The digital world is vast and can be overwhelming for those starting out or trying to find their place in marketing. There are many aspects to consider, such as data analytics, SEO, and content marketing. It’s crucial to focus on what matters for your business. A successful digital marketer must be adaptable, able to learn quickly, and willing to pivot to different roles. They must also be skilled at communication and team building, as they will work with diverse teams and clients.

The good news is that there is a global demand for marketers with agile digital skills. According to DMI’s research paper ‘Perpetual Evolution,’ talent and technology are driving the future of digital marketing. Companies are eager to hire marketers with digital know-how. As you move forward in your career, it’s important to enhance both your hard and soft skills to take on new and exciting roles.

Looking to thrive as a freelancer? Here are 7 crucial specialized abilities that will help you stay pertinent in the constantly evolving digital field.

1. Video Marketing.

Video content is a force to be reckoned with on the internet and its popularity shows no signs of slowing down. Social media users in particular love watching videos and it’s been found that 8 out of 10 people have made a purchase after viewing a brand’s video. For marketers, video is a crucial part of their strategy with 93% of them incorporating it into their plans. According to The State of Video Marketing research, 87% of marketers report a positive Return on Investment (ROI) from using video. While these are not exact figures, they do show that video content leads to higher conversion rates, engagement, and improved SEO rankings.

What makes video so captivating? The answer lies in its personal and relevant nature. When customers see the face of the person promoting a brand, they are more likely to trust that business. Video content is also highly versatile and can be used across a range of platforms. We only need to look at the success of Instagram and TikTok to see the power of video.

Digital marketing professionals don’t need to be experts in video production, but it’s useful to know how to create videos without hiring a professional. It’s a great starting point for anyone looking to incorporate video into their marketing strategy.

If you’re a fan of video editing, don’t worry about your skills going to waste – there will always be a need for video content. You can even take the initiative to expand your knowledge by experimenting with popular editing programs like Apple Final Cut Pro X or Adobe Premiere Pro.

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

It’s vital to have a grasp of Search Engine Optimization (SEO) when entering the digital marketing field. While the technical aspects may be handled by more specialized team members, a firm understanding of SEO best practices and content optimization is crucial for a successful digital campaign. Both SEO and Search Engine Marketing (SEM) play a significant role in informing your overall digital strategy on a data and content level. Effective communication with other team members requires a solid foundation in these concepts, and without it, you won’t get very far.

3. Content Marketing .

The cornerstone of digital marketing is content, and it will remain a critical component of the industry regardless of external factors. However, executing a successful content marketing strategy is no small feat. It requires creating top-notch, SEO-friendly content across multiple platforms, as well as developing a content plan that effectively engages and converts your target audience. Furthermore, it’s worth noting that content can take various forms, from emails and blog posts to social media updates and videos. As such, mastering social media marketing is essential since content is vital on these platforms. For some inspiration, check out six international brands that have mastered the art of content marketing.

3. Data / Analytics .

Analytics is a crucial element in any branch of digital marketing, allowing you to make informed decisions to improve campaigns. While tracking and reporting through applications like Google Analytics is simple, the challenge lies in interpreting this data to gain insights into customer behavior and applying it to enhance traffic and conversions.
Even small enterprises possess vast amounts of data that require careful monitoring and analysis. A good digital marketer must know how to extract value from this data and use it to their advantage. Prospective employers are always on the lookout for candidates who can not only read data with their technical expertise but also use it creatively to devise successful campaigns. If you can demonstrate this skill, you can be a valuable asset in the industry.
It’s worth noting that you don’t have to limit yourself to Google Analytics. Consider exploring other analytic platforms to determine which one works best for you.

4. Understand Design Thinking & Planning.

Design Thinking is a problem-solving method that takes a user-focused approach. It encourages us to think about the people who will use our solutions when tackling complex issues. The process involves five stages: empathize, define, ideate, prototype, and test. This approach is particularly effective in digital marketing as it prioritizes the user experience. It’s worth noting that the process can be non-linear, and it’s possible to revisit earlier stages after reaching the testing phase. Designers and developers regularly use Design Thinking, so understanding the method can help boost your marketing skills and apply it when appropriate.

5. Be Tech Savvy.

To succeed in this tech-driven industry, it’s important to have a firm grasp on technology and the ability to learn it quickly. If you’re part of the millennial generation or younger, this may come naturally as a digital native, but older individuals may need to take the time to familiarize themselves with specific technologies and commonly used software and tools, such as audience listening or SEM. Understanding the technical skills required for marketing, including basic web coding and knowledge of Content Management Systems (CMS), can prove to be advantageous as well. For instance, mastering a CMS like WordPress – utilized by a third of websites – can improve SEO and potentially lead to landing your dream job.

6. Be Persuasive.

An exceptional leader in digital marketing must possess both interpersonal and analytical skills to foster creative solutions that drive businesses forward. A key component of this is the ability to persuade and influence others effectively. Whether it’s convincing customers to buy a product or presenting a compelling argument to other team leaders, it’s crucial to exude confidence and expertise without resorting to arguments.

7. Highlight Your Unusual Skills.

Excellent digital marketers need to possess particular soft skills, such as a curious nature, adaptability, a forward-thinking outlook, a business-focused mindset, and a strategy-centered approach. Still, there is ample opportunity for individuals with diverse personalities and skill sets to thrive in this field. It is essential to use your individuality to remain competitive in this industry. For example, it may be uncommon to encounter someone who excels in both SEO strategy and management, or someone who holds a computer science degree and has a passion for social media. Do not hesitate to utilize your strengths to your benefit.

Drive career success with a Professional Diploma in Digital Marketing.

To succeed in the fast-moving world of digital marketing, you need a solid grasp of the basics. Our Professional Diploma in Digital Marketing equips you with the essential digital marketing and interpersonal skills you need to hit the ground running in any role. By mastering SEO, social media, content marketing, and strategic planning, you’ll stay current and gain the knowledge you need to excel as a digital marketer. Originally published in April 2018, our tips are updated through 2024.

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