The digital industry is enormous, and beginners or those looking for a specialty may find it tough to navigate. So, how do you differentiate yourself from the competitors and accelerate your career advancement?
Check out these 7 must-have talents to stay relevant in the ever-changing digital world.
1. Video Skills
Video is sweeping the internet, and it shows no signs of slowing down. According to MarTech, videos can hold customers’ attention on retail sites for two minutes longer than the norm (which is a lifetime in the digital world), and a well-optimized video can increase your chances of being in the top Google ranking position by at least 50 percent. Furthermore, more than 80% of customers are more likely to buy a product after watching a video about it.
Keep in mind that these are merely estimates that will vary depending on who you ask, but the point is that when it comes to video, the majority of numbers indicate substantially higher conversion, engagement, and SEO rankings.
What is it about it that makes it so appealing? Because it’s a private matter. People are more likely to trust the entire enterprise if they can see your face (or the face of the person marketing the brand). It’s also a fantastically versatile piece of material to use across several platforms.
Of course, digital marketers do not need to be experts in video creation, but knowing how to make a fast intro video on your laptop is a fantastic place to start. And if you have some experience in this field and enjoy it, your skills and talents will not go to waste because video will always be in demand.
You can test out video editing tools like Apple Final Cut Pro X or Adobe Premiere Pro if you want to study more on your own.
2. Search Engine Optimization (SEO) and Search Engine Marketing (SEM)
Search Engine Optimization (SEO) is crucial to all stages of digital marketing, therefore everyone entering the profession should have a basic understanding of it. While you may absolutely delegate the highly technical back-end work to the team’s more technically savvy members, a good understanding of best practises and how to optimise all types of content is essential for a successful digital marketing campaign.
On both a data and content level, SEO and Search Engine Marketing (SEM) inform your entire digital strategy, and you’ll need to be able to communicate with other teammates about it, so you won’t get very far if you don’t master the basics.
3. Content Promotion
Content is at the heart of digital marketing, and no matter what happens, content marketing will remain a vital component of the game. However, content marketing is a tremendous task in and of itself. You must be able to not only generate high-quality, SEO-friendly content of various types, but also how to effectively engage viewers.
To make matters even more difficult, keep in mind that material can come in a variety of formats, including video, social media, emails, web content, blogs, e-books, videos, whitepapers, and so on. You should also be well-versed in social media marketing, as it will be used in conjunction with most content marketing projects. You’ll need to be able to strategize based on a client’s overarching company goals, create a campaign with an effective approach, and keep track of data.
4. Analytics / Data
Google Analytics will almost certainly be at the heart of any digital marketing plan, regardless of which area you choose to pursue. Monitoring and reporting with such technologies is simple enough, but the tough part is figuring out how to acquire and use that data to learn more about consumer behaviour and apply it to new solutions that increase traffic and conversions.
Most organisations (even tiny ones) have a lot of data to track, and smart digital marketers know how to collect and use that data effectively. Most businesses will constantly be on the lookout for someone who can not just “read” data, but also recognise which data to apply to improve future business strategy. You’ll be a great asset in the industry if you can demonstrate that you can do this in novel ways and that the methods you use provide significant outcomes.
5. Recognize the importance of design-based thinking and planning
Design Thinking is a word that refers to a method of solving problems from a user’s point of view. When solving large-scale complicated problems, the approach essentially urges us to think in a human-centered manner.
This approach comprises five main parts, according to The Interaction Design Foundation: empathise, define, ideate, prototype, and test. The fact that so much of digital marketing is (or should be) focused on the user experience is why this works so well. Another intriguing feature of this approach is that it may be used in a non-linear manner — for example, you could get to the testing phase and then return to the intermediate phase to reconsider ideas.
A method like this is likely to be used by designers and developers, so even if you’re not one, it’s a good idea to at least grasp it and use it when possible.
6. Know how to use technology
Because the sector is heavily reliant on technology, you must have a good understanding of it and be able to pick it up quickly. If you’re a millennial or younger, this will probably come naturally, but older generations may want to put in some effort to learn not only specific technology, but also the most generally used software and tools in their field.
In general, if you know the fundamentals of web development and have a good understanding of how to use simple Content Management Systems (CMS) like WordPress, you’ll be well on your way to securing your dream job.
7. Demonstrate Persuasion
A strong digital marketing leader will not only have excellent people skills, but will also be able to mix analytical thinking with creative problem solving to assist teams in developing fresh campaign concepts that will propel their companies forward.
And persuasion is a major part of that. Can you persuade someone else to buy? How about persuading the rest of your team that your concept is the best? It’s not so much about arguing as it is about having the confidence to know what you’re doing and demonstrating it.
8. Emphasize Unique Skill Sets
Great digital marketers should be curious, versatile, forward-thinking, business-focused, and strategy-centered in terms of soft skills. However, there is ample potential in this profession for a diverse range of personalities and skill sets. In order to be competitive in the business, it’s critical that you harness your own distinct blend.
It may be unusual to find someone who is knowledgeable in both back-end SEO strategy and is capable of managing a team, or to find someone with a computing science degree who also enjoys social media.
A strong digital marketer will be able to adapt fast and learn on their own, as well as pivot into various digital occupations as they see fit or as needed if their current abilities become less in demand. They will be working with a variety of teams and clients, so they must be able to communicate effectively and form great teams.
While there are a number of things you’ll need to do to be competitive in the digital marketing profession, don’t forget to leverage and improve your hard and soft talents as you go into new roles. You’ll get further if you have a solid breadth of basic knowledge as well as depth in a few areas (what Rand Fishkin refers to as a T-Shaped Marketer) than if you try to be a jack-of-all-trades.