Marketing is no longer a field that only requires creativity, or just understanding the audience. It is requiring marketers to combine the resonance of endless creative passion and knowledge, logical thinking, and mastery of algorithms of digital platforms. The best digital marketers “team” a lot of titles on their heads, both official and unofficial. In this article, we discuss the many skills and roles required for a digital marketer today.

  1. Lead Generation – Collect Data
  2. Data Analysis – Analyze data
  3. Content management – ​​Content management
  4. Social media skills – Skills in social media
  5. Sale Process – Understanding the after-market sales process
  6. Campaign flow development – ​​Develop campaign “flow”
  7. Digital Creativity

1. Lead Generation – Collect Data

The ability to collect data about potential customers through the use of web search engines, third parties, information from website traffic, events, or downloads of company documents.

This data source serves the ultimate purpose of increasing sales and revenue opportunities for businesses.

Lead information needs to include name, email, company, product preferences, demographics – the more detailed the information, the better your chances of selling the right product to your customer. 

Lead generation requires the ability to conduct research, analyze data, understand customer psychology, communicate clearly and be agile with data collection and distribution. Because the data source is so wide, skills in reading data, knowledge of using tracking tools, and managing forms from websites and social media are key for you to sift through and select data.

Some ways to collect lead data:

  • Build interactive content on social networks: content about mini games, Q&A, promotions, livestream …  
  • Create or participate in offline/online events in the presence of target customers
  • Provide valuable documents (e-book, whitepaper, report) to stimulate readers to leave information
  • Exploiting personal networks
  • Provide preferential product packages according to certain seasons

2. Data Analysis – Data Analysis

Once the data is collected, the next step is monitoring and analysis.

The analysis requires the use of software to collect and process data from the various interactions of the target group. These interactions can be in many forms such as transactions, post views, search keywords… every digital “footprint” left by customers. Data analytics tools give you the information you need to better understand your customers and target audiences with the right messages.

Data becomes useless without knowing how to analyze to create effective marketing strategies. Digital marketers need to have the skills to be responsible for tracking data accurately, finding the statistical results of executed marketing campaigns, and using the data to improve subsequent campaigns.

The goal of a digital marketer is to try to drive traffic to a company’s website and social media. First, it is necessary to look at the presence of the brand image, analyze the traffic statistics and any other relevant data, and prepare a report. Continue to monitor the site to check if the strategies are working. Need to edit content for better rankings, competitor site reviews and link building

3. Content management – ​​Content management

The job of a content manager is to keep the brand identity consistent and maintain the company’s presence across media channels.

Unlike regular content production, content marketing requires ensuring that specific marketing goals are met. 

Whether you check-in on instagram, facebook or your daily story about the glass of water you drink, your cat or your lover…. That’s not what content marketing does. 

The difference of content marketing is to solve a marketing problem or target a customer:

  • Content that has the ability to solve the needs of customers (or the audience who will buy the brand’s products)
  • Optimized SEO standards for content or videos, increasing user experience and high conversion rates. 
  • Target certain segments for each marketing channel.
  • Effectiveness is measured and evaluated through content through KPI or ROI of each campaign. 

A content marketing manager for brands is responsible for building and managing content teams, digital marketers need to have the skills to evaluate and nurture brand identity through creating and sharing content across all platforms. media. 

Effective content management must develop content strategies, build online communities, and monitor its growth.

4. Social media skills – Social media skills

A digital marketer of course needs to have the skills to understand the online communication channels of the business. 

Include:

  • Social media strategy, planning and goal setting
  • Raise brand awareness
  • Content management, including website content
  • Generate and increase traffic
  • SEO
  • Brand Reputation Management
  • Build a community of leads and sales
  • Daily interaction with customers
  • Turn followers into customers.

5. Sale Process – Understanding the post-marketing sales process

Sales and marketing are two closely related parts of the customer’s buying journey. However, conflicts between the two sides still occur when marketers do not understand the sales process well, or salespeople do not understand what marketing is communicating. 

Here’s what marketers need to know about sales:

  • What does a typical sales cycle look like? What is the time interval between a lead entering the cycle and a transaction closing?
  • What are the main negative feedbacks from customers?
  • What is the ratio of new customers to old customers?
  • On what platforms do potential customers spend time online?

The answers to these questions are important because they can guide your next marketing strategy and bring in better leads.

  • What materials does the sales team typically use to pitch?
  • What content is most effective in each sales stage?
  • What type of content is best for converting leads into customers?

When you create your marketing materials, this is vital data that is used by the sales team and helps to convince potential customers down the funnel.

  • Which communication method/channel attracts the most potential customers?
  • What more details do our customers need?
  • How do we align our content with the sales process?

The answer to this question will help skilled digital marketers focus on the communication methods that provide the best ROI.

  • How do regular customers interact?
  • How often do they access our channel, on what devices?
  • How many engagements do you need to make a sale?
  • Will the customer continue to engage after the sale?

It is necessary to regularly exchange the above information with the Sales department to understand the customers and the effectiveness of the company’s communication. The end goal of marketing and the end goal of Sales are the same. Boost revenue.

Sales and Marketing Integration: Symbiotic and Complementary Relationship (Source: Model developed by author) 

Marketing provides sales with materials and media to increase sales conversions, while sales provide customer insights that help marketers build effective campaigns.

6. Campaign flow development – ​​Develop campaign “flow”

The transition between steps in a marketing campaign is called a “flow”. Instead of making a sure plan and controlling everything according to the available flow, digital marketers must be able to be flexible and change the direction of the campaign development according to the change of the analytical data after each stage. paragraph.

For example, after a campaign phase, the marketing department aggregates the data obtained from the media channels and analyzes that the engagement level of some content is much higher than that of other types of content. The next stage can expand the topics in that content form instead of following pre-programmed steps.

Managing the growth flow of a digital marketing campaign depends not only on the customer journey, but also on reacting appropriately based on what customers interact with.

7. Digital Creativity 

Creativity for a digital marketer includes creativity in content creation and creativity in the use of media platforms.

At the heart of content creation is the differentiator. No matter what platform or type of content you’re using, it needs to be creative and engage viewers at the right time and with the right message. Most importantly, it is necessary to differentiate the brand from its competitors. What special offers are we offering? What experiences do you bring to your customers that no one else can? These are questions that need to be answered in the process of creating and transmitting quickly and effectively through digital content. This is what grabs your audience’s attention and allows your channel to stand out from the rest.

Creativity in using technology requires a deep understanding of the technology system and your planned operation. A successful digital marketer must know what each media platform uses, how to integrate and how all of them can be used to optimize the marketing process. It sounds easy to understand, but with the sheer number of marketing technology tools available today, each channel requires a unique amount of creativity to make it all work together and work best.

For advice on planning a digital marketing campaign to catch the trend, please contact:

SKYPERRY – Digital marketing agency