The Purpose of a Digital Marketer and Why Employers Hire Them

What Is the Purpose of a Digital Marketer?

In today’s digital-first world, companies are constantly competing for attention in a crowded online marketplace. From startups to Fortune 500 corporations, the need for a strong digital presence has never been greater. Enter the digital marketer—a professional who combines strategy, creativity, and data to connect businesses with their audiences online.

But what exactly is the purpose of a digital marketer? And why are companies so eager to hire them? In this post, we’ll dive deep into these questions to give you a clear understanding of your role in the industry and how you can align your skills with employer expectations.

At its core, the role of a digital marketer is to help companies achieve their business goals through online channels. These goals often include increasing brand awareness, driving website traffic, generating leads, and boosting sales. Digital marketers achieve this by creating and managing campaigns across various platforms, analyzing performance data, and continuously optimizing strategies for better results.

Key Responsibilities of a Digital Marketer:

1. Building Brand Awareness:

   • Digital marketers ensure a company’s target audience knows who they are and what they offer. This often involves social media campaigns, blog posts, and SEO strategies.

2. Driving Traffic:

   • Whether through paid ads (PPC) or organic efforts, a digital marketer’s job is to bring potential customers to the company’s website or social channels.

3. Generating Leads:

   • By creating compelling offers like free eBooks, webinars, or discounts, digital marketers capture contact information for sales teams to follow up on.

4. Converting Customers:

   • Once prospects show interest, digital marketers guide them toward purchasing through personalized email campaigns, retargeting ads, and optimized landing pages.

5. Retaining Customers:

   • Beyond the first sale, digital marketers focus on nurturing long-term relationships through loyalty programs, remarketing campaigns, and valuable content.

In short, a digital marketer connects the dots between a company’s goals and its customers’ needs, using digital tools and strategies to bridge the gap.

Why Do Employers Hire Digital Marketers?

Companies invest in digital marketers because they recognize the power of digital marketing to drive growth and profitability. Here’s a closer look at why employers see digital marketers as essential to their success:

1. To Reach a Larger Audience

Digital marketing allows companies to go beyond local or traditional audiences and connect with customers globally. For example:

• A Facebook ad campaign can reach millions of users worldwide, segmented by demographics, interests, and behaviors.

• Search engine optimization (SEO) ensures a company’s website appears when potential customers are searching for related products or services.

Employers hire digital marketers to harness these tools and make their brand visible to the right people at the right time.

2. To Stay Competitive in the Market

In nearly every industry, competitors are using digital marketing to gain an edge. Employers hire digital marketers to keep their brand relevant and competitive by:

• Running paid search campaigns to appear above competitors in Google search results.

• Maintaining active and engaging social media profiles to attract followers and build loyalty.

Without a skilled digital marketer, companies risk falling behind.

3. To Drive Measurable Results

Unlike traditional marketing, digital marketing provides clear data on what works and what doesn’t. Employers value this because it allows them to:

• Track return on investment (ROI) for every campaign.

• Use data to make smarter decisions and allocate budgets effectively.

Digital marketers with strong analytical skills can help companies understand their audience better and continually improve their efforts.

4. To Build Long-Term Customer Relationships

Digital marketers are experts at nurturing relationships with customers through email marketing, retargeting ads, and engaging content. Employers hire them to:

• Build customer loyalty by creating personalized experiences.

• Increase customer lifetime value through repeat purchases or subscription models.

These relationships not only boost revenue but also create brand advocates who spread the word to others.

5. To Increase Agility

The digital landscape is fast-paced and ever-changing. Employers hire digital marketers because they can:

• Quickly adapt strategies in response to new trends, platform updates, or shifts in consumer behavior.

• Test and optimize campaigns in real-time, ensuring resources are used efficiently.

How You Fit Into This Profile as a Digital Marketer

If you’re entering the digital marketing field, understanding why employers hire digital marketers can help you position yourself as the ideal candidate. Here’s how you can align your skills and experience with employer needs:

1. Highlight Your Knowledge of Key Tools:

   • Employers expect digital marketers to know tools like Google Ads, Facebook Ads Manager, and Google Analytics. Make sure your resume is optimized for success with my Resume Mastery Kit and that your LinkedIn profile stands out with my LinkedIn Optimization Guide. These tools are designed to help you get noticed by employers fast.

2. Focus on Results:

   • Use numbers to demonstrate your impact in previous roles or projects. For example, instead of saying, “Ran a social media campaign,” say, “Increased Instagram engagement by 35% over three months through targeted content.”

3. Stay Up-to-Date:

   • Digital marketing is a fast-evolving field. Show employers that you’re committed to learning by earning certifications (e.g., Google Ads, HubSpot, or Meta Blueprint) and staying informed about trends.

4. Understand the Business Side:

   • Employers don’t just want marketers; they want marketers who understand how their work impacts the company’s bottom line. Be prepared to discuss how your campaigns can drive sales, reduce customer acquisition costs, or improve ROI.

5. Build a Portfolio:

   • Even if you’re just starting, create a portfolio showcasing mock campaigns or freelance projects. Employers want to see examples of your work and how you think through campaigns.

6. Showcase Soft Skills:

   • While technical skills are important, employers also value soft skills like communication, creativity, problem-solving, and adaptability. These are critical for collaborating with teams and handling dynamic challenges.

Pro Tips for Aspiring Digital Marketers

1. Start with Free Certifications:

   • Platforms like Google Skillshop, HubSpot Academy, and Meta Blueprint offer free certifications that are highly valued by employers.

2. Gain Real-World Experience:

   • Start building your skills by freelancing or volunteering for small businesses. If you’re new to digital marketing or need guidance, my Digital Marketing Interview Success Workbook provides real-world examples, scripts, and reflection worksheets to help you hit the ground running.

3. Network Strategically:

   • Connect with professionals in your niche on LinkedIn. Comment on their posts, share insights, and join relevant groups to build visibility.

4. Keep Learning:

   • Subscribe to industry blogs like HubSpot, Neil Patel, or Search Engine Journal to stay updated on the latest trends.

5. Be Ready to Evolve:

   • The digital marketing industry changes rapidly. Staying flexible and eager to learn will ensure you remain valuable to employers throughout your career.

Conclusion: Your Role as a Digital Marketer

The purpose of a digital marketer is clear: to help companies thrive in a digital world. By understanding why employers hire for this role, you can better position yourself to meet their needs and stand out in the job market. Remember, companies don’t just want someone who can “do marketing”—they want someone who can achieve measurable results and contribute to their success.

As you build your career, focus on aligning your skills, experiences, and personal brand with what employers are looking for. With the right preparation and mindset, you’ll not only secure a role as a digital marketer but also thrive as a valuable asset to your future team.

Ready to Land Your Dream Digital Marketing Job?

Take the next step with my powerful career resources:

• Resume Mastery Kit: Craft an ATS-friendly resume that gets noticed by top employers.

• LinkedIn Optimization Guide: Transform your LinkedIn profile into a magnet for recruiters.

• Digital Marketing Interview Success Workbook: Ace your next interview with tailored strategies, scripts, and tips.

Click the links above to explore these tools and start building the digital marketing career you’ve always wanted.