11 digital marketing skills you should master with timestamps YoutubeScribe.com

[0:00] In this video, I'll share 11 in-demand digital
marketing skills that'll help you get hired,
[0:04] make more money, and become
a better rounded marketer.
[0:07] Stay tuned.
[0:08] [music]
[0:12] So being a good digital marketer
requires two different sets of skills.
[0:16] Hard skills and soft skills.
[0:19] Hard skills are basically learned abilities
that are sharpened through experience and
[0:23] education, while soft skills are more about
character traits and interpersonal skills.
[0:29] In other words, hard skills show employers
how good you'll be at your job from a technical
[0:33] standpoint, while soft skills show whether
you'll be a good employee, teammate, or manager.
[0:39] Now, many people focus just on improving
hard skills like coding, SEO, or paid advertising.
[0:46] But soft skills are equally important.
[0:49] In fact, a 2018 study from LinkedIn shows
that 57% of employers value soft skills more
[0:56] than hard skills.
[0:57] Now, in terms of what employers look
for in a digital marketer will vary based
[1:01] on the position and responsibilities.
[1:04] For example, when we hired a video editor,
hard skills weighed heavier than soft.
[1:08] And when I hired an outreach manager, soft
skills weighed heavier than hard because
[1:13] interpersonal skills are more important
than knowing how software works.
[1:18] Now, while I won't be able to cover every
single skill that'll be helpful in your digital
[1:22] marketing career, I'll share 5 hard skills
and 6 soft skills that I personally look for
[1:28] when hiring digital marketers.
[1:30] And I'll explain why these skills are valuable
for almost any digital marketing role.
[1:35] Let's get started with the hard skills.
[1:37] The first skill worth mastering is copywriting.
[1:41] Copy is often the bridge between
company and customer.
[1:44] It lives on blog posts, landing pages, emails,
and even videos as tons of them are scripted.
[1:51] This makes copywriting arguably the most
transferable skill in online marketing.
[1:56] It applies to SEO, content marketing, email
marketing, outreach, social media, paid
[2:01] advertising, and the list goes on.
[2:04] And because a big part of your job as a digital
marketer will be to educate and influence your
[2:09] target audience with copy, this in my
books is a skill worth improving.
[2:14] The second hard skill is SEO.
[2:17] SEO stands for search engine optimization
and it's the process of optimizing web pages
[2:22] to rank higher in search engines.
[2:24] Now, the reason why it's an important skill
to have is because you can use it to get free,
[2:28] passive, and consistent traffic
that doesn't fade over time.
[2:32] And that's essentially what businesses want.
[2:35] In addition, the principles in SEO will help
you understand how the web works, particularly
[2:40] with Google SEO.
[2:42] If you want to learn more about SEO,
we have a free course that'll give you
[2:45] all of this technical knowledge and also
help you get more traffic to your site.
[2:49] I'll link it up in the description.
[2:51] The next hard skill is in data
analysis and interpretation.
[2:55] Data gives you something to analyze and
your analysis will help you draw insights.
[3:00] And those insights are what marketers
use to create marketing campaigns.
[3:04] This cycle is pretty important because if
the data is bad, then everything else after
[3:09] will be flawed.
[3:10] Now, if your analysis is incorrect, then the insights
you drew from them would be invalidated.
[3:16] And if your insights are wrong, then you might
be leading your campaign in the wrong direction.
[3:21] So it's critical that you a) understand where
your data comes from, and b) know how to
[3:26] analyze and interpret it.
[3:28] Sometimes you'll have great insights that
come from your analysis and other times,
[3:33] you'll learn that there's no conclusive
evidence to work with.
[3:36] Both outcomes are equally important because
they're going to guide you in the right direction
[3:41] to save your company time, money and effort.
[3:44] Alright, the next hard skill is in user experience.
[3:48] While this is a common skill that designers
need to have, it's important for digital marketers
[3:52] to at least have a high level understanding
of UX best practices.
[3:57] After all, as marketers, we want to create
interactions with customers and prospects
[4:03] so they have more meaningful and relevant
experiences with our brand and content.
[4:08] On top of that, many marketing channels
depend on user experience signals.
[4:13] For example, YouTube's and pretty much every
single social media network's algorithm is
[4:18] driven by user experience signals.
[4:21] And even in Google SEO, user experience
signals can impact ranking positions.
[4:26] Bottomline: the better experience you create
for people, the better your marketing campaigns
[4:31] will be.
[4:32] And assuming your marketing campaigns
are aligned with the business's bottom line,
[4:36] the better the company will perform.
[4:38] Alright, the last hard skill I want to talk
about is expertise with Google Sheets.
[4:43] Now, I wouldn't typically list software as
a must-have hard skill, but knowing how
[4:48] to use Google Sheets, beyond data entry
and basic formulas is going to make you
[4:53] a more efficient marketer.
[4:55] And depending on your proficiency, it can be
telling of your knowledge in logic programming.
[5:00] Google Sheets is arguably the most versatile tool.
[5:03] You can use it to create reports, analyze,
interpret, and manipulate data, and create
[5:08] automations for monotonous tasks.
[5:11] The use cases are truly endless and it's a big
plus that I love seeing for mid to high level roles.
[5:18] Alright, let's move on to the soft skills,
starting with arguably the most important
[5:22] one in my books, and that's communication.
[5:25] Marketing is essentially a brand's way
to communicate with customers and
[5:28] prospects so you can drive interest
and desire for products and services.
[5:33] So if you're not able to communicate
effectively, your marketing will be ineffective.
[5:38] Now, you might be thinking… big whoop.
[5:41] But the repercussions of poor
communication can be severe.
[5:45] It can impact people's first impressions of
your company, damage your brand reputation,
[5:50] and lead to wasted time for marketers
and anyone else involved in a campaign
[5:54] like developers, designers, and outsourced teams.
[5:58] Beyond that, marketing also involves developing
relationships with customers, affiliates, influencers,
[6:05] and brand evangelists.
[6:07] Fail to communicate effectively and
you'll have a very bumpy road ahead.
[6:12] Next up are problem solving skills.
[6:15] Marketing campaigns rarely go smoothly and
you will run into problems and unexpected
[6:20] bumps along the way.
[6:22] The thing is, nobody wants to hold your
hand through every single problem.
[6:27] Employers hire employees to solve problems.
[6:31] So naturally, a big part of your job will be
to solve problems with creative solutions
[6:37] even if company policies or budgets
may play against you.
[6:41] A common example in the SEO
world is buying backlinks.
[6:44] A lot of companies have no problems doing
this but if your company is like ours and has
[6:49] policies against these practices, you have
to come up with creative ways to compete.
[6:55] Another common disadvantage I see in
competitive industries are with ad budgets.
[7:00] Leaders in an industry will often have
what seems to be an infinite budget.
[7:04] And if you're working at a bootstrapped start-up
with 1/100th of your competitors' budgets,
[7:10] you'll have to get extremely creative to have
a fighting chance at winning, let alone surviving.
[7:16] The best marketing is when your product and
marketing align to solve peoples' problems.
[7:21] But that in and of itself is a problem that
marketers are often tasked with solving.
[7:26] Alright, the next soft skill
on my list is creativity.
[7:30] Creativity is something that's
incredibly difficult to teach.
[7:33] In fact, according to George Land, a famous
researcher and scientist, non-creative behavior
[7:39] is learned.
[7:40] Meaning, we learn to become
less creative as we get older.
[7:45] In his 1968 study, he gave 1,600
five-year-olds a creativity test.
[7:50] And this is the same test that was used by NASA
to select innovative engineers and scientists.
[7:56] And to his surprise, 98% of five-year-olds
scored in the 'highly creative range.'
[8:02] But when he retested them at 10 and 15 years
old, there was a dramatic drop in the percentage
[8:08] of people who scored in
the ‘highly creative range.'
[8:11] Now, Land also tested 280,000
adults with the same test.
[8:17] And only 2% of this group scored
in the highly creative range.
[8:21] Meaning, for those that are actually creative,
it's going to be one of your greatest assets.
[8:27] And when you pair creativity with the hard
skill of data analysis, you end up having
[8:31] a very powerful combination of skills that
will play in your favor as a digital marketer.
[8:37] Alright, the next soft skill is teachability.
[8:40] Now, the reason why I think this is
a critical soft skill to have is because
[8:44] marketing is collaborative.
[8:46] And if you're the stubborn type who refuses
to hear feedback from your managers and
[8:50] teammates, you will naturally
be an awful team player.
[8:55] In my opinion, teachability shows humility,
adaptability, and one's desire for growth.
[9:02] This is why after doing hundreds of interviews,
if a candidate doesn't seem teachable, it's
[9:07] a "break it" kind of attribute for me.
[9:09] Now, that doesn't mean you need to be a yes-man
and make other people feel better about themselves.
[9:14] It's about being open to others' opinions
and collaboratively coming to the best ideas
[9:19] for your marketing campaigns.
[9:21] Alright, the next soft skill is self-motivation.
[9:24] This is a skill that I think separates
the wheat from the chaff.
[9:28] Naturally, there are going to be people who
show up to work and do the bare minimum.
[9:33] After all, we alls gots to make
monies to pay the bills.
[9:37] But there'll be a few individuals who'll put
in the extra time, effort, thought, and focus
[9:44] simply because they want to produce good work.
[9:47] These are self-motivated people.
[9:49] They're willing to go the extra mile
to make their work great.
[9:52] They don't define themselves from
their salary, mentions or accolades.
[9:56] But ironically, self-motivated people
with raw talent tend to get paid more
[10:01] and praised publicly.
[10:03] They're a rare breed and in my opinion, it's
a skill that's nearly impossible to fake over
[10:08] the long haul.
[10:09] And the final soft skill is dependability.
[10:12] Because marketing usually happens in a team
setting, you need to be able to depend on your
[10:17] teammates to do their part.
[10:19] It makes marketing operations much smoother
and the result is a highly effective team.
[10:24] A standout example that immediately
comes to mind is our video team.
[10:29] From the day I started working at Ahrefs,
they have not once missed a deadline.
[10:34] But deadlines aren't a be all and
end all of dependable people.
[10:38] Our entire video team is directly
impacted by the invasion in Ukraine.
[10:42] And even though I've told them countless times
that our videos can wait, they all continue to go
[10:48] above and beyond despite
being in a freaking war.
[10:52] Frankly speaking, I have never worked
with a team that's this dependable.
[10:57] It says a lot about character and
plays directly into team dynamics.
[11:01] Now, as I'm sure you caught on, hard and
soft skills tend to complement each other.
[11:06] For example, creativity is intertwined
with copywriting.
[11:10] Problem solving helps in SEO and SEO
helps you become a better problem solver.
[11:15] So whether you want to become a better marketing
leader, get a performance-based raise, or get started
[11:20] with your first job in internet marketing, honing
these skills is going to help you achieve that.
[11:26] And I only wish you the best.

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