers in a group, sales growth, a certain cost per lead and other metrics.
Contextual advertising specialist. Sometimes called a directologist, in honor of the Yandex.Direct advertising account. Engaged in setting up and optimizing contextual advertising in Yandex and Google.