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How to Become an Ecommerce Specialist: A Career Guide
August 21, 2022
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Author : John Gallagher
how to become ecommerce specialist photo by Jason Goodman

Ecommerce saw a growth rate of 16.3% in 2022; eCommerce sales are expected to deliver over $5.542 trillion in revenue for companies around the world. Businesses everywhere are looking toward ecommerce solutions to help them generate growth and expand to global markets. Unlike brick and mortar stores, online storefronts allow for a more efficient buying process that buyers can engage with from the comfort of their home.

When the eCommerce business first gained popularity, several big-name companies were late to the game. For example, the department store Sears was ranked No. 5 as the best internet retailer in 2014 and dropped to No. 24 by 2018. They failed to innovate, and neglected to adapt to evolving customer needs. Today, businesses are learning from their mistakes and prioritizing the online experience more than ever.

Businesses looking to get more out of their online sales strategy typically trust eCommerce specialists, who can help tailor marketing campaigns and business strategies to maximize growth.

An ecommerce specialist is a go-to expert for the online sales strategy for a business. They handle online merchandising for the business and are responsible for implementing strategies that garner the best results. If you’re interested in learning more about this career path, we’re here to help.

Let’s dive in.

What does an eCommerce specialist do?

On a daily basis, an eCommerce specialist is responsible for monitoring the day-to-day activity of the site, implementing strategies to increase website traffic and improving brand loyalty. They’re the expert in website optimization, always on the search for new ideas while managing site development. An eCommerce specialist oversees all the products on the website and ensures everything is aligned with business goals and KPIs.

They work closely with digital marketing specialists and managers to ensure they’re maximizing results and making strategic choices that influence buyer habits.

Here are a few of the other responsibilities an eCommerce specialist maintains:

  • Identify cross-selling and up-selling opportunities;
  • Manage the marketing and management of the online store;
  • Optimize SEO strategy and find new business opportunities;
  • Handle email marketing initiatives;
  • Manage marketing campaigns across different social media platforms.

The job duties and responsibilities of an eCommerce specialist will vary by company depending on how hands-on you’ll be with the marketing initiatives.

What skills will I need as an eCommerce specialist?

An eCommerce specialist job description will vary by industry and company. Some specialists are more hands-on with marketing, while others handle user experience and eCommerce logistics.

However, most individuals in this position will need to have the following skills if they want to succeed.

SEO strategy and website optimization

Search engine optimization is an integral part of any online business’s success. As an eCommerce specialist, you’re responsible for managing SEO strategies to ensure your content outranks your competitors. You’ll need to work closely with the marketing department to find new opportunities, tackle challenges, and develop content. It’s also your responsibility to optimize product images, descriptions and landing pages with SEO best practices in mind.

Back-end logistics

There’s a lot that goes into running a successful eCommerce brand; you’ll need to understand all of the ins and outs to online business strategy if you want to succeed. You’ll need a general understanding of how to keep cash flow and expenditure records, and how to stay on top of accounting, shipping and taxes by state.

Content development

Outside of managing the day-to-day operations, you’ll also be expected to create web content for product descriptions and landing pages. You’ll need sharp copywriting skills to attract potential prospects and encourage sales.

Ecommerce website software

The eCommerce specialist is the go-to expert on website setup and optimization. You’ll need a solid understanding of eCommerce setup for WooCommerce, Shopify or WordPress. Every day, you’ll work hands-on in this software to improve the user experience, update products and fulfill orders.

Data analysis

With the help of aggregated data, you’ll make strategic changes and choices that positively impact your company’s bottom line. You’ll need to stay up to date with month-over-month data to ensure your eCommerce plan is on track to satisfy critical KPIs.

PPC marketing

Even if the eCommerce specialist isn’t spearheading a PPC advertising strategy, it’s good to have a solid understanding of its capabilities. Your SEO content and eCommerce website can benefit from pay-per-click advertising in several major ways, supplementing organic traffic with paid acquisition. PPC marketing is a great tool that allows you to enhance your online presence and push your content in front of users interested in making a purchase.

Merchandising

It’s the eCommerce specialist’s responsibility to handle merchandising and the sale of goods. They’ll be in charge of showcasing and presenting products across online stores in a creative way that appeals to your target audience. An eCommerce specialist is also responsible for managing SKUs and product creation on the online storefront.

What education will I need as an eCommerce specialist?

Many eCommerce specialists have an undergraduate degree in marketing, business or a related field. If you want to stand out during the hiring process, you can further improve your education with an eCommerce Bootcamp and certification.

What will I earn as an eCommerce specialist?

According to Glassdoor, the average Ecommerce specialist salary is around $46,870 annually in the United States. However, the most likely range is between $46,000 to $114,000. Salary will vary based on experience level, industry and location.

What steps might I need to follow to become an eCommerce specialist?

The first step would be to secure necessary experience. Once you graduate, look for internships and coordinator positions where you can apply learned concepts across key eCommerce verticals. These entry-level positions will provide the experience you need to work your way into a specialist position. The best eCommerce specialist candidates have a background in managing digital inventory, analyzing web analytics and using optimization tools.

As you gain experience in this field, you consider enrolling in an eCommerce Bootcamp or an online course. These online courses will ensure you’re in the know on all of the latest eCommerce trends and give you a competitive edge during your interviews.

Take your eCommerce knowledge to the next level

If you’re an aspiring eCommerce specialist ready to gain real-world experience, the best thing you can do for your professional career is enroll in an Ecommerce Bootcamp.

WorkForce Institute can provide the skills and the education you’ll need to accelerate your understanding of eCommerce on the way toward a rewarding career as an eCommerce specialist. Our Bootcamp will provide you with hands-on experience with everything from WordPress Installation and WooCommerce management to shopping cart optimization and conversion. With the skills you need to take on the online world, you’ll be well-qualified to earn the eCommerce specialist position you know you deserve.

Connect with our Admissions team today to learn more.

With the rise of smartphones and affordable access to technology, eCommerce is becoming the go-to solution for all our retail needs. On average, at least 75% of individuals shop for at least one item online. That’s because eCommerce provides flexibility and convenience for the online shopper. To stay competitive in the market, you’ll need to know the best eCommerce marketing strategies. With these strategies, you can reach new customers and achieve new sales benchmarks.

Here’s everything you need to know.

What eCommerce marketing strategies should my online business use?

Behind every successful online business is a successful eCommerce marketing strategy. Unfortunately, there’s no one-size-fits-all marketing strategy. It takes some time to find what works best for your online business.

The good news is, there are several digital marketing strategy trends your business can start capitalizing on today. With these strategies, you can continuously optimize your approach based on data to find what works best for you and leaves a favorable impression on your target audience.

Here are a few trends we have on our radar.

The rise of chatbots

Chatbots are a must-have for any eCommerce brand that wants to stay competitive. With a chatbot on your website you can increase engagement with your customer, improve brand loyalty and make your customer service available 24/7.

Don’t believe a chatbot is beneficial for your B2C or B2B ecommerce strategy? It’s important to note that on average, chatbots can handle full conversations 69% of the time. With a chatbot in place, it can help your customer service team properly manage their day and get time back to focus on important issues.

This conversational software is becoming more advanced and helping individuals make informed purchases that result in fewer returns and concerns. As this software becomes more advanced, companies will continue to utilize its capabilities to increase business and improve the customer experience.

Diversified eCommerce SEO strategies

SEO is a must for any eCommerce that wants to boost sales and get more traffic back to its website. It’s a cost-effective marketing tactic that helps businesses outrank their competitors and get their products and content recognized by potential prospects. For SEO to benefit your eCommerce marketing strategy, start by:

  • Optimizing your product pages;
  • Prioritizing product image optimization;
  • Boosting purchase confidence with customer reviews;
  • Adding an FAQ page;
  • Focusing on the right keywords.

To find success with SEO for your eCommerce strategy, you’ll need to remain open to new ideas, optimization opportunities and developing relatable content crafted with your customer in mind.

Social commerce

Social media platforms are becoming more advanced in introducing new features for businesses. With platforms like Instagram, Facebook and Pinterest, your brand can set up a storefront directly on the social platform. Users can shop and pay for products on the social platform without leaving the app. This eliminates any friction or frustration caused by jumping from the app to your website. It also streamlines the buying experience and provides customers an easier way to pay.

Here are a few of the most recent updates and social commerce features you can look forward to:

  • Create shoppable posts on Instagram and Facebook;
  • In-app checkouts;

  • Communication with customers through Facebook messenger, Whatsapp or Instagram;

  • Pinterest shoppable pins;

  • Shopify and TikTok account integrations;

  • Increased brand awareness with Snapchat AR filters;

  • Customer reviews streamed directly on your Instagram page.

Social commerce is still a relatively new concept continuing to take shape, and can benefit your eCommerce marketing strategy. As you adjust your content for social media marketing, you’ll see which platform yields the best results and find new ways to capitalize on these opportunities.

Email marketing

An eCommerce email marketing strategy is much more than the promotional emails and newsletters you send weekly to customers. It’s also about the abandoned cart emails, the customer journeys and the additional touch points you use to enhance the user experience.

On average, 69% of carts are abandoned by consumers. However, abandoned cart email series have an average conversion rate of 18.6%. With an abandoned cart series working for your brand in the background, you can rest assured that they are reminded to come back and shop.

Conversion rate optimization

Conversion rate optimization is always trending. However, many businesses only focus on increasing the amount of traffic to their website, not actually converting that traffic. When you focus on nurturing the relationship with your current audience and boosting their buyer value, you’ll see better results over time, which can increase your bottom line. Here are a few ways you can do this:

  • Personalize the shopping experience;
  • Improve the UX design of your website;
  • Enhance the checkout experience;
  • Re-engage past customers;
  • Diversify your payment and delivery options.

To understand where you can improve this process for your customers, you’ll need to step back and consider why your shoppers aren’t converting. There are several reasons this happens. Whether it’s a negative first impression, a hard-to-navigate landing page or an unoptimized website, you can help to improve UX and conversion rates in several ways. Once you figure out where you can improve, you’ll start to see better results over time.

Live stream shopping

Live streaming is a popular social media tool that allows companies and influencers to connect with their audience through video. With a live stream, brands can easily host a Q&A session, broadcast a product review or dialogue with a guest host. However, companies are taking it one step further with shoppable live streams.

With shoppable live streaming, consumers can interact and shop for products and services while also interacting with the host in real-time. This shopping solution provides peace of mind and reassurance for the shopper, similar to the experience of shopping in person.

New ways to pay

To put things into perspective, the average conversion rate for desktop is 3.90%, while mobile is 1.90%. Why the drastic drop? Payment methods.

When you’re shopping on a mobile device, it’s not nearly as convenient as a desktop. With buy now, pay later and Apple Pay, customers can make a purchase without ever having to grab their wallets.

Once you begin offering new ways to pay, you can use these new options in all of your marketing materials. Add language to your main webpage, include it in the footer of your emails and make an announcement on social media.

Capitalizing on the “buy online, pick up in store” model

What’s the worst part about buying something online? The waiting! With the buy online, pick up in-store model, brands eliminate the frustration of waiting and allow the customer to pick up their items at their own pace.

Take your eCommerce skills to the next level

It pays to stay ahead of eCommerce marketing strategies and trends. With a strong understanding of the marketing opportunities you have at your fingertips, you can increase ROI and get more out of your marketing budget.

WorkForce Institute is capable of helping aspiring and existing product managers improve or deepen foundational product management skills. With the help of our eCommerce Marketing Bootcamp, eCommerce professionals can help further improve an eCommerce organization’s capacity for effective marketing, sales and growth.

Connect with our Admissions team for more information today.

The internet has come a long way since 1983. Individuals no longer need to wait around on dial-up to surf the web or head to their local library for a school project. Instead, they have access to an abundance of information right at their fingertips. Whether you’re searching the web for a new nail salon in your area or shopping for clothes for the winter season,  everything you do nowadays starts with a simple internet search.

As of July 2022, there are over 5.03 billion internet users. It may surprise you, but this number continues to increase at an impressive rate. It’s no wonder businesses have switched from traditional modes of marketing to a digital marketing business strategy.

It’s not just the big companies, either. Small businesses and local brick-and-mortar are finding that different digital marketing strategies can positively influence their company’s output.

The opportunities to make fruitful connections with your customers are endless, no matter what digital marketing channel you choose. As long as you have a budget, a product or service and a marketing professional on your team you can utilize a suite of digital marketing for small businesses to connect with your audience in a whole new way.

Here’s everything you need to know about the benefits of digital marketing for small businesses.

Why does my business need digital marketing?

It sounds cliche, but a digital marketing business strategy is the future of marketing. Think about it. When is the last time someone you know purchased a print magazine or read through a direct mail marketing campaign that wasn’t thrown directly in the trash?

That’s not to say that these modes of marketing are completely ineffective.

However, if a consumer sees your ad in a magazine, billboard or commercial and wants to learn more about your brand, they’re probably going directly to a search engine to learn more about you.

If your business wants to increase sales or expand to new markets, you’ll need to strategically think about the benefits of digital marketing for small business — and how these marketing initiatives can take your brand to the next level.

Here are just a few of the benefits you can expect from digital marketing:

  • Improve brand loyalty;
  • Enhance brand recognition;
  • Increase sales and traffic back to your website;
  • Build a community of loyal customers;
  • Analyze data and results in real-time;
  • Bolster your conversion rates;
  • Expand your global reach and reach new markets.

When it comes to digital marketing for small business, it’s all about assessing your goals and understanding the types of results you’re hoping to see. There are opportunities on every digital marketing channel out there, your business just needs to take advantage of the potential and develop compelling content for each channel.

How can digital marketing help my business?

Digital marketing is a tool you can use to generate leads and convert prospects into customers. Unlike traditional forms of marketing, you have an opportunity to tap into a global marketplace with limitless potential. You can see your data and analytics in real-time and make strategic changes based on your results to maximize your budget. 

You can communicate with your customers at every step of the buying process and use your data findings to get to know your target audience. This allows you to make strategic changes to your digital marketing for small business and make impactful changes that benefit your budget and KPIs.

Here are a few digital marketing channels your business can capitalize on today.

Search engine optimization (SEO)

As we mentioned before, business today often starts with a simple Google search. With the help of search engine optimization, a business can outrank its competitors and get its content recognized by search engines and new customers. With a buttoned-up SEO strategy, you can expand to new markets, increase web traffic and build your brand’s authority.

SEO initiatives are trackable and measurable, so you can assess how many leads, sales and new customers are coming from your SEO initiatives. SEO also allows you to improve the user experience. It pushes you to think strategically about the UX design, optimize your formatting, add clear headers and make your website easy to digest for the customer.

By prioritizing the customer’s needs, you can make beneficial changes to your website content that positively impact your bottom line. The best part? SEO doesn’t need to cost an arm and a leg. Even if you need to hire a marketing professional to spearhead SEO, the longevity of your initiatives will help you save money in the future.

PPC

With PPC advertising, companies can scale their business and capitalize on buyer behavior. PPC advertising is a targeted approach to getting your brand in front of customers on search engines. It allows you to strategically target customers who have clicked on your ads, interacted with your brand and visited your website. On Average, 65% of customers click on PPC ads. Not only that, but paid advertising in general has a 200% ROI.

However, before you can see results with this digital marketing tactic, you’ll need a well-thought-out strategy and a game plan for tackling your ads. Think about the visuals, content and targeting options you have available with paid advertising. To get the most out of your PPC digital marketing business strategy, it will take some trial and error and data analysis.  

Social media marketing

Social media is one of the most popular digital marketing channels. It allows businesses to meet their customers where the consumer spends most of their time and build a community that loves and supports what they do.

To get the most value out of social media marketing, you’ll need a strategy. A strategy is an established content plan that allows you to assess what platforms provide the most value, so you can capitalize on the best opportunities for your business. With a social media strategy, you can enhance your online presence on each specific platform, which can help you increase brand awareness, conversion rates, web traffic and improve brand loyalty over time.

Social media is one of the most cost-effective digital marketing channels and can provide some of the best results when you choose to take a creative approach that speaks to your customer’s needs.

Content marketing

Content marketing touches every digital marketing channel. Whether it’s the social media posts you write, the landing pages you create, or the emails you send out, content is in everything you do! Creative content allows you to set your brand up as an industry expert and gives you the authority you need to leave a lasting impression on your prospects.

If everything you do is consistent across every digital marketing channel, you can leave a long-lasting impression on your consumers. They’ll trust your brand and you’ll gain the visibility you need to have a competitive edge over your competitors. With the right content, you can easily engage with your audience, teach them something new and develop new connections with your customers.

Keep in mind that it’s not about creating content just to create content. You’ll also want to ensure you develop high-quality content that positions your brand as an industry expert. Keep things relevant, establish authority and build trust with your website. If your content gets inbound links from external sources, it can provide you with higher domain authority. Which will help you outrank your competitors on search engines and improve your organic search results. 

Content also allows you to improve your success across digital marketing channels. For example, after you write a blog, you can share it on your social media platforms. As more and more individuals click on your content, you improve your chances of getting noticed by Google’s Al. With higher visibility in search engines, you’re more likely to get indexed by Google, which will help you increase your referral traffic over time.

Display ads

Paid advertisements are one of the oldest digital marketing options a company can capitalize on. These ads allow companies to use images, audio and videos to showcase their advertising and messaging across the internet. Display ads allow a business to get consumers familiar with their brand’s name and products or services. They’re great for driving brand awareness and recognition. This style of advertising typically costs less than PPC. This is because PPC is a pay-per-click basis on a search engine. While display ads are commonly found on different websites on the internet that have a similar audience as your target audience.

Email marketing

On average, 293.6 billion emails are sent each day to over 4 billion email users. Why? Because email marketing is a low-cost digital marketing channel with a high ROI. It’s a tool that keeps your brand connected with your current customer base through targeted messages that inform them about sales, new products and everything in between.

On average, for every $1 you spend on email marketing, you can expect a return of $36. Emails are a great revenue builder that allows you to nurture your current leads and keep them coming back to your website for more. With an email marketing strategy and a consistent send cadence, you can build a stronger customer relationship with your audience and build excitement around your brand and product offering.

Influencer marketing

Influencer marketing is an up-and-coming digital marketing channel that yields high results for brands in every industry. With the right influencer and content, your brand can expand your reach and gain authentic recognition from trusted individuals in the social media community. Working with an influencer allows you to develop authentic content that looks and feels organic on social media.

In 2021, the influencer marketing industry was worth $13.8 billion. That’s a $4.1 billion increase from the previous year. With this steady year-over-year growth, we only expect businesses to continue to take advantage of this unique digital marketing business strategy in the future.

To see success with influencer marketing, your company will need to think about the different markets you want to expand to and find influencers with similar audiences.

Affiliate marketing

Affiliate marketing refers to the process of rewarding third-party individuals for helping generate traffic and leads for your business. On average, this digital marketing solution generates around 15-30% of all sales for a company that utilizes this channel.

It’s an easy and profitable way to increase sales, expand your audience and gain brand recognition. Affiliate marketing has low upfront costs, so you only need to pay affiliates when sales come through from their website. This digital marketing solution has low risk, high potential passive income and a high conversion rate.

Take your digital marketing efforts to the next level

Digital marketing strategies like SEO, PPC, social media marketing, email marketing, and content marketing can help elevate your business’s trajectory. WorkForce Institute offers a Digital Marketing Bootcamp that teaches new and existing digital marketing professionals the skills you’ll need to thrive and grow your company’s business online.

With the help of a Digital Marketing Bootcamp, you can stay in the know on the latest and greatest digital marketing trends and further elevate your company’s potential while accelerating your understanding of fundamental digital marketing processes and outcomes. 

Whether you’re looking to enhance your customer journey or expand to new markets, every brand needs to learn how to take advantage of their content marketing strategy if they want to see results.

Content is everywhere. It’s in the social media posts you view on your timeline, it’s the language used in the emails you read, it’s in the copy across websites.

Every brand, in some shape or form, relies on content to drive messaging and generate sales.

That’s why content marketing is the driving force of effective marketing campaigns. Focusing on content adds value to your initiatives and helps you enhance brand awareness, increase conversions and take your business to new heights.

Content marketing is nothing new, but more businesses are starting to see the value in prioritizing this marketing avenue. This year, over 72% of companies plan to increase their content marketing budgets. That means there will be more demand for professionals with a knack for content in the upcoming years.

Whether you’re passionate about enhancing your current content marketing strategies or want to simply learn content marketing basics, you’ve come to the right place.

Here’s everything you need to know about modern content marketing:

What is content marketing?

To put it simply, content marketing is a type of marketing that relies on curated messaging. It’s the planning, creating and sharing of content across different digital marketing channels. The content you create for marketing purposes will help you build a relationship with your target audience and keep them engaged with your brand.

When used correctly, a content marketing strategy can:

  • Help you scale your business into different markets;
  • Build credibility with your current audience;
  • Increase sales;
  • Drive traffic back to their website;
  • Maintain customer loyalty.

Every piece of content is different. Whether you’re working on the wording for a sales landing page or crafting an email marketing campaign, everything you do with content has the power to add value to your customer’s life and improve their relationship with your brand.

The importance of content marketing for businesses

Content marketing is constantly changing and growing. To put things into perspective, consider the style of content popular in 2012 compared to 2022. The approach, the wording and the writing style are different and unique to the time period.

This trend also applies to different marketing channels, generations and audiences. However, one thing always remains true: content marketing works if it’s done correctly.

Effective content marketing resonates with the consumer. It helps them effectively build a connection with your brand and leads them to become a lifetime buyer you can nurture for years to come.

With the right content, you can:

  • Generate trust in your audience;
  • Create viable leads;
  • Improve conversions and website traffic;
  • Position your brand as a leader in the industry.

Learning how to execute effective content marketing is an invaluable skill that can benefit any business’s bottom line and give your brand the credibility it needs to stay two steps ahead of your competition.

The best types of content marketing that brands can use today

When a brand is consistent with its content marketing strategy, it can build trust with its audience. Content adds value to the customer journey, increases brand awareness and gives your brand a competitive edge.

Don’t believe us?

Think about the brands and companies you feel connected to. Think about the language, the content they create and the reasons why you truly love the brand. Each piece of content they create works together to help you build a relationship with the brand and turn you into a long-lasting buyer.

Content marketing is used to help educate consumers and keep them in the know about your brand. It’s versatile, creative and knowledgeable.

Here’s how it’s used across the different digital marketing platforms:

Email marketing

Email marketing is a tool used to nurture leads and provide updates to customers. Effective email marketing informs the body of the email, the subject line and everything in between. All messaging is expertly crafted to convey a particular emotion and get individuals to buy into the email’s message.

Social media marketing

There is a wide variety  of social media platforms available for brands, and each requires a different approach. For example, you wouldn’t use the same language or voice on LinkedIn that you would on Instagram or Twitter.

Blog content

Blogs are tools that help you increase inbound traffic back to your website and enhance your SEO efforts. Blog content can inform your audience, teach them something new and foster a connection between your audience and your brand.

Paid advertising content

Paid advertising content is utilized to reach a new prospective audience. The language for these ads needs to be strategic and speak to a broad audience. This type of content is found on social media, banners and sponsored content on other websites. With the right paid content, you can position your brand as an industry expert while increasing traffic back to your website.

Infographic content

Infographics are display tools that inform your audience and deliver data in an easy-to-understand, visual format. The content is short, straight to the point and easy to comprehend. It’s there to complement the imagery and educate your audience. Infographics typically explore complex topics and help break down the information in a digestible format.

Take your digital marketing experience to the next level

In 2021, over 82% of companies claimed to use content marketing. That’s an increase of 12% from the previous year’s total. As more companies discover the value of content marketing, the practice is only expected to grow over the coming years.

A recent Forbes survey showed that consumers spend an average of 7 hours per day consuming content. Each one of those hours provides an opportunity for a brand to introduce their content to a prospective audience. With carefully curated content and the right strategy, you can easily develop content that relates to your target audience and helps you see results.

If you’re passionate about learning more about how content marketing can enhance your digital marketing efforts, consider enrolling in a Digital Marketing Bootcamp. Our Digital Marketing Bootcamp can accelerate your understanding of content marketing, SEO, keyword research and the strategies necessary to rank your website where it belongs.

Connect with our Admissions team today to see if our bootcamp is a good fit for you.

 

Did you know that Facebook launched in 2004? It’s been nearly 20 years since the online social platform, originally created as a way for Harvard students to connect with their colleagues, was born.

Today — in addition to Facebook — social media platforms like Instagram, LinkedIn, Twitter, Tik Tok and others amass more than 4.62 billion global users each year. 

Companies looking to connect with potential consumers across social media often face an uphill battle. Competition for both sponsored and organic messaging is high, as brands vie for limited space in front of your eyes.

That’s where social media strategists come in.

As of 2022, more than 13,216 social media strategists employed across the United States help brands connect with social media users. As social media continues to grow in popularity and more businesses see the value in developing their social media presence, we only expect the number to grow.

Regardless of an employer’s size, companies need an expert in social media to help them craft a strategy, develop online marketing campaigns and build their online presence. If you’re obsessed with the marketing opportunities social media provides, you may be wondering what the career path looks like and how to become a social media manager in the future.

We’re here to walk you through how to land the best social media jobs and get your foot in the door.

Let’s dive in.

What does a social media strategist do?

Social media strategists are responsible for spearheading social media campaigns and improving a brand’s image on different platforms. They help build a brand’s online presence through social media by retaining customers, enhancing brand loyalty and generating traffic back to their website.

As a social media strategist, you’re responsible for crafting long-term strategies, following up with KPIs and thinking of new and innovative ways to curate content.

You’ll notice a heavy focus on finding new opportunities, capitalizing on trends and curating a strategy that makes sense for the business and the industry.

Social media is an integral part of any marketing strategy and will continue to be a dominating marketing channel in the years to come. With a buttoned-up strategy and clear KPIs, businesses can meet their audience across cornerstone social channels, and transform their following into loyal customers.

What skills will I need as a social media strategist?

Social media professionals are always learning.

Platforms continuously roll out new updates and changes that impact businesses’ approach to social media content. Plus, social media is still such a new aspect of marketing! It’s still growing as a digital marketing channel, and we’re constantly changing how we approach content on these platforms.

However, there are a few universal skills which typically characterize the best social media strategists.

Writing

The best social media professionals are also top-notch copywriters. They know how to use language to bring a brand’s voice to life and connect with their followers. They use copy to evoke emotions, build rapport with their audience and develop their online image. They know when to add humor, add a cheeky caption and grab the attention of their followers. They also understand when to adopt a more somber or professional tone.

Digital marketing channels and best practices

Consistency is key when it comes to marketing. Even though the main focus is social media, you’ll also want to understand the different digital marketing channels and how they work together to benefit the business. With a strong understanding of digital marketing best practices, a strategist will be a vital asset to the marketing team. 

Social media platforms

A social media strategist needs to know all of the ins and outs of every social media platform if they want to effectively build out strategies. Knowing how campaigns will perform on each platform is a vital skill that will save the company time and money. You’ll also need to know the major differences between the different social media platforms, such as the content, audience, data and structural difference of the unique platform.

Data and analysis

A strategist is just as hands-on with data as they are with the content. You’ll need a strong understanding of KPIs and how to use data to develop a strategy that positively impacts your bottom line.

Common social media KPIs include:

  • Engagement;
  • Impressions;
  • Follower growth;
  • Conversions;
  • Social shares. 

With the right KPIs, you can show the value of social media marketing and continue to make adjustments that benefit the company’s bottom line.

Design

A great deal of design is incorporated into social media. Content such as images, videos, infographics and other image-based content is typically preferred over text-based content.

Even though your marketing team may have a designer that helps with the creative content, it’s still important for the social media professional to have a keen eye for design.

What education will I need as a social media strategist?

Social media strategist positions have a similar trajectory as any other career in the marketing field. Most require individuals to have some level of experience before they move into an entry-level position. These entry-level positions will provide the skills learners need to advance their careers and eventually take on the title of a social media strategist.

A degree is sometimes the route of choice for aspiring social media strategists, though college degrees can take up years of your life — not to mention tens of thousands of dollars in student debt.

That’s why today, more and more aspiring social media professionals trust programs like our Digital Marketing Bootcamp, for high-level instruction that prepares you for the roles today’s companies need. 

What will I earn as a social media strategist?

As of 2022, social media strategists earn an average of $57,200 in the United States. However, the top 10% of highest-paid strategists earned $85,000 or higher.

What steps might I need to follow to become a social media specialist in 2022?

Learning how to become a social media specialist is the first step you need to take before landing a job as a strategist. Before you can develop strategies on your own, you need to get your hands dirty. You’ll need hands-on experience with data, content and different social platforms.

Once you’ve obtained sufficient education, the next step is to secure an entry-level position. Your next natural career progression would be to learn how to become a social media manager. Once you’ve worked hands-on with different companies and industries, you’ll feel more confident about tackling social media strategies to help build a brand’s online presence.

To stay competitive in the field, you’ll want to also consider enrolling in an online digital marketing course that will further your professional development.

Take your digital marketing knowledge to the next level

Learning how to develop social media strategies takes time. Growing into a social media strategist is about having the experience, making connections and knowing how to build a social media strategy a business will benefit from. It’s about keeping an open mind and learning about the latest social media developments and changes.

If you’re ready to start your career in social media, you’ll want to build your skillset and portfolio with a Digital Marketing Bootcamp. At WorkForce Institute, our team can provide the skills and the education you’ll need to accelerate your social media education and land the best social media marketing careers.

Request more information today to see if our Digital Marketing Bootcamp is a good fit for you and your career progression.

Keywords are an essential part of any good SEO strategy. When used correctly, they can help businesses rank across the world’s most popular search engines and stay two steps ahead of their competition.

Why is ranking for pivotal keywords so important?

To put things in perspective, over 85,000 Google searches happen every second. That means every second, your brand has an opportunity to connect with a new customer and scale your business in a new direction.

However, your competitors have that same opportunity: to draft content that provides insight and value to customers who would otherwise purchase your products.

So how do you make sure you rank for the right keywords?

Let’s get some answers.

Why are keywords so important?

Keywords are tools you use to communicate with search engines. They’re an integral part of any full-scale SEO strategy and are a driving force in bringing new traffic to your web pages.

Keywords are important for several reasons. If you want to rank higher on search engines than your competitors, you’ll need to be more strategic about the words and phrases you use in your landing pages and content. To see your business grow, you’ll need to start expanding your keyword choices in ways that include new keywords with new potential.

How do I know which keywords to rank for?

Keywords are everywhere. As a marketing professional, you’ll need to find the ones that have the most potential for your business. Finding the right keywords is integral to your success on search engines. Studies show that 92.42% of keywords only get ten monthly searches or fewer. If you choose the wrong keywords, you may not be reaching your full potential.

The right approach to ranking your search terms often combines high-volume and low-volume keywords, to provide some easier opportunities for ranking while you work to rank for more competitive words.

Reference the three suggestions below for some quick tips on ranking the best keywords for your business.

1. Consider your searcher’s intent

As a first step in determining which keywords to use in your content, you’ll need to think like a potential consumer. What do you think a user might be searching to find your company, or to find the products or services your company offers? This question can help you develop a list of long-tail keywords you can choose from.

Let’s imagine that your company sells baseball jerseys. The more applicable keywords you can include in your website’s content, the better chance your company has to rank for any and all of them.

Instead of simply including “jersey” in your content, you might also consider some of the following keywords:

  • Jersey;
  • Sports jersey;
  • Baseball sports jersey;
  • Baseball sports jersey for adults.

Over time, these and other keywords can help your website rank for several different searches consumers might make online. You can “stack” long-tail keywords based on words you already use.

2. Try Google Trends

Google Trends is a free tool that helps marketers search for main and supplementary keywords they can utilize to strategically develop content. This tool provides you with a suite of in-depth research and data tools that can help you learn more about particular keywords.

With the search volume trends feature, you can easily find popular keywords that fit your niche, use them in your content and discover similar keywords you can leverage. It’s also great for finding new topics, finding breakout keywords, and providing historical data about keywords you’re interested in using.

3. Competitor analysis

Take the time to familiarize yourself with the actions your competitors are taking to rank their chosen keywords. Competitors’ actions can provide insight into the keywords you should prioritize, and those you might want to avoid.

There are free SEO tools you can use, like MozBar, to help you see your top SERP competitors and keyword gaps to find new opportunities. SERP stands for search engine results page. It’s an SEO term for the result page an individual sees after they query a search with a search engine.

How do I rank for new keywords?

Once you know and understand the different resources you can use to find new keywords, it’s time to identify the keywords you want to rank for, and begin to employ strategies that see your chosen keywords rise in the ranks.

Here’s a step-by-step guide to ranking for your preferred keywords:

1. Maintain website SEO best practices

You can’t just assume that using the keywords on any ol’ website will help you rank. To give your keywords the best chance to rank online, you;ll want to make sure your website is otherwise optimized appropriately. 

Here are a few ways that you can optimize your website, to give it the best chance to rank well for the keywords you choose: 

  • Fix duplicate and missing title tags;
  • Improve your meta descriptions and meta titles;
  • Fix and adjust all multiple H1 tags;
  • Optimize your content images for SEO;
  • Adopt an SEO-friendly URL structure;
  • Take advantage of digital PR opportunities.

This is just to name a few technical, off-page, and on-page SEO opportunities outside of keywords. It’s always recommended to make a habit of optimizing and adjusting your SEO initiatives to get the most out of your webpage content.

2. Start your new keyword research

Too many organizations rush the keyword research step, so that they can begin creating content right away. Instead, you’ll want to take your time when researching the best SEO keywords, to ensure that you truly identify all of the keywords that your brand should rank for.

The ideal SEO keyword strategy combines low-volume and high-volume keywords, which usually means a combination of low-competition and high-competition terms. This approach should allow you to rank well for lower-volume terms, while you dedicate more time, more content and more resources toward ranking for more competitive keywords.

Of course, you’ll also want to make sure your chosen keywords are relevant to your business. You don’t want to have to focus on terms that aren’t relevant to your business, even if they have significant volume. If a particular keyword won’t resonate well with your particular audience — or if you can’t picture your customers searching for a specific term — it’s generally not a keyword you’ll want to include in your plans.

3. Consider your content

Armed with the new keywords you’re aiming to rank for, it’s time to start looking for ways to integrate terms into your content. To rank for your keywords, you’ll want to utilize them in compelling content pieces on your website. These include:

  • Blogs;
  • Landing page copy;
  • Product pages;
  • How-tos, articles and guides;
  • Directory listings;
  • Infographics;
  • Video content.

Get creative and have some fun with the content you create. The more compelling the content you create, the more likely potential customers are to click on your content, read your content, engage with your content, share your content and purchase your products or services as a result.

4. Keep things high-quality

When you’re integrating target keywords into your content, it’s important to keep your approach moderate. Don’t get too excited or go overboard. Fine-tuning an SEO strategy with new keywords is all about crafting high-quality content. Google thinks so, too! Google constantly crawls web pages in search of high-quality, compelling content that provides value to the searcher.

5. Optimization

As you’re creating new content, you should also be optimizing your current content to complement the new keywords. You can do this by refreshing your old blogs, product pages and landing pages or adding more content where you don’t currently have any.

As you optimize and revise your content, ensure everything you do accommodates Google’s accessibility guidelines. You can add your new keywords to image files, metadata and directly into article content, all to provide a clear indication to both readers and search engines that your content provides long-term value.

6. Show off your new content

Once your content is published and ready to be explored by potential prospects, it’s time to share it on other networks! Social media channels are a great tool that helps increase traffic to your website and get your content noticed by others.

Besides social media, find other creative ways to introduce your new content to new eyes. Consider email marketing as an avenue to showcase new content, perhaps to new prospects or to purchasers who haven’t returned.

7. Analyze and revise your keyword strategy

SEO is a constantly changing game, and digital marketing professionals are always trying to accommodate evolving search engine algorithms. The best way to get the most out of your SEO strategy and keywords is to remain open to changing search engines, standards, best practices and reader preferences.

After identifying your target keywords and incorporating those keywords into your web content, it’s time to sit back and allow your content time to rank appropriately. Here are some factors that Google takes into consideration when ranking content:

  • Backlinks to your website;
  • Mobile optimization;
  • Authority of your page and website in general;
  • Relevancy;
  • Quality of your content and usefulness;
  • Organization of keywords.

These items represent only a few of the many ranking factors that Google considers when placing your content in context. The algorithm is updated regularly, which means your brand has regular opportunities to update your content in parallel to provide ongoing value for readers. To stay ahead of your competitors, you’ll want to always look at new ways to improve your SEO best practices and content.

Get more out of your SEO strategy today

If you’re serious about your digital marketing initiatives and learning how to rank your website, you’ll want to prioritize an SEO strategy and always keep an eye out for new keywords. The best way to sharpen your knowledge of keywords and SEO content is to enroll in a Digital Marketing Bootcamp with Workforce Institute, to accelerate your growth through next-level digital strategy.

Our Digital Marketing Bootcamp can accelerate your understanding of SEO, keyword research, and the strategies necessary to rank your website where it belongs.

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