Have you ever wondered who is responsible for keeping digital marketing campaigns on the right track and ensuring that clients’ objectives are achieved, while simultaneously juggling numerous tasks in the background? Get to know the Digital Marketing Account Manager. This multifaceted role is a mix of strategizing, relationship-building, and project management, and it’s essential to the success of any digital marketing agency.
If you’re a small-business owner interested in the agency role, or a marketing student looking to explore options for career advancement, or a professional wanting to increase your knowledge, this guide delves into the role of an account manager for digital marketing and why their job is vital.
At the end of the course, you’ll understand the duties and how they can add value for their customers and their team.
Who Is a Digital Marketing Account Manager?
An account manager for digital marketing acts as simultaneously a strategist and liaison. On the one hand, they design campaigns that help achieve objectives for business, while on the other hand, they serve as the link between the client as well as their team of marketing. They make sure that campaigns run seamlessly and provide tangible outcomes.
Skills and Qualities of a Digital Marketing Account Manager
To excel in this position, Account managers generally require:
- Effective Communications Skills: The ability to convey the plans and outcomes to clients, and also align internal teams.
- Project Management Skills: to manage deadlines, budgets, and resources.
- Analytical thinking: The ability to analyze the data and refine campaigns for optimal results.
- Interpersonal skills: building confidence and maintaining connections is central to the job.
- Strategic Know-how: A thorough knowledge of digital marketing channels like SEO, PPC, email marketing, and social media.
Let’s take a look at the duties of these individuals and then explain why a successful marketing agency or team in-house will require them.
Key Responsibilities of a Digital Marketing Account Manager
1. Client Relationship Management
Digital marketing account managers act as the primary contact for customers. They are responsible for ensuring that clients are satisfied, well-informed, and confident about the success of their marketing efforts.
What does this mean:
- Understanding the needs of clients: by taking the time to understand the business of a client, their goals and audience.
- Establishing expectations: Definition of precise timelines, deliverables, and outcomes.
- Periodic updates: Keep clients updated via weekly calls, monthly reports, or check-ins on project milestones.
- Managing feedback: acting like a filter to distinguish positive input and requests that are beyond the scope of the agreement.
2. Developing and Overseeing Campaign Strategies
Account managers work with specialists in digital marketing to design multi-channel campaigns that are aligned with the client’s objectives.
Principal tasks include:
- Conducting market research to discover trends, opportunities, and competitors.
- Making a plan that incorporates SEO with social media, advertising on paid sites, as well as email marketing, and much more.
- Set measurable goals such as increasing the ROI on advertising (ROAS) and improving click-through rate (CTR), or increasing website traffic.
- Insights into strategies for customers to buy in prior to starting the campaign.
3. Coordinating Cross-Functional Teams
When they’re working with graphic designers, content writers, PPC specialists, or SEO experts Account managers play the role of a project manager, making sure that everyone’s on the same level.
What does this mean:
- assigning deadlines and tasks using tools such as Trello, Monday.com, or Asana to control who is responsible for what, and when.
- Monitoring the progress of campaigns in order to make sure that the team remains on track.
- Collaboration among teams and ensuring that the campaign elements are in sync.
4. Analyzing Campaign Performance
The success of a campaign is dependent on the data it collects as well as digital accounts managers play a crucial role in analyzing the data and deciding on the next step.
- Setting KPIs like cost per lead, email open rates, or organic search ranking.
- Analysis of KPIs in real-time via platforms such as Google Analytics, Facebook Ads Manager, or HubSpot.
- Optimizing efficiency through adjustments, be it changing the allocation of advertising dollars, enhancing the subject lines of emails, or adjusting SEO keywords.
5. Budget Management
Account managers are often responsible of managing the client’s marketing budget.
You can expect them to:
- Effectively distribute resources across various channels such as social advertisements, influencer collaborations, or even content creation.
- Monitor spending to ensure campaigns are within budget.
- Use ROI to highlight present results.
6. Problem Solving and Troubleshooting
Marketing projects can’t always go smoothly, and unexpected obstacles could occur. Account managers are adept at solving problems and can solve problems efficiently.
Some examples of challenges that could be faced include:
- Poorly performing campaigns that do not match benchmarks and require adjustments.
- Last-minute requests from clients that require swift pivots.
- technical issues like algorithm updates that could impact the visibility of campaigns.
Why Are Digital Marketing Account Managers Crucial?
For Clients
- They provide the benefit of a one person to contact which eliminates the need to deal with a variety of experts.
- They ensure that marketing initiatives coincide with the company’s objectives and make campaigns meaningful and effective.
- They offer insight and transparency by providing comprehensive information.
For Internal Teams
- They are the driving force behind collaboration and ensure that there is no silos in the work and that every campaign is unified.
- They manage the client’s communications and allow specialists to concentrate on the execution of their duties.
- They help to prevent the scope creep by securing the team’s resources, and making sure the project stays in control.
The Career Path of a Digital Marketing Account Manager
If you are aspiring to be a professional, the position of an account manager for digital marketing is an excellent way to get started in the field of marketing. This position provides individuals with important capabilities in the areas of communication, strategy-building, and management.
Career advancements that could be possible may include:
- Senior Account Manager or Director
- Digital Marketing Consultant
- Marketing Strategist
- VP of Marketing or Chief Marketing Officer (CMO)
The need to establish a foundation for this field is crucial because the demand for digital marketing experts is expected to continue to grow.
How to Leverage Digital Marketing Account Managers for Your Business
If you’re a business owner looking to hire a marketing company, understanding the role an account manager plays in the success of a campaign is essential. Find one that:
- Take note of your requirements and aspirations.
- Updates are regularly communicated in a clear, practical format.
- Expertise in a range of marketing disciplines.
Are you unsure whether hiring an account manager or working with an agency might be appropriate for your needs? Contact us today for a free consultation to discuss the best way to address your individual marketing needs.
Helping You Find the Perfect Balance
Managers of digital accounts for marketing ensure that the campaigns running, customers happy and team members in sync. Without them, campaigns could be unfocused, communication might fail, and the outcomes may be a bit off. If you’re a fan of marketing or a business owner knowing the aspects of this crucial job will give an understanding the way modern-day marketing operates.
To maximize the value of your advertising think about collaborating with a seasoned digital marketing team staffed by competent account managers who will help you take your ideas to the next stage. Have questions? Contact us now.
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