7 Skills Online Marketing Teams Must Have to Succeed

 Malia Keirsey
  Jan 20, 2017

It doesn’t matter whether you’re trying to boost traffic, create leads or create sales, ultimately the goal of a marketing team is to scale up results. And though the details might differ, the over-arching strategy is widely the same. Get more eyeballs on what you’ve got and convince them that what they’re looking at is worth exploring further.

For that, your team needs a set of skills, without which it will be hard indeed to accomplish those goals. In order to help you make sure that you’ve got the skill and abilities that you’re looking for, I’ve put them together in a list for you. So let’s take a look, shall we?

Wed design

Sure, a good text and some nice images are important, but it isn’t enough. People do judge books by their cover. That’s unfortunate if you can’t do anything about your cover, it is – however – quite a fortunate thing if that cover is highly malleable. Online the latter is most certainly the case.

That means that you’re in a great position to use what in psychology is known as the peripheral route to persuasion. This route is particularly interesting online, as few people take the time to weigh the pros and cons of arguments and instead move forward by feelings alone.

To take advantage of that, however, we need to make certain that our web design is spot on – and for that, you need somebody who knows what they’re doing.

Social Media Management

One of the best ways to reach new customers and visitors is through social media. After all, people spend nearly 20% of their time on social media. Most of that time they spend communicating with friends, searching for interesting content and looking for what’s trending.

You want to take advantage of that, but to do so is now a skill all of its own. It means understanding how the different platforms work, what their expectations are and how people interact with them. It also means reaching out and forming relationships with fans, friends, and customers. That’s pretty much a full-time job, nowadays.

Adwords and Bing

You can try to get famous without spending any money on marketing. You can also try to dig to the middle of the earth with a spoon. It’s possible, but it isn’t worth it. After all, every hour of your own time has a certain price tag associated with it.

And pushing your content through AdWords and similar marketing systems is almost inevitably going to be better value for money that spending all of those hours on it.

Of course, to get the best value for money, you need to know what AdWords to use, how to use them and what content to put behind them so that people are actually happy with what they find. That’s a skill in and of itself and will take the time to master. Fortunately, there is a lot of help out there, both from the platforms themselves as well as independent websites. Still, that does mean taking the time to learn how it all works – or, failing that, to find somebody else who already does.

SEO experience

Of course, ultimately you don’t just want to have to pay for each click. You’d much rather make certain that people find your site organically through the search engines. The only way that’s going to work, however, is if you know what you’re doing in terms of SEO.

That too is a complex skill. The basics are easily learned. Just find some keywords that rank well. The finer points, however, are much more complicated. And – possibly more importantly – are constantly changing as the search engines update their algorithms.

What that means is that you can’t just think ‘I know SEO’ at some point and leave it at that. Instead, you need to spend a regular bit of time updating your knowledge and making sure that you’re not being penalized for some unwitting mistake you’re making.

The good news? SEO is moving ever further away from trickery and black hat tactics and ever closer to good article writing. So there’s that.

Content Marketing

Of course, it doesn’t matter how well you market, if people aren’t finding at their end what they’re interested in reading then they’ll click on no matter what you do. And so, content is still vital. It isn’t the king. Instead, it is the kingdom that people come to visit.

And for that, you need to make it very pretty indeed. Of course, that means having great writers on staff who can produce great content that you need, like Writingjudge.com does. It also means, however, that you’ve got people who can make podcasts, infographics, videos and whatever else your site needs in order for the content to really rock and keep people coming back.

Data analysis

If you don’t know your visitor numbers, dwell rate, bounce rate and which are your most successful landing pages, then you’re flying blind. You won’t know what is working and what isn’t and you don’t know where you’re wasting time and where you should spend more.

For that reason, you need somebody who really understands the underlying numbers of your website. And not just the vanity numbers either. I’m talking about the numbers that matter. The numbers that actually give you some idea as to whether your site is going in the right direction and people are finding that they’re looking for, or if they think what you’re putting up is nothing more than click bait.

Project management

Of course, all of that is totally irrelevant if somebody can’t make certain that all the people and skill set are working together. After all, a good team is more than its part and that can only ever be true if it is being well managed.

Project management actually consists of two separate skills. It is indeed managing the project, as the name would imply, but it doesn’t stop there. It’s also people management. A lot of teams fall flat because they focus solely and completely on the task and forget that the people involved have personalities, wants and needs that need to be taken into account as well.

Only when these are dealt with in a suitable and sufficient manner, can a team work together like a well-toned engine? If not? Well, then the team will grind to a standstill like an engine which hasn’t seen oil in a while.

Last words

Of course, there are a lot more things that important. There is the overarching vision. There’s understanding the trends in the marketplace. There is a great deal indeed to running a successful online marketing campaign.

That said, the skills listed above are essential. Without these, it is almost impossible to run any kind of successful marketing campaign. So if you don’t yet have these skills on your team, it’s time to either start thinking about hiring more staff or finding some way to outsource that part of your marketing campaign. For smaller teams, the latter is, fortunately, a great deal easier nowadays. In that way, you can still make a much bigger impact than you’d otherwise be able to make.

Now, there is certainly something to be said for that.

7 Skills Online Marketing Teams Must Have to Succeed

Malia Keirsey

Malia Keirsey is an expert in internet marketing. She is a guest blogger, independent writer, and web designer from Chicago. Follow @MaliaKeirsey on Twitter.

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