What Does A Web Marketer Do?

Digital marketing

Web marketing and the job of a web marketer are aimed at finding and attracting qualified buyers. Users constantly see ads in different forms – all of them are tailored to the target audience interested in buying.

The advantages of using web marketing are that it is cost-effective, adaptable, and easy to change. Web marketing is important to businesses because it increases customer loyalty. With it, it is easy to build an expert brand image and win the trust of users. The main forms of web marketing include:

Web marketing reaches out to more people – there is no limit to the potential audience.

Who is a Web Marketer?

Let’s get to the basics of terminology: A web marketer is an Internet marketing professional who uses search and paid advertising to engage new customers. Their specialization is turning consumer interactions with content into real sales. A web marketer develops a brand promotion strategy then optimizes and implements it to attract leads. To analyze traffic channels, web marketers use:

  • Analytics. It explains what customers are doing on the site, what interests them and what they do not like. This information is used to indicate necessary improvements to the web pages. Information like this can be determined based on the analysis of the heatmap of clicks or video sessions.
  • CRO. After conversion optimization, it allows you to bring in more customers without increasing traffic. Web marketers use conversion rates to hypothesize why customers are reluctant to buy products or services from a particular company. Based on this data, you can decide what improvements to make to the site.

The methods depend on the specifics of the business and marketing strategy. All activities performed by a web marketer are aimed at determining the best way to sell products.

What Does a Web Marketer Do?

An experienced web marketer researches market trends and looks for the best website promotion options to increase targeted traffic. Working in digital marketing requires versatility and expertise in various areas, from content optimization to posting. Here are positions within web marketing:

  • SEO managers are primarily engaged in searching for target keywords, creating tasks for writing content, analyzing competitors from the perspective of SEO, on- and off-optimization, and organic traffic analytics.
  • Social media managers understand what content is relevant across different web platforms. For example, information posted to Instagram may not be suitable for direct copying to LinkedIn.
  • Digital marketing managers develop and implement a marketing strategy. They are responsible for its success and error correction.

A web marketer analyzes the success of a strategy, identifies weaknesses, and suggests ways to fix the problem. A good web marketer combines technical and humanitarian skills.

Web Marketer Skills

Digital marketing is constantly evolving, so get ready to learn for a lifetime if you want to be the best web marketer. Do you need a college degree to become a web marketer? Depending on your ambition and the requirements of the employing company, specialized courses may be sufficient. However, some companies will always require prospective employees to have a marketing diploma.

What skills does a web marketer need :

  • Basic understanding of web development and design. It is necessary not only to create interesting visual solutions but also to be able to appreciate them.
  • Working with social networks. This is a modern business card for the company, a platform that potential buyers interact with and appreciate. You need to be able to navigate the features of social networks and the types of content that are optimal for them.
  • Experience with Google Ads.
  • Knowledge of SEO. When you did the job “for a result” within a certain timeframe, there was an increase in organic traffic several times (from 500 per day to 1500) – this is a really good SEO case.
  • Project management skills. There can be several strategies being implemented at the same time, and you need to be able to coordinate all of the work processes smoothly and competently.

The key to being successful in developing these skills. So, what are the tips and tricks for an aspiring web marketer? Invest in knowledge, be on-trend, and follow marketing trends.

Responsibilities of a Web Marketer

An Internet marketer must be creative and competent. The balance between soft and hard skills is important. A web marketer is a team player and knows how to delegate tasks while managing other specialists. A professional in this position is interested in the latest developments in marketing and knows how best to apply innovations in practice.

Job description of a web marketer:

  • Development and implementation of a marketing campaign strategy.
  • Analysis of the conversion rate and identification of weak points.
  • Implementation of SEO and PPC strategies.
  • Formation of the image of a company or product through social networks and media.
  • Meetings with clients.
  • Analysis of advertising campaigns and improvement initiatives.
  • Creation and optimization of web content.

Companies need people with creativity and the ability to work on multiple tasks simultaneously. A web marketer works with different departments and needs to know how to optimize relationships with each of them. Continuous learning, competitiveness, and a proactive mindset are key characteristics of a good web marketer.

Career Development of a Web Marketer

A digital web marketer’s career path begins with an internship with a company. New employees are assigned small tasks:

  • Writing content for social networks.
  • Support in setting up advertisements.
  • Other basic tasks.

At this stage, the tasks are varied and require a lot of commitment. Therefore, the faster you get into the working rhythm, the sooner the increase in more important tasks.

A web marketer can get a full-time job or be freelance. However, for this work format, you need a lot of experience, good time management skills, and be adept at self-organization. An employee should be able to solve their own problems and deal with unexpected emergencies.

According to the JobisJob service, accounting for all web marketer vacancies, 69.8% are full-time jobs, 18.6% are part-time jobs, contract jobs make up 6% of cases, and the rest are temporary employees.

Most of the inquiries for web marketers come from media companies, followed by the IT-sphere in second place. Finally, with the development of online marketing, more and more businesses are looking for online promotion specialists.

What is the salary for a web content specialist? The indicators differ depending on the company, the location, and the projects. Salaries can range from $53,564 to $114,822 per year. Sometimes, companies pay the web marketer a percentage of the profits while others provide a flat rate.


To become a sought-after web marketer, you need to update your knowledge and not be afraid of handling difficulties. The prospects for this profession are a stable increase in payment for services, the possibility of switching to freelance, and opportunities for career development – right up to opening your own company. The need for specialists is growing with the development of Internet marketing. Companies need people who are quick to react to changes and are ready to implement new solutions.

Article by:
CEO Andrew Chornyy

CEO Plerdy — expert in SEO&CRO with over 11 years of experience.

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