Ahhh… online marketing.
I know… I know… some people like to “package” it up and call it digital marketing, but the fact is this:
Digital marketing = Online marketing
They are one and the same thing. Sure, they’re split into various categories from content marketing to social media, but they’re all the same thing.
Most people recommend you focus on one aspect of online marketing first and then move on to another aspect, and then on and on.
And they may be right. But that approach never really worked out for me.
I have a bit of ADHD and I get bored fast. But this post is not about me (To read more about that, check here).
I recommend connection over specialization.
This is what I mean- It’s far better to understand how all the moving parts work and how they work together to produce a successful online marketing campaign, rather than just specialize in one aspect unless you’re interested in being an online employee.
When you understand how every thing is connected, that is the sweet spot. You can see and connect the dots, and create a successful online marketing campaign.
And this is even more important if you decide to become an online marketer.
9 Important Online Marketing Skills Every Online Marketer Needs to Know
Before you start haggling over which skill is more important or better than the other, I just want to make some things clear.
First, this list of skills is not in order of importance.
#1 is not more important than #2 and so on.
Secondly, each skill listed here is equally as important as the rest.
This list is meant to be a guideline and like I mentioned earlier, connection is the key.
Knowing how each of this different parts come together to create a successful online marketing campaign is the key to being a great online marketer.
SEO stands for search engine optimization. Search engine optimization involves making pages of your site rank better on search engine result pages.
This is important because search engines are the new yellow pages of the business world. Search engines are where most people go when they are looking of a solution to a problem.
And most times, people don’t get past the first page of the search engine results.
When you craft content based on keywords (ideally from keyword research) and do on-page and off-page SEO, you stand a higher chance of landing on that first page and being seen organically by your target customers.
That’s why it’s important to do SEO.
#2. Social Media Marketing
Over a billion people worldwide spend most of their time on social media.
In order to attract your customers, you need to be able to market to them where they spend most of their time.
That’s where social media marketing comes into play. By promoting your content effectively on social media, you can build brand awareness and attract prospects and customers to your business.
#3. Search Engine Marketing
Sometimes you won’t be able to wait for SEO to give you all the eyeballs to a site that you need. At times like this, you need a different set of skills to win on search engines.
This is where search engine marketing comes into play.
A great example of this is running a Pay Per Click (PPC) Ad campaign.
Basically you pick a keyword (ideally after adequate keyword research) you would like your site to rank for, and create a budget based on how much it would cost for a click and how much you can afford to spend on PPC ads.
This is a great way to bring in traffic to your site quickly.
#4. Content Marketing
While the return on investment (ROI) of content marketing can not be significantly measured, it’s one of the most effective means to convert prospects into leads.
It is an essential part of Inbound marketing.
Rather than doing the typical spam-till-they-come type of marketing, in inbound marketing, you instead create content that would attract your target audience, in tandem with great SEO. Then you promote that content effectively through search engine marketing, social media marketing and attract your prospect to you.
Another reason why content marketing is important is because the buying habits of your potential customers have changed over the years.
People don’t want to feel like they’re being sold. They want to feel understood, informed and educated.
Content marketing is a great way to do this without coming across as too “salesy”. It gives your potential customers a reason to keep coming back to you, and builds trust with them.
And we all know people don’t like to buy from people they don’t trust.
#5. Email Marketing
You’ve heard it before.
It’s all in the list.
With a great, carefully nurtured email list, you can easily convert leads to customers. With a poor list, you’d be very poor.
So how do you grow and nurture an email list? Two words – Email marketing.
Email marketing covers everything from capturing the lead (getting the email) to nurturing the list with content and eventually giving them an offer they can’t refuse.
Some people look down on email marketing. Don’t be one of these people.
Nothing converts better than a great email marketing campaign. Remember that.
#6. Customer Psychology and Market Research
Simply, this involves knowing and understanding your customers.
Who are they? And why would they buy from you?
What made them come looking for you in the first place?
A good place to start is from your existing customer base. Ask questions, make guesses, do all you can but by all means know and understand your customers.
Then use this information to include psychological buying triggers in your offer.
Copywriting is the backbone of great sales, landing and home pages.
When you offer products or services for sale, how you sell them is just as important as your product/ service.
You’ll need to find out what the benefits of your product to your customer, sell that benefit to them and convince them they need to buy your product.
And the way to do this is with great copy.
#8. Web Analytics
If you’ve spent enough time around the web and especially the online marketing space, you’ll have definitely come across a couple buzzwords like “bounce rate”, “click through ratio”, “open rate”, “reach”, “engagement”, etcetera shmetcetera.
And you’re probably thinking it’s all horse shit.
You’d be wrong if you do.
You’ll need to know and understand web terminology to be a successful online marketer. You need to be able to sieve out the important data hidden behind each of those buzzwords and use that to inform your online marketing strategy.
This is why you need to understand web analytics.
#9. Conversion Rate Optimization
Conversion rate optimization has to do with increasing the percentage of your visitors that buy what you have to offer.
Let’s face it. Sometimes you’re doing all you can, but you’re just not achieving your goals (more sales, more email signups).
Conversion rate optimization involves optimizing your home pages, landing pages and conversion funnels to help businesses meet their conversion goals using A-B tests and a lot of other interesting tools.
The goal of marketing is to bring in customers and retain existing customers. Customers here means people who pull their wallets out and make a purchase from you. If marketing doesn’t bring in sales, it has failed.
Conversion rate optimization can help make that happen.
There you have it, 9 important online marketing skills every online marketer should have.
I’m not saying there aren’t others. As a matter of fact, if you have any more I didn’t mention, let’s talk about it in the comments.
Keeping it 500,
Author: Tomi Joshua
Tomi is a case.
A bit brash, at first blush. But ultimately, he means well. There are very few things he won’t say or do in the presence of tolerant company (especially when it could make for a good story later).
Tomi is a Doctor, writer, certified inbound marketer (Shout Out to HubSpot), Digital Hustler, and online business addict.
He is most likely to be found dancing to the beat of his own drum, even in accapella.