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Digital marketing is a vast field. On top of this, every digital marketing agency is different in terms of specialty, size, structure, workflow, and culture. For this reason, there is no typical day for any professional in the digital marketing industry.
What your workday looks like as a digital marketer will depend on the area of digital marketing the agency specializes in, your role within the agency, the specifics of the projects you are working on, and the business’ workflow (digital marketing agencies’ work culture can vary greatly, for example implementing flexible hours or allowing employees to work from home on certain days).
Employees naturally have different responsibilities, and each has a vital role to play in making up a well-functioning business. Within a typical digital marketing agency there will be individuals who specialize in Search Engine Optimisation (SEO), Pay Per Click (PPC) advertising, writing, graphic design, email marketing, social media, data analysis, media planning and buying, client liaison (account managers or account executives), as well as the more senior roles – the managers or coordinators who oversee their teams and are involved from a big-picture, business-leading point of view. This could include campaign planning and strategy, managing campaign production, implementing marketing plans, tracking key performance indicators (KPIs), and course correction.
For the purpose of this post, we will focus on the “typical” workday of a marketing coordinator. So, without further ado, here are the key duties that fill up a day in the life of a marketing coordinator:
A typical day in the life of any digital marketer, including a marketing coordinator, starts with the email inbox. Many digital marketing agencies either have branches in other countries or overseas clients. This means that email correspondence is not usually tied to local business hours.
Any urgent emails that weren’t followed up on the night before will need priority attention first thing in the morning. The first inbox check-in for the day can sometimes be overwhelming. It’s best practice to address anything that takes less than two minutes to solve and then move the remaining non-pressing emails to the daily to-do list.
Check Digital Performance
The next thing to do each day is to check in on digital performance from the past 24 hours. This includes a quick dive into platforms like Google Analytics and Data Studio to get an overview of how a particular client’s website (or the agency’s own website) is performing. The Google Analytics dashboard will be set up to display the most important metrics, which can be seen at a glance. Key metrics that need particular attention will typically include acquisition overview, bounce rate, traffic sources, conversions, exit pages and goals.
Get Industry News
In digital marketing, things change quickly. To remain competitive in the digital industry, it’s important to never lose sight of the bigger picture. Part of any digital marketer’s job is to stay up to date with the latest industry trends, new tools and news, as well as maintaining an understanding of digital channels and how they’re evolving.
Staying up to date with industry news can be time-consuming. To avoid spending hours of your day doing research, it’s a good idea to subscribe to a few reputable industry newsletters like Search Engine Land, HubSpot and DigitalMarketer. This will reduce a potentially grueling Google session to a few minutes worth of insightful reading, ready for you in your inbox when you arrive at work.
Catch Up with the Team
To make sure everybody in the team is on the same page, most agencies schedule a quick daily morning huddle. This is the time to go over daily KPIs, briefly cover all of the actions for the day, and address any problem areas that could affect deadlines.
A marketing coordinator is responsible for orchestrating cohesive efficiency within his/her team to ensure all the different parts of the campaign come together to achieve the desired outcome. Depending on the digital marketing strategy, a project may, for example, include various elements like social media, email marketing, SEO, PPC and optimized blog articles.
In order to successfully meet the goals set by the strategy, in-depth planning and excellent communication are essential. It’s the marketing coordinator’s job to regularly touch base with every team member to ensure all deliverables are received on time and implemented correctly.
Another important part of campaign management is measuring effectiveness. Measuring campaign performance and reporting is a big part of what digital marketing is all about. The marketing coordinator will track key performance indicators (KPIs) on platforms such as Google Analytics and report on the success of the respective digital marketing campaigns he/she is in charge of.
Measuring performance also allows for course correction, in other words, making adjustments where needed to improve KPIs such as conversion rates. This ultimately plays a big role in customer satisfaction and customer retention, which translates to profitability and growth within the business.
Marketing coordinators spend a portion of their time in meetings – whether it’s internal with other departments to coordinate, align and consistently implement the overall marketing strategy, or with clients to present creative concepts, discuss marketing strategies or give feedback on campaign performance results.
Finally, the marketing coordinator needs to reach out to influencers within the industry. As in all other industries, networking and building relationships with thought leaders is essential for success. So, a portion of the marketing coordinator’s workday will consist of researching experts and reading and commenting on influencer posts. Networking may also include attending industry conferences and talks, which might fall either within or outside of business hours.