This is a guest contribution from Brian Burt.
“Whatever you are, be a good one.”
That popular bit of wisdom has a timeless ring of truth to it, but we may want to update it for the internet age.
“Whatever you are, be a digital marketer” might be more apt in this era, when nearly everything that matters happens online.
The new reality is that in order to be marketable in any field, you need to sharpen your digital marketing chops. Whether you’re an administrative assistant or a CEO, you can be a better version if you have a basic foundation in web marketing.
7 Digital Marketing Skills You Need to Succeed
1. The Online Hustle
If there’s one thing that internet marketers are masterful at, it’s the online hustle. And by that I mean, the ability to jump online, identify key influencers or companies, figure out how to contact them and then be persistent as hell about getting what you want. This skillset is critical in everything from finding a job to getting guest blogs to nabbing new clients.
Every professional today needs to be a digital ninja, adept at tracking down opportunities online and coming up with creative ways to turn those opportunities into reality. Maybe that means Tweeting at the hiring manager of your dream job or doing some light online stalking of a new business partner you want to impress. Regardless of your goal, you’d do well to learn how to become an expert at leveraging the web to get what you want.
In the digital age, your first point of contact with anyone new is almost always done online. So it’s absolutely crucial that you hone your interpersonal e-mailing skills. You might be thinking, “Uh, I’m pretty sure I know how to e-mail,” but just because you can type and press send doesn’t mean you’re doing a bang-up job at using e-communication to your advantage.
When it comes to forming and maintaining excellent professional relationships online, it’s all about finesse. Digital marketers are pros at becoming BFFs with people they’ve never even met in person. Sometimes that means making a cheesy joke about the weather or asking an authentic question about the recipient’s life, but the point is to go the extra step to turn your faceless e-mail address into a real, living, breathing human with whom people want to work.
3. Social Media Savvy
The only person who can acceptably say things like, “Oh, I just don’t get social media” is your grandmother…and even she’s probably posting funny pictures on Facebook. Social media know-how may have once been a bonus, but it decidedly necessary by now.
Regardless of the field you’re in, you should have a polished LinkedIn profile at a minimum, but you should also have a decent working knowledge of Facebook, Twitter, Google+, Pinterest, Instagram and Tumblr. Anything less makes you come across as a bit of a dinosaur in the professional world. This is especially true if, like many, you’re working in the start-up world, where every employee is a jack of many trades and should be ready to take the helm of the company’s Twitter account or Pinterest boards if asked to do so.
4. Finger on the Pulse
In the digital marketing field, it’s essential to keep up with trending topics, modifications to the Google search algorithm and new social media policies, just to mention a few things. As the game is always changing, it’s stay current or perish. And while things might not move at such a breakneck pace in other industries, keeping abreast of news and trends in your niche is pretty much always a surefire way to get ahead.
5. Data Matters
Internet marketers are not just about crafting cool messages and viral social media posts. Hard data is actually where the rubber hits the road, because no amount of hard work or clever words matter unless they’re having an impact on the goal of increasing exposure and opportunity. All professionals would do well to become more data-oriented if they want to be more successful. After all, the work only works if it has your intended result.
6. SEO 101
It’s not really necessary for all of us to be SEO experts. But as internet users and professionals, we should all have a basic grasp on how websites earn a high ranking position in Google searches. Here are a few key understandings:
- How to spot an ad versus an organic result in search results.
- The fact that websites that are in the top organic results of Google searches are there because they’ve established themselves as a legitimate and reliable, over time.
- Google punishes websites that use cheap shortcuts to try to rank quickly.
- The more reputable websites that link to a website, the higher its ranking.
- The more people share links to a site on social media, the better it does in rankings.
- New businesses need to work hard to establish themselves online – no one will find your new website if you don’t put in serious work to build a presence.
- For content to boost SEO, it needs to use popular search key terms naturally.
- One easy and reliable way to climb the rankings is to consistently add original content to your site in the form of blog posts.
7. In Your Audience’s Shoes
The digital marketer’s perennial question is: Who is my audience? In this world, that may be the customer or the potential client. Even if that’s not true for your field, you have an audience. When you tweak your resume or put together a presentation for colleagues or just write a new blog, you’ll improve your work in a serious way if you make every move with your audience in mind. Marketers know that their opinion is sort of irrelevant in the sense that they can be over the moon about a new idea, but if it won’t resonate with the audience, it’s worthless.
As the internet becomes an increasingly dominant part of business, all professionals have a duty to become proficient in basic digital marketing skills.
And when you add this skillset to your already impressive qualifications in your field, you become a double threat and infinitely more valuable to current and future employers.
Brian Burt is a digital marketing pro who’s been in the field for more than a decade. As the founder of WebRev Marketing & Design in Chicago, he’s constantly learning about and experimenting with new strategies that help businesses improve their online presence. In his rare spare time, Brian also enjoys fixing up vintage cars and guest blogging on a variety of business and marketing sites. Check out www.webRevmarketing.com for more.