Digital skills for increased business

Here are excerpts and tools of a  blog from Digital Marketing Institute that we wanted to share with our readers who are digital marketing advertisers;

Many executives are shifting their focus – and budgets – from traditional to digital marketing. For all these reasons (and many more), this space now draws the attention of professionals across many areas of interest: marketing, research, paid media, branding, customer care, sales, recruiting, etc.

Independent of your focus, if you are a professional looking to succeed in this space, there are a variety of skills you’ll need to accelerate your career and, with it, your salary. Let’s look at some of them:

1. Analytics and Insights

Whatever role you perform, always remember to measure the impact. Measurement and optimization are a must when it comes to any digital role – especially when it comes to conversion rate optimization or CRO.

However, go beyond just vanity metrics. Really study the art of extracting insights from data. One of the roles that continues to be in high demand is that of the Data Scientist, someone who can turn big data into true business insights.

Strive to acquire analytical skills in your current role. Learn about any tools to help you automate some of the analytical tasks. Talk to people who know the field deeply. Or go one step further and take on a role that solely focuses on business intelligence.

No matter what you do after that, you will be in high demand because of your knowledge of turning data into insights.

2. Community Management

If you think community management is something a random intern should do, think again. Best-in-class brands don’t hire interns to manage their communities and for a good reason.

To successfully build and nurture your community you need to have someone at the helm who understands your industry, your business, your brand; and at the same time someone who loves your customers and is willing to serve the tough role of being a bridge between a brand and a customer.

Great community managers have a tough job of balancing the needs of the company and the needs of the community.

Possessing this skill requires actual experience. You need to be intimately familiar with the social networks and the tools that allow you to manage high volumes of inquiries. These are hard skills that will take you halfway to your goal.

However, it’s the soft skills that come with actually performing this role that are priceless. Find a community manager role and do it for a year or two. Alternatively, you can start a community in a role you are in. If you are going for the latter, be careful not to interfere and overlap with the current brand communities.

3. Storytelling

Content is king. Everything you do online revolves around content. But creating great content isn’t enough. To stand out in an already saturated space, you need to become a great storyteller. You need to find ways to tell stories that are relevant to your audience in the right format, on the right channel, and at the right time.

Great storytellers are not born, they are made. To become one, do the following: read on the subject, learn from the best storytellers in your industry and beyond, pay attention to what stories resonate with you, and take note.

Look at how the coolest brands tell their stories, and carry a notebook with you to jot down powerful stories other people tell and ideas about the ones you want to craft and share.

A master of storytelling, McDonald’s launched its #RaiseYourArches campaign with no food in sight! The hook was the music accompanied by people raising their eyebrows or arms to signify the famous Arches logo with the tagline ‘Fancy a McDonalds?’ The campaign was featured on TV, social media through Snapchat and Instagram lenses, and high-tech venue takeovers.

4. Social Media Platforms

Here is the harsh truth that most people don’t want to hear – if you are not using social platforms personally, you have no clue what they can do for your business. I’ve seen it time and time again.

Firsthand knowledge is absolutely necessary to not only figure out how those platforms will serve your immediate goals around customer engagement but also to create successful marketing strategies across the whole customer journey. Any knowledge – strategic or tactical – will play a huge role in defining your career trajectory.

To learn about various social platforms, just jump in and try them out. Then do a lot of reading about the functions and features (there isn’t any shortage of content out there on the web). Subscribe to niche publications (such as ‘Social Media Examiner) that keep you updated on the latest feature releases and platform changes. Talk to your peers about how they use the platforms to their advantage.

5. Paid Media

A lot of social media is about organic and owned content. But if you want to be successful in the digital space, you have to possess skills that span POEM (paid, owned, earned media).

Some might argue that there isn’t such a thing as organic reach anymore. I disagree, but that’s a topic for another blog post.

Here, I’ll say that you need to be very familiar not only with how to create owned content and spark earned media, but how to amplify that content in alignment with your brand goals. Learning the paid media side of the house is important.

To learn it, either partner with the paid media counterpart and dig deeper into how the whole POEM works together, or step into the role for one or two years and actually execute paid media campaigns.

Here are some great resources that can help:

We are experienced digital marketers who use these tools to help you grow your business. You could be a complete beginner, a business owner, a traditional or digital marketing professional, all of us learn to utilize best practices in our marketing strategies and we hope you enjoyed this blog.

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