7 Essential Skills Every Digital Marketer Should Know


The digital industry is vast, and it can be hard to navigate for newbies or marketers looking for their niche. From knowing the best data analytics tools to mastering SEO and content marketing, it can be a lot to deal with if you don’t focus your attention on areas that are critical to a business.

A great digital marketer will have the ability to adapt quickly and learn on their own, ready to pivot into a variety of digital careers even when the demand for older skills is less. They will work with diverse teams and clients, so they need to know how to communicate and build strong teams.

The good news is that there is a global demand for marketers with agile digital skills. According to DMI’s research paper ‘Perpetual Evolution’, it is talent and technology that is driving the future of digital marketing that companies are keen to hire marketers with digital know-how. And never forget that it’s important to take advantage of and improve your hard and soft skills as you advance into exciting new situations.

So, how do you fast-track your way up the corporate ladder or set yourself apart from the competition, especially if you are a digital nomad or want to become a successful freelancer? Check out these 7 essential niche skills to keep you relevant in the ever-changing digital industry.

1. Video Marketing

The video is rocking the internet and it’s not going to stop. Customers love videos, especially on social media, and 8 out of 10 people have made a purchase after watching a video from a brand. For marketers, 93% of those who use video say it is an important part of their strategy and 87% report it gives them a positive return on investment (ROI), according to the State of Video Marketing Research.

Keep in mind that these are loose statistics that will vary depending on what you ask, but the thing is, most statistics point to a lot of conversions, engagement, and high SEO rankings in the case of videos.

What makes it so attractive? Because it is personal and relevant. When people can see your face (or the face of the person promoting the brand), they are more likely to trust your business. It’s also a surprisingly versatile material to use across a variety of platforms. Just imagine the success of Instagram and the rapid growth of TikTok!

Digital marketing professionals don’t need to know everything about video production. But knowing how to make videos without hiring a professional is a good place to start. There are some great tools like Promo and Camtasia to help you do this. And if you have some training in this field and love it, your skills will never go to waste as videos will always be in demand.

If you want to learn more on your own, you can try a video editing tool like Apple Final Cut Pro X or Adobe Premiere Pro.

2. Search Engine Optimization (SEO) and Search Engine Marketing (SEM)

Search Engine Optimization (SEO) is the key to all levels of digital marketing and anyone venturing into this field should have basic control over it. You can certainly leave the high-tech, back-end stuff to the more technical people on the team, but knowing how SEO really works and having a solid understanding of best practices and content optimization can help build a successful digital marketing campaign. Might help to make . can help create. Running can help. is the key. is important.

SEO and Search Engine Marketing (SEM) both inform your entire digital strategy at the data and content level. That’s why you need to be able to communicate this with other peers and it can’t be progressed without learning the basics and understanding how SEO and SEM can work together.

3. Content Marketing

Content is at the core of digital marketing and will continue to be an important part of the content marketing game, no matter what. But content marketing is a huge task in itself. You must be able to understand how to create high quality, SEO-friendly content for multiple channels and devise an effective content strategy to engage and convert audiences.

And to make things a little more challenging, it’s important to note that content can take many forms, from video to social, email, web content, blogs, e-books, videos, whitepapers… the list goes on. You should also have a good hold on social media marketing as content is important on social platforms. Get some inspiration from six global brands that know how to do content marketing successfully.

Data / Analytics

No matter which aspect of digital marketing you go into, analytics will be central to your strategy and help you make better data-driven decisions for campaigns. It’s very easy to monitor and report through tools like Google Analytics, but the tricky part is how to gather and use that information to learn more about consumer behavior and how to drive traffic and conversions. for how it can be used. in solution Using your marketing technical skills to “read the data” but extract value from customer data to improve future strategies. If you can demonstrate that you can do this in innovative ways that result in campaign success, you will be a valuable asset to the industry.

Keep in mind that you don’t have to stick to one platform for your analytics, check out some of the Google Analytics alternatives to see if they’ll work better for you.

4. Understand Design Thinking and Planning

Design thinking is a term that refers to problems approaching from a user-centered approach. The approach essentially encourages us to think in a human-centered way when solving massively complex problems.

According to The Interaction Design Foundation, there are 5 major steps in this process: Empathy, Defining, Idealizing, Prototyping, and Testing. The reason this works well is that so much of it is (or should be) focused on the user experience which is the key to digital marketing success. Another interesting thing about this approach is that it can be used in a non-linear way – so that in some cases you can get to the test phase and then return to the middle phase, for example, rethinking ideas Doing.

Designers and developers are likely to use this type of approach, so it’s a good idea to at least pump up your marketing resume and have a solid understanding of how to implement it when possible.

5. Be Tech Savvy

Since the industry is technology driven, you should be able to learn it quickly along with having a good grasp on technology. If you’re millennial-age or younger, it’s probably going to be second nature as a digital native, but the older generation may want to take some time to learn not only specific techniques, but also commonly used ones. techniques can also be learned. Familiarity with software and tools. Listening or SEM like an audience.

It can also be beneficial to understand the technical skills required for marketing such as the basics of web coding, as well as having a clear idea of ​​how to use a content management system (CMS). For example, a CMS like WordPress – used by a third of websites – can be tweaked to boost SEO if you know the right steps and help you land that dream job.

6. Be Persuasive

A great digital marketing leader will not only have great people skills, they will also be able to combine analytical thinking with creative problem solving. This will help their teams come up with innovative marketing campaign ideas to drive businesses forward.

A big part of this is having great persuasive and influential skills. Can you convince someone to buy the product? How about convincing other team leaders that your idea is the best? It’s not about arguing, it’s about believing you know what you’re doing and demonstrating it.

7. Highlight Your Unusual Skills

As far as soft skills are concerned, great digital marketers must be curious, have versatility, forward thinking, business-focused and strategy-focused. But there is a lot of room in this field for every kind of personality and skill. Therefore, you must take advantage of your unique personality to remain competitive in the industry.

For example, it can be unusual to find someone talented in SEO strategy as well as management, or it can be unique to find someone with a computing science degree who also loves social media. Never be afraid to use your strength to your advantage.

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