What does an online marketer do? Tasks and vacancy

The work of an online marketer

An online marketer may take on different responsibilities and work depending on his/her area of expertise. Typically, analysis, marketing advice, implementation and testing are central to an online marketer's work.

Analysis

An online marketer analyzes the online market and opportunities in online marketing. The online marketer takes a critical look at the current online marketing strategy and activities, the various marketing channels and the resources available. Then the online marketer determines how best to reach the online target audience and which form of online marketing is most profitable and provides the highest return on investment (ROI).

Opinion

After identifying opportunities, an online marketer provides personalized marketing advice. The online marketing objectives are made concrete and opportunities, priorities and areas for improvement are identified. A practical step-by-step plan shows how these objectives will be achieved, what investment is needed for this and what it will yield.

Implementation

After the online marketing plan is made concrete, the online marketer starts working with it. If the online marketer cannot take on all the tasks himself, various experts are hired, such as an SEO specialist, web developer, SEA specialists or designers. Advertising campaigns are set up, content is placed and adjustments are made. The online marketer directs the various online marketers and is responsible for the whole.

Testing

Hypotheses are established and ad copy is tested. Visitor behavior is mapped and A/B testing is used to determine the conversion orientation of a page. Google Analytics and other analytical programs are used to map the results of various online marketing campaigns. The online marketer determines the effectiveness of the overall marketing strategy, after which it is adjusted - if necessary - to constantly strive for the best results.

What are your duties as an online marketer?

As an Internet marketer, you have several tasks that you are busy with during the day. You are mainly concerned with optimizing conversions (sales) and website traffic. You are also constantly analyzing your data in order to make the best choices. As a senior online marketer you might also have to manage and guide starters/junior marketers in the process. Depending on the online marketer's specialization, the tasks will vary by company, but the following tasks are performed by most online marketers:

• Analyzing campaign data in Google Analytics
• Checking organic traffic performance through Google Search Console
• Set up and monitor campaigns (e.g. Google Ads)
• Performing A/B testing for your website or campaigns
• Conducting a keyword research study
• Creating reports from your analyses
• Writing ad copy
• Writing content for the website

Areas of expertise of an online marketer

An online marketer can work within one or more fields of expertise. Often several online marketers work together to achieve the best results with the different areas of expertise.

SEO / Search engine optimization

Search engine optimization improves the findability of a product, company or page. Content is tailored to the search queries of potential customers or interested parties. By using a clear website structure, a website ranks higher in search results. More visitors are generated and the chance that they proceed to purchases or requests is increased because the content optimally matches the expectations of the (visitors) searcher.

SEA / PPC / Google Ads

With SEA (Search Engine Advertising), catchy ads are created with relevant keywords that respond directly to a potential customer's search query. Search engine advertising is very effective in generating more website visitors who are (as good as) ready to become customers. Thus, the profitability of an SEA campaign can be very high, provided it is set up properly by the online marketer.

Social media marketer

On social media, an online marketer can build a loyal community with ads and community management. By keeping the community actively engaged with relevant content and offers, continued website visitors are generated and repeat purchase rates are high.

Conversion Optimization

An important part of online marketing is conversion optimization. Marketing activities can generate as much interest and drive potential customers to a Web site; if the conversion orientation of a page leaves much to be desired, the profitability of online marketing will be low. An online marketer can use video recording and A/B testing to determine which layout, content, buttons and elements drive more purchases and inquiries. An online marketer can optimize the conversion targeting of a website and thereby increase the profitability of all marketing activities.

Features online marketer

The marketing possibilities seem endless and the online market is constantly changing. Consequently, the supply of online marketers is vast. When looking for a suitable online marketer, several characteristics should be considered.

Analytical

One of the great advantages of online marketing is the fact that results can be accurately measured, allowing continuous pursuit of the highest profitability. Therefore, an online marketer is analytical and loves numbers, statistics and spreadsheets. An online marketer knows how to interpret data well and use it to optimize strategies to always go for the best results.

Curious

The number of opportunities in the online marketing field is enormous and there are continuous developments. Therefore, an online marketer is curious and follows these developments closely. He/she is constantly looking for new ways to achieve different goals and keeps looking at which opportunities or developments will yield the best results for the company in question.

Critical

An online marketer is critical and regularly asks himself whether certain things can be done better. Tests are performed and results are measured, in order to always be sure of the best approach. An online marketer is honest, alert and continuously strives to improve.

Communicative and social

Because online marketers usually work a lot with other online marketing experts, it is very important that they are communicative and social. Within online marketing, different marketers need to continuously coordinate things and respond to each other's activities in order to achieve the best end result together.

Where can you work as an online marketer?

Online marketers can work at several types of organizations. For example, they can be of value at an online marketing agency that does the online marketing of other companies. You can also work as the online marketer for a specific company, thinking of everything from startups to multinationals. It is also possible to work as a freelancer, taking care of your own clients and income.

What training/courses should you take as an online marketer?

There are several training courses you can take to become an online marketer. Consider training such as:

• Commercial economics (hbo)
• Creative Business (hbo)
• Communication (college)
• Business administration (hbo)
• Marketing Management (wo)
• Marketing Analytics (wo)

There are also several parties that offer shorter duration training courses/courses to learn the basics of online marketing. These can be general courses on online marketing as well as specific courses for such things as SEO, email marketing, SEA etc.

What are the opportunities for advancement?

An online marketer often has good opportunities for advancement within a company. This is often because the online marketer develops a specialization for a specific field within online marketing. For example, you can grow into an SEO specialist. You will then become responsible for optimizing the website to attract organic traffic. You might also be attracted to advertising and become a Google Ads specialist. In that case, you will be responsible for setting up, monitoring and optimizing campaigns to achieve conversions at the ROI desired within the company.

Vacancy online marketer

If you're excited and want to get started as an online marketer, take a look at our jobs page. At Tasmanic, we are looking for online marketers with specialties such as social media advertising, SEO, SEA and more. Salaries vary by position and depend on work experience.

Are you our new Head of Paid (Search & Social)?

We have a great opportunity for you

Vacancy Head of Paid