Digital Marketing is a full-time marketing function that should be carried out by trained personnel with specialized skill sets.
The fact is that to do well in each facet of digital marketing like SEO, SEM, Social Media Marketing, Copy Writing etc, it takes some time and experience to master.
However, we understand businesses with smaller budgets can hardly AFFORD to get professionals in each area.
And this may also not be necessary.
I think one strategy is to have a “generalist” digital marketer who has a good grasp of most aspects of digital marketing and project manage with external assistance from freelancers or marketing agencies.
Having full-time employees within the organization adds on to fixed overhead. A good generalist digital marketer will however understand a company’s business model, vision and translate this into marketing goals and define the digital marketing KPIs.
This way the internal digital marketer understands best what the business wants to achieve which may be:
- brand awareness, increase FB page likes
- leads generation in the form of email database
- driving leads to an event
- tapping on influencer network to reach a new target segment
- increase company’s SEO search visibility
With the objectives defined in detail, skill sets which are not within the organization can be sourced accordingly.
Over time, the company will also know what sort of campaigns drive the most sales results and if possible, skill set (say Video Content Marketing) for the particular campaigns can be acquired through additional human resource or training.
We hope this article helps you with managing the digital marketing resource planning.
At Anspire Consulting, we provide digital marketing services and if you have any specific training needs, we are also happy to help.