Nowadays, it is not easy to find one’s way when one wants to appeal to web professionals. Often, the public gets tangled up and does not know which job to turn to meet his demand.
That’s why in order to understand what a digital marketing agency is, you need to know the role and function of the men and women who make it up.
What are the jobs of a web agency?
Web Marketing Project Manager / E-Commerce Manager
The web project manager has a manager role. He plans, coordinates, and supervises the actions of the members of his web team. He is the main interlocutor of the client, whose needs he must transcribe or give life to an online visual identity.
In fact, the web project manager often has broad skills in various web trades. This global knowledge allows him to manage his resources and to establish guidelines. His role often extends to that of Traffic Manager: he studies the evolution of web traffic that his actions have generated, using tools such as Google Analytics.
Graphic Designer / Artistic Director
The graphic designer or the artistic director is the creative soul of a web marketing agency (even if he/she is not the only one!).
He/she is in charge of creating graphic charts and visual elements for the websites of his/her clients: logo creation, choice of fonts, and color codes … he/she translates in an aesthetic way the identity and the message of the companies to build their branding.
A good graphic designer can work on all kinds of media, web or print: business cards, brochures, flyers, textiles, banners, standees, goodies, packaging, etc.
Not all web agencies have web developers.
Their job is to create or readapt codes for websites, mobile applications or software to make them functional. They fix the most serious bugs.
More and more popular, the term Manager or SEO Expert appeared a few years ago. When the complexity of the rules and algorithms of the search engines was felt, it was necessary to specialize in the subject.
The SEO expert is a mix between a marketer and a pure “technician”.
It is a marketer when he must for example write engaging texts and descriptions to convince a visitor to click on a site, or more generally when it comes to finding the right keywords that users will think of.
He comes closer to the technical field when he needs to optimize a website (speed, code, compression of images) and make it consistent with Google’s expectations in terms of navigation. The SEO expert is maximizing your visibility on Google.
The SEO expert can also be SEM expert (Paid keywords with a bidding system, like Google Ads / Google Adwords).
Webdesigner and UI / UX Experts
Web designers and experts in user interfaces are there to organize the visible structure of an application or a website.
Sometimes also called ergonomists or web architects, their goal is to make browsing or use pleasant and intuitive.
They structure the information and arrange the elements in a logical way, or to lead to an action (conversion paths). They must welcome the user in the best conditions for it to conduct the expected actions without difficulty.
This expert of Social Media is a communicator. He acts as a marketer understanding the codes and requirements of social networks. It will establish the right strategy to communicate with your customers by taking into account the specificities of different social networks: Linkedin, Facebook, Twitter, Pinterest, Instagram, etc.
He knows where, what, how, and when to post content to get the best impact.
The community manager must also know how to react in case of crisis (bad reputation, bad buzz) to defuse conflicts and discontent in order to safeguard the image of the company (e-reputation).
The web editor is the pen of the digital communication agency. He writes content (commercial or otherwise) on behalf of his clients.
Its constraints are multiple.
He must first write texts that are faithful to the identity and style of a brand.
Then, he must take into account the indications of the SEO expert, so that its text includes the keywords that will be sought.
Finally, it must respect the editorial codes of the web: choice of words, turns of sentences, length, structures of the paragraphs … are criteria that differ from with the paper format.
Behind this somewhat vague term lies the person who will lay out the elements that will be provided by the web designer, the graphic designer, and the web editor (or even the SEO expert). His role can be close to that of the Webmaster.
The web integrator is the one who actually builds a web page.
One of the oldest trades of the web and agencies. The webmaster was originally the person who could manage the entire website. However, as we have seen, with the duty to specialize and the emergence of new professions, the webmaster is rarely the one who takes care of everything.
More commonly, today, the webmaster is the person who guarantees the day-to-day running of a website. It tests functionality, verifies that the site is always online and operational, performs updates and fixes bugs. He usually works with a CMS such as WordPress, but he also has to use code (often HTML and CSS), but in lesser proportions than the programmer/developer.