Soft Skills You Need for Digital Marketing

See also: Strategic Marketing

“Soft skills are like the oil that greases the wheels of business success.”

Hard skills in digital marketing, like SEO, social media, data analytics, conversion rate optimization, and other technical know-how are important.

But soft skills are arguably more important.

Soft skills play an important role in driving visitors to your websites and converting them into subscribers, customers, and loyal brand ambassadors.

Mastering these could mean the difference between a good (but forgettable) digital marketer and a legendary one!

Why Are Soft Skills in Digital Marketing Important?

Soft skills not only complement technical skills but also promote a deeper understanding and connection with your audience.

Soft skills and hard skills marry together into a marketing strategy that is both data-driven as well as human. Integrating soft skills into your digital marketing campaigns can lead to more meaningful interactions with your audience and, of course, increase conversion rates.

Aside from these, soft skills such as creativity, and problem-solving are crucial for navigating the fast-paced and ever-changing world of digital marketing. These skills are easily transferable from one digital marketing aspect to another.

When you master these, they will help you become an indispensable member of the marketing team.

Your Communication Skills Will Help Tell a Story

If you know the movie, Amistad, Anthony Hopkins’ character advised, “Whoever tells the best story, wins.”

It rings true even in the digital marketing space.

Effective communication is the cornerstone of everything digital marketing. Clearly sending your message across, whether it is through writing online content, social media posts, or email campaigns, is important. The tone, language, and clarity of your communication can greatly influence how your message is received.

Moreover, communication isn't just one-way. Engaging with your audiences through comments and messages is as important! This two-way communication fosters a sense of trust between you and your community. This is valuable for brand loyalty and customer retention!

Content Creation Skills That Mesmerize Your Audience

A soft skill you get from having good communication skills is being able to create engaging content.

Creating engaging content requires a deep understanding of your audience's needs and desires. By crafting compelling content, you can capture your audience's attention and encourage them to explore your website further – this increases the chances of your traffic converting.

Empathy and Understanding Brings You Closer to Your Customers

Being able to put yourself in other people’s shoes is a huge asset when it comes to getting an audience online. Empathy allows you to understand their pain points, desires, and motivations more than cold, hard data can do.

This understanding is important. Creating marketing strategies that resonate with your target audience requires this deep understanding. This kind of empathetic marketing creates a sense of relatability and connection – which eventually leads to increased trust, loyalty, and conversion.

The Creativity to Stand Out

Anyone working in the industry of digital marketing can agree that the landscape is very competitive. Creativity is essential for standing out and making your audience look!

Creativity lets you develop unique and memorable marketing strategies that drive traffic and optimize your company’s conversions.

Creativity is not just about originality though. It's also about the ability to see connections between seemingly unrelated concepts and be able to apply them in a new context.

Collaboration Skills That Let You Play Well With Others

We all know that marketing is also big on collaboration. Whether it is between different companies or within the same marketing team, being able to work well with other people lets you pool resources like brainpower, tools, and even money to solve problems, exchange ideas, increase productivity, and improve morale.

Analytical Thinking Lets You Solve Hurdles

This might be a controversial take, but analytical thinking should be considered a soft skill because it also involves a degree of intuition and problem-solving.

This skill is essential for understanding data and making educated decisions to optimize your marketing efforts. The ability to interpret data and insights are invaluable in today's data-driven marketing environment.

Analytical thinking, along with empathy, lets you anticipate trends and identify opportunities for growth.

Aside from these, being able to analyze website metrics and user behavior can provide valuable insights into what's working — and what needs improvement.

Practical Strategies to Enhance Soft Skills

Lacking some soft skills?

Now that you have identified the key soft skills (and which ones you might lack), let's explore practical strategies to develop your soft skills to drive traffic, conversions, and sales.

Commit to Continuous Learning and Development

Investing in continuous learning can help you stay updated with the latest trends and best practices in digital marketing. Attend webinars and conferences (in-person and virtual) to expand your knowledge and network with industry experts. 

One key tip here is to participate. Do not just passively watch – ask questions or engage other participants. Watch your communication skills grow, too!

Additionally, personal development workshops could be a great choice. This can help you reflect on your strengths and areas for improvement. 

Committing to lifelong learning will help you stay at the forefront of the industry and adapt valuable soft skills.

Actively Seek Feedback from Your Audience

Actively listening to your audience and seeking feedback can provide valuable insights into their needs and preferences – along with sharpening your communication, empathy, and listening skills.

Aside from growing your soft skills, actively seeking feedback from your existing audience could bring in an opportunity for growth. Embrace feedback and use it to drive innovation and enhance the quality of your digital marketing efforts.

Always Engage Opportunities to Collaborate

Whenever you have a chance to engage in a productive collaboration, take advantage. This helps you get used to communicating, negotiating, compromising, planning, problem-solving, and decision-making with other people.

Encourage collaboration in your team, too. Building a collaborative culture encourages openness and trust, which are essential for a productive and innovative team. 

A Real-World Example of Soft Skills in Action

To illustrate the impact of soft skills in digital marketing (and to inspire), here’s a real-world example of a successful campaign driven by these skills.

Burger King's "The Moldy Whopper"

In 2020, Burger King was aiming to highlight their commitment to removing artificial preservatives from their food – and its face was a picture of a rotting burger.

The campaign featured time-lapse videos and photos of a Whopper burger decaying and growing mold over a period of 34 days, ending with the tagline, "The beauty of no artificial preservatives".

The marketing team definitely deserved a bonus on this one. They demonstrated the following soft skills:

  • Empathy. The team understood consumer trends towards natural, preservative-free food. They leveraged this insight to create a campaign that would appeal to these values.

  • Story-Telling and Communication. They told a compelling story about food quality. It resonated with health-conscious consumers – which is a group that is very hard to please.

  • Creativity. Showing a decaying burger to promote the restaurant was highly unconventional and creative. It was a brave breakaway from the traditional fast-food advertising norms.

In the end, Burger King’s sales soared by 14% because of this bold campaign.


Integrating soft skills into digital marketing strategies is not just a recommendation; it is a necessity for building meaningful connections, fostering brand loyalty, and achieving long-term success in the dynamic and competitive digital marketing space.

About the Author

Rothman is the content marketing specialist of Spiralyze, a data-driven conversion rate optimization agency, based in Atlanta, Georgia.