Hiring a marketing team should be easy right? Actually no. Just because somebody has a marketing degree doesn’t necessarily mean they have what you need anymore. When hiring a new team, or training an existing one, you need to ensure you have a party bag of expertise and talents. Whether you run a one man band or a team of 100, the following are the areas of expertise that you need to build a real goal-kicking, well-oiled, dream team!
Today you will learn:
- The absolute ‘must have’ types of expertise you NEED in your marketing team
- How to up-skill your team (big or small)
- What our Digital Sophomore Program can offer your organisation
7 Core Areas of Digital Marketing Expertise Needed in 2019
You’ve heard it a million times but I’ll say it again, CONTENT MARKETING IS KING and I can’t see the monarch being kicked on the throne anytime soon.
Quality content creation feeds into many essential elements of the digital marketing mix, including email marketing, social media and SEO strategy. In order to stand out from all the noise your content really needs to be ‘on point’ and give your business a strong brand identity. Marketing now and into the future is hungry for ‘human’ content that connects with people on an emotional level, whether by making them laugh, cry or be inspired, it needs to really reach people personally. We call this ‘Customer First Content’. Who better to create ‘human’ content than, well….a human. Find someone that can personify your brand and create content that people want to read, watch or listen to that connects the dots along the customer’s journey.
Of course another no-brainer, email marketing mastery is another vital element of your team. You might have heard “Email Marketing is Dead”, you can laugh at these claims, email marketing is still in the top 2 marketing channels for ROI (return on investment).
Email will hold its rank in 2019 and beyond, with the evolution of mobile-optimisation and live emails.
There’s more to email marketing than knowing how to use Campaign Monitor or MailChimp. You need to understand how to write subject lines, the science behind A/B testing, dynamic content, deliverability, coding, automation/programmatic, session/cart abandonment, workflow management, list growth and when/to whom to send it to, yada, yada, yada… the email marketing expertise list goes on. To be a real hustler in email marketing you need to know how to build your list authentically and deploy strategic, automated email marketing strategies to grow and monetize your list while simultaneously increasing subscriber engagement and customer loyalty.
To be a real hustler in email marketing you need to know how to build your list authentically and deploy strategic, automated email marketing strategies to grow and monetize your list while simultaneously increasing subscriber engagement and customer loyalty.
Social and Community
If you haven’t already caught on, social media is a crucial element of a strong digital marketing strategy. But there’s more to society than having an account and knowing how to take an awesome selfie. A large portion of brands are on social media now. It’s almost 2019 if you don’t have a brand Instagram do you even exist?
A master of social media will know how to deploy their resources to integrate the different platforms and make the most of the individual features. We need to have real conversations that drive people to your website with one idea in mind; your products and services.
It’s important that a business makes paid search work for them, and when I say work, I mean really work. Paid search helps leverage proven channels such as Google, Facebook, Twitter and Youtube. It also works to complement your SEO efforts and properly grow your customer base. First and foremost it makes you truly unforgettable and keeps you right where you need to be, top of mind! The game of paid advertising changes every day. Here are three trends for 2019 your paid advertising team need to be getting skilled for:
- Identity-based paid advertising
- Advertising Automation: The rise of programmatic advertising
- The alliance of Paid and Organic teams – The age of content marketing
Analytics is the element of digital marketing we all love to hate. A good marketer will love them, a questionable one will be afraid of them because nobody ever said a marketing degree should look like a math’s degree these days! Hidden within all the numbers and stats is the key to moving your marketing budget/effort in the right direction. You need to know what the data means and how to interpret them to identify opportunity. Google Analytics provides several out of the box ways to segment your visitors into groups. For example, it is possible to segment by GEO location, Browser, Operating System, Traffic Source, Visitor Type (New vs. Returning), Content Viewed, Goal Completion, and the list goes on…There are many reasons why Google Analytics custom variables are your best friend, in fact I can give you 20!
Whether you want to find more users, improve the experience of existing ones or convert more sales, knowing how to read data to make actionable decisions is key to your future success.
Time is money in business so any time saved, in turn, will be money back in your pocket. This is why automation is your best friend. Eliminate repetitive tasks and make your team more efficient one with marketing automation. Attract, nurture,and retain customers automatically right content, to the right device at the right time. And trust me when I say automation is actually quite easy to maintain if you have somebody who knows how to set it up.
Conversion Rate Optimisation
How about more sales from your existing traffic? Better return on investment? Well, you get all this from conversion rate optimisation! You need somebody who knows how to use analytics, tools and user feedback to improve the performance of your website and maximise your rate of conversion. Offline and Online.
Like I said in the beginning, you don’t need to have a huge marketing team to be successful, you just need a person/people who can master these 7 core areas of expertise. This is where training plays a huge part in your business. If you feel you are lacking in a certain area, you shouldn’t walk into the meeting room tomorrow and fire your whole team, you need to analyse the weaknesses and use this to see the potential.
That’s where we can help! Next year Milk It Digital is launching our Digital Sophomore program that is a mix of face-to-face and online learning designed to up skill your team in the 7 core areas of expertise. We are all about doing things properly so we’re not just going to give you a bunch of generic information and send you on your merry way. The Digital Sophomore Program will include continual training and mentorship to your team, big or small, and ensure that you leave fully competent and inspired.