Digital marketing managers are responsible for establishing, maintaining and ensuring a brand’s image complies with the company’s vision and values. Are today’s marketers keeping pace with the skills they need to do their jobs at a high level? Do they have the skills that companies’ and recruiters want in their new hires?
Let’s uncover these questions by finding out the 5 must-have marketing skills that digital marketing managers must practice and perfect.
- Strong overall communication skills
Nothing is more important than being a masterful communicator. Skilled digital marketers require exceptional personal communication skills; they use these interpersonal skills to solve the customer’s and company’s problems.
Written communication is also one of the most important skills that a digital marketer can have. It’s the foundation of almost every digital marketing campaign. From ad copy, to emails, to landing pages; writing is a relatively basic skill that can have an outsized impact on conversion rates. Likewise, fluency in technological and visual communication can help better understand all stages of the digital marketing process.
- Content marketing know-how
Content marketing is an essential component of driving traffic and converting leads. For a business to drive loyalty and profitable action from its customers online, they need to provide content that is relevant, scalable and unique. The content you create as a digital marketer can have a significant effect on your company. That being said, strong content marketing skills are highly sought after in today’s marketing climate and should be one of the skills every digital marketing manager strives to achieve.
- Solid understanding of modern digital tools, platforms and channels
As the digital world evolves, your skills and knowledge must evolve as well. Technology is creating an increasingly fragmented marketplace leading to an influx of digital channels and marketing tools to choose from than ever before.
Today, there are a range of free tools that digital marketers can leverage. These include Hootsuite, Buffer, Canva, Twitter Analytics, Facebook Insights, Google Analytics and many more. To add, digital marketing managers have a responsibility to understand emerging social networks and new Google search algorithms.
It’s merely not enough for digital marketers to simply be familiar with these tools and trends but to be tech-savvy and make the most out of it. This brings us to our next point…
- Tech-Savvy prowess
As technology continues to fuel the inner workings of almost every workplace operation, digital marketers are now required to become master technologists. Technical skills are among the most valuable qualities in the digital landscape. The 21st century marketing landscape requires a whole new way of thinking regarding interacting with customers, adapting to technologies and translating insights into a return on investment for the entire organization.
Understanding the technical side of a company’s marketing efforts is without a doubt one of the best ways to set yourself apart from the competition. Without the must-have skills of a technical marketing approach, businesses could miss out on advantages from digitally marketing themselves to potential customers.
- Knowledge of data analytics
Today, businesses are increasingly looking for digital marketers who can use big data and digital channels to make marketing more effective and increase ROI on marketing campaigns. In our progressively data-driven world, successful digital marketing managers usually have analytical minds. They know the value of the vast amount of data available today and are highly interested in what that data can reveal about consumer behaviour, effectiveness of various marketing approaches and more. Therefore, a know-how of handling statistics and translating analytics into insights is important digital marketing manages in this day and age.
Writing in Harvard Business Review, Adele Sweetwood notes: “The most significant culture shift today for marketing teams is adopting an analytical marketing approach”. Having an analytical brain can help as you use reports and data metrics to analyse the impact of your activities, and strategically improve your marketing.
To wrap it up:
It’s not about how one becomes an expert in the above areas but it’s an interest in the subject, aided by the desire to learn and evolve with the trends that will enable anyone to strive and become a highly sought-after digital marketing manager.