Top 5 skills of a great digital marketer?
• Project management – I can't believe how many marketers are shit at planning. We have to deliver projects, including creating workback schedules, mitigating risk, and managing out and up.
• Writing – as a marketer, I'm writing strategies, emails, contracts, articles, reports all the time. You need to be able to communicate in writing clearly and succinctly.
• Analytics – if you can't read a dashboard, you're in the wrong industry.
• Ability to talk to creatives in their language – you need to be able to communicate what you need to people who can deliver on the dream.
• Public speaking – the higher you go, the more demands there are for you to be able to pull together a tight, convincing presentation. Command the room. You are the most charismatic person present. All eyes on you. Practice your voiceover so much it seems like it is off the cuff. In reality, you will have spent hours preparing and rehearsing.
Interesting… I have all these skills, perhaps with the exception of #4, ( yet I can't seem to get an interview for even an entry level job???) …in your opinion, what would be the best way to learn the lingo?
I hear you about job hunting. It can be exhausting. Maybe recruiters feel you are over-qualified? Try applying for different jobs at a more senior level?
With #4, make friends with designers and developers. Listen to their podcasts. Read their blogs. It will help you pick up the lingo and feel comfortable expressing yourself. Also, every designer I've worked with is just looking for clear, direct feedback. Being able to provide critiques professionally and specifically will make you a star client/partner. You got this!
Any pods or blogs you recommend? Thanks!
I love this list.
I might put analytics above writing, only because in some companies, especially large enterprise ones, a lot of the writing can come from other teams. Writing is still essential though. My team does about half our own copy writing, depending on if it is evergreen content A/B copy tests (our team does it) or part of centralized campaign team content (they write it..but get our feedback).
But analytics are essential to successfully running any digital program.
I will add to your public speaking – a lot of my job at a big public company as a digital team director is trying to explain to Marketing and Sales Leadership about things that are confusing to non-digital people like: why we don't show up for a search result when they search for [insert random generic information keyword here] or why we invest in brand on top of leadgen. So much of my job is justifying how my team spends our budget (even though we have a great ROAS). If you are not a strong speaker, this can really make things difficult.
Great list. Agree 100% on project management.
I come from creative – branding, website design, logo, print production setup – you name it, I've done it.
Now 10 years later, I'm the creative and marketing manager for a global company – started out doing local/US market only and we are now expanding our reach to the global network (Americas / EU / Asia). At times we can hit communication barriers, understandably. I've really found a lot of success in taking the time to have "face to face" (virtual) briefings of each project vs email only briefs. I've found it extremely essential to learn and understand how to communicate to each party – your designers, your developers, your content writers.
We've made some big org changes and internally our dept is running like a well oiled machine. As a creative I definitely struggle with project management, but continuing to create and stick to best practices with PM is my top priority with managing the global teams and with building trust.
If you can't hit deadlines, your external teams lose trust – and your company loses sales.
I'm so happy to see the list getting good feedback.
Your last line summarizes my thoughts better than I did: you and your team lose credibility if you can't deliver what you've committed to complete. And that translates into sales from the point of view if the org, and career stagnation from the perspective of the marketer. Say what you mean, do what you say.
Absolutely right. And stop, for the love of god and all things, over promising and under delivering. If you need X amount of time to complete a project, or gather the right amount of data, whatever it may be – give yourself some extra time. Then make it a habit to deliver even before deadlines (when you can).
My team has struggled with this in the past due to lack of resources. We've built a small, but extremely driven and focused team of 4 over the last 10 months, and we deliver sales assets or updates almost every week via dashboard to our sales teams globally. It's really shown our external teams that they can trust us to deliver, and deliver at 150% every time.
As most of the good answers are already taken, I'll hop in with something a little different.
• Consumer Psychology, knowing exactly why your potential customers make the decisions they do, their buying behaviours… This should be illegal, you focus a few years on this and then refresh it over time, you'll have people like putty in your hands.
• Knowing how to correctly sell something the moment it's presented to you. While this does tie into Consumer Psychology somewhat, it's mainly research followed by some experience. If someone comes to you and says I need to fill this college course, of course you know to advertise directly to those 16-23-year-olds (UK College Ages, not the US) or even the parents of those people, all within maybe an hour or two of the college premises, somewhat oversimplified. Still, you get the point, some things are pretty simple. However, when someone hands you a niche item, let's say ravewear, it's cute, doesn't show enough skin to break Terms Of Service (TOS), and is sparkly, suddenly there are numerous ways you could go about this that would all be successful, some people might still think oh let's go with Facebook advertising due to just a slight lack of knowledge, it can still be profitable, but it's not optimal, Instagram would be a slight improvement, Instagram influencers with a majority audience in areas where rave culture is substantial, again better, the best route here, in my opinion, would be to use Tiktok and Streamer influencers who partake in raves, which there are quite a few large names out there, and that would bring back the highest Return of Investment (RoI) for me. You would probably make a profit selling them anywhere, but knowing how to maximise ROI and smash performance goals right off the bat is huge.
• Research, research, research, self-education, everything you need to know, whether it's Search Engine Optimization (SEO), basic website design, social media management, how to split test ads, how to run Pay Per Click (PPC), copywriting, analytics… even just how to not be an idiot, it can all be found on Google, if you don't spend part of every day asking Google a damn question and educating yourself, you're not going to keep up in the long run. (Unless you have better people around you teaching you, but you get the point.)
• As it hasn't been mentioned, consistency, nothing marketing works without a major dedication to consistency, especially social media marketing, don't f*ck that up.
• How and when to outsource, if you're shit at something but you want to be able to offer it, find a personal assistant on LinkedIn or some freelance site, find that graphic designer on Fiverr, find that web designer on Upwork, you may be worried you'll waste some money and you might, but once you find someone who outputs quality work and you can work well together, build up that relationship and offer a good damn service! However, don't do this from early on, master your own skills first and make money off those before expanding into ANYTHING else and I mean that from the bottom of my heart, do not expand too quickly, don't offer too much too quickly, you will smash a hole in your own ship and that shit won't last if you haven't become an expert at your own craft and sales before your focus goes EVERYWHERE else.
I think that'll do, good luck out there!
Conversion rate optimization is the process of increasing the number of people who complete a desired action on your website or mobile app. On its surface, Conversion Rate Optimization (CRO) is about finding and testing small improvements in a website or app that can have big payoffs.
Technical SEO: Technical SEO is the process of making sure your website is set up to rank well in search engines. This includes things like making sure your site loads fast, creating a sitemap with all of your pages and content in it, setting up 301 redirects when you move pages on your site, and fixing broken links.
Customer Research: Customer research is the process of getting to know your customers and their needs. It's about understanding why they use your products, how they use them, what their pain points are, what keeps them from buying or using more of your product/service. Customer research can be done in many different ways including surveys, interviews, focus groups and usability testing.
Demand Generation: Demand generation is the process of creating demand for your product or service. It's about getting people to feel like they need your product, and then giving them ways to get it. You can do this by creating content that helps educate people on their pain points and how your product solves them. You can also create contests where participants have to share their personal stories, but also leave a comment with an email address so you can follow up with them later.
Go-to-Market Strategy: A go-to-market strategy is a plan to get your product or service into the hands of customers. You should have an idea of who your target market is and what channels you're going to use, such as inbound marketing, outbound marketing or sales.