Marketing Know-how

Who Should I Call? 12 Design and Marketing Job Definitions

Photo Credit: juststock from Getty Images Pro via Canva Pro

When launching or growing a business, it can be difficult to know which of the many different professionals to call in for help. Marketing job definitions are easy to mix up – you might know the job title, but do you know what each person actually does?

There can sometimes be an assumption that anyone who works in “marketing” can handle the same issues – but that is far from the truth! Each profession has a specific area of expertise, and in order to find the right support for your small business, it’s important to know the difference between them.

So here is an overview of the different marketing experts and how they can help you grow your small business!

Design and Marketing Job Definitions:

1. Brand Strategist

Looking to define your brand identity, values and core message? You need a brand strategist. They can help you position your business within the market, identify your ideal customer and shape your vision. While it’s great to have input from a brand strategist at the beginning of your business journey, you can call them in at any time!

Having a strong, recognisable brand is so important. It’s what helps you stand out from the crowd and build a dedicated customer base. They say if you try to appeal to everyone, you’ll appeal to no-one – a brand strategist like myself can help you streamline your business to make it as successful as possible within your specific industry.

Photo by Nathan da Silva on Unsplash

2. Web Developer and Web Designer

Ready to get your brand online? This is where a professional website comes in. If the mention of coding sends a shiver down your spine, it’s time to bring in an expert!

A web developer can handle all of the technical aspects of bringing your website to life. Whatever you need the site to do, they can make it happen. They are responsible for the “behind the scenes” elements, building the site to ensure everything runs smoothly. Their focus is function.

A web designer, on the other hand, is someone focused on the aesthetics and visuals – the front end of the site. This is the person who will make your website look amazing! Some website experts will offer both, but it’s important to clarify this before you hire someone to construct a site for you.

3. Graphic Designer

In need of a logo, website graphics or promotional materials? That’s where a graphic designer comes in. A great logo is a non-negotiable when it comes to building a small business. Think of all the famous logos you recognise every time – Coca Cola, Apple, Disney, Nike, Mercedes Benz. Don’t scrimp on this!

Skilled graphic designers can create bespoke content for your brand to help bring your brand to life. It’s these visuals that people are going to remember when they think of your business. Many graphic designers specialise in particular industries and bring in their own, personal style, so be sure to do some research to find the right fit for your brand.

Photo by J. Kelly Brito on Unsplash

4. Copywriter

Your copy is one of the most important aspects of your marketing. It sets the tone for your customers, telling them what sort of brand you are. Are you chatty, casual and humorous, or more serious and structured? This will vary depending on your products or services, but every brand needs to develop a recognisable tone of voice

A talented copywriter can help you do this, by writing for your website, promotional materials or social platforms. That distinct brand voice will then come across in all of your written content. Like graphic designers, not every copywriter focuses on the same thing.

For example, throughout my own career as copywriter, I focused on creating copy for advertising, direct mail and websites, so be clear about your expectations from the outset. 

5. Photographer

In this day and age, it can be tempting to snap a few shots on your phone, throw them up and hope for the best. But the reality is, high-quality photographs are another huge help when building your brand. Customers are used to slick websites and professional digital presences, so make sure you have at least a couple of great, high-quality shots! 

As marketing job definitions go, this seems fairly self explanatory. But again, not every photographer offers the same services! Selling products? Hire a Product Photographer. Looking for images of yourself and your team? Go for a Portrait or Headshot Photographer. Working in the outdoors? A Landscape Photographer is who you need! Each have their own unique set of skills and that expertise is invaluable.

Photo by Annie Spratt on Unsplash

6. SEO Specialist

Got a professional website, filled with engaging copy and high quality images? Great! Now you just need to make sure people are finding it.

It can be incredibly disheartening to put your new website out into the world and get zero interaction. This is where an SEO Specialist can help. Search Engine Optimisation is, in a nutshell, the art of being found on Google. An SEO expert can look at your website and find all of the opportunities to boost your site. They look to add in the appropriate keywords and ensure all images are properly named and tagged. 

This means that when your ideal client types in what they are looking for in Google, you’re more likely to appear on that all-important first page of search results.

7. Marketing Consultant

Of all the marketing job definitions, Marketing Consultant is perhaps the widest. Like many of the previous roles, it’s important to establish exactly what areas the marketer you’re hiring specialises in.

A marketer is often tasked with helping you develop a marketing strategy that works for your small business. They will be up to date with industry trends and can help you navigate the ever-expanding communications world.

If they, like myself, have a background in brand strategy and copywriting, they can also help you create and run specific campaigns or support you with your day-to-day marketing activities.

Because of this, they will likely be well-versed across a number of different marketing channels. Therefore, it may be useful to bring in a marketer to oversee your entire strategy, and either take care of some of your marketing tasks or manage some of the other roles in this list. A marketer, for example, may be able to plan out digital campaigns, which you might then bring in a Social Media Manager to execute.

While other roles are more insular, a marketer is there to help you take control of your entire brand & strategy and create consistency. They can help you define your marketing mix and establish the necessary workflows to make the best of your time and money. This helps ensure everything is streamlined – they’ll make sure your marketing is a well-oiled machine and gets results!

Photo by Solen Feyissa on Unsplash

8. Social Media Manager

A presence on social media is a must for any business in 2021. If Facebook has you flummoxed and you’d rather leave it to an expert, a social media manager can help!

A social media manager can build a successful online strategy for your brand. They can plan content and create hashtag banks, respond to comments, research influencers and schedule your posts. They can also help you identify the best platforms for your industry, so you don’t waste time, energy and money in places your audience isn’t hanging out!

There’s a lot to social media and it can easily become a full time job. Some business owners prefer to leave it to the expert indefinitely, while others look to get training on it as they go. If that sounds like you, remember to check whether that is an option the social media manager you’re hiring offers!

9. Content Creator

Already a scheduling whizz? Great! For some business owners who are already social media savvy, it isn’t working the platforms that is the issue. It’s about having the time and ideas to write engaging posts and design eye-catching visuals. This is where a content creator comes in.

If you know how it works and you’re happy to post the content yourself, a content creator could be the best option. They can create engaging content for you and send it to you to post in your own time. This way you still have full control of your platforms, but don’t have to spend the time actually designing the posts. A content creator will know what format works best and can keep on top of that research so you don’t have to.

Photo Credit: g-stockstudio from Getty Images Pro via Canva Pro

10. Sales Consultant

Like a Brand Strategist, a Sales Consultant will be an expert in your industry, mostly operating in companies targeting other businesses (B2B). The difference here is that instead of helping shape the brand, you guessed it – they are focused on helping you sell. If you’ve optimised your website, perfected your brand and still aren’t hitting those targets, that’s where a Sales Consultant comes in.

By understanding your target market, a sales consultant can help you find customers who are likely to buy from you. They can also advise on improvements you could make to your business to make the sales process smoother, such as issues with pricing or shipping. Most importantly, a Sales Consultant can foster relationships with customers to help build long-term relationships.

11. Paid Ads Manager

A few years ago, organic reach on social media was high. Unfortunately, these days, this is not the case – organic reach on Facebook in 2020 was down to about 5.5% of page followers. This is where paid ads come in.

A Paid Ads manager can help you reach your target audience through online advertising. Again, different ad managers will have different areas of expertise. Some may work exclusively with Google Ads, helping you be found through Google searches. Others may specialise in Facebook and/or Instagram advertising. Either way, they will know what keywords and search terms to include to get your ads seen by your ideal customer.

Photo Credit: Deyan Georgiev via Canva Pro

12. PR Manager

We’ve made it to the last of our marketing job definitions (for this post)!

Keen to be featured in a print or online magazine, land a public speaking gig or interview? This is where a PR (Public Relations) Manager can help!

A PR Manager is responsible for helping improve your public image. It’s their job to get you covered in the media and featured in appropriate publications. Their job is also to protect your reputation. If your brand awareness is in need of a bit of a boost, a PR manager or consultant might be exactly what you need. Particularly if you’re launching a new business, product or service!

So there you have it – twelve marketing job definitions to help you figure out who to call when you need help with growing your small business!


To read more related to this topic, check out these posts:
How to Choose the Right Marketing Channels for Your Small Business
The Best Online Marketing Channels for Small Businesses
Digital Advertising for Small Businesses: Waste of Time or Worth It?
The Small Business Guide to Marketing Planning & Budgeting

Denise Strohsahl brand and marketing consultant for small businesses

Hello, I’m Denise from sandstonecastles, a brand & marketing consultancy based in Edinburgh, Scotland.

I help small business owners like yourself to find the right marketing that’s in line with your brand and values.