Have you been slaving away at your local smoothie store? Has it been way too long since you’ve been a personal assistant? Are you fed up with your customer service role?
Sounds like it’s time to upgrade your career! Is digital marketing right for you?
Did you know in that in 2015 most paid jobs are in the online and web space? With the rapid increase in the internet penetration and easy access to online shopping portals, digital marketing has been crowned as the king of the modern professions. Based on the Michael Page 2015/16 Australia Salary & Employment Outlook, we can expect a shift in demand towards Digital Acquisition Managers, Digital Strategy Managers and Content and Social Media Managers over the next 12 months. According to this report, job types that could be awarded above average salary increases due to skills shortages are Content, UX, SEO and SEM.
The internet truly dominates the way businesses sell and consumers buy, so this is a window of opportunity for new marketers looking to crush the field.
The opportunity doesn’t come alone; it comes with challenges and requirements. Businesses are hungry for the new digital marketing blood. At the same time, they are becoming even more digitally savvy in the way they look for educated and skilled Digital Marketing managers.
This is why we have come up with a list of 7 things you need to master to jump start your digital marketing career.
1. Search Engine Optimisation
One of the continuously growing digital marketing skills in demand is Search Engine Optimisation, or SEO. Why?
It is relatively simple…
Did you know 75 per cent of users never scroll past the first page of Google search results?
The almighty Google positions all websites in accordance with their level of optimisation and relevancy to the users. Therefore, if a business has a website, it requires a regular search engine optimisation help to make sure the business even shows up in the search.
Search Engine Optimisation is often managed by SEO executives or managers. They predominately work on websites pages utilising keywords and links to the site to help improve a website’s ranking, or Google search results positioning.
Search Engine Optimisation helps businesses be more visible online which helps businesses become the first choice for consumers, and the go-to option when searching online. This makes SEO a valuable digital marketing skill for established and new digital marketers.
2. Mobile Optimisation
One of the game changing things to learn entering the world of digital marketing, is the growing importance of mobile-friendly content, such as apps, websites, shops and so on.
Making sure a business is optimised on mobile is crucial as it can demonstrate a good or bad experience very easily. With the recent mobile friendly update from Google, a business (or personal) website is risking to drop in ranking or even be punished if not appearing on mobile devices.
With time moving on, the new update will have even bigger impact on business prospects and leads, because there are more and more mobile web users who now use mobile as either their primary or exclusive means of engaging with a business.
This makes mobile marketing a truly important part of digital marketing and one of the key skills to learn so if you are trying to get ahead of your employment competition, master mobile optimisation and its best practises.
3. Data Measurement
As a new digital marketer, you can really excel in your career once you learn that data is gold. The best marketers are the marketers who can measure and interpret their efforts. Online data can measure consumers preferences and common destinations, which is a winning benefit for businesses that are planning to reallocate, improve advertising and accommodate consumers needs.
Luckily, there are many tools which can set you apart from your competition. As a marketer excelling in the field, you ought to master Google Analytics first and foremost in order to succeed, because measuring data can help businesses find out a great deal about their own practices and target audience.
The increasing importance of data is known to all levels and departments of an organisation. Collecting the right data and interpreting it is a key skill for both new and established digital marketers.
4. Content Writing
Your career in marketing can really excel once you master the art of content marketing. The Content Marketing Institute found that 86% of B2B marketers and 77% of B2C marketers use content marketing. Why is that?
Content marketing is a fantastic marketing vehicle for building trust and loyalty. Because it’s owned media, brands control more of their own fate. Content includes everything from photos and videos to blog posts, articles and infographics. Content can assist with conversions turning visitors and readers into paying clients. Having a blog, for example, increases website visits. Writing can both increase the number of good quality links to a website and improve social media conversations.
With all that in mind, businesses are seeking talented content marketers to effectively improve their digital marketing growing and multiplying.
As a new digital marketer, it is important to understand that content can truly make or break a campaign so it is crucial you understand the value and master the trade. Copywriters have a great future in front of them and you can start improving your writing skills right now. Just try to write one simple article about anything you are passionate about or anything you want to write about and publish it on some of the available publishing platforms like LinkedIn Pulse or Medium. That will set you up for a great start with content writing.
5. Social Media Marketing
60.53% of Australia’s population is on Facebook, which equates to around 14,000,000 users just in Australia.
The advent of Social Media has been an amazing phenomenon, allowing brands to start building their empires. Social Media is the place where comments from fellow humans mean more than you think. In fact based on Socialnomics 2014 by Erik Qualman 93% of shoppers’ buying decisions are influenced by social media- because 90% trust peer recommendations. But only 14% trust advertisements.
This means that (sales) messages coming through social media have a greater potential to build or break a brand than many other means of advertising or promotion.
Employers are looking for solid social media knowledge amongst new marketers because social media campaigns can truly propel a brand forward.
The best Social Media Marketing Managers understand the value of social media and upgrade their knowledge regularly. What are the skills a social media manager needs to master?
6. Video Editing
Video editing skills are incredibly important in digital marketing space. Videos are gaining increasingly more views, more support and more interest than photos and articles.
Being a good editor who can assist a brand with sales generation can make you a great asset to any big or small brand or a digital marketing company. Although video editing seems to stand alone as a profession and career of choice, in the digital marketing space, many creative skills are in demand including photo and video editing.
Many digital marketing roles nowadays will require basic or advanced video editing skills. This trend will only continue to grow as video production space continues gaining leadership.
To help you create compelling videos, check out a few apps available for amateur video producers – these will help you transition to more advanced video editing tools:
- iMovie (for Macs)
Your digital marketing career will sky rock once you master your video editing skills.
7. Image Manipulation
This might not sound obvious to some but one of the best things you can learn early on is the value of visuals in digital marketing.
There are many statistics out there which simply confirm that articles with images get much more views and conversions than those without. Because of this, you can really set yourself apart from your competition if you can crafty waive visuals into your digital marketing strategy. Images are a great way to capture readers or visitors’ attention generating more engagement.
Sourcing or designing images to benefit your marketing can help your messages reach the right audience in the right time. Sometimes, image editing might not be your core duty but having an eye for a great design can be of a great benefit to you. For example if you can use Adobe Photoshop or any other similar tool for at least basic image editing or if you can even use Adobe Illustrator to create some illustrations or edit vector files then you already have a big advantage when you are on the hunt for your new digital marketing role.
Digital Marketing is a growing industry, with more and more positions created every month. Learning the ins and outs of these 7 skills will really help on the way to becoming a sought-after Digital Marketing Manager.