Skills are the key to success in today’s digital marketing world, but the degree of specialty has greatly increased. No longer can a small business get by using the same techniques for content marketing as for social media marketing. Here are some skills that you and your team members should master to keep up with the new specialized online marketing.
Whether it is blogs, newsletters, or other material published on your website, you need to ensure that a consistent publication schedule is maintained so that your content stays fresh and engaging. What skills are necessary here? Make sure that whoever is writing, proofing, researching, or posting has the requisite technical writing skills, including good grammar and usage, sufficient creative writing skills to keep the content interesting, and expertise in the subject area so that readers can rely on what you publish.
Most importantly, your business needs to commit to what is being published, expending sufficient time, energy, and funds if necessary. If you can’t commit to all of this in-house, hire someone on a contract basis so that your company can stay competitive.
Social Media Matters
Today’s social media platforms represent every interest, whether practical or fantasy, jokes or inspiration, with every medium or genre you can think of, including written text, memes, or videos.
Does your team have the skills to create the optimal social media? The challenge is combining a wide range of informative and entertaining posts using words, pictures, and video to entice your prospects and customers.
Video marketing is rising in importance as it crosses and connects content marketing and social media marketing. Your business may already be posting videos on your company’s website, but you would probably benefit even more from doing a Facebook Live video, where you can engage with your viewers and they can personally interact with your company.
If you don’t have the time or skills in-house to create a video, it is worth contracting out with a professional video company to obtain the desired high-quality product.
Paid versus Organic
Of course, you want to drive more viewers and, hopefully, prospects to your website with your digital marketing campaign. You have a choice in how you do this. You can hope to grow traffic organically via search engine optimization (SEO), or you can purchase ads directly on the major social media platforms, such as Twitter, Facebook, LinkedIn, Pinterest, Snapchat and Instagram.
Both managing SEO and paid advertising programs requires a great deal of skill and knowledge. For example, creating links on other sites that lead people back to your site is a great SEO strategy, but it takes time and a specialized skill set to accomplish this. Buying ads on social media platforms is not a guarantee of success, either, and can often result in an expensive failure.
Weigh your options carefully and train your team with the skills necessary to create your digital advertising, or delegate to an outside company that specializes in this.
Emails Are Still Relevant
Despite the current emphasis on social media marketing, email marketing is still important to your digital marketing strategies. Your emails can consist of daily updates with brief notes, or longer monthly newsletters complete with graphics. Experiment to see which approach works for your business, but remember that the cornerstone of email marketing is your email address list.
You need to utilize strategic methodologies to grow your email address list in order to be successful with email marketing. This, too, requires a commitment to skills and the resources to obtain them. The most successful email marketers will employ excellent list growth strategies along with intelligent market segmentation in order to effectively reach their target audience.
Whichever digital strategy you choose, remember to provide your team with the requisite skill sets, delegate wisely, determine your target audience, and allocate your resources so as to successfully optimize your business’s online marketing [cite::171::cite] [cite::172::cite].