10 SKILLS TO SUCCEED IN DIGITAL MARKETING

To be a digital marketer, you have to understand the nuances of the new paradigms of the web, that is to say, knowing how each of the social and digital channels works and interacts with each other and the synergies that result from it.

This poses a few questions:
• How should my Facebook posts be different from those on Twitter or Instagram?
• What priority should I give to e-mailings?
• How does my content marketing help build my SEO?

What skills does a digital marketer need to be successful?

1. DATA ANALYSIS:

It's not about big data, it's about what you DO with the data. This is the job of the analyst. The data scientist is invading the sphere of marketing because he has access to all the tools and technological platforms.

Many digital marketing professionals dread it. Data requires a new "species" of collaborators, a "figures person" ( the data analyst ). Digital disruption has happened so quickly that these experts are rare and hard to find. But that's what the new marketing paradigm demands.

Gone are the days when marketing was left to the “marketing freaks” of Wall Street. The creative marketer needs a new partner. 

2. PAID SOCIAL MEDIA:

What social media promised when it first started being used as a marketing tool was a free global audience. Then Facebook changed the game. Facebook like gold rush is over. Now, it's time to pay the piper who gleaned your data and now intends to sell it to you.

To put it in perspective, there are plans to spend $ 25 billion on social advertising before the end of 2016, with Facebook reserving the biggest slice of the pie.

Say goodbye to hasty cynicism, Facebook advertising can be very effective if done right. So what are the key points and skills needed to start taking it all in hand?
• How to use the "Facebook Insights" analysis tool
• Learn to use "Power Editor"
• What can be done with the "Lookalike" audience
• Targeting "personalized audiences"
• What is oCPM auctions  and how to use them
• How to experiment and test creative images

All this is only the tip of the iceberg ...

3. EMAIL MARKETING:

Email was a simple thing in the past. Now it's all about targeting and analyzing bounce rates, open rates, and conversions. Its power as a marketing tool is often underestimated.

Even very large companies are struggling. A recent report published by the New York Times found that even with a database of over 6 million emails, the majority don't even have their own marketing platform. The mailing-list must then be extracted manually from their other systems.

While social is great for branding media, your most loyal and engaged prospects, customers, and fans want to stay in touch via email. Many marketing campaigns perform because they result from a relationship worked and maintained by e-mail.

4. SEARCH ENGINE MARKETING:

There are two things in the equation here: 
• Optimizing your content, website, and blog for organic traffic (earned)
• Pay per click using Google AdWords.

Building a solid SEO on search engines takes time and there are no quick fixes. But don't overlook it as it makes up the majority of your traffic, although it may take years of content creation and strategy.

5. DEVELOP SKILLS WITH TECHNOLOGICAL TOOLS AND PLATFORMS:

In the past, the job of marketer has often boiled down to managing an advertising agency. It must now take technology into account. What is it?

FREE TOOLS:

There is a wide variety of free tools available:
•  Hootsuite
•  Tweetdeck
•  Canva
•  Facebook Insights
•  Analytics Twitter
•  Google Analytics

Many of them have premium versions that offer additional features and functions.

THE PLATFORMS:

These bring together digital marketing, e-mail marketing, and social media platforms that allow marketing actions to evolve.

Digital marketing platforms:

Many offers are available.
One of them, Cybexo Marketing agency Operations, includes the Planning & Spend Manager, the Workflow & Collaboration Manager, as well as the Marketing Asset Manager.

Email marketing and automated platforms:

There are hundreds of platforms. Here are some of them:
•  MailChimp
•  Aweber
•  iContact
•  Salesforce Marketing Cloud
•  Silverpop
•  Marketo

6. SOCIAL MEDIA:

Social media is a complex system, and you need to know the different cogs and the tools to take advantage of it.

The question you need to ask yourself is "which networks will I focus on"? Then comes the set of strategies to achieve the right objectives. Finally, you need to match the creative and the content.

7. THE CONTENT:

Content is the foundation of any content marketing strategy action. You need images, blog posts, infographics, free ebooks… The list goes on.

When done right, content drives engagement, SEO performance, leads, and sales.

8. MOBILE MARKETING:

The mobile boom and the growth of smartphones have taken many marketers by surprise. Many brands have a website unsuitable for mobile (non-responsive) and do not have applications to make it easy to use for their customers. Here's a marketing skill that needs to be learned - and fast!

9. VIRAL MARKETING:

Having content that circulates quickly, like BuzzFeed likes, is something that takes it to the next level. That doesn't mean you have to focus on it, but a viral image or video can be worth your notoriety.

Just watch how the specialists are doing and work some of these tactics into your marketing campaigns.

10. VISUAL MARKETING:

Most marketers know that you get better engagement and more shares when you use visuals. We understand this on Facebook and a series of studies show that we get up to 100% more engagement via a visual post rather than a textual post. But it's not a strategy that only works on Facebook. The use of visuals on Twitter is also very effective. Several tests on the Twitter feed have proved conclusive.

• Impressions: The increase in “impressions” of a tweet with an image compared to a tweet without an image is + 197%.
• Engagement: The increase in “engagement” of a tweet with an image compared to a tweet without an image is + 581%
• Engagement rate: The increase in the engagement rate of a tweet with an image compared to a tweet without an image is + 111%.

You now know the 10 essential skills that make you a digital marketer master. Now, it's your turn to play!