Want To Master Marketing? These Skills Are An Absolute Must, Part Two

There is no doubt that marketing is a fun but challenging industry to break into. This is especially true given its rapidly evolving pace and a laundry list of soft critical skills required to become a successful marketer. Although we already established that soft skills are arguably more essential for a candidate (due to their inherent nature), that doesn’t make having fundamental, hard skills any less necessary.

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Aspiring marketing professionals can build upon our previous blog entry by ensuring that the following are included in their skill set and on their LinkedIn profile, resume or cover letter.

Hard Skills

Search Engine Optimization

One would be hard-pressed to find a marketing job today that doesn’t require some knowledge of search engine optimization. Seasoned professionals know that SEO is the foundation upon which all aspects of digital marketing are built, making this knowledge increasingly crucial in any potential hire. At the very least, make sure you have a basic understanding of search engine optimization principles. (But the more you learn, the better!)

Content Writing & Copywriting

Content can take on many forms – and marketing professionals certainly do it all. However, writing crisp and engaging copy (often on the fly) is something we do all the time. The ability to compose content and efficiently edit it isn’t just a valuable asset for a marketer to have, and it is an absolute must.

Graphic Design

While we recognize that this field of marketing is an entire industry and separate profession on its own, the importance of graphic design in marketing cannot be understated. There are a million different ways it can be helpful in a digital campaign, from logos and brand collateral to email blasts and social media templates. Some may be fine with an applicant only having experience using DIY programs like Canva, but a candidate with advanced knowledge of Adobe properties (like Photoshop, Lightroom, Illustrator, and the link) will stand out.

Social Media

There is no denying that social media has transformed the way people interact with business and brands online, but in truth, it has forever changed the way people communicate – period. Because of this, having a familiarity with the way social media sites work and which are best for specific clients is crucial to any marketing position. Additionally, it reinforces your communication skills as these mediums are the most direct means of interacting with an audience and vice versa.

Content Management Systems

All the content development in the world won’t do a campaign any good if it can’t be added to the client’s website. That’s why marketing professionals must be comfortable working with various content management systems. (While WordPress is the only CMS we use at District Maven and the best in our opinion, having a familiarity with Squarespace or Shopify doesn’t hurt.)

Data Analytics

Regardless of what area of marketing you focus on, measuring the results of your campaigns is essential. While not everyone can be the ultimate master of data analysis, the ability to use and report on metrics from the most popular tools (Google Analytics, Google Webmaster Tools, etc.) is something all employers look for in a marketer.

Pro Tip: Make sure to include specific metrics on effective campaigns you have run in the past. Offering a quantifiable number that correlates to your overall success will make your resume far more attractive to employers. (For example: “By implementing white hat SEO initiatives, I increased the organic traffic to the company’s website by 80%.”)

UX Design

Great focus in digital marketing is placed on how the search engines understand, and placing value upon content doesn’t mean that the human user doesn’t matter. The most effective designs are those that are not only visually appealing but are user-friendly and prompt the person to engage in ROI-producing behaviors. Knowledge of UX design strategies will serve any marketing professional well, no matter what project they are working on.

Paid Online Advertising

Digital advertising campaigns can be hugely beneficial – if they are correctly executed. One definitely cannot apply a “set it and forget it” attitude here, as it is all too easy to blow through the budget bidding on irrelevant keywords or clicks that do not convert. Marketers should understand the inner workings of paid online advertising to ensure that campaigns deployed are not only successful but also cost-effective.

Coding Languages

As the most technical and complex part of marketing, most candidates will not be coding experts, which is understandable. However, there is no denying that a marketing professional who can read and create working code is significantly more attractive than one who cannot. Knowledge of coding languages, such as HTML, JavaScript, and CSS, will instantly give you a leg up on the competition and work to secure the job.
There is no doubt that marketing is a fun but challenging industry to break into. This is especially true given its rapidly evolving pace and a laundry list of soft critical skills required to become a successful marketer. Although we already established that soft skills are arguably more essential for a candidate (due to their inherent nature), that doesn’t make having fundamental, hard skills any less necessary.

Image
Aspiring marketing professionals can build upon our previous blog entry by ensuring that the following are included in their skill set and on their LinkedIn profile, resume or cover letter.

Hard Skills

Search Engine Optimization

One would be hard-pressed to find a marketing job today that doesn’t require some knowledge of search engine optimization. Seasoned professionals know that SEO is the foundation upon which all aspects of digital marketing are built, making this knowledge increasingly crucial in any potential hire. At the very least, make sure you have a basic understanding of search engine optimization principles. (But the more you learn, the better!)

Content Writing & Copywriting

Content can take on many forms – and marketing professionals certainly do it all. However, writing crisp and engaging copy (often on the fly) is something we do all the time. The ability to compose content and efficiently edit it isn’t just a valuable asset for a marketer to have, and it is an absolute must.

Graphic Design

While we recognize that this field of marketing is an entire industry and separate profession on its own, the importance of graphic design in marketing cannot be understated. There are a million different ways it can be helpful in a digital campaign, from logos and brand collateral to email blasts and social media templates. Some may be fine with an applicant only having experience using DIY programs like Canva, but a candidate with advanced knowledge of Adobe properties (like Photoshop, Lightroom, Illustrator, and the link) will stand out.

Social Media

There is no denying that social media has transformed the way people interact with business and brands online, but in truth, it has forever changed the way people communicate – period. Because of this, having a familiarity with the way social media sites work and which are best for specific clients is crucial to any marketing position. Additionally, it reinforces your communication skills as these mediums are the most direct means of interacting with an audience and vice versa.

Content Management Systems

All the content development in the world won’t do a campaign any good if it can’t be added to the client’s website. That’s why marketing professionals must be comfortable working with various content management systems. (While WordPress is the only CMS we use at District Maven and the best in our opinion, having a familiarity with Squarespace or Shopify doesn’t hurt.)

Data Analytics

Regardless of what area of marketing you focus on, measuring the results of your campaigns is essential. While not everyone can be the ultimate master of data analysis, the ability to use and report on metrics from the most popular tools (Google Analytics, Google Webmaster Tools, etc.) is something all employers look for in a marketer.

Pro Tip: Make sure to include specific metrics on effective campaigns you have run in the past. Offering a quantifiable number that correlates to your overall success will make your resume far more attractive to employers. (For example: “By implementing white hat SEO initiatives, I increased the organic traffic to the company’s website by 80%.”)

UX Design

Great focus in digital marketing is placed on how the search engines understand, and placing value upon content doesn’t mean that the human user doesn’t matter. The most effective designs are those that are not only visually appealing but are user-friendly and prompt the person to engage in ROI-producing behaviors. Knowledge of UX design strategies will serve any marketing professional well, no matter what project they are working on.

Paid Online Advertising

Digital advertising campaigns can be hugely beneficial – if they are correctly executed. One definitely cannot apply a “set it and forget it” attitude here, as it is all too easy to blow through the budget bidding on irrelevant keywords or clicks that do not convert. Marketers should understand the inner workings of paid online advertising to ensure that campaigns deployed are not only successful but also cost-effective.

Coding Languages

As the most technical and complex part of marketing, most candidates will not be coding experts, which is understandable. However, there is no denying that a marketing professional who can read and create working code is significantly more attractive than one who cannot. Knowledge of coding languages, such as HTML, JavaScript, and CSS, will instantly give you a leg up on the competition and work to secure the job.