The digital world is vast and difficult to navigate for novices or digital marketers trying to identify their specialization. From understanding the top digital marketing KPIs, to learning Content marketing as well as SEO, it will be a lot to wrestle with if you do not focus only on areas which are crucial for a company.
The good news is that there’s an increasing demand for marketers with digitally-savvy skills however the downside is there’s a plethora of them globally. According to our research, ‘The Marketing Evolution: Leadership, Skills, Transformation, Challenges and the Future middle and senior marketers have reported a significant lack of digital skills, with the top three skills being data analysts (47 percent) and general digital marketing abilities (37 percent) and UX designers (34 percent).
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How can you accelerate your progress up the corporate ladder or stand yourself apart from your competitors especially if you’re digital nomad, or trying to make it as a freelancer? Take a look at these 10 key abilities to stay current in the constantly evolving digital market:
- Video Marketing
- SEO & SEM
- Content Marketing
- Data & Analytics
- Design Thinking & Planning
- Social Media
- Email Marketing
- Be Tech Savvy
- Be Persuasive
- Make Your Skills Stand Out!
Skills That Digital Marketers Should Know
1. Video Marketing
The popularity of video continues to sweep the web by storm, and it’s not going to stop anytime soon. Video is a popular choice for customers, especially on social media. 8 out of 10 customers have made purchases after watching a commercial. In the case of marketers, 93% of those who employ video say it’s an essential part of their marketing strategy, and 87% say that it provides an increase in return on investment (ROI) as per The State of Video Marketing research.
Be aware that these are merely estimates which will differ based on the person you ask, however, the fact is that the majority of these studies show much greater engagement, conversion and better SEO ranking when it comes to video.
What is it that makes it so compelling? It’s because it’s real and meaningful. When people be able to see you (or that of someone who promotes the brand) they’re more likely to be able to trust your company. It’s also an extremely versatile and adaptable content that you can use across various platforms. Think about the popularity that is Instagram and the explosive growth of TikTok!
Digital marketing professionals don’t need to be experts on video production. But understanding how to create videos without the need for professionals is a good starting point. There are a variety of excellent tools that can help you accomplish this, including Camtasia and an AI tool such as CapCut. If you’ve completed any training in this field and are passionate about it, your expertise are never wasted since video is always highly sought after.
2. Search Engine Optimization (SEO) & Search Engine Marketing (SEM)
SEO or Search engine Optimization (SEO) can be crucial to every level of digital marketing. Anyone who is considering a career in this field should know the basics of the subject. It is possible to leave the more technical back-end work to the more skilled individuals on your team, but understanding the way SEO functions and having a good knowledge of the best practices and optimizing content is vital to running an effective advertising campaign. This is especially relevant when AI technology, like the Google Search Generative Experience, changes the landscape.
3. Content Marketing
Content is the foundation of digital marketing, and content marketing will always be a vital element of the game regardless of what happens. However, it is an immense task. It is essential to produce high-quality, SEO-friendly content for a variety of platforms and know how to develop a successful content strategy that will engage and convert viewers, as well as knowing the best methods to utilize ChatGPT as well as various other AI technologies.
To make the process somewhat more difficult It is important to remember that content comes in many forms, ranging from video to emails, social media blog posts, web content video, e-books, whitepapers…the list goes on. It is also essential to be aware of marketing on social media as content is a crucial element for social media platforms.
4. Data & Analytics
Whatever aspect of digital marketing you choose to go into analytics will be integral to your strategy and assist you make better decisions based on data regarding your campaigns. Monitoring and reporting using tools like Google Analytics are pretty straightforward however the trick is how to collect and utilize that data to understand the behavior of consumers and use it to create strategies to increase the number of visitors and converts.
The majority of companies (even smaller ones) have massive amounts of data that they need to monitor and the best digital marketers need to know how to use this information to their advantage. Businesses are always seeking out people who are not just able do “read” data with their technical expertise in marketing, but to gain the value of customer data to help improve strategies for the future. If you can demonstrate that you are able to do this in a way that is innovative and yields a positive outcome and success, you’ll be an asset to the field.
5. Learn Design Thinking & Planning
Design thinking is a method to tackle problems using the perspective of a user. This approach basically helps us think human-centrically in solving complex large-scale issues.
According to the Interaction Design Foundation, there five phases that are essential that are essential to the process of empathizing identify, brainstorm, design prototyping, and then test. The reason why this method works well is because a lot part of it (or is) focused on customer experience. This is the key to the success of digital marketing.
Another thing that is interesting about this method is that it can be utilized in a non-linear manner and you might be able to get to the test phase before returning in the middle to revisit concepts.
6. Social Media
As a marketer it’s important to have a basic understanding of the social media marketing. It’s important to know that it’sn’t as simple as writing a blog article and posting it on the internet. Your content has to be pertinent, specific and stand out to ensure that users aren’t distracted and will click. It’s also about recognizing how each of the platforms works, and whether it is suitable for your target audience.
For instance, if you’re a fitness-related brand that has an audience of between 20 and 30 year olds, TikTok could help increase awareness of your brand. You can upload an image of people attending the gym or a promotional video demonstrating what you can provide. If you provide computer equipment to B2B sector, then LinkedIn can help you make connections and join specific groups that generate business.
It’s about understanding your target base, generating engaging content with your audience, and using the correct social media platforms.
7. Email Marketing
Email is a crucial instrument for any marketer in particular, as data from first parties is more vital than ever before, especially since the death of cookies. It allows you to connect with, and even influence the attention of a large audience and to deliver targeted messages through the use of segmentation and workflows.
There are many excellent tools available which can assist to manage email (e.g. Marketo, MailChimp) therefore it’s essential to become familiar with these. It’s also essential to keep lists of your contacts to keep them in order. If, for instance, you are running a paid-for campaign using social media, gather the contacts you have in a database so you can reach them with similar content or messages. The triggers of workflows are crucial since you can make use of automated messages to deliver relevant content on a regular basis to engage clients or potential customers.
8. Be Tech Savvy
Since the field of digital marketing is a technology-driven industry, you require to have a solid grasp of Martech and also be able to master quickly.
If you’re digitally native Gen-Zer, this probably becoming second-nature however, older generations might require time to master not just specific technologies, but also to become familiar with the most commonly used methods and software, like audience listening tools or SEM.
It is also beneficial to know the technical abilities required to market, including the basics of web programming and making use of Content Management Systems (CMS) and AI tools and privacy concerns with data.
9. Be Persuasive
A good digital marketing leader is not just a person with outstanding interpersonal abilities, but also be able of combining the analytical and creative thinking skills with problem-solving. Their teams will be able to develop new ideas for marketing campaigns that propel businesses forward.
A large part of it is being able to persuade and influence abilities. Do you have the ability to convince someone buy an item? How do you convince other team members that your plan is the most effective?
10. Showcase Your Unique Skills
When it comes to soft skills are concerned, successful digital marketers need to be open-minded, flexible as well as being innovative, business-focused, and strategic. However, there is a place to work in the field of digital marketing for all types of individuals and abilities. You should therefore make use of your unique character to be at the top of your game.
It could, for example be uncommon to meet an expert in SEO strategy and management. It could also be unusual to find a person who has a computer science degree who is also a fan of social media. Do not be afraid to leverage those strengths.
