What Digital Marketers Do (And How They Can Grow Your Business Without Breaking the Bank)

The digital marketing world wasn’t designed to be easy to understand.

Every time you sit down to work on your online presence, you’re met with an alphabet soup of acronyms—SEO, PPC, CRO—each seemingly more complex than the last. You’ve probably thought, “I just want customers to find my business online. Why does this have to be so complicated?”

I hear you. That feeling of being perpetually one step behind in the digital race is frustrating. You’re busy running your actual business, and somehow you’re supposed to become a marketing expert too?

Meanwhile, you notice competitors appearing in Google searches, building active social communities, and converting visitors while you’re still trying to figure out why your last three posts got crickets. It’s not just discouraging—it’s exhausting.

The good news is, you don’t need to master digital marketing yourself. You just need to understand what digital marketers do and how to find the right one for your business.

That’s exactly what this guide provides—a straightforward explanation of what digital marketers do, the tangible results they deliver, and how to determine if your business would benefit from their expertise (and which type).

No jargon. No hype. Just practical insights that will help you make informed decisions about your business’s digital future.

What a Digital Marketer Actually Does (Beyond the Buzzwords)

At the most basic level, a digital marketer is someone who promotes your business through online channels.

But that definition doesn’t capture the true scope and value of what they bring to the table.

The Day-to-Day Activities of a Digital Marketer

While responsibilities vary based on specialization and business needs, here’s what digital marketers typically do on a daily basis:

Strategy Development and Planning

• Researching your target audience and competitors
• Setting measurable goals and KPIs
• Creating content calendars and campaign timelines
• Developing comprehensive marketing plans
• Aligning digital initiatives with business objectives

Content Creation and Curation

• Writing blog posts, social media updates, and email campaigns
• Designing graphics and visual assets
• Creating or directing video production
• Developing downloadable resources
• Curating relevant industry content

Channel Management

• Optimizing website content for search engines (SEO)
• Managing social media accounts and communities
• Running paid advertising campaigns (Google Ads, social ads)
• Executing email marketing initiatives
• Maintaining consistent branding across platforms

Analysis and Optimization

• Monitoring website traffic and user behavior
• Tracking conversion rates and sales attribution
• Analyzing campaign performance
• A/B testing different approaches
• Providing regular performance reports

Technical Implementation

• Setting up tracking and analytics tools
• Implementing conversion tracking
• Managing marketing automation systems
• Optimizing website performance
• Integrating various marketing platforms

The Different Types of Digital Marketers (And Which One You Need)

Not all digital marketers are the same. Understanding the different types can help you find the right fit for your specific business needs.

How Digital Marketers Drive Real Business Results

Beyond the abstract notion of “improving your online presence,” here are the concrete business outcomes a skilled digital marketer delivers:

1. Increased Visibility and Brand Awareness

Digital marketers help your business get found by the right people at the right time by:

• Improving your rankings in search results for relevant terms
• Building presence on platforms where your audience spends time
• Creating shareable content that expands your reach
• Developing an authentic brand voice that resonates with your audience

2. More Qualified Leads and Customers

Getting traffic is good, but getting the right traffic is better. Digital marketers:

• Target your ideal customers with precision
• Create conversion paths that turn visitors into leads
• Nurture prospects through the buying journey
• Optimize for quality over quantity to increase sales conversion rates

3. Higher Return on Marketing Investment

Professional digital marketers maximize your marketing budget by:

• Focusing resources on the most effective channels
• Continuously testing and refining approaches
• Eliminating wasteful spending on underperforming tactics
• Scaling successful strategies for greater impact

4. Valuable Customer Insights

Beyond just driving sales, digital marketers provide crucial business intelligence:

• Identifying customer pain points and preferences
• Revealing new market opportunities
• Providing competitor insights and analysis
• Highlighting product or service improvement opportunities

5. Competitive Advantage

In markets where competitors are already leveraging digital channels, marketers help you:

• Identify and exploit gaps in competitor strategies
• Differentiate your brand with unique positioning
• Respond quickly to market changes and opportunities
• Build defensible online assets that grow in value over time

The Hidden Benefits of Digital Marketing That Business Owners Often Miss

While most business owners focus on the direct revenue impact of digital marketing (which is certainly important), there are several less obvious benefits that can be equally valuable:

1. Building Business Assets That Appreciate Over Time

Unlike traditional advertising that stops working when you stop paying, many digital marketing efforts create lasting assets:

• Content that continues generating traffic for years
• Email lists that represent direct access to interested prospects
• Social followings that increase in value as they grow
• Brand recognition that compounds with consistent exposure

According to research by HubSpot, top-performing blog content can continue driving significant traffic for years after publication. Websites with active blogs have 434% more indexed pages and 97% more inbound links than those without, which can lead to increased traffic over time.

2. Reducing Dependency on Any Single Customer Acquisition Channel

Digital marketers help diversify your lead sources, which:

• Makes your business more resilient to market changes
• Protects against algorithm updates or platform policy changes
• Provides stability during seasonal fluctuations
• Creates multiple paths for sustainable growth

The case for multichannel marketing is pretty established: 70% of marketers report a significant increase in ROI when adopting multi-channel strategies.

3. Improving Customer Retention and Lifetime Value

While acquisition often gets the spotlight, digital marketers also:

• Create targeted retention campaigns for existing customers
• Develop ongoing value delivery through content and resources
• Build community and belonging around your brand
• Implement automated customer delight and reactivation programs

Research from Harvard Business Review shows that increasing customer retention rates by just 5% can increase profits by 25-95%, making this one of the highest-ROI activities a digital marketer can focus on.

Common Digital Marketing Myths Debunked (What Business Owners Get Wrong)

Let’s address some persistent misconceptions about digital marketing that often hold businesses back:

Myth #1: “Digital marketing is all about social media.”

Reality: While social media is important, it’s just one component of a comprehensive digital strategy. Depending on your industry and audience, channels like email marketing, SEO, content marketing, or paid search might deliver significantly better ROI.

According to data from Litmus, email marketing delivers an average ROI of $36 for every $1 spent, compared to significantly lower returns for most social media marketing efforts.

Myth #2: “We need to be on every platform.”

Reality: Platform selection should be strategic, not exhaustive. Digital marketers help you identify where your ideal customers actually spend their time and focus efforts there.

Myth #3: “Digital marketing results should be immediate.”

Reality: While some tactics (like paid advertising) can drive immediate traffic, many of the most valuable digital marketing activities require time to mature and deliver their full value.

A study by Ahrefs found that only 5.7% of pages ranked in the top 10 search results within the first year, with the average age of top-ranking pages being 2-3 years old.

Myth #4: “Digital marketing is too expensive for small businesses.”

Reality: Digital marketing is inherently scalable and offers options for virtually any budget. Unlike traditional media with high minimum spends, many digital channels allow you to start small and scale as results justify additional investment.

According to a survey by the U.S. Small Business Administration, small businesses allocating 7-8% of their revenue to marketing grew notably faster than those spending under 3% on marketing activities.

Myth #5: “We can just hire an intern to handle our social media.”

Reality: Effective digital marketing requires strategic thinking, customer psychology understanding, data analysis skills, and platform expertise that goes well beyond basic platform familiarity.

How to Know If You Need a Digital Marketer (And How to Find the Right One)

Not every business needs to hire a digital marketing specialist immediately. Here’s how to assess your situation:

Signs Your Business Would Benefit from a Digital Marketer:

• Your competitors are dominating online searches for key industry terms
• You’re generating website traffic but few actual leads or sales
• Your social media efforts feel like shouting into the void
• You’re spending on ads but unsure if they’re actually working
• You know you should be doing more online but don’t know where to start
• Your business growth has plateaued using traditional methods

A report by the Content Marketing Institute revealed that 65% of the most successful content marketers have a documented strategy, compared to only 14% of the least successful.

How to Choose the Right Digital Marketing Partner

Finding the right digital marketer is crucial. Here’s what to look for:

1. Proven Results: Request specific case studies in your industry or with similar challenges
2. Strategic Approach: They should present a clear methodology, not just tactics
3. Data Focus: Look for an emphasis on measurement and ROI, not just activity
4. Relevant Expertise: Ensure their specialization matches your primary needs
5. Communication Style: They should explain complex concepts in terms you understand
6. Realistic Promises: Be wary of guarantees that sound too good to be true

Different Engagement Models to Consider:

Depending on your needs and budget, you have several options:

• Full-time hire: Best for larger businesses with consistent, diverse marketing needs
• Agency partnership: Ideal for accessing a team of specialists under one roof
• Freelance specialist: Perfect for addressing specific marketing challenges
• Consultant: Great for strategy development and team training
• Hybrid approach: Using internal staff guided by external expertise

According to research from Deloitte, businesses that outsource digital marketing report being able to focus more on core business activities, while many cite cost savings as a major benefit.

Taking the Next Step: Your Digital Marketing Action Plan

Whether you decide to hire a digital marketer or improve your own efforts, here’s a framework to move forward:

Step 1: Audit Your Current Digital Presence

Before making any changes, assess where you stand:

• How easily can potential customers find you online?
• What happens when they visit your website?
• How do you compare to competitors in search results?
• Which channels are currently driving results?

Step 2: Define Clear Business Objectives

Effective digital marketing starts with clearly defined goals:

• Are you primarily focused on awareness, leads, or sales?
• Do you need immediate results or long-term growth?
• What specific metrics would indicate success?
• What ROI would justify your marketing investment?

Research by CoSchedule found that marketers who set goals are 4x more likely to be successful than those who don’t. ​​

Step 3: Identify Your Resources and Constraints

Be realistic about what you’re working with:

• What budget can you allocate to digital marketing?
• Do you have internal team members who can contribute?
• What timeline are you working with?
• What systems or technologies do you already have in place?

A survey by the CMO Council revealed that resource constraints are among the biggest challenges marketers face, highlighting the importance of resource planning.

Step 4: Choose the Right Help

Based on your assessment, determine what type of support you need:

• Do you need strategic guidance or tactical execution?
• Would you benefit more from specialized expertise or broad support?
• Is this a short-term project or ongoing need?
• What engagement model fits your business structure?

According to Forrester Research, businesses that align their marketing resources with specific business objectives achieve faster time-to-market and higher return on marketing investment.

The Future of Digital Marketing (And Why It Matters to Your Business)

The digital marketing landscape continues to evolve rapidly. Here are key trends to be aware of:

1. AI and Automation Are Changing the Game

Artificial intelligence is transforming how digital marketing works:

• Predictive analytics identify high-potential customers earlier
• Automated personalization delivers tailored experiences at scale
• AI-powered content tools enhance productivity and performance
• Machine learning optimizes campaigns in real-time

According to McKinsey, businesses using AI in their marketing see significant improvements in customer engagement metrics.

2. First-Party Data Is Becoming the New Gold

As privacy regulations tighten and third-party cookies disappear:

• Building owned audiences is more valuable than ever
• Email marketing and content strategies gain importance
• Customer relationships become critical marketing assets
• Data collection and management strategies require overhaul

Research by Epsilon indicates that 80% of consumers are more likely to make a purchase when brands offer personalized experiences, highlighting the value of first-party data.

3. Video Continues Its Dominance

Video consumption continues to grow exponentially:

• Short-form video is becoming essential across platforms
• Live streaming creates authentic connection opportunities
• Video SEO offers new visibility opportunities
• Production barriers continue to fall with new tools

According to Wyzowl’s State of Video Marketing Report, 89% of businesses now use video as a marketing tool, with the vast majority considering it an important part of their strategy.

4. The Line Between Digital and Traditional Marketing Is Blurring

The distinction between online and offline continues to fade:

• Omnichannel experiences become the expectation
• Digital strategies inform offline initiatives and vice versa
• Integrated measurement provides full-picture ROI
• Consistent brand experience across touchpoints is critical

Research by Harvard Business Review found that omnichannel customers spend an average of 4% more on every shopping occasion in-store and 10% more online than single-channel customers.

Don’t Get Left Behind: Why Digital Marketing Isn’t Optional Anymore

The digital transformation of business isn’t slowing down. Consider these statistics:

• 70-80% of consumers research companies online before visiting or making a purchase (Blue Corona)
• Companies using digital marketing strategies have significantly better revenue growth expectancy (Gartner)
• 72% of consumers who search for local businesses visit stores within five miles (HubSpot)
• Digital marketing costs significantly less than traditional marketing and generates more leads (Content Marketing Institute)

The question isn’t whether your business needs digital marketing—it’s whether you’ll approach it strategically or continue with ad-hoc efforts that underdeliver.

It doesn’t matter what route you take to get your company up to speed. You can choose to build internal expertise, partner with specialists, or take a hybrid approach; the important thing is to make digital marketing a priority rather than an afterthought.

Your competitors are already investing in their digital presence. The longer you wait, the more ground you’ll have to make up.

The good news? With the right approach and expertise, even businesses that have neglected their digital presence can make dramatic gains relatively quickly.

Ready to transform your business with effective digital marketing? The first step is the simplest: decide that your business deserves better than hope-based marketing and commit to a strategic approach.

And you better take that step soon.