Web marketing jobs make it possible to sell a product or a brand through the Internet by adapting the offer to the type of prospect and the social network that he will use. The advantage of a digital marketing strategy is that it gives the possibility of interacting directly with consumers and responding more quickly to their needs. The design and content of sites or blogs, sales pages, social networks, SEO are all essential tools for web marketing. Who are the professionals capable of mastering these tools? What do their missions consist of? Answers with 10 essential digital marketing professions.
Web marketing professions, editorial and visual content experts
Content writer or web editor
Without it, the Internet would be empty! The content writer is responsible for writing all types of content on the web. Thanks to his expert pen, he creates the fixed pages of business sites, the product sheets of e-commerce sites, or even newsletters and blog articles. Writing for the net requires specific skills. Beyond his editorial qualities and his irreproachable spelling, the web editor has a strong spirit of synthesis and a solid general culture. He is able to grab and keep the attention of internet users with a short and punchy style. He also knows how to get noticed by the god Google, in order to help his clients to position themselves in a good place on the search pages. To achieve this goal, he uses SEO, the art of search engine optimization. He can also be responsible for establishing an appropriate editorial strategy to enhance and improve the image of a brand.
Copywriting is an essential skill for writing effective sales pages and email campaigns. The role of the copywriter is to help sell a product or service. For this, it must capture the attention of Internet users and encourage them to continue their visit to the site until the purchase. He formulates relevant and catchy titles while balancing the message in a subtle way to remain credible. Knowing the customer and his products allows him to demonstrate their value and their benefits. By studying the personality and psychology of prospects, he develops a convincing argument that stands out from the competition. The copywriter may also be required to write posts on social networks. He adapts his speech and his style according to the target audience and the media used.
In the web marketing professions, I ask for the UX designer. Specialist in visual content, he is the creative of the team. Its role is to design the graphics and ergonomics of a site so that the user experience is easy and pleasant. He defines a complete specification in collaboration with his client and then proposes a model. He chooses colors and illustrations adapted to the format of the site, the graphic charter and the comfort of navigation for Internet users.
Media management, a key element of digital marketing professions
Social Media Manager
The social media manager is the specialist in public relations on the Internet. It deals with the reputation of a company or a person and its positioning strategy on social media. As a good press officer, he manages his client’s brand image on the net and defines the type of communication to adopt. And yes, we don’t express ourselves the same way on Twitter, Facebook or Instagram! Twitter verification agents knows the products, history and values of the company for which he works inside out and sets up an appropriate editorial line. He writes specific content and distributes it on different channels. Then, it analyzes the impact of its interventions to better adjust them. Its fatal weapons: mastery of social networks, observation of the behavior of Internet users and constant monitoring of technological developments.
The community manager is the online account manager: he manages the relationship between the public and the brand for which he works. Like a GO in a holiday club, he creates and animates a community for the company that employs him. For this, he uses social networks and discussion forums. It unites a public of Internet users around common values and promotes exchanges. Compliance with ethical rules, moderation of comments and management of the community are also part of its missions. He must listen and understand the needs of customers and the problems they encounter. It is the essential link between Internet users and the company.
Digital Brand manager
A little game of the 7 families? In the web marketing professions, I ask for the digital brand manager. He is the star agent! Its main mission is to enhance a brand and take charge of its e-reputation and e-influence. It monitors competition and analyzes consumer behavior. He also works on the visual identity of a company to improve its image with the public. These elements allow him to develop a brand development strategy. He organizes marketing campaigns on social networks in collaboration with the social media manager. The digital brand manager is the guarantor of the coherence of the overall communication of a company on the net.
The technical profiles of marketing on the web
The SEO manager is the wizard who whispers in the ear of algorithms. Instead of a magic wand, it uses tools like Google Analytics or Search Console to develop websites. He first carries out a complete audit by studying the semantic content, positioning and competition. Then he defines an SEO strategy. Finally, he optimizes the pages and gives advice on the changes to be made. It constantly keeps up to date on developments in the functioning of search engines. Thanks to his work, the sites of his clients are positioned at the top of the requests or defined themes. They thus obtain qualified traffic and increase their conversion rate, that is to say the number of products purchased or registrations for training, for example.
The traffic manager is the expert in advertising on the web: he organizes advertising campaigns, advises his clients in the choice of media and studies their audience. To obtain and improve site traffic, he selects campaign content and formats (banners, pop-ups, promotional videos). It analyzes the visibility and impact of these actions while ensuring a technological and strategic watch on user attitudes, competition or even referencing.
The transverse functions of online marketing
The e-commerce manager is the seller of the web marketing team. In charge of monitoring merchant sites, he supervises transactions on the net and stock management. The security of regulations, the quality of services and after-sales service are also part of its field of action. He is expected to develop the company’s digital strategy and organize online business operations. In order to develop the traffic and notoriety of a site, and above all to retain Internet users, the e-commerce manager constantly assesses consumer demand and technical modifications.
Digital Project Manager
The digital project manager manages projects exclusively related to the Internet. We call on him for the creation, the redesign of a site or the implementation of a communication campaign on the net. He supervises and controls the actions to be put in place so that everything goes well. To do this, he draws up detailed specifications with his client: budget, strategy, communication policy, brand identity, deadlines. At the head of a team made up of graphic designers, developers, writers and web designers, he monitors the project until final delivery.
Web marketing professions are essential to the development of companies, regardless of their size. Their work allows professionals to promote themselves and manage their reputation, but also to find and attract clients. To sell a product or service, or to enhance your brand and create a link with the public, the skills of Internet marketing players have become essential. These new digital marketing professions require specific essential know-how to evolve in the digital world of tomorrow. Blogger, e-commerce site, SME, craftsman, major brand, liberal profession.
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