More than 63% of the world’s population uses the internet for different purposes. It shows that the internet is a great source for any business to connect with potential customers and increase sales.
Over 64% of small businesses have built their online websites to increase the number of their customers. More and more businesses are now turning to the internet for marketing purposes.
All these businesses need professionals like internet marketing managers to manage their internet marketing needs and improve the performance of their marketing strategies.
In this article, we have explained the roles of internet marketing managers to let you know how they bring success to a business.
Who is an internet marketing manager?
An internet marketing manager leads marketing efforts for a brand or an organization. He estimates market demand, develops and implements marketing strategies, and increases customer interest using different social media and digital media platforms.
He understands customers’ pain points and tries to provide them with creative solutions to increase sales of the company and maximize profit. He relies on online platforms to connect with new customers and build stronger relationships.
Internet marketing managers can be divided into different categories based on the roles they play for the company. Here are a few types of internet marketing managers.
Social media manager: As the name suggests, they handle different social media profiles of the company and manage all their social media-related activities, including content creation, marketing strategy development, data analysis, etc.
Digital media managers: They are responsible for managing digital platforms. They post engaging content on these platforms and then track their important metrics to determine the success rate. They also develop marketing strategies, optimize them, and create reports to present to the leadership team.
Online community manager: They build and handle online communities of customers, influencers, and other people who can bring profit to their company. Their main role is to increase the target audience’s engagement and create a strong or loyal relationship with them.
Funnel marketing managers: They are also called purchase funnel managers. Their main role is to understand the target audience and track the customer’s journey as he passes through the sales process.
Project manager and campaign coordinator: They are mainly involved in leading a project team to make a project successful. They plan, design, and execute marketing campaigns to help the brand achieve its online marketing goals. They assign different roles to each member of their team.
Core skills of internet marketing managers
An internet marketing manager, also called a digital marketing manager or social media manager, should possess the following skills to get the role in a reputed company.
Social and digital media expertise
Most of the activities and duties of an internet marketing manager are related to social media or digital media. Therefore, the manager should have the knowledge and understanding of these platforms. He should know how each platform can help him maximize the brand’s profits, online awareness, and credibility.
Search engine optimization
Search engine optimization (SEO) is one of the most important skills anyone working on the internet needs to learn. It tells you how you can rank your blog posts, web content, and social media posts in a sea of billions of posts.
As an internet marketing manager, you should be aware of the best SEO practices, so you can help your content creators and publishers improve the ranking and performance of the content.
Search engine marketing
Search engine marketing (SEM), also called pay-per-click (PPC), is a strategy that is used to boost the ranking or visibility of websites or paid ads in search engine result pages (SERPs) of Google, Binge, etc. An internet marketing manager should know how SERP works. He should also be aware of the Google updates that Google introduces every few months.
Social media marketing
An internet marketing manager should know the value of social media platforms and how they can help him catch the attention of a wider audience and increase sales. He should know how to create and run social media campaigns and improve their results.
Content marketing is a strategy used to increase conversions and brand awareness with the help of authoritative, relevant, and high-quality written as well as visual content.
An internet marketing manager should know which content his target audience prefers, and then he should use it to grab their attention and gain trust.
It is another strategy that marketers use to send advertisements through emails. They may send emails to current customers or potential customers – it depends on the goal of the email marketing.
Today, there are more than 4 billion email users. So, as an internet marketing manager, you should know how to grab the attention of such a large audience and use the attention to increase sales.
An internet marketing manager spends most of his time performing different activities on the internet. He should know how to use the internet to find useful stats, new trends, competitors, market demand, or anything else that he believes can bring profit to the company.
He should know how to find his competitors and understand their strategies. He should use his research skills to understand the needs and problems of his target audience, so that he can create relevant content.
Writing and graphic designing
An internet marketing manager should know how to write emails, blog posts, video scripts, attractive headings, social media posts, sale copies, or other different forms of content, so he can attract a wider audience.
He should also be able to use graphic design tools such as Adobe Photoshop, InDesign, After Effects, etc. These tools will help him create appealing visual content, and use the visual content with the written content to increase the value of both.
Ways an internet marketing manager brings success to a business
An internet marketing manager helps businesses maximize their profit and grow in multiple ways. Here are the most common ways they use to bring success to a business.
Create an online footprint
The first thing you need to do to create an online presence is to build profiles on different social media platforms and create your official website. These are the places where customers find you, check your products and purchase them.
So, an internet manager starts the marketing process by creating social media profiles and business websites. Since there is a wide variety of social media platforms available on the internet, the manager first understands the value of each platform for the business, and then chooses the platform that can bring maximum profit. Generally, marketing managers select the most popular channels like Facebook, Instagram, YouTube, and TikTok to create business accounts.
A marketer also builds attractive business websites. If he knows programming, he will create the business profile himself. Otherwise, he will hire a professional to build a website from scratch and create an online store for the brand.
Grow target audience
Every business needs to gain followers and increase the number of visitors to increase its sales and revenue. Therefore, an internet marketing manager uses different tricks and techniques to attract more people, increase profile engagement and grow the overall number of visitors.
More than 51% of internet users state that their buying decision is affected by social media ads. So, the manager will run ads on social media platforms and target a specific audience that he believes is the perfect fit for the product or service. He will use many other techniques to make more and more people believe in the brand and invest in its products.
Increase social media engagement
Social and digital media is a two-way conversation. A company’s users want to find whether the company they value, also values them or not.
That is why an internet marketing manager makes sure to respond to the messages or comments of the customers and show them that the brand also cares about them.
He uses different ways to boost audience engagement. Some examples of these ways are:
- Create engaging content
- Ask customers different questions
- Conduct online polls
- Publish content on the global events
- Use influencer marketing
- Run online contests
- Add visual elements to the post
- Use relevant hashtags
Keep your content strategies updated
An internet marketing manager uses different metrics tracking tools to identify the change in algorithms and emerging trends within different platforms. He uses this information to make a data-driven decision and optimize strategies.
Let’s understand it with an example. In 2020, TikTok was downloaded more than 2.6 billion times around the world. An efficient internet marketing manager will instantly realize the usefulness of TikTok by seeing its popularity, and he will not think twice before adding TikTok to his content marketing strategies.
He keeps updating the content and content strategies to make sure people do not get bored with his content.
Protect your online reputation
Internet marketing managers are always active and alert. They stay aware of what people are saying about the brand in comments, mentions, reviews, etc. They know how to positively respond to a comment or review, whether it is bad or good.
They have their action plan ready, so that they can take suitable actions immediately and protect the reputation of brand if an online reputation crisis emerges.
Report and track metrics
An internet marketing manager not only creates marketing strategies but also evaluates their performance to make sure he is investing money in the right direction.
He tracks impressions, conversion rate, leads, customer value, retention time, bounce rate, etc., to find out if the strategy is working or not. He creates a report using all the important metrics to present results in an easy-to-understand form to his team members and stakeholders.
He uses the gathered data to inform team members how they all can improve their performance to improve the results of the campaign or strategy.
Educational requirements of an internet marketing manager
An internet marketing manager needs to have a bachelor’s degree. He should have a degree in a major subject that represents his competency for the role. A few examples of such subjects include social media marketing, digital media, marketing, business, mass communication, and journalism.
The more qualified you are, the higher your chances of getting the job will be. Also, data collected from Zippia shows that highly qualified people have higher salaries compared to less qualified people.
Other things that employers check before hiring a candidate include his job experience and skill set. You should have all the skills that the employer needs to improve his social and digital media platform presence.
A majority of employers prefer candidates who have at least 2 to 5-years of work experience. They may hire an inexperienced person too if he is highly skilled, knowledgeable, and competent.
Internet marketing manager salary in the United States
As of May 2022, the average total salary of an internet marketing manager in the US is approximately $101,832 per year, according to Glassdoor. The average annual base pay is $86,592, while the average annual additional pay is $15,240.
According to the data collected by the Glassdoor, the highest and the lowest expected salaries of internet marketing managers are:
- The highest expected salary of internet marketing managers: $1,259,241
- The lowest expected salary of internet marketing managers: $13,370
Your total pay is affected by many elements, including your levels of experience, education, location, and company type. Zippia suggests that the highest paying cities for the internet marketing manager in the US are Washington, McLean, Columbus, and Indianapolis.
Internet marketing managers use social media and digital media channels to reach a wider audience, improve the reputation of the brand, gain the target audience’s trust, and ultimately boost total revenue.
They use different marketing strategies, including SEO, SEM, email marketing, social media marketing, and content marketing, to improve the performance of their marketing strategies and maximize the brand’s profit.