14 Digital Marketer Skills for Professionals

By Indeed Editorial Team

Updated 27 September 2022 | Published 12 June 2021

Updated 27 September 2022

Published 12 June 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

The digital marketing world is fast evolving and professionals in the field need to develop their skills to remain relevant. Digital marketers require a variety of technical and soft skills to deliver value to their employers and clients. Knowing the vital digital marketer skills you need to achieve results can help you acquire in-demand competencies that will improve your earning abilities. In this article, we list the essential skills for digital marketers.

What is digital marketing?

Digital marketing is the use of electronic and digital devices and channels for advertising and marketing purposes. It encompasses marketing via email, websites, social media, mobile applications and other electronic platforms. Digital marketing is increasingly popular among businesses of all sizes thanks to its flexibility and its ability to help organisations reach target audiences.

Digital marketers are specialists who help businesses and organisations achieve their marketing objectives through digital platforms. To achieve these marketing objectives, digital marketers must have certain skills.

Related: What Is a Digital Marketer and What Do They Do?

14 important digital marketer skills

The following are 14 vital skills digital marketers must have:

1. Search engine optimisation (SEO)

Search engine optimisation is the practice geared towards getting content to show up on search engines. When your content appears in a search engine results page, the chances of someone viewing it rises, increasing the organic traffic. SEO does more than help articles to rank in a search engine results page; it can drive customer traffic to business pages. Having a business appear in the results for a relevant search requires a mastery of SEO best practices.

Every digital marketer should have a grasp of basic SEO. This includes areas like keyword research, SEO structure, optimisation techniques, local SEO and SEO analytics.

2. Content marketing

To convert customers, your content must educate, captivate and engage. Content marketing is how digital marketers use content to increase conversions and achieve business goals.

Effective content marketing requires that digital marketers master creation of content in various formats, such as blog posts, social media posts and videos. Content marketing also demands that digital marketers understand business goals. You can only create content that converts when you understand the goals of the business and how content marketing contributes to that goal.

Related: What Is Marketing Communication? Definition and Examples

3. Data analytics

Digital marketers should know how to measure, track, analyse data and develop insights. Clients expect you to track all the data on their digital marketing campaigns. For example, if you write a blog post, you may be asked to provide data points such as views and bounce rates. With the online marketplace getting crowded, businesses need to know how much ROI they get on their marketing efforts. More importantly, good data analytics help businesses refine their marketing strategies. Good digital marketers can interpret data and use the insights to improve business performance.

Related: Soft Skills: Definition, Examples and Tips

4. Email marketing

Email marketing is the use of emails to achieve business objectives. Any aspiring digital marketer should understand the basics of email marketing, including building an email list, increasing open rates and optimising email conversion rates. Email marketing is one of the most versatile tools you can have in your digital marketing skill set. It can help build customer loyalty, generate leads and engage dormant patrons.

Digital marketers should know the metrics to track and the strategies to use in their email marketing campaigns. This will help them deliver email marketing that provides results and good ROI.

5. Design skills

Digital marketers should have at least basic design skills to create appealing visuals for their campaigns. Design is the vehicle that drives content. When you combine great content with exceptional visuals, its ability to create a great impression increases. In some situations, the digital marketer may also be responsible for graphic content. However, some prefer to collaborate with professional graphic designers to bring their design ideas to life.

If you're in charge of designing, then your design skills will come in handy. Get a handle of basic design software and how to create different graphic elements. If you have a graphic designer, understanding design is still necessary. It will help you communicate your vision clearly and make your job easier.

Related: What Are Technical Skills?

6. Video editing

Video editing is a valuable skill for digital marketers. The reason is simple: video content continues to provide exceptional ROI in campaigns compared to other forms of content. Video has been proven to increase customer engagement, drive search traffic and bolster conversions. By learning this skill, digital marketers can position themselves for greater success in the marketplace. To create good videos doesn't require complete mastery of video editing applications. There are various web-based tools that provide resources to create and edit short videos for your business quickly.

7. Knowledge of technology

A vital digital marketer skill is knowledge of technology, especially how it relates to digital marketing. This means that you need to be tech-savvy to excel as a digital marketer. Regardless of your age or educational background, you can learn most technical aspects of digital marketing through online courses. Some of the important technologies digital marketers need to know include search engines, digital advertising (PPC, SEM) and Google Analytics.

8. Social media marketing

Social media marketing helps to advance the goals of digital marketing. It is an important skill for digital marketers as they'll need it when executing campaigns. The astute digital marketer should know how to run advertising campaigns across several social channels.

It's also important that the digital marketer be skilled at tracking the performance of social media ads. They should understand insights and analytics, including the techniques for applying insights to social media marketing campaigns.

Related: Interpersonal Skills: Definition and Examples

9. Social listening

Social listening is the art of curating the mentions of a business, its product, competitors and other variables across different social media channels. It is critical to planning effective outreach campaigns, which is why digital marketers need this skill. With social listening, brands can monitor conversations among their customers. This provides a gateway into the minds of customers and lets brands create content that satisfies customer needs.

To be effective at social listening, you must understand how to create specialised alerts using tools like Google Alerts. That way, you can stay abreast of conversations that are of interest to you.

10. Persuasion

Digital marketers need persuasion skills to be effective at their jobs. Being adept at persuading people increases the ability to create leads or conversions for businesses. At every stage of the sales funnel, persuasion is necessary to get customers to take the next step. Having top-notch persuasion skills increases the odds of the digital marketer creating a successful campaign that records massive conversions. Persuasion is also important for day-to-day interactions as well. It helps digital marketers get approval for their ideas and also develops their leadership skill.

11. Writing

Digital marketing thrives when the content is appealing to the audience. To create good content, you must know how to write. Writing is the key to creating content even in formats like video and audio. For example, video explainers won't work without a good script providing guidance and inspiration. The same is true for audio content like podcasts: they need written content to guide their execution.

Writing for digital marketing is more than stringing sentences together. It involves creating useful content for audiences in a manner that's still accessible to them. It's also important to know that writing for digital marketing needs optimisation for better performance in search rankings. A higher position on search rankings means more click-throughs and more leads generated, all of which benefit businesses.

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12. Mobile marketing

Marketing activities are shifting from desktops and laptops to smartphones and other mobile devices. This has led to a demand for high-quality digital marketers who can leverage mobile in their campaigns. Mobile marketing aims to reach customers through multimedia messages (MMA), SMS, emails, social media, applications and other personalised mediums. It helps that many customers search and even buy products online. Digital marketers consider mobile marketing a handy addition to their box of tools, given its importance in promoting greater reach.

13. Copywriting

Copywriting is writing designed to prompt or persuade people into taking action. It differs from regular writing, as conversion is the major goal. Digital marketers need copywriting to communicate the value of their products or services and inspire action. With effective copywriting skills, a digital marketer can create messages that boost conversions and generate positive ROI.

Copywriting skills are useful in creating marketing pieces such as email blasts, landing pages, social media marketing campaigns, product descriptions and paid ads. They are also helpful when creating pitches to land new clients as well.

14. Customer relationship management

Customer relationship management (CRM) involves building relationships with customers, interacting with them and cultivating loyalty. CRM skills are crucial in digital marketing, as they help businesses connect better with customers. When businesses have deeper connections with customers, they understand their needs, likes, dislikes, pain points and other personal qualities. Then this knowledge helps them create better marketing campaigns for improved results.

Skill sets that fall under CRM include empathy and communication. Empathy allows businesses to create marketing solutions with the customer in mind. Meanwhile, communication is useful for engaging customers and clients and building rapport, which is important for digital marketers.

Please note that none of the companies mentioned in this article are affiliated with Indeed.

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