I participated in a conference call earlier today with colleagues in another region where I was describing my role and what I do on a daily basis. After going through all my daily responsibilities I was somewhat bemused when one of the persons on the call said “But that sounds like a full-time job”. After hearing this I thought it may be a good idea to explain a “day in the life of an online marketer”
Preparation of content
Any online marketer is dead in the water without good content to fuel their online marketing fire. In order to source good content, you need to meet with thought leaders on a regular basis to encourage them and assist with the creation of content. Any good content marketer will know that content has to be fit for purpose, depending on the channel they are using.
Publishing the daily blog post
There are no hard rules around the frequency of blog posts but the general rule is not too many, not too few and focus on quality. I attempt to schedule one blog post per day, preferably first thing in the morning.
Sharing blog post across online channels
Depending on the social networks you are participating on, you may want to introduce your published article differently. As you know, Twitter has a 140 character limitation so you want to be brief but still attempt to attract attention. In terms of Twitter I try to attract the attention of social media influencers and journalists and editors from popular business publications. In some cases I will contact certain individuals through a Direct Message (DM) and email or mention their Twitter handle in my tweet.
When sharing on LinkedIn and Google+ you are able to prepare a longer introduction to the content and ask your community for their comments, opinion and feedback. Besides the LinkedIn update, I also share the article on the relevant LinkedIn groups I manage and other groups I have joined. I also include specific people I am connected with on LinkedIn. In the LinkedIn groups I manage I will also use my weekly announcements feature on the groups to send an announcement to group members.
After creating updates on all the relevant social networks I then add a scheduled update on Socialoomph for Twitter and LinkedIn.
Preparation of email campaigns
For our email subscribers, we will identify specific content and determine which roles within organisations and which industries we should be targeting. I then need to prepare the templates for the relevant emails, create the filters, insert links, send a test to check that all is in order and then schedule the email.
Dialogue with community
Any online marketer or community manager has to ensure that all comments on blog posts, DMs on Twitter, shout outs on Twitter, replies to email campaigns, requests for information, CVs sent, comments on LinkedIn updates, comments on LinkedIn groups, requests to connect on LinkedIn, requests to join LinkedIn groups, discussions submitted on LinkedIn groups which require authorisation (I will end it there) are attended to and responded to timeously. This is an all day task and depending on what campaigns you are busy with, varies in intensity.
Measurement and feedback
This has to be done on a regular basis so that the relevant stakeholders within the organisation are kept abreast of all online marketing activities, understand the effectiveness of the channel and are able to react quickly to sales leads that are generated through my efforts.
Writing articles and supporting other influencers
I also need to find time to identify suitable subject matter to write about for subscribers to my personal blog and for sites where I am a guest blogger. Over and above that, I need to spend time reading, commenting on and sharing articles written by thought leaders.
So if you are looking for someone to manage your online marketing, I can assure you that if you want to do it properly and get results, then budget for a full time person.
Is there anything I have missed out? Please add to my list.