Five Skills Digital Marketers Must Master To Stay On Their Game


Believing that learning is only done in the classroom is a dangerous mindset, especially in the digital marketing space. In a highly competitive and always evolving industry, it is absolutely essential digital and traditional marketers alike to be up to date on the latest trends as collective spending on digital marketing spending is set to eclipse $500 billion across all industries according to Statista.

This massive growth in digital marketing is being noticed across all industries and businesses. Marketing week notes that jobs on LinkedIn. related to digital marketing, which can include content creation, social media marketing, and digital ad management, have seen a 52% rise in demand, just in the UK alone. Many expect that the total amount of digital marketing positions will overtake the roles held by marketers versed in more traditional marketing roles.

Even better news for those looking to enter this space is that not only are the amount of digital marketing opportunities increasing, salaries for these roles are growing as well. One study found that digital marketing jobs pay approximately 29% more than those that do not. Other surveys have recorded that employers are willing to pay a premium for marketers who have experience with the digital landscape. 

This presents a great opportunity for current and aspiring digital marketers. Being proactive to learn digital marketing skills, both through classwork and real world experience, can help turn you into a top flight marketer.

Having said that, here are a few digital skills that you need to have to help you break into the marketing field.

Data Analytics

Marketing can often be thought of as a mostly qualitative job, but the quantitative element is just as if not more so important. In the current landscape every company is a global company, being able to access any customer any part on the planet. That means there are billions of information and data points organizations need to process in order to effectively locate and reach customers. 

There are a litany of relevant products that can be useful for digital marketers, the most recognizable being GoogleAnalytics. This free tool is a great way to explore how people are finding your website, how long they stay on your website, and what they are looking at on your website. For a fee, it can be combined with other options such as HotJar to give you a more comprehensive view of your website viewers.

Though being good at data analytics goes beyond being able to sort data and spot trends. It is critical that your experience demonstrates that you not only can provide an overview of the data, but be able to explain what these data trends mean in the big picture and how you can translate them into actionable plans.

Search Engine Optimization and Search Engine Marketing

Companies that want to succeed need to ensure they are on the “front-page” of the internet. Someone looking for a product or service that a company is offering, isn’t likely to get past page one when searching the internet. With this in mind, businesses must do everything in their power to make sure their website is one of the first people see when they are browsing the web.

How important is being on the front page? Researchers found that for results that appeared on the first page of a search, the click-through-rate (the ratio of users who click on a site versus those who see it) was roughly 30%. For websites that were after the first page, that rate fell to 4%.

Like so many other elements of digital marketing, SEO related work doesn’t have one right way to go about it. Someone looking to master this area should gain experience in areas like backlinking, how to form relationships with those who can share your content, short and long-tail keywords, domain authority, and SEO best practices to ensure you can help a company rank well. 

Social Media Management

Even as social media has become more prevalent as part of any marketing operations, there is still heavy emphasis on mastering these websites. In 2020 alone, there were 3.96 billion people actively using social media, a 10.9% increase from 2019 and a massive 92% increase since 2015. Consider further that as social media usage tends to be higher with younger audiences, so an effective social media presence is now considered a must. With so many potential customers glued to these websites, and the subsequent data that comes from its usage, organizations understand the value in being able to leverage these tools.

Successful social media campaigns are part research and part creative. First, you need to be able to analyze and determine who your potential customers are, where they will be and what they will respond to. This will in turn, help you figure out how to properly place ads on these social media platforms that will have the most ROI. The other component is the creative element. This involves coming up with graphics, effective wording, and a consistent voice that resonates across all platforms and to the intended audience. Being able to have work experience in either one of these two areas can be invaluable in launching successful social media campaigns.

Remember, you and many other people are already probably using social media for personal reasons. You have probably already seen a successful social media account through your time away from work. Use those good examples in a personal setting and apply them in a professional capacity.

User Experience and Web Development

The ultimate goal of any kind of web presence is to direct people back to their website. However, the next step is getting them to stay on the website and make a transaction. We’ve all had that experience of going on a website and being frustrated about not being able to find what you were looking for. Now multiply that by thousands and it’s easy to understand the importance of this aspect.

On the user experience side, you don’t have to be a design wiz but be conscious of website design and structure. As a marketer, you know you need to get your message out there quickly and in a concise way in order to have any chance that the viewer will read what you have to say. Try to get as much work experience as you can in how web traffic is interacting with your products, services, how people navigate your website, and the issues they face when trying to use your website. If you can combine this with your analytical expertise that can help develop actionable plans.

Similarly, you don’t have to be an expert in web development but you want to understand the creation web pages. Having a grasp of HTML and CSS not only empower you to potentially make changes without having to rely on developers, but it will help you foster better communication cross-functionally. Being able to understand more technical aspects will endure you more to your team as your digital marketing leadership responsibility increases. This is not a must by any means, but it will help. 

Design Thinking

A study from the Parson’s School of Design noted that 71% of companies that employ some level of design thinking noticed an improvement in their work culture.

Design thinking in its simplest terms is about being a creative problem solver, which is valuable regardless of profession-but especially for digital marketers. Savvy marketers would be wise to better understand how to think like their customer and put those thoughts into an actionable plan that locates opportunities and provides solutions. Design thinking is incredibly important not just for aesthetic purposes, but mainly because you need to figure out how to structure your marketing messaging so that it will actually be read. Unfortunately, nobody is going to read your blob of text. You need to make sure that your design makes the important points stand out and that all of your marketing material is designed so that it’s easily scannable.

As you know, work experience is the #1 thing hiring managers look at when determining who to interview and ultimately hire. So, do your best to gain work experience in these areas as this is the foundation of what hiring managers want to see on your resume as an entry-level marketer. As always, if you need any help getting your first marketing job, make sure to check out JobPrepped as 94.3% of JobPrepped students get marketing interviews or job offers in just 3 weeks. 

Good luck out there!

By Guest Writer,
Eric Saltzman

Launch Your Digital Marketing Career Quickly

Get the results you deserve! 94.3% of JobPrepped Students get marketing interviews or job offers within 3 weeks.

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