15 Top Skills for a Digital Marketing Expert

Marketing is not about pitching to customers; it’s about communicating with individuals. It’s understanding what resonates best with them and why, and delivering value on those terms. It’s not asking them to buy, it’s building trust so that when the time comes for them to make a decision, they willingly choose you.

In this post, we’re going to cover five digital marketing skills that are crucial for success in today’s landscape—whether you’re looking to grow your career or business or both. Plus, we’ll provide a free tool so you can assess, improve, or practice that skill, as well as a free course to help you ensure you’re building these skills on a solid foundation.

Copywriting is a different skill from other writing (blog writing or technical writing, for example) because you need to be able to capture attention, communicate value, and inspire action with a limited number of words and space. You also need to be able to shift gears easily, as the expectations and mindset of an audience varies depending on platform.

5 Digital Marketing Skills to Master for 2020 & Beyond

15 digital marketing skills

Heres a list of 15 digital marketing skills:

1. Search engine optimization

Search engine optimization (SEO) is a method to optimize digital content so that it ranks high in search results when a user researches specific topics or keywords using a search engine. Its valuable to have this skill in the digital media industry because businesses and organizations often incorporate SEO strategies to generate traffic to websites and sell products or services. SEO involves conducting market research assessments, analyzing website content and performing keyword research to develop techniques to optimize online content for search engines. Digital marketing skills for SEO may include:

2. Website development

Website development is a valuable skill for digital media marketing professionals to have because it allows them to design functional, stylish and engaging websites for businesses. Websites can help a business develop its brand and communicate information to customers. Digital marketing skills for web development may include:

3. Research and data analysis

Marketing professionals analyze data to evaluate the effectiveness of digital campaigns and improve their marketing strategies. Data analysis and research skills are beneficial for several processes, such as collecting and assessing consumer satisfaction data. These skills can also help you create accurate interpretations and conclusions about data results. Research and analysis skills for digital marketing may involve:

4. Copywriting

Digital marketing professionals often use copywriting skills to create accurate, engaging and error-free writing for various media channels. You may write online web content, create captions for social media postings or produce media copy for SEO. Digital media skills can help you develop consistent copywriting that reflects brand language to promote products and build customer trust through brand association. Digital copywriting skills may involve:

5. Social media marketing

Social media can be an innovative and creative way to use digital marketing skills. It involves customizing social platforms to fit the ideals and emotions of a target demographic and creating various forms of content, such as graphics and photography. Social media skills are useful when aiming to generate customer relations and expand brand awareness. Digital marketing skills for social media may help you create an attractive online platform so you can build a following and direct new and existing customers to your webpage. Social media digital marketing skills may involve:

6. Email marketing

Digital email marketing is an interactive marketing strategy that incorporates personalizing e-newsletters to maintain and expand a customer base. This can generate leads and increase customer purchases. Marketing research may also help you determine what types of content can engage customers. For example, in email marketing campaigns, you can include customer satisfaction surveys to identify areas of improvement and build new campaigns to promote brand recognition and sales. Email marketing may involve:

7. Graphic design

Digital marketing in a company often involves graphic design. Digital graphic design is a form of online communication that requires both creativity and strategic planning to increase traffic on digital marketing channels and attract new customers. This digital marketing skill can help establish an attractive brand and produce new and existing customer interest. Digital marketing skills for graphic design may involve:

8. Video marketing

Video marketing can show brand image, influence customer perceptions and drive organic user engagement. You can design creative and informational video clips using various software tools and equipment to engage customers. Effective video marketing involves developing and posting unique video content consistently to maintain a strong following and reach new customers to generate sales. You may implement video marketing in the following areas:

9. User experience design

User experience design skills are often helpful while creating websites and applications. These skills can help a digital marketing professional develop strategies to give users an excellent experience when engaging with a brand or company online. User experience digital marketing aims to raise customer loyalty, drive engagement and promote company growth. Users may emotionally connect to the brand and products if a company implements a successful user experience design on its digital platforms. User experience skills may help you with:

10. Content creation

A professional content marketing expert typically designs and develops digital marketing strategies to expand the companys customer base and keep current customers. Using innovative and visually appealing content can provide an excellent online user experience for customers. You may use content creation skills to produce engaging videos, written content and images to improve your digital marketing techniques. Content creation skills may be useful for creating:

11. Programming languages

Programming skills are techniques using coding languages to ensure the functionality of computers, applications or webpages. Programming languages code digital equipment, technology and software. These languages can assist with designing the functions of a website, creating the appearance of mobile applications and organizing data to identify areas to improve user experiences or make upgrades to existing applications. Programming language skills for digital marketing may involve:

12. Strategic content planning

Strategic content planning skills can help digital marketing professionals develop plans to create content for marketing campaigns. Strategically planning content for digital marketing can improve a businesss online presence and promote brand awareness. Strategic content planning skills may involve:

13. Automation

Understanding how to use marketing automation skills can help a digital marketing professional streamline marketing processes they frequently implement. Automation skills involve knowing how to properly navigate software programs to automate social media posting, delivering email campaigns and tracking audience engagement. Automation software may also involve:

14. Brand development

A digital marketing professional may incorporate branding skills in their marketing strategies to help a business identify, develop and establish a brand. Digital marketing can use brand development to build product awareness and increase its audience reach. Branding skills may involve creating:

15. Photo editing

Photo editing skills are beneficial to have while creating marketing content for websites and social platform posts. Its important to understand how to professionally enhance images so a business can provide a high-quality display of its products, services and values. Photo editing skills may involve:

Why are digital marketing skills important?

Digital marketing skills are important because businesses can apply these skills to maintain their digital presence and create online marketing strategies to promote their brand, products or services. Digital marketing strategies can help you reach your target audience using web browsers, social networks and email newsletters. Online marketing skills also allow you to develop approaches to evaluate the effectiveness of your strategies to determine which campaigns are the most successful.

Tips to improve digital marketing skills

Here are some tips to help you improve your digital marketing skills:

Test new digital marketing strategies

Testing various digital media marketing strategies can help you improve your skills and determine which strategies are most effective. For example, if youre implementing a new social media campaign strategy to increase audience engagement, you can document insights or analytics to measure if the new strategy is successful. If you find your new campaign is ineffective, use your insights to identify areas of improvement and test a new campaign.

Take online courses

You can take online courses that focus on specializations or skills in digital media to further develop your digital marketing skills. Specializations can include SEO, social media marketing and graphic design. Educational courses can give you an opportunity to enhance your current skills, expand your knowledge of digital media and potentially find new interests in other aspects of digital marketing.

Conduct market research

Conducting market research can help you improve your research and analysis skills while gathering pertinent data regarding other organizations marketing techniques. New digital marketing trends may occur at any time, which may relate to the advancements in technology and social media platforms. This can help you understand how digital trends and technology can affect your organizations sales and competitiveness in the market, as well as help you apply your research to improve your marketing strategies.


What are hard skills in digital marketing?

Top 7 Skills Required to Become a Digital Marketing Expert
  • Data Analysis. …
  • Content Creation. …
  • SEO & SEM. …
  • CRM. …
  • Communication Skills. …
  • Social Media. …
  • Basic Design Skills.

How can I develop digital marketing skills?

As a Marketer, the most important hard Digital Marketing skills that you will have to master are Keyword research, Data analysis, WordPress, Google Ads, blogging for SEO, and Social media (both paid & organic).

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