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’re interested in is foundational for becoming a successful marketer.
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.
These 3 foundational marketing skills are:
Understanding the customer avatar: Marketers need to research customer avatars and turn that information into campaigns and strategies that convert. If you’re not showing the right message to the right person…your campaigns are doomed.
Knowing the customer journey: 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.
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 the metrics that can lead to a predictable selling system, making email marketers an essential part of any business.
Funnels: Funnels start during the awareness stage of the Customer Value Journey and end once a customer has become a brand ambassador (well, kind of). Technically that customer continues into another Customer Value Journey since they’ve 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.
Data and Analytics Marketers
You don’t have to tell us—we know you spend your Poland Phone Number spare time in Excel. That’s 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 ‘round.
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.
Paid Media Marketers
Paid media marketers deal with all marketing related to advertising platforms. They’re the person who’s setting up your Facebook Ads Manager or building out your Google Smart Shopping. When you’re ready to put ad dollars behind your marketing strategy—this is your marketer.
Search marketers love Google. Or, maybe it’s best to say it’s a love-hate relationship. These marketers focus on search intent instead of interruption-intent (like paid ads). Their job is to get clicks from Google, Bing, and other search engines.
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’s the difference between page 1 and page 25—and we all know how many cobwebs are on the page 5 websites.
Social Media Marketers
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—conversions.
Organic content: Organic content is a huge part of a social media marketing strategy because it’s not focused on promotion. It’s 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).
For instance, Ecommerce marketers know their stuff. They understand the entire Customer Value Journey and don’t mess around when it comes to customer optimization. They know their success is in customer lifetime value—and they’re prepared to do what it takes to increase it.