Should I Fire My Digital Marketing Manager?

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The reason that you’re struggling with hiring a new digital marketing manager is because there is a critical need to understand how the role truly functions. The #1 skill a digital marketer can have today is business acumen. Don’t get dazzled by a designer, don’t get sidetracked by an SEO expert, don’t even get WOW’ed by the paid media ads and sales funnel guy. Let me tell you what the SEO expert, web designer, and paid ads guy might now even know and that is how to build and maintain a system that plans and executes digital marketing across multiple platforms that feed a database for additional campaigns that ultimately lead to the end-to-end customer experience. This is SEO/SEM especially local SEO, email, social media, landing pages, and the experiments and conversion tests that go on with them and possibly the most important thing, being able to measure and report the performance of all the campaigns. That means seeing a return on investment of time and money and being able to hit target numbers or key performance indicators; commonly known as KPI’s. When the elements of those campaigns are broken down you have the need for transcribing, blog creation and SEO formatting and posting, copywriting, content organization, sales and marketing strategies, trend insights, research, collaboration with other agents, vendors and tools, E-commerce integration and at the same time control the budget and optimize efficiency.
Guess what? You’re paying somebody full-time and they still aren’t getting it all done. Worst of all, they convince you to throw more money at paid ads with no clear conversion and nurturing strategy, optimizing every single touch point. So let me show you what works and it may be so simple that it’s unbelievable. Allow me to take you behind the scenes and under the hood of how to operate an authority building and lead generating machine that becomes an actual asset. I call it the race to 1,000 pieces. That is 1,000 pieces of content which can be reasonably done in a year’s time. The basic approach is to create 3 pieces of content on 1 platform everyday or 1 piece of content across 3 platforms a day. Even if you end up with 930 instead of 1,000 it’s still a worthy endeavor. The comprehensive way would be a complete outline of a distribution schedule of audio, text, and video. The key to this distribution from a logistics standpoint is simple, repurposing. Repurposing the value down the assembly line. This means we start with the anchor value builder that everything is tied to. This is commonly referred to as the lead magnet. So for example, a general goal is to create 10 lead magnets for an email list over the course of time. This way you can speak directly to the different prospects and their specific problems. Then create as many videos as you can about topics that relate to your lead magnet. You can create a few long videos and slice them up into sample snippets or batch record several small videos. I always recommend batching. Distribute these on YouTube, Instagram, and Facebook.
To repurpose video, you can have it transcribed and put in blog form. You can extract the audio for podcast format or a clip on Instagram. Basically, you create a plan that follows a scheduled creation, repurposing, and distribution of audio, video, and text across your selected platforms.
Now let’s dive a little deeper and see exactly how a digital marketer with business acumen gets it done with a small team under budget. They become a media business. What does a media business do? They produce content. So step 1, the lead magnets. This is where the digital marketer will initially place major emphasis on. The lead magnets need not be too robust but they should be specific and truly helpful. Now inside of that is formatting the lead magnet, creating the lead form for it and configuring it to that particular list right? So we agree that there are some intricacies involved that can result in failures. The solution is to create systems and processes that allow everything to move and get handed off like a machine. It’s been said that the expert is not the one with the most skill but the one with the most organized information. So it looks like this
Everything is scheduled, time blocked and complete with instructions right inside the project and task management software. But as the digital marketing expert, guess who is in the middle of everything? Me. Everything is managed by the marketing expert. This is the master generalist who can perform any of the tasks with a level of competency and will do so wherever it’s needed alongside the team.