The need for digital marketers has never been higher, yet the digital skills gap has never been wider. This discrepancy can provide you with the perfect opportunity to demonstrate your value and competency – you just need to make sure you’ve strengthened the right skills. If you want to set yourself apart from the competition and establish yourself as an in-demand marketing professional, you need to know which capabilities count.
You need to be able to do more than send out regular communication. You must be able to optimize your e-mail marketing by crafting a compelling strategy, testing relentlessly and refining content based on what works best. It’s also essential that today’s marketers understand the best ways to develop distribution lists and use e-mail nurturing to create more business opportunities.
Video Content Marketing
Video marketing has accounted for 69% of all consumer traffic, mobile video ads has grown 5 times faster than desktop and landing pages with videos which generate 800% more conversions. Though content marketing has been heralded as an essential specialism over the past few years, video is equally, if not more deserving of your mastery.
To demonstrate value in this area, you need to understand how mobile marketing differs from desktop marketing and communicate why that matters to the rest of the business. Moreover, a digital marketer should have general familiarity with mobile development in order to best communicate with the design team and create a cohesive mobile marketing strategy that aligns with other online and offline efforts. Get familiar with its vocabulary, including things like SMS marketing and responsive design.
Social Media Strategist
10% of the businesses that we looked at in the Digital Professional Institute study cite social media experience as a requirement for applicants, and that doesn’t just mean that they want someone with an active personal Twitter account. Digital marketers need to understand how to develop a strong social media presence to help bolster their brands and further their marketing goals.
To compete as a candidate for a high-paying digital marketing job, you must have technical SEO skills, including server-side settings, sitemaps and server response codes. Moreover, competitive candidates should have experience using Moz, SEMRush and other tools to identify customers’ search behaviors and the competitive landscape.
SEO, e-mail marketing and social media skills are useless if you don’t back up your technical skills with excellent writing for multiple platforms. The ability to flow easily between writing e-mails, press releases, website copy, proposals, social posts and even code is key to success in today’s digital marketing field. Make sure that you demonstrate your ability to write across media, and to guide and polish the content of others on your team.