Creativity is the ability to come up with original ideas and non-standard solutions.
Negotiation skills and the ability to clearly explain the results of your work.
Flexibility is the ability to quickly adapt to changes and absorb new information.
Goal orientation - willingness to work hard, focus on results and strive for continuous improvement.
Responsibility including budget management.
These skills will help a director to effectively complete tasks, develop professionally and increase income.
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Tools needed for a director's work
To manage and optimize PR campaigns, specialists need a variety of tools:
To select keywords, you can use Yandex WordStat.
SpyWords is useful for analyzing these competitor italy business mailing list indicator lexemes and quickly collecting the semantic core. This tool requires payment, but users of the eLama marketplace can use it for free.
For developing creative materials, SUPA will come in handy, which will help create attractive banners, and the CopyMonkey AI copywriter will help write ads.
To analyze campaigns and increase their effectiveness, use Yandex.Metrica and end-to-end analytics services such as ROMI center.
Software for protecting advertising from fraud. For example, BotFaqtor identifies and blocks low-quality visitors and bots, protecting the budget and increasing PR efficiency.
To monitor calls from different sources: call tracking tools are needed to analyze call statistics, identify the most effective traffic sources and optimize campaigns.
Stages of a director's work
When a client contacts an online agency, the marketing team will need a precise technical task from the customer. General formulations such as "Increase brand awareness" or "Promote a website" are not suitable. It is necessary to define specific quantitative performance indicators to avoid misunderstandings and mutual claims. For example, "Bring the website to the top 10 search results in X months", "Ensure 100 unique visitors per day", etc.
Stages of a director's work
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The work process of a director, which begins with a client's request to an Internet marketing agency, includes several key stages:
Negotiations with the customer . At this stage, the desired results are discussed, the task is clarified, the time frame is determined, and the tools for evaluating the effectiveness of online advertising activities are selected.
Research of the client's business . Includes analysis of the company's activities, study of competitors and needs of the target audience. The client can suggest significant keywords by which buyers will search for its products or services.
Development of a semantic core . A database of basic queries is created — 100-200 key phrases on the topic are selected using special tools. Filtering is performed: ineffective, duplicates and irrelevant lexemes (for example, with mentions of other regions, competitors) are removed. Key phrases are grouped by important characteristics.
Development of advertising campaigns (AC) for queries . Each of them is configured taking into account the geographic region of promotion, which includes both specific cities or regions where the company sells goods or services, and those it seeks to enter. The optimal time of impressions is specified (for most B2B products, this coincides with working days). The retargeting mechanism is turned on.
Setting rates for clicks on PR campaign materials and budget formation . These figures depend on the number of clients the customer wants to attract through online promotion. The director discusses the budget with him, based on conversion forecasts and preliminary clickability indicators of ads. During the first campaigns, these metrics are approximate and are adjusted 2-3 weeks after their start.
PR campaign administration . Daily analysis of ad effectiveness is conducted, while texts with low CTR are adjusted. Interim and detailed reports showing advertising impact statistics are provided to the client.
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Choosing between your own direct marketing specialist and an outsourced one
First, it is important to understand in what situations a contextual advertising expert may be needed. At first glance, this seems obvious: if a business uses this channel to promote services or goods.
But in practice, things are not so simple. Sometimes using Yandex.Direct is inappropriate. For example, if the cost of applications from this system is too high or customers prefer to communicate via social networks. But the situation changes when:
You want to explore a new channel to attract customers.
You have an advertising campaign running, but you don't have time to manage it.
It needs to be optimized.
You have a website, but high competition in search results prevents you from getting traffic.
After testing the channel, you will be able to determine whether it is worth continuing to use Yandex.Direct. You will also understand whether it is necessary to cooperate with a professional in this field. It is not recommended to set up advertising in Yandex.Direct on your own: it is not only labor-intensive, but also requires deep knowledge of the processes.
Choosing between your own direct marketing specialist and an outsourced one
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Without preliminary training, you can easily get confused in the interface. It is much more productive to hire a specialist. They are needed in the staff only of large online stores or other projects with a frequently updated assortment. Only in these cases will the contextualist be fully loaded.
Let's look at the key pros and cons of a full-time director.
Advantages :
Focus on one project. The specialist will work exclusively on it, which guarantees timely completion of all tasks.
Deep product knowledge. A full-time employee will be able to study your products in detail and promote them effectively.
Flaws :
Employment contract . This leads to additional costs for social insurance and may complicate the rapid replacement of an employee.
Workplace . You will need to provide the employee with everything necessary, which means additional costs.
Training . It is necessary to invest resources in training and preparation of a specialist.
In practice, companies often choose outsourced employees. In this case, you will receive a professionally configured advertising campaign and its subsequent management.