As a field, marketing is constantly changing. This means that the skills it took to be a successful marketer 20 years ago aren’t the same skills you’d need today (although there’s still plenty of overlap). Thanks to the rise of digital ways of working, it’s more important than ever to learn how to properly use different tools to create content, analyse data and build marketing plans.
If you’re wondering what skills to focus on to improve your marketing acumen, you’ve come to the right place. In this piece, we’ll go over some key competencies that every marketing professional should have in their tool kit and why they’re so important.
Graphic Design
Graphic design is a key skill that any modern marketer needs to keep in their arsenal. Thankfully, the graphic design process is more accessible than it’s ever been. As long as you have a computer (or even a mobile phone in some cases), you can use Photoshop online to design stunning visuals for your marketing collateral. It’s also incredibly easy to learn the basics of Photoshop: there’s a plethora of online courses you can take that will give you a solid foundation.
If you’re looking for a slightly breezier option, you can also make use of online tools like Canva and Adobe Express, which are both less complex alternatives to Photoshop. These tools are great if you’re just starting out or just want to crank out a quick design.
Artificial intelligence is another important part of graphic design that’s grown in prominence in recent years. Most modern design software incorporates AI in one way or another. Moreover, there are tools like Midjourney and Sora that allow you to generate and edit images simply through textual prompts. As a marketer, it’s vital to learn how to design images in different ways and use different tools.
Creative Copywriting
Being an effective writer makes you a better digital marketer. Whether you’re building an SEO-optimised website, coming up with catchy social media posts or creating a promotional email, copywriting skills are an absolute must.
The first thing to keep in mind when writing for marketing purposes is your audience. Know who you’re targeting and write in a tone of voice that resonates with them. You should also take the time to understand what problems they face and what sort of information they’re seeking, then create content that fits these needs.
It’s also crucial to tailor your writing to the platform you’re using. If you’re writing a service page you’re trying to rank on Google, for example, make sure to use your target keywords contextually and employ the use of headings and subheadings effectively. On the other hand, if you’re writing for social media, you should aim for brevity and adapt a more casual tone. Learning to adapt your copywriting for various purposes makes you a more well-rounded marketing professional who can fit into different roles.
Tracking Digital Metrics
Data is crucial to effective marketing. In order to gather the raw information you need, it’s essential to master certain digital tools. An example that almost all digital marketers need is Google Tag Manager. As its name suggests, GTM allows you to implement tags in your website without having to modify your code. This lets you collect information such as page views, clicks and scrolls that you can later use to optimise the audience of your ads.
Another key benefit of Google Tag Manager is its simplicity: GTM offers centralised tag management and combines tracking, analytics and audience retargeting. You can also integrate other tools like Meta Pixel, Google Analytics and Google Ads and control them all from one centralised hub.
Google Tag Manager isn’t the only helpful tool for learning more about your customers. If your product involves a mobile app, we recommend using software like AppsFlyer to track metrics like app downloads and app open rates. This data allows you to identify and resolve the bottlenecks in your conversion funnel and ultimately boost app downloads.
Strategic Thinking
Arguably the most important skill a marketing professional can have is the ability to think strategically. It’s all well and good having hard, technical skills like graphic design and social media writing, but knowing how to formulate an overall marketing plan and ensure that all the moving pieces fit together is what will truly drive your career forward.
When thinking about the big picture, it’s always important to start with the audience in mind. Who are you trying to sell to, and what sort of incentives would motivate them to choose your business? Next, formulate a value proposition by determining how your products or services can fit your prospective customers’ needs.
Only then can you start figuring out which channels to make use of and what sort of messaging would be most suitable for your needs. Once you’ve formed the big picture of your marketing strategy, you can start executing it by leveraging the skills listed above.
Stay Ahead by Upskilling
All successful marketers have one thing in common: they’re always learning. Upskilling is crucial if you’re looking to rise through the ranks as a marketing professional. Thankfully, adding to your list of competencies is easier than ever.
There are plenty of offline and online marketing courses you can take to learn a specific tool. Moreover, you can also get an entry-level job in-house or at an agency and learn from those more experienced than you.
Building Your Edge in the Digital Era
The digital age is constantly moving at a rapid rate, which means that the skills that may make you stand out today may be considered mundane in the future. The solution is to simply keep learning, try new tools, and polish up the skills that make you a strong marketer.
Tools are not just platforms or software programs; they are also knowing how to understand your audience, how to use lateral thinking to solve problems, and how to provide results that are impactful. As you add each skill to your arsenal, you are one step closer to the confidence, independence, and opportunity.
The more you work on your own growth and adapt to change, the more you are not only keeping up with the digital world but also carving your own niche in it. Marketers that succeed are ones that embrace learning as a part of the process, not something to simply check off a list.
