Digital marketing is now a crucial part of any companies work nowadays in order to stay competitive with others, you need the digital talents and skills. Failure in strategy implementation might arise if you don’t use the right strategy or right digital marketing skills.
Therefore, here are some of the most impactful digital marketing skills you should have for small businesses to execute good digital marketing:
Digital marketing will involve diverse teams and audiences. Thus an excellent communication skill in digital marketing is crucial. An excellent communication skill is needed to create impactful messages, see things from a different perspectives and deliver the ideas or messages in a way that audiences will understand.
Search Engine Optimisation (SEO)
With the process of improving a website and online presence, Search Engine Optimisation (SEO) is a key to digital marketing. Regardless of how great your content is without SEO, the content won't get visibility which reduces its ROI. Thus, an understanding of best practises and content optimisation are essential to run successful digital marketing campaign.
Having a solid knowledge and understanding in SEO or even better having a SEO specialist is a great way to run a successful digital marketing campaign.
Email marketing is a way to actively engage people of already interested in your businesses, products and services. Email campaigns are therefore also an important skill to have in digital marketing. You will need to understand the best practises in email and copy to optimise your marketing strategies.
Your marketing team will need to have the ability to write different types of emails such as newsletters, products or services update, company news, etc.
Paid advertising is a type of advertising that you have to pay for. You will have to pay for an ad space and the price paid for the ad space is often settled in a bidding between the users (businesses who use the space) and the ad space owner.
Paid advertising is important in digital marketing as it is an effective way to expose your businesses’ brand/name to your target audience and to increase traffic. This is also good to further customise your business marketing campaigns.
There are several types of paid advertisings such as Pay-Per-Click (PPC), Google Ads, Facebook Ads, Linkedin Ads, Twitter Ads, etc.
In digital marketing, knowledge and skill on how to use social media channels is one of the keys to connect to your target audience by setting up engaging campaigns and efficiently creating and scheduling posts that will increase engagement.
Each social media channel has its own parameter and idiosyncrasies to help businesses target their contents to audience. Thus, the skills to create high-quality contents, ensuring the quality of the contents, the relevancy of the contents and engagement with the target audience are also important.
Most of modern businesses especially digital businesses, blogging is part of their digital marketing campaigns.
There are benefits of blogging such as:
- Helps your businesses’ awareness online, which will support its growth
- Helps your website traffic
- Helps converting the website traffic into leads. Moreover, each new post will have an opportunity to generate new leads.
- Helps your social media channels’ presence going. [If your social media team is stuck with ideas of new contents, they can use the blogs as their repository of content].
- Share your company news. [You can highlight what your company is up to, such as celebrations, anniversaries, team members, etc. Not only sharing your company news sound human, but it also helps your audience see that your company isn’t always selling]
Apart from the above important skills, these skills will also be great value to have in a digital marketing team:
A procedure to gather various information from multiple online sources of your target market. It is recommended for your Digital Marketing team to have this skills, that will help them to analyse and make effective marketing plans or strategies for your company’s marketing campaigns.
Basic Design Skills
It is also good for your Digital Marketing team to have basic design skills and have knowledge on design softwares such as Adobe Creative Suite, Figma, Canva, etc. It will help them to create visual contents that will get more exposure than written contents.
Customer Relation Management (CRM)
Having the basic skill in customer relation management is valuable in digital marketing and for your Digital Marketing team – to understand your customers and ensure that they are satisfied.
Basic Web design
Having knowledge on a web design will be valuable for your digital marketing team such as how to incorporate the company logo, creating a blog draft in website, creating a web form, etc.
Getting familiar with commonly used softwares and tools is can be beneficial for your digital marketing team, especially in digital companies.
Creative Thinking and Persuasive
Having a combination skill in creative thinking and be persuasive will also be beneficial for your digital marketing team and your digital company, as it help them to come up with a various creative and innovative marketing campaign ideas to drive your business forward.
Digital Marketing Tools
In addition to having those skills, these tools in digital marketing is also best to get to know and familiar with.
Ahrefs – A SEO tools & resources to grow your search traffic.
Canva – A design tool for presentations, video, social media, etc.
Adobe Creative Suite – A creative app and service
Figma – An interface design tool
Google Analytics – A web analytics services offered by Google
Google Ads – An online advertising platform developed by Google.
Linkedin Ads – A paid marketing tool that offers access to Linkedin social network.
Facebook Ads – A social media advertising offered by Meta/Facebook.
Twitter Ads – A social media advertising offered by Twitter.
Semrush – A platform used for keyword research and online ranking data.
Google Search Console – A web service to allow webmasters to check indexing status, search queries, etc powered offered by Google
Optimizely – A platform that provides website personalisation, web content management, etc.
ActiveCampaign – A software for customer experience automation such email marketing.
Webflow – A visual editor platform to design, build and launch website.
Google Data Studio – An online tool for converting data into customised reports, offered by Google.
Oviond – A marketing tool to monitor and report on digital marketing efforts.
As digital marketing is commonly used by most of modern companies nowadays, therefore having knowledge and skill in digital marketing and its tools become important. It will help businesses grow their online visibility, brand awareness, website traffic, online conversions and customer engagement.
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