What Does a Digital Marketing Account Manager Do?
It’s been a while since you have been a jack of all trades at your business, juggling everything from production to marketing — all by yourself.
But that’s in the past, and like 60% of small businesses, you now want to focus on digital marketing and have found the perfect agency to get the ball rolling.However, before things kick off, you have got to meet your digital marketing account manager.
You might be wondering if this is some fancy title invented by marketing agencies. We assure you it’s not. This person is the connecting link between you and the rest of the agency team. You will be working with them closely, and they will help guide you through the entire process.
So, what does a digital marketing account manager do?
Let’s find out.
Who Is the Digital Marketing Account Manager
The digital marketing account manageris the main point of contact between you and your digital marketing agency. They oversee your projects, keep you updated, and make sure everything runs smoothly to meet your business goals.
As the liaison, their primary responsibility is to bridge the gap between you and the agency’s team. They communicate your needs, feedback, and goals to SEO experts, web developers, designers, and PPC managers.
With a keen sense of listening, the digital marketing managercan understand both sides and ensure the agency delivers the strategies suited for your business. Whether it’s a design for your new e-commerce storeor an update on the recent PPC campaign, you won’t have to chase down team members or worry about things getting lost in translation. The account manager keeps everything on track, saving you time and headaches.
Aligning your goals with digital marketing strategies is more critical than you think. If you plan your marketing strategies, you might be 331% more successful than those who don’t. In other words, if the agency’s efforts fail to align with what you want, you won’t see the expected results.
That’s where the digital marketing account managersteps in. They understand your business objectives and make sure every campaign, whether it’s something as simple as a Google ad or as complex as a new website, fits into your overall strategy. Without them, the risk of wasted effort and missed opportunities increases by a mile.
What Does a Digital Marketing Account Manager Do?
A digital marketing account managerhandles many important tasks to ensure your campaigns succeed. They work behind the scenes, managing both the relationship and the strategies that drive your business forward.
The key responsibilities of a digital marketing account managerinclude:
- Managing Client Relationships
The account manager is your go-to person at the agency. They check if you are happy with the progress, help address any concerns, and provide regular updates. Their goal is to build trust and ensure your voice gets heard. They keep communication clear and consistent, so you always know how your marketing strategies are doing. - Campaign Planning and Execution
Digital marketing managerswork closely with the agency’s teams to create strategies tailored to your goals. From SEOand PPC to social media, they make sure the right plan is in place and provide you with a fresh perspective when needed. - Monitoring Campaign Performance
Once campaigns are live, the account manager tracks performance by monitoring KPIs like traffic, leads, conversions, and click-through rate, which is the number one metricused to track email marketing campaigns. The bottom line is that digital marketing account managementinvolves keeping an eye on what’s working and what’s not and making adjustments to optimize the results. Regular monitoring ensures your marketing plan is always moving in the right direction. - Handling Budget
Budget is a constant battle for business owners, with 40% sayingtheir PPC budget is lower than they would like. However, with the help of an account manager, you can manage your marketing budget wisely across various digital channels. They spend every dollar effectively, so you get the best return on your investment. - Reporting and Analytics
Delivering easy-to-understand analytics and reports is a key part of the digital marketing manager’s role. Without proper analytics, your marketing strategies won’t last a week. It’s the reason 97% of Google ad campaignsnever make the cut. That said, your digital marketing account managercan interpret campaign data and explain what it means for your business. Based on the results, they can recommend changes and help maximize your success.
Skills a Good Digital Marketing Account ManagerMust Have
A digital marketing account managerrelies on a range of skills to manage clients and campaigns effectively. When you meet yours, you might be able to see the following skills at work.
- Communication Skills
Clear communication is at the heart of effective digital marketing client management. Your account manager must explain complex strategies in a way you can understand and promptly relay your goals and feedback to the agency team. This quick and clear communication helps avoid delays and misunderstandings. - Analytical Thinking
Inbound marketing strategies can help you save $14 on every new lead acquired, but this requires sharp analytical thinking. Your account manager should be able to analyze your current marketing tactics and use these insights to make informed decisions. Whether it’s interpreting website traffic, conversion rates, or ad performance, their ability to break down numbers and identify trends will set you up for long-term success. - Project Management
Digital marketing involves many moving parts, from content creation to advertisement execution. A good account manager ensures every element of your strategy stays on schedule. Their strong project management skills keep everything organized and prevent bottlenecks. - Technical Knowledge
More than half (54%) of companies say their biggest challenge to data-driven marketing success is the lack of data quality and completeness. In other words, your digital marketing manager must have sound technical knowledge. With a thorough understanding of analytical tools, they can track, interpret, and use data effectively.
How a Digital Marketing Account Manager Works with Different Teams
Digital marketing account managementinvolves working closely with different teams to ensure all your campaigns run smoothly. So, your manager has to constantly communicate with the creative and technical arms of the agency’s team.
- Collaborate with Creative Teams
Typically, a creative team includes graphic designers, copywriters, and marketers. Your account manager has to work with them and ensure that all creative elements bring your vision to life.They should communicate your brand message and goals to these teams, ensuring designs, videos, and written content align with the overall marketing strategy. This collaboration ensures consistency and a unified approach, which increases engagement and conversions. - Work with Technical Teams
While creative teams breathe life into your vision, technical teams ensure all creative elements produce the expected results. A typical technical team comprises SEO specialists, PPC managers, and developers who work together to create, execute, and adjust your marketing strategies. Your account manager must convey your marketing and branding goals to these experts. This will help the technical team optimize your websites, run paid ads, and boost search engine rankings as planned. - Manage Internal Team Communication
DiAs you can imagine, this arrangement rests on smooth and timely internal team communication. Your digital marketing manager has to keep the creative, technical, and strategy teams aligned.
This means the manager has to:- Regularly check in with all the teams for updates
- Keep every stakeholder informed
- Avoid miscommunication or delays
- Set up and meet deadlines
A Typical Day in The Life of a Digital Marketing Account Manager
So, what does a typical day in the life of a digital marketing account managerlook like?
It’s packed with tasks that keep your campaigns going smoothly and leave no room for complaints. Let’s take a quick look at how that happens.
- Preparing Reports
The day begins with reviewing recent campaign data and preparing easy-to-understand reports for clients like you. The reports will highlight key performance metrics like website traffic, conversion rate, and ROI, which may change depending on your specific marketing goals. - Attending Client Meetings
Keeping clients in the loop means regularly discussing campaign progress, goals, and upcoming strategies. It could be a biweekly or monthly roundup.
If you work with a local agency, your account manager might meet you in person once every month or so. But, most digital marketing managers prefer Skype or Zoom, which is way more convenient and cost-effective. - Adjusting Campaign Strategies
As the new data roles are in, your digital marketing manager will break it down into useful insights, based on which they will tweak your ongoing campaigns. Their goal is to keep everything optimized and get the best possible outcomes. Of course, you will be updated whenever a change happens. - Monitoring KPIs
Keeping an eye on key performance indicators, or KPIs, and making real-time adjustments is another important task of the day. This helps your manager to decide if every part of your marketing plan is working as intended. - Collaborating with Teams
While all these tasks are critical, your digital marketing account manager will spend a better part of the day collaborating with creative, technical, and strategy teams. It’s their core responsibility and helps them run your campaigns seamlessly.
Understand the Importance of Reporting and Feedback Loops
Both reporting and feedback loops play a critical role in effective digital marketing client management. It helps you work as a unit and create strategies that deliver results.
- Reporting
Reporting is the backbone of successful digital marketing account management. Your manager will regularly deliver reports that break down the performance of marketing efforts. These reports help you see where your money is going and what results they are getting.
Reporting is the backbone of successful digital marketing account management. Your manager will regularly deliver reports that break down the performance of marketing efforts. These reports help you see where your money is going and what results they are getting.- Make data-driven decisions that can increase your brand awareness by 50%.
- Understand exactly how your marketing budget is spent and maintain transparency.
- Track the progress of your campaigns, be it click-through rates, website traffic, or impressions.
- Highlight areas of success and the ones that need improvement.
- Build trust and discuss your needs openly with your digital marketing account manager.
- Feedback Loops
Feedback loops are just as important as reporting, as they help improve your marketing results.
Feedback loops help:- The account manager fine-tune the strategies to better align with your evolving goals.
- Build trust between you and your digital marketing account manager.
- Ensure your voice is heard and valued, which strengthens your partnership.
- Cut down on miscommunication and run your campaigns more efficiently.
Challenges Faced by Digital Marketing Account Managers
Digital marketing account managersare no less than superheroes. However, they still face a few challenges in their roles.
These include but aren’t limited to:
- Managing Multiple Accounts and Expectations
Digital marketing managers often juggle several clients, each with unique needs and expectations. Keeping everyone happy requires exceptional organization and communication skills. According to a recent report, 55% of marketers report handling more than 1,000 assets and five channels, making this a common challenge in the industry. - Keeping Up with Disruptive Digital Marketing Trends
Whether it’s Google’s search algorithm updates or new social media trends, the digital landscape is constantly evolving. Recently, Artificial Intelligence(AI) has stormed digital marketing. Although 60% of marketerssee AI as a helpful assistant in their jobs, keeping up with disruptive trends like these can sometimes feel overwhelming. - Balancing Creative Ideas with Data-Driven Results
Creativity is vital in marketing, but so is data. Digital marketing account managersmust support bold, creative campaign ideas with the right data. However, challenges like insufficient technology(44.6%) and lack of first-party data resources (32.6%) can make data-driven marketing more challenging.
Get The Ball Rolling with A Dedicated Account Manager
Whether you are a solopreneur, a small business, or a large one, you need a good digital marketing account managerto grow your online presence. They are the glue that holds you and your digital marketing agency and ensures your campaigns get the attention they deserve. From keeping everyone on the same page to tracking performance, their skills help drive your business forward.
At Wahha Design, you work with a dedicated account manager who specializes in all aspects of digital marketing, from SEO to web development.
Want to know more? Get in touch with ustoday!