Digital marketing is an effective way of communication that helps companies target a large number of potential customers at the same time. Using the Internet channel for marketing is a quick approach to target potential consumers at the same time all over the world.
Social media marketing, SEO , email marketing, marketing automation… the list of digital marketing specialties goes on and on. Of course, they’re all different. However, when you do enough of them in your career, as I have done for the past 14 years, you start to identify some of the basic skills that are common to all of them.
The sooner you start learning those “general” skills, the better – because those skills act as an investment. They will pay off big time when you work to become an expert in a particular field or when you switch to another marketing specialty that’s in vogue right now.
Data knowledge
Digital marketers are swimming in a sea of data all the time. Insights come from data, decisions are based on data, results are in data, and your reports will be filled with data.
I’m talking about numbers, charts, trends, and statistics, not to mention more advanced stuff like predictive analytics. It’s important to develop an appreciation for these things because marketers are required to do four things well:
1. Historical reporting – For example, calculating conversion rates from trial signups to paid subscriptions
2. Current analysis – Example: calculating customer lifetime value
3. Predict the future – For example, what type of notification can increase your chances of converting users
4. Compare to competitors – For example, what keywords are your competitors targeting that you aren’t?
And all four of those things are impossible without knowing where to find data and how to work with it.
But let’s be clear: You don’t need to be a data scientist in this role. You need to be data literate. You need to learn how to collect, read, and communicate data.
A great example of the level of data literacy you need is shown in this article on how to create SEO reports. This is especially recommended if SEO is a specialty you want to excel in.
Or check out this article on 10 Google Sheets Formulas Every SEO Should Know. Things like this are your friend in the digital marketing world. They help you be more productive and make your work doable from the get-go.
HOW TO DO BETTER
Certifications and courses. You should do these even if your future employer doesn’t require them. Despite what others may say, these won’t help you get your next job. But the real reason to do these courses is to improve your skills and confidence.
Think about it. To hone your data skills, you need to practice. And to make your skills actionable (not like learning a new language on completely abstract sentences Duolingo style), you need to practice on real problems. And then you need guidance on what to learn. Because how would you know that, right?
Here are some courses to get you started:
Understanding different marketing channels
Even if you don’t specialize in a specific marketing channel, you still need to understand how they all work and what to use them for. Because:
1. There’s a good chance you’ll need to work at the intersection of multiple digital channels (e.g. in a startup or in a small team).
2. Your target audience will most likely hang out on different websites and platforms.
3. You can improve communication with others on your team.
4. You will make better decisions about specialization.
Let’s face it. Brands today need to embrace something called omnichannel marketing. Ideally, a brand should be present on all the marketing channels a potential customer is likely to use. Additionally, the company should ensure that all of those channels work together to create a seamless experience for the potential customer.
What this means for digital marketers is that they need to become experts in some of those areas and understand them all.
For example, when trying to reach potential customers through search engines, you’ll think about SEO: search volume, ranking difficulty, SEO content, link building, etc.
But since that same content can be repurposed across other channels, you might want to turn an article into a Twitter thread. Then you’re thinking about short-form content, not clicks, post engagement, etc.
In a small group, you do it alone or with someone who helps you with some of the assigned work.
As a manager, you may not have direct access to any of these channels. But it will definitely help you understand what your team is doing.
How to do it better
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Try to develop a new kind of “curiosity” perspective on what you see on the internet every day. So don’t just consume content from your favorite creators on the site. Try to analyze how they did what you like so much or what made thousands of people engage.
Some creators share their workshop secrets directly. We do this quite often at Ahrefs. In fact, you can learn everything we do about digital marketing from our blog and YouTube channel. For example, here’s our very own Sam Oh explaining how to overcome some of the challenges of creating videos:
From there, it’s all about applying what you’ve learned and analyzing the results.
Copywriting
Only video marketing and podcast marketing do not use text as their primary medium. However, even video and podcasts started out as text.
If you enjoy writing, that’s great. This is because you’ll have the opportunity to get better at it, as there’s a lot of it in digital marketing. If you don’t enjoy writing but are still serious about digital marketing, try some writing courses — they might change your mind.
Believe it or not, we debated what our tagline should be for quite some time. How to convey what an all-in-one tool does in one short sentence.
How to do it better
First, let’s reiterate: Anyone can learn to write well. Sure, some people may have a “natural talent” for writing, but the job isn’t about creating the next blockbuster novel or screenplay. It’s about building a workshop on how to write clearly and persuasively.
Above all, the web is quite specific when it comes to marketing communications because:
• You can write with the help of a writing assistant, so grammar is no longer so scary.
• Everything doesn’t have to be perfect, as the web is used to imperfection. Plus, you’ll usually have an “edit” button.
• Convenience surpasses creativity.
To help you get started, here’s a great, free guide to writing by Julian Shapiro.
Learn essential digital marketing tools
Marketing technology, also known as digital technology, is what makes digital marketing possible in the first place.
Furthermore, better tools can make you a more effective marketer. Some tools simply allow you to work faster, share your work more easily, and achieve better results.
Try this: skim through some job boards in the specialty you’re interested in. You’ll start to see the expectations employers have for digital marketers connected to certain tools.
For example, last time I checked, Ahrefs was a required tool for about 900 jobs in the US (jobs posted on LinkedIn).
How to do it better
There are many essential marketing tools that have free trials or even free versions. On top of that, they often have certification programs and other types of educational materials.
For example, if you want to start doing SEO with zero budget, you can download Ahrefs Webmaster Tools for free and hone your skills using the educational materials on our site (like I said, you can learn everything we do from there).
One route you can take is to start with this AWT introduction and learn more about Ahrefs and SEO for free in Ahrefs Academy.
In some cases, you won’t even need a website. For example, Google Analytics has a demo account with pre-populated data. Best of all, it has a free certification program.
All in all, there are a lot of different marketing business analytics list of mobile numbers in the middle east tools out there. But if there’s one tool you absolutely need to get familiar with, it’s Google Sheets (or Excel, if you prefer). But ultimately, all roads lead to Sheets. Just browse Sheets for Marketers to see what types of reports you can build with this free tool.
If some of the tools you want to train with are beyond your capabilities, you should still start with the free ones. First of all, the tools in their respective categories are quite similar in terms of core structure and functionality. Second, it is still a valid way to develop skills that are relevant to your expertise.
Basic design skills
If you think design is about pretty colors and images, digital marketing will challenge that belief time and time again.
Design is a language.
In other words, With design,
you can show users where to click. With design, you can communicate information about your brand.
On smaller teams, you will need to design your own content. On larger teams, you will need to communicate with your design team through wireframing and design terminology.
Also, having an eye for detail and a love of the craft really helps. This is because, as a digital marketer, you’ll be making a lot of decisions about those things.
How to do it better
You should:n What do marketers design? Typically, it’s graphics for content, ads, infographics, presentations, wireframes, and sometimes entire landing pages. The general rule is that you should be able to design almost anything using professional tools for graphic designers (Photoshop, Illustrator, Gimp). But there’s a steep learning curve, and the process can take some time. I think marketers generally prefer tools that are streamlined (Canva, Genially) and tools that are specifically designed for creating digital products (UXPin, Figma, Webflow).
Decisiveness
Assertiveness is the ability to express your bi lists opinions and defend your own beliefs without hostility or aggression.
It’s the art of saying “no” at work. It’s the art of firmly admitting mistakes at work. And it’s the art of confidently expressing appreciation for others in a competitive environment by design.
How to do it better
Practice saying “no” and saying what you really mean.
Now I’m not a psychologist, but I agree with this article from Healthline. You should start practicing assertiveness in some typical everyday life situations. You can try:
Social intelligence
Want to be a manager? Start with social intelligence skills. Want to work more effectively with diverse contractors? Start with social intelligence skills.
Once you understand how you’re different from others, you’ll start speaking their language and work together more effectively — without hating your workplace.
How to do it better
Work on the following skills:
Do people feel comfortable sharing opinions around them? Or maybe they do things that cause completely unexpected reactions? What would you do differently?
Critical thinking
The digital marketing world is filled with advice. Some good, and some bad.
The problem is, you won’t know the difference unless you apply critical thinking to what you read, hear, or watch. Including this article.
Sometimes, critical thinking can be what saves you and your brand from bad marketing ideas. Testing is one thing, but some ideas are just bad right out of the box.
