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It may be better to keep this crucial role in-house, but you can successfully outsource digital marketing management if you keep these tips in mind.
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Strong digital marketing management is the cornerstone of all online marketing efforts and plays a crucial role in the overall growth of an organization. Particularly now, with marketing spend on the rise; it’s essential for organizations to ensure this vital role is being addressed by the right person with the right expertise.
Become Familiar with a Digital Marketing Manager’s Role Before You Decide
A digital marketing manager blends business prowess with creativity while overseeing all your digital channels and managing the team responsible for producing marketing materials. This includes things like website copy, blog posts, social platforms like Twitter, Facebook, and LinkedIn, emails, display ads, and digital advertising, as well as SEO and PPC. He or she crafts ad campaigns around business goals, observes the latest trends, monitors analytics and adjusts the strategy as needed to improve results.
Consider the Core Competencies and Resources Necessary to Fulfill the Role
Skills
• An understanding of your brand
• An understanding of your niche market and audience(s)
• An understanding of the company’s objectives
• Data analysis
• Comfort with AI and automation
• Communication
• Leadership
Tools
• Analytics
• Social media marketing
• Customer relationship management (CRM) systems
• Content management systems (CMS)
• Search Engine Optimization (SEO)
• Content creation- graphics, word processing and editing, video
• Email marketing
• Collaboration
Time
Only about 14 percent of digital marketers work part-time, according to Search Engine Journal, and nearly half put in at least nine hours per day. However, it’s important to note that the number of hours invested doesn’t always correlate with results.
Identify What Successful Digital Marketing Management Looks Like to Your Organization
Simply put, the KPIs to measure the success of your digital marketing manager will be the same KPIs you’re using to measure the individual campaigns and processes across all your digital marketing efforts.
KPIs
• Sales revenue generated by marketing
• Return on marketing investment (ROMI)
• Cost per lead
• Customer lifetime value
• Traffic-to-lead ratio
• Lead progress ratios
• Landing page conversion rates
• Organic traffic
• Social media metrics
• Inbound link performance
• Mobile data
Making the Final Decision: Should You Outsource Digital Marketing Management or Keep it In-House?
Finding a digital marketing manager with the skills to drive your organization forward isn’t easy. It may be tempting to outsource to a third party with a demonstrated track record across multiple companies.
The challenge here is that this role isn’t only about skill. Your digital marketing manager needs to know your company; the brand, objectives, customers, and more. If he or she doesn’t have a pulse on the day-to-day happenings of the company, it will be impossible to ensure the digital marketing strategy is in alignment with the organization.