Basic Marketing Skills You’ll Need in 2019
Marketing fads come and gobut there are essential skills you need to possess to ensure you have the best chance of achieving your sales and marketing goals.
As 2019 approaches, the marketing landscape continues to become more competitive, so be sure to master these 10 essential skills.
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Marketing is a story. People relate to stories; this is how you leverage emotion to present/sell when you are marketing. Weaving your value into a story is key – show, don’t tell. I can tell you that my widget is good, but if you tell a story about how this particular widget helped your cousin Vinny win a big lawsuit, it makes it much more accessible and salable.
How you present the value of your product or service and connect it to your customer’s pain points has a direct impact on your lead generation strategy, your sales, and your churn rate. The question you want to ask yourself is: do you tell your brand story based on how you manage customer interactions and interact with customers? You may have the best product/service on the market, but if your employees don’t have a customer-centric attitude, your business will struggle.
2. Data analysis
The advent of AI has made data even more important than ever. Along with the technology that helps collect data, not only from your website, but also from third-party sources, and can compile structured and unstructured data, you have a wealth of information at your fingertips to identify your target market and demographics. You no longer use spray-and-pray marketing tactics; you have no excuse not to be very targeted with the available data.
3. Search Engine Marketing/Optimization (SEM/SEO)
SEO (organic) and SEM (paid) are marketing techniques that help your website get found when people search for the products and services you offer on websites like Google and Bing. You need to make sure that when someone searches for your products and services, you appear prominently on the first page of the search results. Otherwise, you’ll likely get few to no clicks. SEO tactics are usually more complex, while SEM can be a little simpler because it’s dollars to dollars when bidding on keywords. Whether it’s paid ads that show up at the top of Google search or the great content you’ve posted, it’s a must when it comes to paid advertising/organic reach.
Knowing the best social channels to get your message in front of your target market is key to getting more leads. Make sure you’re fishing in the right pond by using analytics to learn which social channels your prospects are interacting with and spending the most time on. Know the best times to post on these channels and make sure to respond to those who interact with you.
For B2B marketers, storytelling on LinkedIn is an absolute must. LinkedIn’s new algorithm has pushed marketers to create all types of stories in their News Feed – some LinkedIn stories can even go viral if they get enough engagement. LinkedIn used to reward Pulse articles, but now that they’ve given preference to News Feed, marketers will need to learn how to tell compelling stories to amplify their personal brand and that of their company.
6. Writing and editing
You should avoid text-speak type writing and Facebook Messenger. You must be able to write in a conversational and professional style, shooting for an eighth grade level to get a wider audience to understand your content, as well as to ensure that your message and value is easily understood by your target market.
7. Design skills
Can you make it pretty? Here we mean being able to take your body text and match graphics and layout to make it easy to read and understand and fit well with your message. Everything should be pleasing to the eye and make logical sense, especially for mobile.
Today, these skills are learned by primary school children. Make sure everything comes together so your content looks good and doesn’t knock people down with a wall of text.
9. Mastery of the spreadsheet
Spreadsheets are the backbone of organization, and if you can’t track everything you do in paid, organic, content distribution, and social management, you’ll be less efficient and waste time. and money.
10. Project management
You managed to keep everything together and organized. Can you now coordinate all the moving parts into a seamless process so that from the outside it looks like a smooth, well-oiled machine? If you can juggle cats with your project management skills, you’ll be prepared for any roadblock that comes your way (and they will).
As you continue to hone the essentials in order to continue to grow your brand and its presence, don’t be afraid to try new ideas because if they work, they might become one of the essentials. Just make sure your marketing efforts are continually focused on building a well-known brand – known for being friendly, knowledgeable, and customer-focused – and highlight this in your messaging.