Updated April 18, 2023
Introduction to Digital Marketing Skills
Many a time, companies make the mistake of keeping various marketing operations in a silo and, yet at the same time, expecting a good result in all the departments and fetching in leads without any collaboration. A unique voice and consistent brand are taken as the first steps to reach all the customers effectively. The recipe for sure-shot success includes how various aspects of Digital marketing skills are in sync with the media. This actually regulates how marketers do their jobs.
Digital marketing requires Digital marketing skills and expertise in different areas – outside the known periphery – that are directly or indirectly related to online marketing efforts.
The Noted Confluence Affecting All Marketers
The search, social, and content are crashed to create a new dimension. Google, though, has already indicated the search algorithm does not directly consider any kind of social signals through social media platforms. If you want to drive your content marketing strategy, it has to be very specific, relevant, and precise. By advertising the product on social media, you will actually increase the audience, and all these would fetch traffic toward your advertised content, leading to more readers and backlinks.
As your content enhances in the SERP, its exposure will also increase for those entering keywords or queries. High-quality keywords would be most likely shared once again on social media. So, search engines, social media, and content are coordinated like a three-prong wheel to increase the exposure to the content.
On the other hand, a similar trend is found in the right convergence among paid, owned, and earned media.
- Paid media – Advertising on the Social Media sites like Facebook, Twitter, and LinkedIn could effectively help improve your content as well as your website.
- Owned media – Owned media is any web possessions that you can rule and is exceptional to your brand. A website, blog sites, and social media channels are the perfect examples of owned media properties. Through the more owned media you have, you can extend your brand presence digitally.
- Earned media – Online word of mouth, ‘viral’ tendencies, mentions, repositioning, shares, reviews, recommendations, or content is taken up by 3rd party sites are examples of earned media that help guide the target prospects to the destined owned media. Strong organic rankings on the Search Engines and content segregated by the brand do effectively drive the earned media (e.g., first page rankings in the SERP, etc.). The first page rankings would bring more traffic, and this would help your owned media sites and content links get higher engagement and shares. Therefore, a good SEO strategy is very much required.
Five Important Integrated Digital Marketing Skills
Some particular Digital marketing skills are instrumental in easing the new industry needs – the marketers begin to focus on reorganizing themselves into integrated or hybrid marketers.
1. The Knowledge of Different Channels
Having an understanding of cross-channel working would ultimately help marketers guide their teams to gain confidence. The in-depth knowledge of different digital channels would be responsible for creating integrated digital marketing strategies and campaigns. Finally, the brand image, and identity, on various platforms would be more reliable and successful.
In this connection, it would be relevant to say that the ‘Peer Assist Program’ is a very useful drive. This is basically a process where a team of people who are working on a project or activity calls a meeting or workshop to seek knowledge and insights from people in other teams. While seeking help from peers is certainly not new, the formal use of this process as a knowledge management tool and the coining of the term ‘peer assist’ was pioneered by British Petroleum (BP).
2. Marketing and Business Intelligence
Proper marketing intelligence is required to build a brand image in front of the target prospects. Through effective Digital marketing skills, they can help solve their problems. These professionals will not only be able to create a favorable business environment and make valuable employees but also how what is going on in the Digital marketing services department will have a straight impact on the rest of the company as a whole.
Their primary objective is to understand the business drivers, along with the business acumen, that stirs the business forward. They should attend department meetings that discuss the future of the company – to discover how positive ROI regulates the business while at the same time finding how the latest Digital marketing skills effort has improved the ROI. In this initiative, they should try finding how increased revenue has positively impacted the growth within the company and mix marketing with the rest of the brand. And honing the skill in digital marketing careers to develop a constructive online aura is what is needed.
Five Exclusive Digital Marketing Skills
Following are the 5 exclusive digital marketing skills explained stepwise:
Step 1 – Defining Your Customer
Things would be easier once you have defined your customer, that is as good as defining your products and business. You need to include a Digital marketing Skills plan within your business plan by doing the following actions:
Actions: These questions should be answered honestly by you as much as possible.
- What is your perfect solid customer really like?
- Is your perfect customer male or female?
- Do they work from home or from outside the home?
- What is the job profile of your perfect customer – an executive, manager, worker, entrepreneur, stay-at-home parent, etc.?
- What is the net customer income?
- What is their education level?
- Does their budget permit spending on your product or services, and on what basis – one-time, occasional, or on a constant basis?
- Who do they buy your product – for themselves or for someone as gift?
- Do they spend much on the Internet?
- Where do they seek information about your product – showroom or on the net?
After writing down all this necessary information about the target prospects, you can then focus on creating the relevant ad message to be used in the right channels to reach them.
Step 2 – Choosing the Targets
This step of Digital Marketing skills basically deals with posing the ad messages for your target audience – the more the reach and frequency of your messages regarding your products/services, the better would be your visibility. While using the ad messages, you need to think over some important factors, such as traffic, search engine placement, external linking, quality of the current ads, and the kinds of messages being shown in the present ads. Also, you need to check about the competitors (if any) of your product category while carefully being aware of the relevance of your ad message to the product and to the expected traffic or the site. Only then you can say your message is the best fit for the traffic of the site.
Like in the case of PPC (Pay per Click) advertising, you need to stick to places that permit us to set limits on the daily expenditures. And Google is an all-time good example. It gives us an ample scope of research on the right keywords by paying close attention to the statistics of the PPC campaign.
For example, conversion rates are a significant measuring tool. You need to ensure what exactly you need to assess your Digital marketing skills campaign. In this case, Conversion Rates are very much important to see how many numbers of clicks your ads can generate to make an effective sale(s). For instance, your webpage may have 1000 hits, 14 clicks, and 1 sale in a day. So, the conversion rate is 1:14 or 7.1%, or alternatively, 7.1% of the clicks are generating a sale during this period. And close monitoring of this conversion rate will finally guide us to take a decision to change, tweak, or amend your ads if required. This is a constant exercise until you find the right ad message applicable to all the places, as you should not forget an ad may work well in one place but may not create any mark in other channels.
Action: In your campaign agenda, create a spreadsheet to document all the sites and venues that are in consideration of your digital marketing careers plan.
Step 3 – Budget
You can better create the budget once you have enough idea of the cost involved, and that is possible only when you know your targets involved. You already have a figure in mind of how much you are going to spend. Therefore, total all the costs of the marketing campaign to check the ad spots you would like to do. Chances could be the total might exceed your overall spending limit.
Action: As per your existing budget, you can always put the effective ad messages that are going fetch much exposure in your priority lists and hold back other messages. You can anytime broaden your marketing campaign from that holding list depending on if the ads start pouring in results.
Step 4 – Create Ad Content
Instead of focusing on many things at a time, it is always recommendable to concentrate on one or two things to reap the high advantage. From your range of products, zero on one or two best saleable ones that have a solid appeal to the target prospects. The next big thing is to ask, “What am I selling?” You are not selling a product but the benefits you need to understand this and accordingly set your intended ad message.
The successful ads relate to the customers – The uses of “you” or “yours” instead of “we, yours, me, mine, or my” always works well. The use of emotional words, including fun, comforting, relaxing, stimulating, and addictive, in the ad should always be preferred.
Action: In your digital marketing campaign, ensure using at least one or two important keywords in-text ads that particularly run 60 characters wide by 3, 5, 7, or 10 lines long. Once the text ad is done, the next step is to focus on the banner used in the site – check if you need to change the ALT Tags in the images with the changed keywords or put the ALT Tags in the images; do not have any? Is the graphic properly optimized in the sense that it should be within 20-50 Kb and the resolution is 72 dpi? Or does your banner need a Holiday specific image and message?
Step 5 – Tracking and Monitoring Your Ads
Always track and monitor the success of your marketing campaign. From the website to your PPC statistics, there are many ways to determine what is working and what is not. And by doing that actually, you are able to sharpen them for the best results.
Action: On a daily basis, for the first two weeks, review the results of the various ads. Record them in the marketing campaign spreadsheet and look for any trends and patterns. See what is working -where and why? For those that are not working, try to change them as soon as possible from your hold list. Once you know the pattern of review, you would be able to know how often you need to monitor your marketing campaigns.
Convergence of Different Marketing Skills
By doing team-building exercises, one can progress interpersonal and communication skills. Welcome people from different departments to come together with respect to various projects. The policy of preparing different company literature in a consistent language would also help build a common platform where everyone can understand each other leading to apt interpersonal communication.
Get Obsessed with the Product, Market, and Industry:
You would not be able to taste success in creating brand identity and brand personality in the way it could if your digital marketing services expertise is in a silo and not combined with an indomitable passion for the product and brand. Also, your emotional intelligence should positively affect your passionate drive. Then only you can funnel it towards making your work successful.
To instill your passion, the first task is to accept the product the way your customer would – feel every aspect of it, get intimate with all the attributes, use it as a customer, and then review the case studies to sense the problems (if any). And you would understand how it caters to the customer. Unless you do make research on it without getting close to the products, you may not be able to know where you can modify it to reach more prospective customers.
A marketer must increase the integrated or hybrid digital marketing skills outside their specialties and need to become well-armed to handle the challenges of more integrated marketing campaigns. They must find time from their busy schedule and learn different digital marketing skills and non-digital marketing skills in order to shine in their digital marketing careers. And we know digital marketing skills is always an area of continuous improvement in different channels of online marketing.
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