The skills needed to succeed with digital marketing

12Apr, 2018

It takes a whole set of complex skills to deliver digital marketing today. Do you or your team have them all?

Marketing technology continues to disrupt and evolve the entire customer experience. The skills required to generate growth are ever-changing and staying up to date is not only necessary, it’s required to compete.

In order to succeed in digital marketing, you need to have the following five areas of skill. There are certainly many skills that are important to digital marketing success, but these are the skills that have recently emerged as a highly sought after areas of expertise.

Let’s take a look.

1. Passion & Creativity

Sales, marketing & advertising still and always will require passion & creativity. The drive to create and achieve results through ongoing trial and error are still more important than ever.

Ideas have to come from somewhere and inspiration seems to follow those who have a passion for marketing and growth.

2. Data, Analytics & Reporting

Data has changed everything. With tools like HubSpot, you have access to contact behavioral timeline analytics that show you every touch point a prospect has with your company. These insights are also used for behavior-based automation.

The ability to report back on marketing efforts is vital to truly understanding overall marketing ROI. Today’s digital marketing channels provide a plethora of in-depth information not previously available. Knowing what metrics to report on and being able to interpret information is crucial for digital marketing success.

For example. If the goal of a social media campaign is increased sales, a digital marketer should know to check the data to see where the traffic specifically came from.

3. Content Creation and Curation

Being found online and increasing your site’s search engine optimization comes largely from the content that’s on your site.

So, in order to successfully deliver digital marketing, it is imperative to know how to both create and curate high quality content.

This comes in the form of blogs, press releases and news articles, actual website content, shareable social media posts, and premium offers for which visitors will be willing to exchange their contact information (ie- white papers, eBooks, etc.).

Knowing how to put together a content strategy and editorial calendar that includes both original and curated content will set you up for success in a digital marketing role.

Taking it a step further and being able to create that content and curate at the appropriate frequency and on relevant topics will make you a rockstar.

4. Community Management

Whether you love it or you hate it, social media is a part of digital marketing that isn’t going away.

Being able to manage your brand’s social media communities is key for increasing your reach and improving the sentiment associated with your company.

With social media’s integration into other channels and disciplines within digital marketing, it is necessary for anyone in a digital marketing role to have some familiarity, if not mastery, of this channel and how to effectively manage the communities that come with it.

5. Working Knowledge of Marketing Automation

Digital marketing is continuing to encompass more and more and get more technical as well.

The time you have to successfully create and execute campaigns is getting crunched by the longer list of tasks that need to be completed.

In order for campaigns to perform well, there need to be automated steps put in place as your company interacts with your leads and customers.

Marketing automation softwares like HubSpot, Marketo, and ActOn allow marketers to create work flows with steps of actions that take place depending on how the visitor is interacting and converting on your site through the buyers journey.

Basically, this saves you time, creates a streamlined marketing and sales process, and ultimately leads to higher conversions and sales.

Aquiring new skills

Marketing continues to change, new strategies, technologies and tactics keep getting introduced and learning must become an onging process.

If you or your team are lacking in some of the new skills required, I would suggest checking out the following education sources.

More skills

  • English (writing, story telling/short stories, poetry, philosophy)
  • Psychology (socia, behavioral, educational and a few others
  • Neuroscience
  • Marketing (Traditional, Digital/inbound)
  • Math (statistics, analysis)
  • Sales
  • Management
  • Software (excel, CRM, Marketing Automation, Google Drive, powerpoint, evernote, etc. photoshop, video editing software)
  • UX/UI
  • Design
  • Video
  • Toastmasters (for public speaking/meetings)
  • Attend conferences & networking events
  • Engage on social and build a network/learn
  • Social events
  • Work for free or very little to develop a skill set and resume that is founded in results not just summers of photocopying
  • Travel, do my learning from around the world and continuously be learning about people, cultures and what it means to be human.
About The Author
Craig is one of Marketing Stream's co-founders. He's spent 15+ years working with companies to develop and implement digital products & growth strategies. Craig also blogs about online business on his personal blog at can also find and follow him on these social sites.