We discuss how analytics play a huge part in online marketing, how growth marketing is key for start-ups, why customer relationship management (CRM) is more important for established businesses and how the growth in these sectors can impact the search for talent.
This is turn has resulted in a deep segmentation of job roles and functions and lead to the huge variation we see today in digital marketing vacancies. Given this rapidly changing job market, it’s vital that your recruitment agency intimately understands all of the various niches and subsets that come together to make up an Online Marketing Department.
Online marketing is essential to the success of your business – in fact, if you offer products and services, your strategy (or lack thereof) will determine your fortune. The use of the internet has driven huge changes in shopping habits specifically, and lifestyle in general. Let’s look at four main reasons why you need a rock-solid digital strategy:
You need social media to update and speak to your customers, who will be keen to talk to you, and will expect you to have a presence
A well-maintained online presence is your fast-track to establishing your credibility
The internet is a huge place, so you need to mark out your territory and have a unique voice
It’s how you do your keyword research and optimise your content; you need to drive that all-important traffic
Facebook earned a staggering £6.8 billion in Q2 of 2017, with mobile advertising accounting for 87% of its total advertising revenue. LinkedIn earned £740 million in sponsored ad revenue during Q1 of 2017.
It’s well worth experimenting with digital adverts, and testing which social media platforms will perform the best for you.
As for content, video is likely to comprise 80% of all internet traffic by 2019, so you should look at expanding your marketing mix to include great on-brand videos that can be shared.
More than likely, users will be watching on a handheld device. Around 69% of digital media interaction is spent on mobile, and mobile traffic is set to increase between now and 2021. Alongside a drive towards more mobile-friendly search algorithms, it makes sense to increase spend on mobile advertising – and if your online content isn’t responsive and designed mobile-first, then you’re missing out.
You’ll have to have data on your side; used well, it drives wise decisions and forms the backbone of your content. The aim is to get more quality traffic and convert users – that is, seal the deal.
Data is great because instead of outdated assumptions, you’re actually testing and adapting your strategy instead of reacting. You’ll be able to see where your potential customers are dropping off; is something wrong on the homepage? Is your checkout a mess? Is your content boring and useless because you’re not putting up what your customers want to see?
Data puts you in control so you’re not just worrying about the competition, and best of all, it’s cost-effective. Here’s where you’ll be pulling it from:
As these job roles have diversified and become more specialist the online marketing department has grown; it’s no longer sufficient to simply have a generalist marketer, a fully staffed department will have a specialist role for an SEO Manager, Growth or Performance Marketing Manager, Content Manager, PPC Manager and / or Paid Social Manager and an SEM Manager. This in turn has a knock-on effect or recruitment – these jobs all require niche skills and a specialist online marketing recruitment agency to find candidates.
This is the key factor in nurturing a startup business, and getting it off the ground fast. Marketing and development teams and strategies are valuable, but they can be developed as your company grows. For now, your digital marketing strategy falls on your shoulders.
A benefit of the growth hacking phase is that this where you can get your hands dirty; experiment fast, fail faster and often, optimise every step of your user’s journey (and love every exciting minute). This is a key area and it is crucial to your organisation’s success that you recruit the right people for your jobs.
Here are the main skills and software you’ll need to see in your vacancies:
Data helps you identify what customers like about your website, how they navigate it, and how effective your marketing campaigns are. Making evidence-based decisions is essential for your company’s growth. For a quick and visual insight, use CrazyEgg to see how visitors are navigating your website, and KISSmetrics to really understand customer behaviour.
This tops SEO as the most important marketing tool on the web. It spans ebooks, white papers, blog posts, infographics, video… anything that can be read or viewed, Google loves rich content. Dive in with tools like BuzzSumo to find the most popular content related to your topic; use Feedly to compile news feeds, which helps with researching and developing content. HubSpot will help you leverage your content to generate leads and convert customers.
As content marketing job descriptions change, it is key you recruit the right people to fit your strategy. Content marketing is one of the main areas where we are seeing huge growth in vacancy numbers. With the job market out of balance employing the right recruitment agency to fill your vacancies is a key element of success.
At least one third of the global population is on it these days (!), so it’s crucial to understand how popular platforms work. You’ll need Facebook’s Ad Platform, which can reach 1 billion users; use demographics to help identify types of customers, and Hootsuite to monitor, schedule and organise those social media posts.
Check out our current social media jobs.
No matter how many algorithms changes the flighty Google releases, users are still searching online for your business/brand. Search Engine Optimisation is what your content needs to survive.
If you don’t know what each of these are already, you’ll become familiar with technical SEO, social media marketing, link building, user experience, and content marketing. First things first, get onto Google Webmaster Tools and Google Analytics. You’ll be able to see how organic search brings revenue to your business.
You’ll also be able to see how people are finding your website. What search terms they use and what websites refer them.
It’s not all about social media. Email marketing yields the highest return on investment in terms of conversion and retention. For list building, writing engaging email copy, automating emails, integrating social media, and using analytics, tools like MailChimp offer a way to manage subscribers, send emails and measure results. You could also get great results with ActiveCampaign, since it’s ideal for small to medium-sized companies.
Testing two versions of something highlights what’s working and what’s not, and this insight is invaluable. Use Optimizely to conduct A/B tests and optimise your websites on desktop and mobile, Unbounce to see whether your web pages connect with users, and the popular KISSmetrics to test data connected to real people.
This will help you understand how to achieve those all-important conversions. Get to know WordPress, which is the essential content management system (CMS) tool to maintain and create website content for a website, and also build web apps.
This is central to user experience. You’ll need to grasp the fundamentals of visual language to develop a website, and an understanding of how users will navigate it. Software like Adobe Photoshop is top of the list for digital image editing; widely the industry standard for design, photography and video editing.Vector design tool Sketch has a simple focus on creating user interface designs, and the powerful Unbounce helps you build, publish and test landing pages without IT and software.
Acquisition Marketing Manager jobs and Growth Hacker vacancies currently outnumber candidates, which somewhat inflates salaries and means multiple Clients are often competing for the same candidate.
Working with a specialist Growth Hacker recruitment agency, who understands the landscape for candidates with Acquisition Marketing skills increases the chances of hiring the chosen candidate exponentially; not only should the recruiter have a good network of Growth Hackers and Acquisition Marketing Managers, they should have a good understanding of the candidates needs and be able to help influence them on your behalf.
How do you know if your recruitment agency is a specialist? They should have a good range of Growth Hacker opportunities and Acquisition Marketing Manager vacancies on their website at any given moment in time. If you’re looking to place a Growth Hacker or looking for a Growth Hacker vacancy please get in touch with us.
Capturing new customers is just as important as retention. It’s essential to hit your revenue goals in the short term, but to also earn the long term loyalty of your customers, as you can only grow and grow so much in a short space of time. How you balance acquisition and retention is down to where your business is at, and you’ll need to know what your ‘customer lifetime value’ is.
Looking closely at retention tells you how well you’re performing, and the data can support what you need to do to evolve and scale your business in the longer term. Every shiny new startup can grow stagnant and get left behind if it doesn’t plan ahead and make itself indispensable to its customers.
In this next stage, it becomes apparent that you need to know what your vision is. You need the hard numbers, and the conversations you’ve had with the customers you’ve worked so hard to acquire, to show you how to maintain and satisfy them. This makes it easier to plan your budgets.
Marketing blog Invesp gathered some pretty strong numbers to make the case for retention
5x – Acquisition is five times as expensive as retention
89% of businesses say it’s important to put customer experience at the heart of their retention strategy
70% – You’re more likely (at a rate up to 70%) to sell to a customer you already have, versus a new prospect (up to 20% if you’re lucky)
25%- Increasing customer retention rates by 5% increases profits by 25-95%
It’s wise to make CRM a cornerstone of your strategy as you’re in your growth phase, because in the long term you can do these three essential things:
Is your business set up for a streamlined end-to-end process, or are you lumbering along? See which parts of your business can be made more efficient, and how best to make them that way. It isn’t just startups that need to remain lean. And this frees you up to develop and innovate, rather than wading through sludge to respond every time your competitors take a leap forward.
Who are they, and why do they use your products and/or services? What are they responding to out there in the wider world? Analysing customer data lets you know whether or not you’re meeting their needs, giving them a great experience, and you can target your products, aftercare and social listening accordingly. You’ll also learn about the wider context of the market’s wants and needs, which is essential for shaping and optimising your strategic response.
In a world where innovation is expected, you’ll have to unclench your fist and share your data with companies whose backs also need a good scratch – no doubt, yours will too. Collaboration is key to long-term growth, and CRM will help you determine the best way to do this, and with whom.
Intelligent People are a specialist Online Marketing recruitment agency and have been helping the digital and tech community attract talent for SEO manager vacancies, online marketing and performance marketing manager roles, growth hacker jobs and specialist content manager vacancies for a number of years.
If you’re looking to place a candidate or are considering a new role please get in touch: