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Soft Digital Marketing Skills
digital marketing demands the broadest variety of skills. You have to be part artist, part scientist, part mathematician—and sometimes part magician—to succeed in a digital marketing career.
You only have to read a few job descriptions to realize that this field requires a potpourri of digital marketing skills. Here, for example, are just a few skills from a single digital marketing job description template:
Digital data analysis
Email preparation
Coordination with the sales team
Use video and picture editing software
Problem-solving
And that’s just a snapshot of a typical digital marketing job description! Makes you wonder if employers are looking for a real person
The reality is, digital marketing demands a wide range of both hard and soft skills. That’s why a digital marketing career isn’t for everyone. For example, you can’t just be good with words; you have to have a head for numbers, too.
But if you’re truly interested in digital marketing and you’re committed to a lifetime of learning, then you can definitely make it!
What skills should a digital marketer have?
As you launch your career in digital marketing, you may be wondering what skills you must develop and sharpen to become the proverbial unicorn job candidate. That’s exactly what you’ll learn in this article.
It’s going to be a long list, but don’t let that overwhelm you. Yes, you’re expected to be comfortable with the different domains of digital marketing. But you need to be an expert in only one domain. This is what’s called a T-shaped marketer: someone who has a broad knowledge of several marketing domains, but deep expertise in one specific area. In this sense, a successful digital marketer is both a generalist and a specialist.
As you gain more experience in digital marketing, you’ll discover which particular domain meets the following two criteria: (1) you have an aptitude for it; and, (2) you enjoy it. When you find your sweet spot, that’s the specific domain you should cultivate as your area of expertise.
To better understand digital marketing skills, we’ll first go through hard digital marketing skills then move on to soft skills.
What are hard skills in digital marketing?
A hard skill is an ability that’s easily observed and measured. Anyone can see whether or not you can perform a hard skill.
Some hard skills are necessary for all digital marketers, regardless of which specific job you’re in. These skills can be considered “table stakes” or the minimum skills you need to compete in the digital marketing world.
These essential hard skills include:
1. Writing
Every piece of content on the web and on digital applications begins with the written word. This includes video and audio content such as podcasts. That’s why, if you want to become a digital marketer, you must have good writing skills.
Fortunately, “good writing” doesn’t mean you have to be the next Jon Morrow or Stephen King. It does mean being able to convey ideas clearly. You don’t even need to remember all the grammar rules and correct spellings—there are apps such as Grammarly to help you with that!
Depending on which digital platform you want to specialize in, you have to strengthen specific types of writing, such as blogging, writing social media posts, or email writing.
2. Copywriting
Copywriting is a specific type of writing with the intention of persuading people to take action. This action can be anything from signing up for a newsletter to clicking an ad to buying a product.
Even if you don’t want to go into paid advertising, you still need to have copywriting skills. That’s because as a digital marketer, you’re always trying to get your audience to perform actions leading up to the sale. You also have to reach out to potential partners for collaborations. You need copywriting skills to achieve all this.
Copywriting is applied to all aspects of marketing in sales. It’s so essential that some people build their entire careers in copywriting.
3. Marketing analytics and data analysis
Digital marketing, unlike traditional marketing, is extremely measurable. It’s hard to measure the impact of a billboard: How many people saw it? And how many people purchased a product as a result of seeing a billboard? It’s impossible to tell!
But in digital marketing, it’s much easier to measure both reach and conversion, thanks to marketing analytics. For example, here at Acadium, we know how many people are reading the blog post that you’re reading now. And we know how many of you will sign up for an Acadium account from this post. The numbers are perfect, but they’re directionally accurate.
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