{"id":118999,"date":"2021-11-19T14:56:32","date_gmt":"2021-11-19T20:56:32","guid":{"rendered":"https:\/\/www.digitalmarketer.com\/?p=87478"},"modified":"2022-06-13T12:37:48","modified_gmt":"2022-06-13T17:37:48","slug":"5-marketing-skills-position","status":"publish","type":"post","link":"https:\/\/www.digitalmarketer.com\/blog\/5-marketing-skills-position\/","title":{"rendered":"The 5 Skills You Need Based On Your Desired Marketing Position"},"content":{"rendered":"\n
\"The<\/figure><\/div>\n\n\n\n

Every marketing position requires a different skill set. While some of these skills overlap with other marketing positions, understanding each skill specific to the type of marketing you\u2019re interested in is foundational for becoming a successful marketer.<\/p>\n\n\n\n

Social media marketers understand engagement entirely differently than email marketers. Social media marketing defines engagements as likes, comments, shares, impressions, and follows. But, email marketing looks at engagement through the metrics of open rates and click-through rates.<\/p>\n\n\n\n

To figure out what skills you need for the marketing position you desire, you want to look at how that marketer spends their time and define success. <\/p>\n\n\n\n

But, before we go into the skills you need for each marketing position, we first have to talk about the 3 foundational skills every marketer needs (regardless of what type of marketing they specialize in). <\/p>\n\n\n\n

These 3 foundational marketing skills are:<\/strong><\/p>\n\n\n\n

Understanding the customer avatar<\/a>: Marketers need to research customer avatars and turn that information into campaigns and strategies that convert. If you\u2019re not showing the right message to the right person…your campaigns are doomed.<\/p>\n\n\n\n

Knowing the customer journey<\/a>: The customer journey is the 8-step process that starts at awareness, leads to conversion, and ends with a customer becoming a brand ambassador. Marketing is showing the right message to the right person at the right time.<\/p>\n\n\n\n

Figuring out customer optimization<\/a>: Businesses rarely rely on selling a product one time and acquiring a new customer immediately after\u2014customer optimization is essential to create customer lifetime value (LTV) and a successful, sustainable business.<\/p>\n\n\n\n

Once you\u2019ve mastered these skills, you can start to build your marketing knowledge empire on top of them. Based on the marketing position you desire, here are the skills you need.<\/strong><\/p>\n\n\n\n

Content Marketers<\/h3>\n\n\n\n

Content marketers market…content. Their job is to turn ideas into high-quality articles, podcasts, emails, and social content. Content cultivates relationships with prospects, leads, and customers (increasing LTV!), making this type of marketing essential for brand longevity.<\/p>\n\n\n\n

The skills every content marketer needs are:<\/strong><\/p>\n\n\n\n

How to create high-quality content: Publishing content that doesn\u2019t stand out from the competition is like throwing spaghetti at the wall and hoping a noodle sticks. Content marketers have to understand the content landscape of their industry and how they can write, create, or record content that makes their customer avatar<\/a> engage with the brand.<\/p>\n\n\n\n

SEO: Search engine optimization<\/a> is a big part of content marketing because if people can\u2019t find your content…they can\u2019t buy your products. You don\u2019t necessarily need to rank first for every article or video you publish, but getting a few of those top-ranking spots is important for driving organic traffic.<\/p>\n\n\n\n

Organic reach: SEO can drive organic traffic, social media, partnerships, and collaborations. Great content marketers build a strategy that uses organic reach<\/a> to increase their brand awareness while turning viewers into subscribers (and customers down the line).<\/p>\n\n\n\n

Promotional content vs. organic content: Even as a marketer, you don\u2019t want to follow a brand that\u2019s just constantly promoting itself. You want to engage with brands who teach or entertain you. Content marketers need to understand this balance, posting some promotional and organic content only designed to nurture the relationship with their readers, viewers, subscribers, or followers.<\/p>\n\n\n\n

Copywriting<\/a>: What\u2019s a great piece of content with a call-to-action? Most of your content should have some type of call-to-action written with copywriting strategies (but this doesn\u2019t mean it\u2019s always promoting your products or services). Call-to-actions can range from reading an article, listening to a podcast, filling out a worksheet, subscribing to your newsletter, buying a product, etc. <\/p>\n\n\n\n

<\/a><\/pre>\n\n\n\n
Email Marketers<\/h3>\n\n\n\n
Email marketers spend most of their day inside Klaviyo (for all you agency or ecommerce business owners!), ActiveCampaign, ConvertKit, Mailchimp, or your other preferred email marketing platform. They understand content and<\/em> the metrics that can lead to a predictable selling system, making email marketers an essential part of any business.<\/p>\n\n\n\n
Funnels: Funnels start during the awareness stage of the Customer Value Journey<\/a> and end once a customer has become a brand ambassador (well, kind of). Technically that customer continues into another Customer Value Journey<\/a> since they\u2019ve already ascended their way through the first one. With funnels, email marketers can turn content viewers into subscribers and subscribers into customers. They can also ascend those customers into higher-tier products. <\/p>\n\n\n\n
Landing pages: Landing pages take viewers and turn them into subscribers or customers using strategic copywriting. Every landing page has one goal and one call-to-action, and email marketers are proficient at making sure their landing pages are converting. (These are a big part of marketing funnels!).<\/p>\n\n\n\n
Automations: Welcome email sequences, post-purchase sequences, and abandoned cart series are examples of automations email marketers are very familiar with. These automations are essential for building a relationship with subscribers by telling them what to expect from your emails and following up with them when they show interest in a product or service. Email marketers are all about automations (and optimizing them as time goes on!).<\/p>\n\n\n\n
Copywriting: Email marketing involves lots of campaigns that are directly asking the subscribers to buy. This means copywriting practices, like the PADS formula, are an essential skill set for email marketers. Even if you\u2019re not writing the copy, you still have to know if it\u2019s following the right formula to turn subscribers into customers. <\/p>\n\n\n\n
Promotion calendars vs. organic content: Like content marketers, email marketers can\u2019t only send promotional emails. That leads to decreased open rates and minimal click-through rates<\/a>. Even an email list of 100,000 subscribers can\u2019t come back from that. Organic content (like newsletters, free trainings, entertainment, etc.) is essential to cultivating a healthy relationship with your subscribers\u2014and ensuring they keep opening your emails.<\/p>\n\n\n\n
Data and Analytics Marketers<\/h3>\n\n\n\n
You don\u2019t have to tell us\u2014we know you spend your spare time in Excel. That\u2019s what data and analytics marketers do. They love to let the numbers tell a story. Then, they use that story to create a predictable launch or campaign for their employer or clients. All hail the data and analytics marketers who make our marketing worlds go \u2018round.<\/p>\n\n\n\n
Metrics: Data and analytics marketers are professionals when figuring out which metrics are most important to a business. They also know how to use those metrics to figure out predictable ways to reach their goals. If you ask them, the answers are in the metrics.<\/p>\n\n\n\n
Tools: If you\u2019re looking for the tool junkie of your team, it\u2019s probably this marketer. Data and analytics marketers, with good reason, know the best tools<\/a> to compile the necessary information. Consider spreadsheets their best friends.<\/p>\n\n\n\n
Visuals: A great data and analytics marketer knows that a spreadsheet of numbers doesn\u2019t make sense to everybody. They take the time to create visuals (graphs and charts) that help the business owner or company leaders figure out what\u2019s going on behind the scenes.<\/p>\n\n\n\n
Strategy: Not only do these marketers figure out what story the numbers are telling them, but they also use that information to figure out a business\u2019s North Star. They\u2019re not just there to present numbers and pretty graphs. Their job is to show you what\u2019s working well, what\u2019s not working well, and where the best place to spend time, money, and resources is for the next quarter. <\/p>\n\n\n\n
Scorecards: Scorecards ensure a company is on track. KPIs and goals are great, but if you don\u2019t have a weekly report telling you if you\u2019re hitting them\u2014what\u2019s the point? Your data and analytics marketers can set this up.<\/p>\n\n\n\n
Paid Media Marketers<\/h3>\n\n\n\n
Paid media marketers deal with all marketing related to advertising platforms<\/a>. They\u2019re the person who\u2019s setting up your Facebook Ads Manager or building out your Google Smart Shopping. When you\u2019re ready to put ad dollars behind your marketing strategy\u2014this is your marketer.<\/p>\n\n\n\n
Account management: Paid media marketers are experts at advertising platforms. They\u2019re not always experts at every platform (for example a Facebook media marketer has a different skill set than a Google media marketer). They\u2019ll be up-to-date on the latest changes (ahem, we\u2019re watching you iOS!), understand what success means on that platform, and ensure you stay compliant with ad and privacy regulations.<\/p>\n\n\n\n
Ad testing (A\/B testing): As advertising platforms have matured, they\u2019ve become good at figuring out which ads perform best with your target audience. You can test variations of headlines, call to action, and graphics and let the ad account AI figure out which is performing best and decide how much of your budget you want to put behind that ad. <\/p>\n\n\n\n
Graphic design: Paid media marketers don\u2019t need to be expert graphic designers, but they need to understand what ad creatives are working best right now. They need to tell their design team the graphic variations they want to test out (and not let the design team creatively figure it out on their own). Design is just as much of a formula as copywriting.<\/p>\n\n\n\n
Copywriting<\/a>: Just like you don\u2019t need to be an expert graphic designer, you also don\u2019t have to be an expert copywriter. But, paid media marketers need a thorough understanding of copywriting best practices. They need to spot mistakes that decrease conversions and know where paint points and benefits should be placed on ads.<\/p>\n\n\n\n
User-generated content: UGC is a huge part of marketing<\/a>, not just because it means your team doesn\u2019t have to create content but because it gets higher conversions than brand-created content. This makes sense considering we all trust recommendations from friends, family, and (thanks to the internet) strangers over a brand telling us how great their products are. Paid media marketers know how to utilize UGC in their ads to get the clicks they\u2019re looking for. <\/p>\n\n\n\n
Search Marketers<\/h3>\n\n\n\n
Search marketers love Google. Or, maybe it\u2019s best to say it\u2019s a love-hate relationship. These marketers focus on search intent<\/a> instead of interruption-intent (like paid ads). Their job is to get clicks from Google, Bing, and other search engines.<\/p>\n\n\n\n
Ranking: The number one skill set of a search marketer is a deep understanding of ranking. Ranking is everything in the search marketing world. It\u2019s the difference between page 1 and page 25\u2014and we all know how many cobwebs are on the page 5 websites.<\/p>\n\n\n\n
Keywords (and keywords by volume): Keywords tell search engines what your content is about and who to show it to. They\u2019re essential to a healthy SEO strategy\u2014but they\u2019re not everything. Knowing which keywords to target to fill in gaps in missed opportunities is a search marketers\u2019 jam.<\/p>\n\n\n\n
Content for humans vs. content for SEO bots: Content can\u2019t be created just for the SEO bots. If it is, all the humans that land on your content are going to bounce right off (and that will make you rank lower!). Content has to have a balance of optimization for humans and bots.<\/p>\n\n\n\n
Copywriting: Search marketers are looking for conversion, and usually, that conversion is the click. They need a search engine user to click on THEIR page, not the competition. That makes copywriting an important part<\/a> of a search marketer\u2019s skillset.<\/p>\n\n\n\n
Traffic: Search marketers are all about traffic. Either organic or paid, they\u2019re looking to get more views on landing pages, sales pages, and product pages. They\u2019re knee-deep in the traffic ocean looking for any opportunities they can find to boost their numbers.<\/p>\n\n\n\n
Social Media Marketers<\/h3>\n\n\n\n
Social media marketers are not interns. Phew, glad we cleared that up. Social media marketing takes a lot of work and generally requires a team of people. These marketers are savvy in content trends and know just what to post to increase following, engagement, and, most importantly\u2014conversions.<\/p>\n\n\n\n
Organic content: Organic content is a huge part of a social media marketing strategy because it\u2019s not focused on promotion. It\u2019s just content to entertain or educate and build a relationship with followers. Social media marketers know exactly what content to post (thanks to the Customer Avatar Worksheet<\/a>).<\/p>\n\n\n\n
Engagement: Likes, comments, and shares are social media marketers\u2019 ideal metrics of success. They\u2019re looking for proof their customer avatar likes their content and an understanding of how to present promotions in a way that drives conversions.<\/p>\n\n\n\n
Analytics (impressions, engagement, follows): Social media marketers are constantly in the backend of their accounts. They\u2019re comparing what posts helped them get more followers and which flopped in engagement. These metrics are crucial to creating content their audience genuinely cares about.<\/p>\n\n\n\n
Influencers, partnerships, collaborations: Trying to build a social media presence alone takes years. Collaborating with influencers and brands who already have an audience of your customer avatar takes a few weeks. This is like the cheat code of social media and why social media marketers are always looking for a partnership, collaboration, or influencer marketing opportunities.<\/p>\n\n\n\n
Copywriting: Copywriting shows how well a brand knows their customer\u2019s pain points and the after state they desire to be in. Social media marketers create strategic content that shows how well their brand understands their customer avatar<\/a>, so their audience chooses their products. <\/p>\n\n\n\n

Ecommerce Marketers<\/h3>\n\n\n\n
Ecommerce marketers know their stuff. They understand the entire Customer Value Journey<\/a> and don\u2019t mess around when it comes to customer optimization<\/a>. They know their success is in customer lifetime value\u2014and they\u2019re prepared to do what it takes to increase it.<\/p>\n\n\n\n
Google Shopping: Ecommerce marketers understand intent-based marketing (when someone searches specifically for a product or solution). They know that Google Shopping is an essential part of their marketing strategy<\/a> because it makes their products appear in the search results\u2014ready to purchase. <\/p>\n\n\n\n
SEO: If you\u2019re not ranking as an ecommerce brand, how will your customers find you? That\u2019s why ecommerce marketers have a thorough understanding of SEO and make sure to read a few articles every time there are new algorithm changes. They have to know what they can do to increase their ranking because a higher ranking means more views.<\/p>\n\n\n\n
Social media: Ecommerce and social media are two best friends. Social media can drive traffic to your ecommerce website (or you can set up shopping directly on the apps). Ecommerce marketers work closely with the content marketing team to publish high-quality content that promotes their products and cultivates brand relationships.<\/p>\n\n\n\n
Email marketing<\/a>: What\u2019s an ecommerce brand without an email funnel? Non-existent. Email funnels turn followers and viewers into customers, but they also turn them into repeat customers. Email funnels are an essential part of increasing customer lifetime value. <\/p>\n\n\n\n
Metrics: And we\u2019re back to the spreadsheets. Ecommerce marketers know success is in the numbers. They have to keep a close eye on their ROAS and LTV to make sure their client\u2019s business or their business is profitable.<\/p>\n\n\n\n
Do you have the skills you need for your desired marketing position?<\/h2>\n\n\n\n
Even though every marketing position requires a different skill set, you can see how much overlap between skill sets and positions. (It might be extremely clear that you should have a really solid understanding of copywriting<\/a> to find success as a marketer).<\/p>\n\n\n\n
Regardless of the marketing expertise you choose, remember that your skillset has to build on top of the 3 foundational marketing skills: <\/p>\n\n\n\n
  1. Understanding the customer avatar<\/a><\/li>
  2. Knowing the customer journey<\/a><\/li>
  3. Figuring out customer optimization<\/a><\/li><\/ol>\n\n\n\n
    Once you\u2019ve mastered these skills, you can start to build your marketing knowledge empire on top of them. And that empire starts with knowing where to get your marketing education from. You want to be taught by the best marketers in the world, not the people who strategically placed a Lamborghini in the back of their Instagram post.<\/p>\n\n\n\n
    Learn from the world\u2019s top marketers<\/a> with proven track records of multi-million dollar campaigns and expertise in different marketing positions. Inside DigitalMarketer Lab, you\u2019ll get access to Workshops and Insider Trainings from these top marketers, as well as Playbooks and Certifications. <\/p>\n\n\n\n
    Join DigitalMarketer Lab<\/a> to start building your marketing knowledge empire\u2014so you can become a world-class marketer in whatever position you choose. <\/p>\n\n\n\n
    <\/a><\/pre>\n","protected":false},"excerpt":{"rendered":"
    Every marketing position requires a different skill set. 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