As someone who does all the marketing for my business, I know there are many skills that marketers need. There are hard skills, which are more the technical and analytical side, and soft skills, the more creative, collaborative side.
Let’s take a look at the hard skills first.
Analytics is about finding your way around the large sets of data, to help you interpret your audience’s behaviour, look at the performance of campaigns and measure the ROI (return on yours or your customer’s investment).
When working with content creation and product marketing, it’s imperative to be able to measure what you do and whether it’s having the desired outcome and impact on your target audience. Marketers with excellent hard skills like this are very sought after in both corporate and retail companies, as well as the smaller businesses.
There are several tools you can use to measure data, such as google analytics, and if you are a social media manager, using the insights on the pages you manage is invaluable.
If you are into content creation, then content marketing and a strategy is a fundamental part of your job. Here are a few statistics that illustrate the importance of content creation and content marketing.
- 47% of B2B buyers consume three to five pieces of content before engaging with brand. Source
- 84% of people expect brands to produce content. Source
- 91% of B2B marketers say that they use content marketing in their strategies. Source
So, you can see that content creation is a very valued skill. Content isn’t just about making a few pretty images, it’s about the sales pitch or the caption that is written to go along with the images you curate. Some social media channels require a short and concise caption, whilst others, such as Instagram, can be longer and more detailed.
Content creation also includes things like blog posts, articles, eBooks, emails and other written materials. Effective writing skills are very sought after and not something that can be automated. It’s a very human skill and crucial if you are a marketer.
Most businesses use social media platforms to advertise their products or services and to put their brand out there. Over the past 10 years, social media has transformed the way that people interact with brands online and also the way that marketers communicate with target audiences.
All social media platforms have measurement tools to help you get to know the audience that follows you, likes and comments on your posts and generally engages with your business and brand. A social media content strategy will include setting goals for your business, based on social media posts and campaigns.
SEO (Search Engine Optimisation)
There are literally billions of people interacting online at any one time during the day or night. Most of us look first to the internet if we want to buy something and even look at reviews of products or services before we even press that ‘buy now’ button. But how do they find what they’re looking for? That’s where SEO comes in.
If you’re a marketer, you need to at least have a fundamental understanding of SEO, so you can be sure that your business, or your customers’ business, is found online. This includes keywords and phrases to help Google find your business, when someone types into the Google search bar.
SEO doesn’t just apply to websites and social media, it’s also vital to ensure that anything you post is optimised for mobile users as well as desktop, tablet or iPad users. Most website hosts do this for you, but it’s always worth checking that your content looks good on a mobile as that’s where most people do their searches.
This is kind of linked to analytics, but what I’m getting at here is actual technology, such as the tools and platforms that you might use to promote your business or help you manage your business. For example, if you send out a regular email or newsletter, the General Data Protection Regulations, (GDPR) states that you must get customers to opt-in to your emails – you can’t send them anything without their express permission. And the easiest way to do this is by setting up your opt-in on a platform, such as Convertkit, MailChimp or Mailerlite, which are the three platforms I use for my clients. When you set up your subscription opt-in on these platforms, they automatically ask the right questions so you are compliant with GDPR – they also give your customers the option to unsubscribe to your newsletter or email via a button at the bottom of each email that goes out – which keeps you compliant with the rules and regulations.
Soft skills are the more creative and collaborative side of marketing, probably the bit that most marketers love – well I do!
As well as creativity etc., soft skills also include many different attributes, such as honesty, leadership, a good work ethic, time management – skills that are very difficult to quantify.
Here are some of the top soft skills.
This includes bringing new ideas and interpretation to common problems, and how to solve them using the written word.
Marketing means you have to be flexible – there are always new tasks to take on and new responsibilities constantly pop up. Very often, what you started off doing a few months ago for a client, will look very different 6 months down the line. You have to constantly be on top of new ways of doing things and you often have to hit the ground running with new platforms etc.
Resourcefulness and Adaptability
A resourceful marketer uses all the tools available to her, to find the most appropriate one for each customer or business. It’s also important to be on top of the analytics to help make that informed decision.
Marketers have to learn as much as they can about target audiences, in order to be able to make decisions about the way to market a product or service. Intuition and adaptability plays a big part here and covers things like quick decision making, keeping calm under pressure or going against the norm to achieve success for your clients.
Adaptability also means that you’re able to change plans at the drop of a hat and tackle new challenges with determination and vigour.
You might work for a small business or a large corporation on their marketing. Whichever it is for you, collaboration will be a big part of everything you do. You need to build good, strong relationships with your clients and with other people who work for that client or company too. For example, you might be asked to do email marketing or write a regular blog post, and your client may already have a social media manager. You will definitely need to collaborate so that the social media marketing takes into account the emails or blog posts you write – and that subject matter is consistent with the overall marketing plan or strategy.
Leadership is the last point I’m going to cover, but a crucially important one. So, what is leadership? It’s about having the ability to keep a good group dynamic, be able to lead a team with compassion, and inspire your team with your business insights, experience and innovation.
It’s also about being able to assess situations and defuse anything that could get out of hand. A leader will usually drive any collaborations, adapt to new technology and lead the marketing strategy in the best way possible.
A leader will need to know the customer or target audience inside out. What they like, don’t like, making sure that everything that’s done or suggested has the customer at the heart of everything. Are their problems being solved? What makes them happy? What makes them tick?
Marketing is something that never goes away. No matter whether your business is small (or just you!), or whether you own a multi-million organisation, marketing is the key to getting your products and services in front of your target audience. It’s not something that you can wing and hope it works – it needs to be carefully planned, organised and executed with a sound strategy.
If you’d like help to build your marketing strategy, find out who your target audience is and how to reach them, but don’t know how, drop me a mail and I can help.