• Brandminds 2020

Your company doesn’t have these 3 marketing positions? It’s time to change that!

Do you want to create successful marketing campaigns?

The digital environment has given rise to so many digital tools, platforms and strategies that one marketer in your company cannot do everything that is necessary to get results. There’s only so much one person can do!

That’s why the marketer position has branched out into new marketing positions in recent years. It takes a team of specialists with valuable insights to reach customers.

3 Marketing positions you need to have in your company: Email Designer, Chief Listening Officer and Demand Generation Manager.

1. Email Designer

Email is the first digital communication tool and has been used by people and businesses since the early 1970s.

But don’t make the mistake of assuming that since it’s almost fifty years old, email marketing is obsolete. Far from it!

People still want to hear from their favourite brands and that’s what email is: a direct line of communication between brands and customers.

Understanding the benefits of permission marketing could yield businesses an ROI as high as 4000%. For every $1 spent, email marketing brings in $40. If (and that’s a big IF) you use email correctly. That’s where the email designer comes in.

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What is an email designer?

An email designer is a designer who specializes in designing emails for brands and businesses with the purpose of helping them meet their business targets.

The email designer is required to have coding skills, user experience design knowledge and an eye for beautiful imagery.

What does an email designer do?

The email designer’s job is to create a branded email template from zero or optimize third-party email templates with the goal of bringing in results: sales, brand awareness, in-store foot-traffic, leads, website traffic, event subscriptions etc.

The email designer works closely with the email marketer who provides them with the content and makes sure the result is on-brand.

Designing for email is about getting to the point and making the most of the brief chance you have with your subscribers. You only get one shot, so it’s worth employing as many tricks in the book as possible to make sure your message gets through. The underlying principles are all about respecting your readers by giving them something valuable in return for their time which is, after all, the reason they signed up to hear from you in the first place.

Nicole Merlin, Email designer and developer

2. Chief Listening Officer

It used to be that your customers listened to what you had to say on TV ads, outdoor banners and newspaper advertorials.

In this digital age, they are still listening to your messages but they are also talking about your brand, your products and your culture. Your customers are talking about you on social media, personal blogs and forums.

Learn more: 7 ways you can grow your business with social media listening tools

Are you listening to what they’re saying?

If you are not, you are missing opportunities for business growth, customer engagement and brand development.

There are many social listening tools that marketers can use, but the scope of this activity has increased so much in recent years that it generated demand for a standalone position: the Chief Listening Officer.

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What is a Chief Listening Officer?

A Chief Listening Officer is a social media specialist who takes an overall approach to social.

The position is a step above social media manager and it is fairly new to the digital community.

What does the Chief Listening Officer do?

The Chief Listening Officer monitors the conversations which involve the brand or product.

The specialist listens with the purpose of getting a better understanding of what customers like or dislike about the brand or product and the overall sentiment around subjects relevant to the brand.

How are customers feeling about the brand: mostly positive, mostly negative or neutral?

What are their opinions?

What are they complaining about?

According to Brandwatch, 96% of the people that discuss brands online do not follow those brands’ owned profiles so monitoring the conversations around your brand is not an easy task.

The job of the Chief Listening Officer doesn’t stop at listening. He or she is expected to create strategies to influence and change the negative opinions into positive opinions or maintain the positive outlook that customers have on the brand.

Through social listening, the Chief Listening Officer gains valuable insights which they can transform into new product ideas, tips for product development and overall business growth.

With people being more willing to share opinions and ideas across social media, this job plays a big role in forward-thinking to stay ahead of the competition and keeping customers happy with your company.

Nicole Martin, owner of NR Digital Consulting and host of Talk Digital To Me Podcast

3. Demand Generation Manager

Demand generation refers to any activity that drives awareness and interest in your product or service with the ultimate goal to create a predictable pipeline that will grow your business.

Drift, Demand Generation – The Complete Guide

Demand generation strategy includes creating demand for sales but is not limited by it.

Demand generation is about being at the right place in the right moment providing the right content to your customers. The content you share must be a perfect fit for your ideal customers’ needs.

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What is a Demand Generation Manager?

A demand generation manager is a revenue-centric marketer with seasoned skills in inbound and outbound marketing.

What does the Demand Generation Manager do?

The demand generation manager develops, maintains and executes demand generation plans aligned with business goals.

They have a deep understanding of the buyer’s journey, ensuring that content reaches the right part of the sales funnel at the right time. They also collaborate with sales and marketing to build programs that support sales enablement.

The Demand Generation Manager helps your brand reach new markets, promote new product features and build consumer buzz.

Has your company established positions for Email Designer, Chief Listening Officer or Demand Generation Manager?

Share your answer in the comments!

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