What Are the 10 Most Important Skills of a Digital Marketer?
The question aspiring digital marketers across the world are asking. What makes a successful digital marketer? For some, the answer might be higher education. For others, the answer is as simple as reading more books or learning to be more creative. While the list you are about to read below is by no means definitive, I believe it is a good start. Let's dive in!
1. Visual Storytelling Skills
Digital marketers today must have an understanding of how to tell a story that sells. According to the Visual Teaching Alliance, 90% of the information transmitted to the brain is visual. This is the reason why visual-based platforms such as Instagram have seen such success. Whether it be a photograph or video snippet, visual content sees higher engagement and conversion. Today's brands are looking for digital marketers who can tell visual stories that drive results.
2. SEO and Keyword Optimization
It is no longer enough to have your own domain with products listed on your website. According to BrightEdge, 68% of online experiences begin with your search engine. If your website is not discovered on the first page, your online conversion rate will be drastically lowered. Digital marketers must understand how to utilize SEO best practices and keywords to increase web ranking and engagement.
3. Basic Design Skills
In this visual society, digital marketers must be proficient in using design tools to drive action and increase conversion. Some of the favored tools of digital marketers include Adobe Photoshop, Illustrator, and InDesign. These programs require time spent mastering them but are the most powerful option for creating digital content.
4. Social Media Management
It is no wonder that today's brands are making room in their marketing budget for social media. According to one study, the average person spends almost 3 hours on social media and messaging platforms. This means that brands have an incredible opportunity to get their message in front of viewers every day. Digital marketers must have an understanding of how social media platforms work and what the best practices are for social media management.
5. Website Design Skills
Websites are a critical part of the digital marketing funnel. Digital marketers must have a solid understanding of how to design, manage, and optimize websites for their clients. A poor online presence can cause confusion and lose customers. However, a good online presence can drive action and boost sales results.
6. UX Design Skills
The online experience of any brand is critical to its ability to attract customers and drive revenue. A poorly designed website that is hard to navigate will reflect in its sales or conversion results. With the attention span of humans shortening, digital marketers must turn to the data in order to optimize the user experience for higher conversion and better storytelling.
It is not enough for digital marketers to understand how to create content. Digital marketers must be able to understand how this reflects in key metrics such as impressions, CTR, and engagement. This includes being able to use tools such as Excel and Google Analytics with a high level of proficiency.
8. Communication Skills
Digital marketers must be able to work across teams and communicate in a clear and effective manner. Digital marketers should be able to combine analytical thinking with creative problem solving and understand how to communicate it across varying levels of experience and knowledge.
One option for gaining relevant visibility is through pay-per-click advertising. With PPC advertising your brand is guaranteed to show up in the top fold of results, but you will pay for each click. Digital marketers must know what keywords to target, what channels to use, and how to create a cohesive experience for online audiences.
10. Networking Skills
Digital marketing is a competitive field that requires a significant amount of time and effort to break into. The top digital marketers have a strong grasp on how to network with potential employers and clients. Whether it means spending money going to local conferences or reaching out to potential clients on LinkedIn, networking is not an option.