An overview of roles and responsibilities in web & online marketing, along with an approach for success.

1. Successful
Web &Online
Marketing
Anthony Mitchell
linkedin.com/in/anthonymitchell3

2. Web &Online
Marketing
Strategy
Overview
 Perform audit of all current digital properties/assets/campaigns.
 Perform digital marketing & branding health check.
 Conduct interviews with web & online stakeholders to gather
organizational objectives, strengths, weaknesses, opportunities,
and threats as input into online business case.
 Employ a trusted digital marketing framework to help structure
strategic online objectives and KPIs aligned to organization
objectives. Use this output to help define budgets.
 Use a performance management tool to record and track progress
against those objectives/KPIs, utilize a structured activities & tasks
approach to maintain a consistent content/campaign calendar of
executing activities against priorities.
 Follow up formally with stakeholders on a quarterly basis to
review progress and alignment with priorities, and adjust
alignment to strategic objectives.
 Follow up bi-weekly as market/customer needs change.
Integrating people, process, products, & technology

3. Smart Insights Framework

4. Web &
Online
Marketing
Leader
Demand
Manager
Brand
Manager
SEO/SEM
Expert
Analytics
Expert
Usability
Expert
Campaign
Manager
Content
Marketing
ManagerCustomer
Experience
Manager
Content
Manage-
ment
Admin
Social
Media
Manager
Project
Manager
People
Manager
Budget
Manager
Liaison to
Leadership
Web &Online
Marketing
Roles +
Responsibilities
Variety & complexity of roles requires experienced leadership

5. Demand
Management
Responsibilities
 Facilitate discovery & build awareness to generate leads
 Capture leads when they're searching
 Nurture leads that aren't yet ready
 Score leads so you know who's ready for sales
 Give leads to sales at the right time
 Evaluate leads to close the loop on lead quality
Interaction -> Clicks/Visits -> Leads -> Opportunities -> Conversions -> Sales

6. Brand
Management
Responsibilities
 Ensure first impressions made offline match online experience
 Assist PR in creating and implementing strategies that effectively
position the brand, the company and products with the media and
other opinion shapers – including social media
 Ensure all channels share consistent principles and messaging:
web, email, social, print channels, business cards, and even
packaging (if relevant)
 Define measures to accurately track brand awareness across
target groups
 Maximize relationship with PR organization and outside vendors
Online perception an extension of products and company as a whole

7. SEO/SEM
Expert
SEO
 Leverage content
management system tools:
 Friendly URLs/Aliases
 Generate Google Sitemap
 CSS-based menu
navigation
 Crawl links to eliminate
duplicate URLs
 Link building with
relevant/organic sources
 Robots.txt
 Also leverage Google & Bing
WebmasterTools
SEM
 Start with Google tools:
 AdWords Planner
 GoogleTrends
 Google Alerts
 Include BingWebmaster
Tools (BWT)
 Evaluate mature offerings
like Alexa, SEM Rush, MOZ,
and Kenshoo for cost/benefit
SEO/SEM forever intertwined but distinctive disciplines

8. Analytics
Expert
Responsibilities
 Key understanding of products
& customer personas are
required to quickly cognitively
process enormity of data in
Google Analytics
 Key understanding of demand
management process required
to ensure conversion metrics
accurately calculated
 Key understanding of metrics
& visualization to create
dashboards that ‘work’
Key Metrics
 Customer Segment (custom)
 Conversion Rate
 Avg. ConversionValue
 Cost per Conversion
 Bounce Rate
 AverageVisitTime
 Traffic Source
 Traffic Location
 Traffic by Device
 Percentage New visits
 Landing and Exit Pages
 Query/SearchTerms
Business Partner, DataScientist, andVisual Designer all in one role

9. Usability
Expert
Responsibilities
 Must also understand
products & customer
personas to aid designers in
creating designs that convert
for each segment
 Must understand usability
tools/tactics & when to
employ each
 Must consider not only UI but
also UX, which includes roles
as InformationArchitect,
FunctionalAnalyst, and Data
Scientist
Tools &Tactics
 A/BTesting
 Surveys
 Card Sorting
 UsabilityAudit
 CognitiveWalkthroughs
 ContextualTaskAnalysis
 Facilitated Brainstorming
 Focus Groups
Usability, Content, and Experience all affect search/conversion

10. Campaign
Manager
Campaign Strategy
 Define metrics for success:
S - Specific
M - Measurable
A -Achievable
R - Realistic
T –Timebound
 Define strategic objectives
 Customer segments
 Geographic locations
 Delivery network partners
 Delivery modes to focus
 Define required tools, resources, &
total campaign budget
 Define performance benchmarks
 Visualize strategy
 Communicate to leadership &
adjust as necessary
IndividualCampaigns
 Verify target groups(s)
 Choose targets
 Geographic locations
 Delivery networks
 Delivery modes
 Website
 Mobile
 Email
 Video
 Social
 SMS
 Integrated
 Conversion rate
 Verify against budget
 Create ad content
 Track, monitor, & report
Leverage industry leading frameworks & tools for expertise

11. Content
Marketing
Manager
Responsibilities
 Envision and drive the online content strategy, and liaise with
internal and external resources to execute
 Propose, plan and execute quarterly content calendar
 Possess a deep understanding of all traffic-driving mechanisms
(Social, Search, Browse, etc.) and actively engage in optimizing
those channels for the business.
 Work closely with all marketing and other internal teams to ensure
appropriate levels of integration
 Bring creative content ideas to the full marketing planning
process. Ensure integration of digital into overarching marketing
programs campaigns / communication to existing customers
 Set guidelines and best practices for content contributors across
the firm
Focus on mobile content delivery will only continue to increase

12. Customer
Experience
Manager
Responsibilities
 Listen to and understand the
Voice of the Customer online
 Translate and amplify pain
points back to the business,
improving the overall customer
experience
 Continuously assess and
improve processes within job
scope, including the impact to
the upstream and downstream
groups.
 Recommend improvements to
processes with which they
interact.
 Ensure issues raised through
online channels are addressed.
Tools &Tactics
 ‘Contact Us’ form
 Online Surveys
 Focus Groups
 Events/Roadshows
 Key Metrics
 Customer Satisfaction
 Conversion Rate
 Bounce Rate
 Query/SearchTerms
Online application of Customer Experience techniques from real world

13. Content
Management
Administrator
Responsibilities
 Implementation oversight of
design, branding, navigation,
search, content, video, access
control, publishing workflow,
digital asset management,
training, and overall
user/customer experience
within CMS tool
 Stewardship of the ‘ilities’
 Availability
 Reliability
 Scalability
 Usability
 Security
Required Skills
 HTML5
 Javascript/frameworks
 CSS
 SQL
 Data integration
 Photo editing
 Video editing
 Site search cataloging
 Content delivery networks
 Content management
systems
Must leverage both current business & past technical skillsets

14. Social
Media
Manager
Responsibilities
 Develop strategy for the company’s corporate and personality-
driven social media presences
 Drive innovation in the company’s use of social, interactive, and
mobile experiences to engage multiple audiences
 Develop social first content and content types that complement
our broader marketing campaigns
 Partner with communications to lead social media response to
events & crisis situations
 Work with internal and agency analytics teams to track, measure
and analyze social media performance against goals and establish
new metrics where standards do not exist
 Collaborate with the digital teams and senior management to
articulate business needs to support the selection of appropriate
social enabling technology and resources
Increase focus on value/successes via social media and mobile

15. Project
Manager
Responsibilities
 Facilitate on-boarding and project kickoffs working with internal
team and vendors
 Establish and optimize processes to maximize the project teams
efficiency
 Drive and manage new site build/change projects
 Track budget & spend
 Deliver frequent, detailed, and clear reporting to senior
management
 Escalate critical issues in a timely manner; offer solutions on how
issues can be resolved
 Lead the full development/implementation life cycle:
Analysis, Design, Implementation,Testing,Training, Support
Communication & managing dependencies most important

16. People
Manager
Responsibilities
 Set team vision, objectives, and SMART goals based on
organizational goals & team input
 Understand strengths, weaknesses, and communication styles of
each team member
 Understand each team member’s personal goals and be able to
relate each team member’s role to the larger vision of the
company
 Provide the whole team with a regular cadence of communication
on status, issues, successes, and opportunities to improve
 Provide team members with a regular cadence of feedback, and
timely performance reviews
 Ensure the team understands company vision & culture, then
exemplify it every day
Champion of servant leadership

17. Budget
Manager
Responsibilities
 Define expected conversion
rates to opportunity (lead) and
sale for different media
 Establish realistic costs for
purchasing different media
(CPM,CPA,CPC) as appropriate
for our market
 Vary the mix of impressions for
different media, remembering
that there are limits to media
that can be purchased (e.g.
number of search terms)
 Vary the impressions to
maximize number of sales and
minimizeCPA while also
minimizing risk (balanced
budget diversifies risk)
 Look at differences in media for
CPS and as % of budget and %
of sales to compare
effectiveness of mix
Overall Approach
 Determine total campaign
budget
 Define budget, tools, &
resources required for COGS
categories such as technology
platforms/upgrades, vendors,
and payroll expense
 Add straightline calculations for
SG&A/Other expenses such as
Taxes,Training, Memberships,
Bonuses, Office expenses, etc
Leverage industry leading frameworks & tools for expertise

18. Liaison to
Leadership
Responsibilities
 Lead long-term strategic
online planning then drive
those plans through the
various media channels
 Secure resources required to
execute online strategy
 Integrate online strategies
with overall strategic sales
channels
 Play a key role in the
company’s overall go-to-
market strategy
 Mange online P&L and
delivery of financial targets
Key Attributes
 Communicator
 Thought leader
 Honesty
 Able to delegate
 Passionate
 Positive
 Committed
Be the leader you wish to see