A Day in the Life of a Marketing Strategist

A Day in the Life of a Marketing Strategist

This is a guest blog from our Expert Marketing Writer, Jillian.
If you were to research a marketing strategist job description on Google, you would find one common characteristic: goal-oriented. 📈
Sure, you need experience and project management skills.
You also need to navigate branding and storytelling.
But, without goals and objectives, it’s almost impossible to create a cohesive marketing strategy that drives ROI.
Marketing strategists have to stay focused on the bigger picture in order to deliver and exceed sales and marketing goals.
The digital marketing landscape is evolving at a drastic rate.
In 2019, digital ad spend worldwide surpassed $333.25 billion and is expected to increase to $517.51 billion by 2023. Meaning, there’s a growing need to discover new ways to connect and build relationships with consumers on their preferred platforms.
That’s where I come into play as a marketing strategist. I have to interpret consumer needs and turn them into a cohesive plan that my team can deliver on.
Every sales and marketing team needs a marketing strategist who can step back and not only build a plan full of tactics but also monitor every stage of the execution. As a result, the strategy turns into a pipeline full of leads that exceeds revenue goals. It’s a win-win for both teams.
As a digital marketing strategist in the finance industry, every day is different. I have the opportunity to expand on my own marketing skills, while also directly contributing to my company’s market share growth. Pretty cool, right?
As a marketing strategist, you have to interpret consumer needs and turn them into a cohesive plan that a team can deliver on. 💯 Follow the day-to-day of resident expert, Jillian 📋 Click To Tweet
A day in the life of a marketing strategist

What Does a Digital Marketing Strategist Do?

I’ve worked in marketing for roughly 6 years and my role as a marketing strategist has been the most challenging, yet rewarding. I have to be innovative, proactive, and direct in order to identify what marketing tactics my team needs to execute on in order to build the strategy and further promote the brand.
A sales and marketing strategist combines all relevant marketing channels—from content development, email, paid media, and more—into one plan that is used to steer a brand. I have to be a storyteller for consumers and an advocate for sales teams. It’s a science in order to combine all elements into a plan that moves marketing efforts forward.
A marketing strategist combines all relevant marketing channels—from content development, email, paid media, and more—into one plan that is used to steer a brand. You need to be a storyteller 📖 AND a scientist 👩‍🔬. Click To Tweet
To give you a better idea of what a marketing strategist does, let’s dive a little deeper into my day-to-day.

Morning: Lead Generation and Analytics Go Hand-in-Hand

A large component of a marketing strategist career is the ability to interpret analytics and translate them into a strategy. However, before I can even think about reading charts, I need a coffee. Who’s with me?
Once I’ve settled in, I log into Google Analytics and analyze yesterday’s performance. I first look into my brand’s website traffic and which source resulted in the most website visits. Personally, I’m trying to increase our organic reach and not pay for every click. My main goal is to increase our organic reach by 30% by the end of 2020, and with the launch of a new website and resource center, I expect to exceed this.
Website analytics - sources of traffic

Source: Google Analytics

Next, I dig into what’s important to our sales teams: Leads. How many leads did we get? What sources did they come from? How many are qualified? Because I have multiple campaigns going on at the same time—from paid search and sponsored LinkedIn ads to webinars—I need to analyze which channel is the most effective for earning new leads and driving traffic. After that, I compare the YTD performance to last year to catch any dramatic decreases or increases.

Source: Google Analytics

After I have a handle on the daily metrics, I start working on any ongoing projects and approvals.

Afternoon: Prioritizing the Big Picture

As a brand and project owner, part of the role as a marketing strategist includes executing on projects from start to finish. All of these projects—whether digital or content development—correlate to the larger strategy and have a purpose for my team. For example, how will my promotional strategy for an upcoming recruitment webinar earn us more leads? Why are clients jumping out of my email journey and how can I re-engage them?
With these projects in mind, I hold daily strategy sessions with our creative team and other digital channel owners to optimize our assets and performance. This could mean anything from avoiding creative wear-out or A/B testing different graphics.
Alongside these strategy sessions with the marketing team, I meet with key decision-makers from sales. I need to not only understand their process and needs but also innovate new ways marketing can provide a solution. If sales conversions are down, how can I create a more qualified lead flow? If we have too many leads, how can I automate the communication process?
For the rest of my day, it’s going between meetings, tactics, and approving creative assets to ensure each project hits deadline.

Evenings: Where Motivation Never Stops

If you think my day seems full enough, I don’t stop when the clock hits 6:00 PM. Instead, I head home and re-open my computer to start my part-time job as a Quality Assistant Editor and Expert Content Writer at Express Writers.
I’ve been writing since I was young enough to hold a pencil and my evenings with Express Writers have become my own personal therapy. I love the feeling of not only writing something that connects with readers but also being able to coach others like myself to improve their own craft.
So, from 8:00 PM – 11:00 PM, I write, edit, and review writing pieces that will be posted throughout various websites and blog platforms.
From mornings analyzing yesterday's traffic and lead sources to afternoons engaged in strategy sessions with marketing and sales teams, a day-in-the-life of a marketing strategist is never boring. 🎯 Read more 👉 Click To Tweet

4 Characteristics of a Marketing Strategist Super Star

If becoming a marketing strategist consultant sounds up your alley, there are a few key traits you need to master in order to pursue this career path.

1.    Know the Ins and Outs of Multiple Marketing Channels

You need to be fluent in various outbound and inbound marketing channels like social media, email, and branding strategies. Beyond that, exude a jack-of-all-trades mentality that allows you to understand all your channels and how your audience interacts within them.
With your various channels, examine and study the technology you need to execute your strategy like a CRM, Google Analytics, and more. This will not only help you determine a budget but also automate the day-to-day tasks so you can focus on the bigger picture.

2.    Understand Marketing Strategy and Drive Growth

While this may sound like a no-brainer, you need to have experience driving results and delivering ROI for businesses. An expert marketing strategist will be able to examine the current business operations and processes, find the gaps, and put together a plan to build a better foundation.
While utilizing younger talent on your team is an excellent way to pull innovative tactics into a campaign, a marketing strategist needs to have real experience to be able to drive and scale business goals.
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3.    Communicate and Navigate Key Decision Makers

To succeed as a marketing strategist, you need to build trust within your own marketing team and the sales teams you’re working with. First, surround yourself with a team of channel experts who will support and execute your vision. This ensures you won’t get caught up writing your own email copy and it allows you to step back and analyze campaign performance.
Next, you need serious buy-in and trust from sales. After all, your strategy directly impacts their clients and the bottom line. To do this, prove your strengths and deliver results that make an impact on their day-to-day leads, client relationships, and more. To stay in good graces, hold bi-weekly strategy meetings, send status updates, and celebrate the successes when they happen.
Once you build a dynamic relationship between yourself and the teams you work with, true marketing magic will happen.

4. Be Passionate and Realistic

You need to be passionate about not only reaching business goals but also serving your customers. The excitement you bring to your teams will translate to their own motivation and execution on the strategy.
However, be realistic and stay within your resources and budget. Don’t promise mountains if you can only deliver hills. You need to be able to communicate accurate timelines to everyone involved so you set yourself up for success in the long run.
Beyond that, your ideas should inspire those you’re working with to reach new goals and innovations.
Bottom line: If you don’t believe in your strategy, why should your team?
4 characteristics of a marketing strategy superstar 🌟: 1) Know your marketing channels 2) Understand strategy and how to drive growth 📈 3) Communicate effectively with key decision-makers 💬 4) Be passionate but realistic. ♥ Click To Tweet

Is a Marketing Strategist Career Path Your Next Move?

Now is a great time to consider a marketing strategist career path. Not only is the digital landscape ripe with opportunity as it continues to evolve, but the average strategist makes $70, 175 per year depending on the region. Need training? We offer that, too.
A marketing strategist job both challenges your mindset and helps you hone in on your marketing skills. You’ll have the opportunity to actively engage on all platforms while also making a direct impact on your business. What could be better?!
To draw more inspiration for your future from expert content and inbound marketers, check out our list of the Top 100 Content Marketers.

Our Editor Went to the Digital Summit Detroit 2019 Conference: Top 3 Insights

Our Editor Went to the Digital Summit Detroit 2019 Conference: Top 3 Insights

This is a guest blog from our staff editor, Jillian.
Ah, marketing conferences! If you’re anything like me—you cherish these days away from the office to soak up as much knowledge as possible (while also frantically writing notes and wishing the speaker stayed on the slide for one second longer). It’s an adrenaline rush like no other.
Why are marketing conferences so great? It’s the one time where hundreds of professionals line up to collaborate, share insights, and seek advice from each other to help grow and push the limits of what more can be done to improve digital strategy.
The Digital Summit in Detroit, MI was a fantastic event that hosted marketers across Michigan and surrounding states. It offered a conglomeration of thought-leadership and application-based seminars on various topics like content marketing, UX + design, social media, mobile strategy, and more.
Alongside working as a part-time staff editor at Express Writers, my day job is in the B2B finance industry, so I loved the fact that I could choose bits and pieces of different marketing strategy sessions to take back with me as I returned to work. With Digital Summit conferences launching across the country, here’s a breakdown of my favorite insights and moments from the week to help breakdown what I learned.
marketing event digital summit

Rand Fishkin, Seth Godin, and Dennis Rodman: Main Takeaways I Couldn’t Escape

Our staff editor, Jillian, went to Digital Summit in Detroit this year. Learn her top three insights while at the event 💭Plus, catch highlights from speakers like @randfish, @ThisIsSethsBlog, @dennisrodman and more! Click To Tweet
The summit had an eclectic mix of digital marketers known throughout the industry and local Michigan-based pioneers. I enjoyed this combination because not only do I want to learn from top trailblazers that have a larger scope on where trends are moving, but I also want to hear from those who are invested in my city.
The keynote speakers, Rand Fishkin and Seth Godin, were exceptional and delivered insights that were both action-packed and focused on the future. Seth Godin called his keynote a ‘multi-part rant’ and it was refreshing.
Dennis Rodman… was Dennis Rodman. However, I thought his perspective of building your personal brand to be your most authentic self was on-theme with the rest of the conference. His advice to the crowd: “I don’t need to like you to win. Hate me or love me as long as I’m doing my job that’s the most important thing.”

Dennis Rodman, Keynote Speaker

Unquestionably, my favorite speaker was Rand Fishkin. His seminar and keynote ‘The Four Horsemen of the Web Marketing Apocalypse’ was incredibly forward-thinking by looking at how social media and search engines are interfering with web traffic and what marketers can do to combat it.
Every speaker’s session seemed to be speaking towards the same common theme to create an experience that I could piece together and build a strategy on. A few top trends include:

  • Working with digital platforms that kill organic reach
  • Creating empathy and authenticity in a digital landscape
  • Developing employees who are brand advocates

Brian Fanzo, Fyre Festival: 10 Marketing Lessons Your Business Can Leverage

Let’s dive into these top themes a little more.
Our editor, Jillian, went to Digital Summit Detroit 2019 and watched the top keynote speakers in the industry from @randfish, @ThisIsSethsBlog, to... @dennisrodman?! 😱 Know the three best insights from the conference. ✨ Click To Tweet

Top 3 Memorable Insights from Digital Summit Detroit 2019

1. Working with Digital Platforms That Kill Organic Reach

Have you noticed your recent social posts are underperforming? What about overall less organic traffic to your website? According to speakers, this is an epidemic many marketers are now facing.
On social media powerhouses Facebook, LinkedIn, Instagram, and YouTube, they want users to stay on the platform and strongly frown upon outlinking. For example, the only location users can even add an URL on Instagram is in the bio.
Social platforms reward profiles who have high engagement streaks. Consider using a formula to earn brand exposure and new followers:

  1. Engaging non-promotional post
  2. Engaging non-promotional post
  3. Promotion post with a link
  4. Engaging non-promotional post and so on

In terms of pesky organic website traffic, we have Google to blame for that. Google provides a searcher quick snippets of information so a website is no longer needed (think Google Maps, Google My Business profile, etc.) In fact, 48.96% of all searches on Google never result in a click.
Yikes!
To get ahead of Google and rank, the speakers suggested going after long-tail keywords and focusing on click volume rather than search volume. Let competitors pay the high ad price without benefiting from any ROI.

2. Creating Empathy and Authenticity in a Digital Landscape

Things move fast in the digital landscape and we have about 8 seconds to capture our consumer’s attention before we get scrolled or swiped on. The presenters were focused on helping attendees not only create content that’s authentic but also build a credible brand DNA that consumers remember.

Carlos Gil, What Marketers Can Learn About Social Media From DJ Khaled and Drake

Here are a few memorable points:

  • The conversation is more important than the like. Build relationships and create a community that is relatable because earning fans is far more important than customers.
  • Invest in brand awareness at the top of the funnel and focus on organic traffic before paid advertising. It’s important to be liked and trusted first.
  • Double down on a video and audio marketing strategy. Consider different formats like live videos, voice search, and podcasts.

3. Developing Employees Who Are Brand Advocates

I thought this topic was interesting and paralleled with the ‘influencers who don’t influence’ phrase that I repeatedly heard throughout the conference. While I don’t think influencer marketing is going away anytime soon (it’s predicted to become a $6.5 billion industry), the average consumer is smart and tired of seeing ‘celebrities’ rep products to fake accounts.

Kellee Montgomery, The Power of Employees: Your Secret Weapon to Amplify Brand Messaging

What’s the solution?
Turn to employees to advocate for our brands. In fact, 92% of consumers trust recommendations from friends or family compared to a celebrity influencer. Employees are also trustworthy and credible sources to sing praise about products, culture, and more. To put this into action, consider the following:

  • Create a company social policy to keep employees informed
  • Encourage leadership to get involved
  • Give employees post copy, branded hashtag, or sharing CTA
  • Inspire engagement
Best insights from Digital Summit Detroit 2019 include 🗝 working with social media platforms -- and even Google! -- that kill organic reach, 💞 creating empathy and authenticity, and 🧲 developing employees who advocate your brand. Click To Tweet

Where to Next?

Overall, the Digital Summit was a great experience. I sat in on some great presentations with powerful thought-leadership that will transcend into my own marketing strategy. For a marketing conference to be successful, I think you have to walk about with one actionable item and do it—put it on paper, propose it to the team, and implement it.
After these few days, I plan on doing just that. Until next time!
Have you attended a Digital Summit in your local area? What were your favorite moments and insights?
CTA jillian express writers