30 Essential Marketing Skills You Need
to Be Successful
In the field of business, marketing strategies come and go and, over the years, the marketing landscape has become more and more competitive. Therefore, as a marketer, you may see the industry continuously change.
As new marketing strategies and tactics emerge, and old strategies losing their importance, there is always something new to learn, experience and explore in the field of marketing.
However, despite the emergence of new marketing strategies and approaches, some essential skills remain vital if you want to succeed in this field. If you can master these skills and understand their importance, nothing will stop you from growing your business.
If you search online for essential marketing skills, Google lists many sites that outline the skills and development that a marketer needs to make their business grow and prosper.
In this article we consider the top 30 essential marketing skills that will make your path to success clear.
Marketing is best when done with stories and, when people relate to these stories, a marketer can successfully pitch their ideas to the market. A person has to value their story, and this is the key to making space in the consumers' heads.
By presenting the value of the product or service, you develop a relation the customer and explain how the product or the service can ease their pain and make their life easier.
If you want to prepare the best storyline for your marketing strategy, you have to ask yourself a question: “Are you telling your brand story in line, and how can you handle your customer's interaction”. The main goal of the story is to engage with customers and make them understand the value of the product or service.
2. Data Analysis
With artificial intelligence, the importance of data and data analysis has increased. Artificial intelligence can help collect data that is restricted to a marketer's website and third-party sources.
A well complied and structured dataset makes any data analysis possible and helps you to identify your target audience and demographics.
Good data analysis eliminates the old strategy of spray-and-pray marketing. Through data analysis, a marketer can selectively target any audience without difficulty.
3. Search Engine Marketing/ Optimization (SEM/ SEO)
The difference between search engine marketing and search engine optimization is that one requires payment and the other is organic (SEM – paid; SEO – organic). These two are marketing strategy techniques that help a website be found when searching for specific information in search engines like Google or Bing.
Marketers need to make sure that the search engines show their websites on the first page of search listings, otherwise there is a high chance that the website will get few or zero clicks.
SEM can be straightforward but costs money since you will have to bid against your competitors on certain keywords. SEO tactics usually are more involved.
However, it does not matter whether you get to the top of the search engine listing through paid advertising or superb SEO and content marketing. It is getting to the top that counts!
4. Social Media Management
You must know which social media channels to use to get your message in front of your target audience. This is the key to generating more leads and raising the value of your brand.
You must make sure you are marketing to the correct people. You can identify your target audience for your product and services using data analytics and research. This research can help you understand which social media channels are best to interact with potential customers and help develop interested in the product or service.
A marketer should also know the best times to post on social media platforms to ensure that the target audience can respond and engage with the brand.
People using a LinkedIn profile should have professional B2B marketers who can conduct proper storytelling pitching on the account. The latest LinkedIn algorithm has driven marketers worldwide to create different stories on their news feed, even on their LinkedIn stories. If the post or stories are engaging enough, they may go viral and increase the brand value.
6. Writing and Editing
You should avoid text-speak or informal message writing. You should be able to write in a conversational business style, that is easily understood and not overly-complex.
7. Design Skills
To market a product or service, a marketer must draft messages with catchy graphics, videos, and layouts, making it easy for the reader to read and understand its flow. Messages have to be attractive and make logical sense, especially for anyone using a mobile phone.
In the modern age of web page development, it is essential to make brand content look good and not make information seem like a wall of text.
9. Spreadsheet Proficiency
Today, spreadsheets are essential for any organization. They can help you keep track of anything, for example payments, organic content, and social media management content. Spreadsheets makes organization more efficient, and also save money and time.
10. Project Management
To keep a project organized and on track, you will have to coordinate many different moving parts, ideally making this looks like a seamless process from the outside. Therefore, project management is an essential skill for creating business growth. If you can juggle all the project’s components, and achieve the desired result, you are ready to face the competitive market's challenges.
11. Revenue-Driven Marketing
Marketing people who are capable of developing income tend to thrive in their careers. Many renowned companies believe that marketers detached from corporate business objectives are less effective in their work. A recent survey by a marketing group showed that 78% of CEOs think marketing should generate top-line revenue. And 80% of the CEOs believed that marketers should not be disconnected from long-term financial objectives.
12. Know Your Market
The success of a product or service depends on marketers understanding their target market. Someone who understands the competition and acts on their customers’ needs can develop a solid marketing strategy. A marketer has to become the voice of the customers' needs and develop the business alongside the market.
13. Create Remarkable Customer Experiences
With the internet's help, marketers can create remarkable experiences for the customers by increasing the level of interaction and transparency between the customer and the brand or company.
14. Test Everything, Assume Nothing
Many marketers have to make their decisions based on their instincts, despite having the data available at their fingertips. Good marketers continuously test things like marketing campaigns, content, data and pricing to generate good business results.
15. Never Stop Learning
Marketing is a continuously changing field that varies rapidly, due to the dynamics of the internet and consumer behavior. Because of continuously changing markets and customer behavior, a marketer must adapt to new situations and trends to cope with changes in demand. This makes it essential that marketers never stop learning.
16. Use Customer Data to Make Decisions
Due to artificial intelligence and data analytics, marketers have access to a large amount of data, which can lead to a better understanding of the relationship between companies and consumers. Marketers who can adapt and learn how to collect and analyze consumer data can make better decisions to help the brand or company grow. Such marketers are in high demand.
17. Become a Marketing Technologist
Marketers have to know how to use common marketing applications and systems, and those with this knowledge will be in demand. However, this does not mean that marketers have to be software engineers: they just have to know how to use these applications to the company's benefit.
18. Manage a Schedule
Professional marketers use scheduling programs to plan their projects to ensure that they complete their work in a timely fashion. Most marketing work is deadline-driven and, therefore, every marketer should be punctual and manage their time effectively.
19. Deliver Specific and Identifiable Results
The marketing field involves marketers producing precise results. Marketers' work in this area ranges from increasing brand awareness to generating a certain number of leads or delivering revenue. Marketers must focus on producing results that:
- Are easily identified and understood by the business
- Increase revenue
- Are delivered on a timely basis.
20. Customer Knowledge
Marketers should have a good understanding of their customers and target audience. A good marketer understands a customer's needs and pains, and then develops a storyline about the product that the customer can relate to. Once a marketer understands a consumer's mind, they will see a bigger picture of what marketing platform to use and what type of message would get the best results for the product or services they are promoting.
Copywriting is another marketing skill that is important in the modern age. Marketers should tell their audience exactly what benefits they get when they buy a product or use a service. In other words, a marketer must write accurately and in a way that tempts consumers into buying their products or services.
A marketer cannot promote their goods and services if they do not listen to their consumer's needs. Here are a few points that will help:
- Listening and paying attention to what the customers say will help a marketer make better decisions.
- You do not have to wait for a conversation with a customer to end. A professional marketer will ask for clarification as the conversation progresses.
- Communication skills are fundamental in the marketing field.
Marketing staff in a company do not work alone, they work as a team in collaboration with others in the marketing team and outside to complete projects. For example, in many high-profile companies, the marketing team works hand-in-hand with the sales, finance, customer service, and IT departments. They do this because collaboration brings great benefits.
24. Crisis Management
In any company, every professional worker should know how to handle a crisis. A crisis may strike anytime and anywhere. For example, if a client working with you decided to sue your company, or a considerable number of employees decided to quit, or a brand's product creates a health issue, a marketer should know how to deal with the crisis negotiations and engage in proper discussions with the clients. There are two rules to understand crisis management:
- Do not assume that it will never happen to you
- Always act calmly and collectively, and come up with a plan
25. Foster Relationships
People in the marketing field have to cultivate meaningful relationships with customers. Digital marketers learn to foster and nourish their relationships with customers both online and offline. Here are some essential tips on how to promote quality over social interactions amongst marketers and consumers:
- Respond to social media complaints with empathy and sympathy, and construct a message authentically.
- Marketers have to identify new revenue opportunities by studying their customer's online and offline behavior.
- Sign off with your name and designation when replying to online comments on social media.
- Hunt for new opportunities where you can influence and generate more customer leads.
- Marketers also have to identify customer problems and create a solution as soon as possible.
Understanding pay-per-click advertising is a crucial skill for a marketer as it helps to develop more leads for a company. For online marketing, gaining relevant visibility can be achieved by pay-per-click advertising and can even guarantee a top spot in search engine listings.
However, in PPC, the ad relevance and quality are also a factor in determining the top results. Therefore, even if a company invests in PPC advertising, unless their content is relevant and of high quality, the marketing return will be limited.
Email marketing has been around for a long time and, even today, it is still one of the best marketing tools out there. Email marketing is a popular digital marketing skill that has helped many marketers to generate leads over the years. Even today, email has the power of connecting people professionally and fostering a relationship between a consumer and brand.
28. Conversion Rate Optimization
A marketer has to use many skills together to generate organic traffic to a website. And when a visitor arrives on a website, a marketer usually wants them to take a specific action, such as download a free guide, sign up to a mailing list, or make a purchase. This is known as a conversion and optimizing the rate of such conversions is an important skill.
29. Interpersonal Relationship Skills
Even though many marketing strategies today involve creating a good relationship with their customers, it is also important to develop good interpersonal relationships with other marketers to increase benefits.
30. Outreach Marketing Skills
Whether a marketer works online or offline, one of the main tasks is outreach to customers. If a marketer is handling an online business, they should consider the following methods to reach out to customers:
- Lead nurturing
- Guest posting
- Link building
Further Reading from Skills You Need
Learn how to set yourself effective personal goals and find the motivation you need to achieve them. This is the essence of personal development, a set of skills designed to help you reach your full potential, at work, in study and in your personal life.
The second edition of or bestselling eBook is ideal for anyone who wants to improve their skills and learning potential, and it is full of easy-to-follow, practical information.
If marketers want to reach out to people with little knowledge of their product or service, these skills will help them communicate with potential customers. So, develop these skills and learn how to use the relevant platforms to be successful in your endeavors.
About the Author
Sanket Shah is the founder of invideo.io. InVideo serves millions of users from 190 countries and has raised $20M+ from the likes of Sequoia Capital and Tiger Global. We believe the future of video creation is in the browser, across devices, and collaborative.