{"id":17059,"date":"2021-12-27T12:00:38","date_gmt":"2021-12-27T10:00:38","guid":{"rendered":"https:\/\/www.talentlms.com\/blog\/?p=17059"},"modified":"2024-06-07T11:59:28","modified_gmt":"2024-06-07T08:59:28","slug":"digital-marketing-skills-training","status":"publish","type":"post","link":"https:\/\/www.talentlms.com\/blog\/digital-marketing-skills-training\/","title":{"rendered":"The 8 digital marketing skills your teams should have"},"content":{"rendered":"

Since the birth of the internet in the early 90s, digital marketing has become a popular career choice. With new platforms, trends, and technologies emerging all the time, the excitement and variety of the profession is a big draw for many. But it can prove a challenge when it comes to training.<\/p>\n

Digital marketing covers many different specialist skills, with new ones being added all the time. To keep pace and remain relevant, your digital marketing skills training program needs to be one step ahead.<\/p>\n

To help you design a future-focused training program<\/strong> that reflects the richness and variety of the role, we\u2019ve pinpointed 8 key skills you should include. Use them to make sure your teams are up-to-date. And add in new courses to meet industry developments as and when they emerge.<\/p>\n

Digital marketing training: Who\u2019s it for?<\/h2>\n

Despite its popularity, there\u2019s actually a digital marketing skills gap<\/strong><\/a> affecting workforces worldwide. Why? Because the training delivered by many education settings isn\u2019t meeting the breadth or depth of expertise required by businesses.<\/p>\n

Faced with this shortfall, many employers are providing extra digital skills training in-house. And by doing so, it\u2019s not only their digital marketing professionals who are benefiting. Here are some of the groups getting added value from this progressive approach:<\/p>\n

Digital marketers<\/h3>\n

You might be wondering: Don’t they already have the essential digital marketing skills?<\/em> Not necessarily.<\/p>\n

Perhaps you\u2019ve hired an experienced digital marketer who just needs upskilling in one area. Maybe you\u2019ve taken on a recent graduate who needs to consolidate their academic learning. Or, welcomed back someone from parental leave who needs to update their skills in line with industry developments.<\/p>\n

With your own digital marketing training courses<\/strong><\/a> in place, you\u2019re all set up to cater to each of these very different groups.<\/p>\n

Marketing professionals without digital skills<\/h3>\n

Marketing was around before the internet. Give your traditional marketing experts the chance to add digital marketing skills to their rich and already-proven portfolio of marketing skills.<\/p>\n

They won’t need to start from scratch as they’re already familiar with common industry terms and best practices. But they’ll likely benefit from training on specific tools and techniques<\/strong>.<\/p>\n

Customer service and support agents<\/h3>\n

Your customer service and support teams are the face of your company, interacting with customers and prospects on a daily basis.<\/p>\n

They don\u2019t need to be experts in every area of digital marketing. But could benefit from subsets such as branding, social media marketing skills, and understanding customer needs<\/strong>.<\/p>\n

Sales teams<\/h3>\n

The primary function of marketing is to create leads, which generate customers. Selling your brand and your offering, your sales team are lead-generating, frontline marketers too.<\/p>\n

Which is why, just like your support team, it\u2019s worth investing in digital marketing skills such as networking, branding, and social media<\/strong>.<\/p>\n

Recruitment and HR specialists<\/h3>\n

Employer branding is a big part of hiring. Why would someone choose to work for you over another company? The answer lies in your recruitment marketing<\/strong>.<\/p>\n

Teach your HR and recruitment specialists how to become brand ambassadors by giving them the digital marketing skills training that supports this.<\/p>\n

\"Digital<\/p>\n

The top 8 digital marketing skills<\/h2>\n

Digital marketing has many faces to it. But there are a few standout areas that you should consider when designing digital marketing training courses. Here are our top 8 “How to” digital marketing picks:<\/p>\n

1. How to: Drive traffic to your website<\/h3>\n

There are two main methods for marketing your website\u2014SEO (search engine optimization) and PPC (pay-per-click)<\/strong><\/a>. Having an on-point strategy for both will increase the quantity and quality of internet traffic and should be a key part of your overall marketing strategy.<\/p>\n

Many companies employ experts to work specifically in this area to manage and optimize campaigns. But team leaders and senior managers from other departments, too, can grow their own knowledge of this specialist area by participating in digital marketing skills training. For example, an HR manager could learn how PPC ads could target and drive more candidates to the company’s career page.<\/p>\n

2. How to: Maximize social media<\/h3>\n

Over half of the world\u2019s population use social media<\/strong><\/a>. And a marketing team without social media skills doesn\u2019t stand much chance of making an impression at all, let alone where it matters.<\/p>\n

Social media skills training will help your marketers decide what platforms are right for your business. And give them the knowledge to design and create targeted content, tailored to each platform, which will drive engagement, grow a following, and encourage sharing.<\/p>\n

And it doesn\u2019t need to stop there. Expand your social media marketing skills<\/strong><\/a> to include your sales, support, and HR teams that use these platforms to connect with customers, prospects, and potential new hires.<\/p>\n

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3. How to: Optimize processes with digital technology<\/h3>\n

In today\u2019s global economy, business never stops. Which means marketing needs to keep pace, too. Digital optimization is about using the right tech to improve how things are done. It ensures the right markets are targeted at the right time, and in the right way.<\/p>\n

For your leaders or marketing execs, understanding digital optimization<\/strong><\/a>, and where and how to use it, will streamline their marketing strategy and boost their campaigns. That’s why it\u2019s considered the cornerstone of all good digital marketing training courses.<\/p>\n

4. How to: Brand your business<\/h3>\n

How your employees talk about your company across the digital world matters. It will either resonate with customers and prospects or alienate them.<\/p>\n

The same goes for the type of content you share. Knowing how to build your brand\u2019s voice by creating and sharing the right content<\/strong><\/a> and using the right language is important\u2014not just for your marketers, but for those working in other customer-facing areas like sales or support. A course on content marketing could also be useful for HR professionals who’re managing recruitment marketing and employee engagement projects.<\/p>\n

5. How to: Run effective email campaigns<\/h3>\n

Digital technology continues to provide new ways of communicating. But emails are still going strong<\/a>; rising above the crowd to deliver the most impactful and effective marketing campaigns.<\/p>\n

Effective email marketing<\/strong><\/a> will help you connect with customers, increase your conversion rates, and gain loyal customers. So, when it comes to developing digital marketing skills, don\u2019t forget to include email marketing in your training package.<\/p>\n

But emails are not just for external audiences. Your HR or L&D team, for example, might want to set an email campaign to market training programs<\/strong><\/a> and engage employees to increase participation. In that case, a quick course on email marketing could help craft targeted messages.<\/p>\n

6. How to: Automate to free up time<\/h3>\n

Some marketing tasks need creativity, concentration, and the human touch. Others are repetitive, require less input, and can be programmed to run automatically.<\/p>\n

Investing time to pinpoint tasks that can be automated once will save you time in the future. And, including marketing automation<\/strong><\/a> as one of your digital marketing training courses, will give your marketers the skills they need to set up automations and integrate them into your marketing strategy.<\/p>\n

7. How to: Build brand ambassadors<\/h3>\n

A brand ambassador is a customer who promotes your product, service, or company for you. They\u2019re incredibly powerful when it comes to digital marketing. But they need to be the right type of ambassador for your brand.<\/p>\n

Knowing how to choose the right person and establish a successful brand ambassador program<\/strong><\/a> takes a specific set of skills. This is where your digital marketing skills training comes in.<\/p>\n

8. How to: Curate content<\/h3>\n

When it comes to marketing, creating content from scratch every time can be difficult and time-consuming. But there’s an alternative: curating content<\/strong><\/a>. This means, sharing other people\u2019s content instead of creating your own\u2014a common practice, especially on social media.<\/p>\n

But there\u2019s a method for getting it right. Help your marketing professionals understand how to correctly curate content for your audience by integrating it into your training for marketing professionals.<\/p>\n

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Tips to deliver your digital marketing training<\/h2>\n

Digital marketing\u2019s about maximizing the power of technology. And this needs to be reflected in the way you deliver your digital marketing training. In short, this means using an online training platform.<\/p>\n

Not only does this support the overarching message that technology is transformative. But it allows you to provide a flexible, accessible, and interactive approach to achieving collective learning outcomes.<\/p>\n

That said, here are a few specific ways you can expand on this digital-first approach:<\/p>\n