Digital marketers play a key role in promoting your business online, reaching potential customers, and converting leads into sales. They drive revenue, making it essential for them to have the right skills to effectively market your company.
A strong digital marketing candidate should be proficient in online ad platforms, email marketing tools, SEO tools, and more. They also need storytelling abilities and an understanding of customer needs. If you hire a digital marketer who lacks these skills, you could be missing valuable sales opportunities.
This guide covers 13 essential digital marketing skills to look for and how to assess them during the hiring process.
Table of Contents
- Why Digital Marketing Skills Matter
- 7 Essential Digital Marketing Skills to Look for
- 6 Additional Skills That Can Enhance Digital Marketing Efforts
- Digital Marketing Tools Candidates Should Know
- How to Evaluate a Candidate’s Digital Marketing Skills
- Finding the Right Digital Marketer for Your Business
7 Essential Digital Marketing Skills to Look for
These core skills are necessary for every digital marketer, from entry-level positions to experienced roles.
1. Search Engine Optimization (SEO)
SEO helps improve your website’s ranking in search results, ensuring potential customers find your business before competitors. A strong digital marketer should understand:
- Internal linking strategies
- Page speed optimization
- Keyword research and usage
- Writing engaging SEO-friendly titles and descriptions
2. Social Media Marketing
Marketers need to engage with audiences on platforms like Facebook, Instagram, and Twitter. They should also know how to create and manage paid ad campaigns on these platforms, analyzing performance to improve results.
3. Data Analytics
Measuring success is crucial. Digital marketers should be comfortable using tools like Google Analytics to track web traffic and social media analytics to monitor engagement and campaign effectiveness.
4. Pay-Per-Click (PPC) Advertising
PPC involves creating ads that drive users to your website. Since advertisers pay per click, marketers must know how to budget wisely and optimize ads for the best results.
5. Email Marketing
Email is a direct way to reach customers. Marketers should understand email marketing tools and strategies, including audience segmentation for targeted campaigns that drive conversions.
6. Copywriting
A big part of digital marketing involves writing persuasive content. Marketers should be skilled at writing social media posts, website copy, and ad text that aligns with your brand and engages your audience.
7. Graphic Design
While not every business has a dedicated graphic designer, marketers should know how to create basic visuals using tools like Canva or Visme to support social media posts and emails.
6 Additional Skills That Can Enhance Digital Marketing Efforts
For advanced marketing roles, consider candidates with these additional skills:
1. Web Design
A marketer with web design knowledge can help create a site that supports sales and customer engagement, collaborating with web developers to optimize user experience.
2. Strategic Planning
Marketing works best when all efforts align with a bigger strategy. A marketer should know how different channels work together to reach business goals, especially for leadership roles.
3. Automation Development
Marketing automation improves efficiency. Experience with AI-driven personalization and automation tools can help businesses reach customers more effectively.
4. Photography
Strong visuals are key for social media. A marketer with photography skills can create original content or provide clear direction to professional photographers.
5. Video Production
Video content is increasingly popular. A marketer with basic video editing skills can create engaging content for platforms like TikTok, YouTube, and Instagram.
6. Influencer Marketing
Working with influencers can expand your reach. A marketer with experience in influencer collaborations can manage relationships and campaigns effectively.
Digital Marketing Tools Candidates Should Know
Many marketing tasks are streamlined with specialized tools. Candidates should have experience with at least one tool in each category:
- SEO: Ahrefs, SEMrush, Google Search Console, Moz
- Social Media: Hootsuite, Sprout Social, HubSpot
- Data Analytics: Google Analytics, Meta Business Suite
- PPC Advertising: Google Ads, SEMrush
- Email Marketing: Mailchimp, Constant Contact, ConvertKit
- Copywriting: Grammarly, ChatGPT
- Graphic Design: Canva, Visme, Adobe Express
How to Evaluate a Candidate’s Digital Marketing Skills
When hiring, it’s important to assess a candidate’s skills through tests, portfolio reviews, or real-world assignments. Consider asking candidates to analyze an existing campaign, create sample content, or demonstrate their ability to use key marketing tools.
Finding the Right Digital Marketer for Your Business
Hiring a skilled digital marketer is essential for business growth. Look for candidates who have a strong mix of essential and advanced skills, as well as experience with the right tools. By carefully assessing their expertise, you can find the right fit for your marketing needs and set your business up for success.
