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To create a modern, comprehensive, and effective digital marketing plan for a medium-sized business, several key segments must be covered, along with the implementation of tools for performance tracking and measurement.
1. Digital Marketing Strategy (paid link)
Key Segments
1.1. Branding and Identity
🔹 Defining visual identity (logo, colors, typography)
🔹 Clearly formulated mission, vision, and brand values
🔹 Consistency across all communication channels
1.2. Website & SEO (Search Engine Optimization) (paid link)
🔹 A modern, fast, and responsive website (mobile optimization is mandatory)
🔹 SEO optimization (keywords, meta descriptions, technical SEO, link-building)
🔹 A blog section with useful content for the audience
1.3. Content Marketing
🔹 Regular and high-quality blog posts, guides, e-books, and video content
🔹 Infographics, tutorials, case studies
🔹 User-generated content (reviews, testimonials)
1.4. Social Media Marketing (SMM)
🔹 Presence on relevant platforms (Facebook, Instagram, LinkedIn, TikTok, X)
🔹 Customized content for each platform
🔹 Interaction with followers and the community
1.5. Paid Ads & PPC (Google Ads, Facebook Ads, LinkedIn Ads)
🔹 Retargeting campaigns (remarketing)
🔹 Google Ads – Search & Display network
🔹 Facebook & Instagram Ads – precise audience targeting
1.6. Email Marketing & Automation
🔹 Newsletter campaigns with audience segmentation
🔹 Automated workflows (welcome emails, offers, reminders)
🔹 Content personalization and A/B testing
1.7. Local Marketing & Google My Business
🔹 Optimization of the Google My Business profile
🔹 Collecting and responding to reviews
🔹 Local SEO (location-based keywords)
1.8. Influencer & Affiliate Marketing (paid link
🔹 Collaboration with micro and macro influencers
🔹 Affiliate and partnership programs
1.9. CRM & Customer Support
🔹 Implementation of CRM systems (HubSpot, Zoho, Salesforce)
🔹 Chatbot and AI support (WhatsApp, Messenger bots)
🔹 Tracking customer satisfaction (surveys, NPS)
2. Performance Tracking & Measurement (KPIs – Key Performance Indicators)
📊 SEO Metrics:
✔ Organic traffic
✔ Keyword rankings
✔ Backlink profile
📊 Web & UX Metrics:
✔ Website visits and average session duration
✔ Bounce rate
✔ Conversion rate
📊 SMM Metrics:
✔ Engagement rate (likes, comments, shares)
✔ Number of followers and community growth
✔ Post reach and impressions
📊 Email Metrics:
✔ Open rate
✔ Click-through rate (CTR)
✔ Unsubscribe rate
📊 PPC Metrics:
✔ CTR and CPC (cost-per-click)
✔ ROI (return on investment)
✔ Conversion rate
📊 Customer Satisfaction:
✔ Net Promoter Score (NPS)
✔ Number and quality of reviews
✔ Customer feedback
3. Tools for Implementation & Analytics
📌 Google Analytics – Website traffic analysis
📌 Google Search Console – SEO tracking
📌 SEMrush / Ahrefs / Moz – SEO research
📌 Meta Business Suite – Managing Facebook & Instagram campaigns
📌 Google Ads Manager – PPC analytics
📌 MailChimp / Klaviyo / Brevo – Email marketing
📌 Hootsuite / Buffer – Social media scheduling
📌 CRM systems (HubSpot, Zoho, Salesforce) – Customer and sales tracking
Optimal HR Structure for a Digital Marketing Team
To implement such a comprehensive digital marketing strategy in a medium-sized business, an optimal team structure with clearly defined roles and responsibilities is essential. The structure depends on budget and business scope, but here’s a basic model ensuring efficiency:
1. Marketing Director / Head of Marketing
📌 Responsibilities:
✔ Develops and oversees the overall marketing strategy
✔ Sets KPIs and measures performance
✔ Manages the team and budget
📌 Skills:
✔ Strategic thinking, data analysis, team leadership
✔ Knowledge of digital marketing trends
➡ This role may be a CMO (Chief Marketing Officer) for a larger business or a Marketing Manager in a smaller team.
2. SEO & Web Specialist
📌 Responsibilities:
✔ Website optimization for search engines (SEO)
✔ Technical SEO and local SEO
✔ Competitor and keyword analysis
📌 Skills:
✔ Proficiency in Google Analytics, Google Search Console, Ahrefs, SEMrush
✔ Knowledge of WordPress, HTML, CSS is a plus
➡ Can be outsourced to a freelancer or agency if SEO is not handled in-house.
3. Content Marketing Manager / Copywriter
📌 Responsibilities:
✔ Creating blogs, guides, newsletters, and e-books
✔ Writing SEO-optimized content
✔ Storytelling and brand messaging strategy
📌 Skills:
✔ Writing, research, SEO copywriting
✔ Proficiency in SurferSEO, Grammarly, Google Docs
➡ Can work with freelance writers or AI assistants for content generation.
4. Social Media Manager
📌 Responsibilities:
✔ Managing social media platforms (Facebook, Instagram, LinkedIn, TikTok)
✔ Content creation and scheduling, audience engagement
✔ Performance analysis
📌 Skills:
✔ Knowledge of Hootsuite, Buffer, Meta Business Suite, Canva
✔ Creativity, trend awareness, community engagement
➡ May require support from designers and video editors for larger volumes.
5. PPC (Paid Ads) Specialist
📌 Responsibilities:
✔ Creating and optimizing Google Ads, Facebook Ads, LinkedIn Ads
✔ Retargeting strategies and budget management
✔ ROI analysis and cost optimization
📌 Skills:
✔ Proficiency in Google Ads Manager, Meta Ads Manager, Google Tag Manager
✔ Understanding of A/B testing and analytics
➡ Can be a freelancer or agency if PPC is just one part of the strategy.
6. Email Marketing & CRM Specialist
📌 Responsibilities:
✔ Creating and automating email campaigns
✔ User segmentation and content personalization
✔ Conversion optimization through email flows
📌 Skills:
✔ Proficiency in MailChimp, Klaviyo, Brevo, HubSpot
✔ Understanding of A/B testing and customer journeys
➡ Can be part of the content or PPC team in smaller firms.
7. Graphic Designer & Video Editor
📌 Responsibilities:
✔ Designing visuals for websites, blogs, social media, and ads
✔ Image and video editing, animation creation
✔ Email campaign and presentation design
📌 Skills:
✔ Proficiency in Adobe Suite (Photoshop, Illustrator, Premiere, After Effects)
✔ Collaboration tools like Canva and Figma
➡ Can be a freelancer or agency, depending on workload.
8. Influencer & PR Manager (Optional)
📌 Responsibilities:
✔ Collaborating with influencers and brand ambassadors
✔ PR campaigns and crisis management
✔ Event and promotion organization
📌 Skills:
✔ Knowledge of influencer marketing platforms (Heepsy, Upfluence, AspireIQ)
✔ Public speaking, negotiation skills
➡ Often combined with Social Media Manager in smaller businesses.
9. Data Analyst / BI Specialist (Optional)
📌 Responsibilities:
✔ Tracking all KPIs and analyzing data
✔ Creating campaign performance reports
✔ Budget optimization based on data insights
📌 Skills:
✔ Proficiency in Google Analytics, Looker Studio, Power BI
✔ Knowledge of SQL, Python (for advanced analysis)
➡ This role is valuable if the company is data-driven and heavily invests in marketing.
How to Optimize the Team Based on Budget?
💰 Minimal Team (Limited Budget):
✅ Marketing Manager (handles SEO, PPC, and content)
✅ Social Media Manager (also does basic design)
✅ Freelance Writer & PPC Specialist (as needed)
💼 Medium-Sized Business (Balanced Costs & Efficiency):
✅ Head of Marketing
✅ SEO/Web Specialist
✅ Content Writer
✅ Social Media Manager
✅ PPC Specialist
✅ Freelance Designer & Video Editor
🏢 Large Business (Fully In-House):
✅ All roles above, plus Influencer Manager, BI Analyst, and full-time Designer.
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