Top 15 Essential Digital Marketing Skills to Acquire in 2020
At Primegate Digital (Digital Marketing Agency based in Lagos, Nigeria), we help brands of all sizes scale their business revenue with Digital Marketing strategy. Over the years, we have discovered that most entrepreneurs want to acquire digital marketing skills for business purposes.
Recently, we were asked by one of our clients, “why is there an increase in digital marketing skills trainers? Isn’t there other skills that can be taught? Why has digital marketing skills become so important?”.
Perhaps, if these questions were asked many years back, he should have deserved forgiveness, but, in this technology-driven century, businesses that don’t embrace digital marketing cannot stand the competition. The world has experienced a leap forward in evolution, that with just a laptop and internet, you can build a billion-dollar company.
Sadly, some business owners still depend only on the ‘traditional approach’ of carrying out business; rent an office space, stock it up, sit, and expect clients to flood in. It is evident that this model of business style is gradually phasing out. Really, any business that has refused to embrace digital marketing skills in this century is certainly headed for doom.
If you don’t have the needed digital marketing skills currently, there is no worry because they can be learnt.
In this article, you will discover top digital marketing skills you should start learning today.
- 1 Essential Digital Marketing Skills To Acquire In Nigeria
- 2 1. Search Engine Optimisation (SEO)
- 3 2. Search Engine Marketing (SEM)
- 4 3. Email Marketing
- 5 4. Social Media Marketing
- 6 5. Mobile Marketing
- 7 6. Video Marketing
- 8 7. Web Data Analytics
- 9 8. Brand Story Telling
- 10 9. Content Writing
- 11 10. Affiliate Marketing
- 12 11. UI/UX Design Skills
- 13 12. Digital Marketing Automation
- 14 13. Web Design
- 15 14. Graphic Design Skill
- 16 15. Influencer Marketing
- 17 Conclusion
Essential Digital Marketing Skills To Acquire In Nigeria
1. Search Engine Optimisation (SEO)
One of the top digital marketing skills to acquire as you go into 2020 is Search Engine Optimization (SEO). By definition, SEO is the art and science of generating free organic traffic to your web page or content. When you initiate queries on search engines (Google, Bing or Yahoo), the search engine result pages (SERP) brings out web pages and contents that are considered most relevant to the user.
Businesses now understand how important it is for their content and information to be found on search engines. Sadly enough, most of them lack the skill to rank their content on the first page of Google
You have to learn website optimization as well as content optimization, in order to increase your chances of appearing on the first page. Meanwhile, SEO keeps evolving every second, hence, you have to keep updating your skill to remain relevant in the industry.
2. Search Engine Marketing (SEM)
Unlike SEO, you have to invest advertising budget for Search Engine Marketing (SEM). Basically, SEM is all about promoting your product or service using paid advertisements that appear on search engine results pages (SERPs) based on keywords. Interestingly, you can acquire search engine marketing skill for your business, and also provide it as a service as well.
In SEM, advertisers use relevant keywords that users are likely to enter in search engines in search of certain products or services. Your ads appear on search engine alongside other search engine results when your targeted keyword is queried
As an SEM expert, you have to be familiar with some terminology like impression, CPC, CTR, CPA etc.
3. Email Marketing
Email marketing is a great way to build a relationship with your target audience and establish authority. It is one of the most effective digital marketing strategies. However, the success of email marketing depends on copywriting skills. The more reason why the business owners should learn how to personalize their messaging to their target audience.
Email marketing is the process of sending emails to a list of email contacts with the goal of building a relationship with prospects and customers. Today, several platforms have made it very easy to create and send emails. One of such is platforms is Mailchimp, where there is a ready-made email template to help you stand out.
4. Social Media Marketing
Social media marketing is the use of social media platforms to generate sales, connect with your target audience, drive traffic and build a brand. Majority of businesses all over the world use social media channels to grow their brand. So, if you still lack social media skills, now is the best time to learn it.
It is important to understand your target audience and the platform that appeals to them and masters how to use it. To work smarter, you can use apps that will help you schedule posts.
Seizing every opportunity as a business owner to develop a better relationship with potential customers is vital. Hence, the reason why community management goes hand-in-hand with social media skills.
5. Mobile Marketing
With the increase in mobile usage, mobile marketing is one of the best ways to generate desire result and grow any business. It is another lucrative digital marketing skill that many are exploring today. Nowadays, nearly everything done on the desktop can be effectively done on a mobile. Besides, consumers behaviour has drifted towards mobile. Majority of them spend time on their smartphones.
Mobile marketing is a multi-channel, digital marketing strategy that enables advertisers to target their audiences on their smartphones, tablets via websites, email, MMS, SMS, social media and apps.
The need for mobile marketing is on the rise. Hence, it is a good skill to acquire.
However, Mobile marketing is quite challenging, but, when the skill is mastered, it can help you stand out from the competition.
6. Video Marketing
A picture they say is worth more than a thousand words, then imagine the worth of a valuable video.
The ultimate goal of video marketing creates motion content that drives customer engagement and inspires a brand lift in the right way to your customers.
Furthermore, companies leverage video marketing to teach the how-to’s of their product and drive social proof. So, gunning after this digital marketing skills is resourceful.
7. Web Data Analytics
Web analytics enables you to understand and analyse the behaviour of website visitors. There are several analytic tools today, that can help you get real-time information about the visitors of your website, time spent, web pages visited and much more.
This information can help in making critical and valuable business decisions. It is best to source the services of a Data Analyst if you can’t good judgement with data.
Some top analytics tool includes Google Analytics, SEMRush, Ubbersuggest, Ahrefs etc.
8. Brand Story Telling
Brand storytelling is gaining momentum in the industry today. Stories have a special way of grabbing the target audience’s attention – as it connects to the audience at an emotional level. Basically, the brand story is the art of using a compelling story to associate a brand to its customers. Also, storytelling is an effective way to drive customer engagement.
With storytelling, you can inspire a connection between a brand and its customers before they make a buying decision. Perhaps you are good at storytelling, improve the skill and learn to develop compelling stories that appeal to your customers.
9. Content Writing
Often times, we are have been asked, “what is the most powerful digital marketing skill to acquire”? The simple answer to that is content marketing. As a general rule of thumb, all kinds of marketing rely on content, but sadly, not every entrepreneur understand the art of creating valuable and relevant content. Some business owners outsource their content writing project. At Primegate Digital, it is nice to see how far we have mastered the art of content creation.
Today, companies are looking for individuals and agencies that will through content project positively their brand. Good content drives profitable direct response from prospects and customers.
The interesting thing about digital marketing jobs is the freedom to operate remotely. As a business owner, you can tell your brand story in an appealing way with content marketing.
10. Affiliate Marketing
Affiliate marketing is another digital marketing skill that can earn you legit money. An affiliate is someone who promotes or markets a product that he does not necessarily own and earns a commission on every sale made.
In affiliate marketing, the business owner defines the commission for every sale made before the affiliate marketer joins the program. Expertnaire is one of the best affiliate platforms in Nigeria today that every digital marketer can be a part of.
11. UI/UX Design Skills
Recently, UI/UX Design has turned out to be of the most digital marketing skills. Most times, both of these tend to be confused with each other. UX is a term that means “User Experience Design” while UI is a term that means “User Interface Design”
Basically, a UX (User Experience) designer decides how the user interface functions while the UI (User Interface) designer decides the appearance of the user interface.
Once you acquire this skill, you can help companies and brand create a customer-friendly design or app.
12. Digital Marketing Automation
By Definition, digital marketing automation is the use of software to effectively market products and services across multiple platforms while automating the repetitive task. Smart Marketers automate their social media posting and campaigns as well as email marketing.
There are several automation tools, some of them include Hootsuite, Marketo, Buffer, HubSpot, Facebook Creative Studio etc. These software can help you schedule your post for one week while you focus on other assignments.
13. Web Design
Web design is about creating websites for a brand to showcase their products and services as well as connect with their target audiences. Also, there are several aspects of digital web design, including web page layout, graphic design, content production etc.
It is easy to get started with website design skills than you can imagine.
Usually, a digital marketer should master the basic art of web design platforms like WordPress, HTML/CSS.
14. Graphic Design Skill
A high percentage of content used in the digital space needs graphic design. Therefore, it is a great advantage when a digital marketer has graphic design skill.
Graphic design is the use of images, texts and illustrations to communicate a message to a target audience.
It is a skill that is highly relevant in the industry. As a business owner, you need to consistently update your skill with the graphics design software available. Some of the prominent software are CorelDraw, Adobe Photoshop, Canva, Adobe Illustrator etc.
15. Influencer Marketing
Influencer marketing is one of the digital marketing skills that has remained relevant in the world today. Brands can increase their revenue by partnering with online influencers to raise brand awareness and implement content marketing.
Influencer Marketing is the art of partnering with individuals and celebrities who have built large social followings online to help promote and raise awareness about a brand.
Understanding how best to connect with brand influencers in the right niche and guide them from unaware to brand advocate is an important digital marketing skill.
A well seasoned digital marketer has a mix of Digital Marketing Skills. Digital marketing skills are ever-evolving. Hence, if you want to be a digital marketing rockstar, then you need to ensure all your digital skills are up-to-date. Don’t allow your digital skill gap to be a limitation for your digital marketing career.