Top 10 Hard Skills for a Marketer

A successful career as a qualified marketer requires a specific set of personal qualities and professional skills—soft and hard skills. Hard skills help develop effective marketing strategies and make decisions about implementing advertising campaigns. They also help ensure high-quality KPIs (metrics used to measure a company's performance).

In this article, we'll highlight the most important Hard Skills that will help marketing managers achieve professional growth in 2022.

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According to a new study conducted by the LinkedIn team, the list of top 10 professional marketer skills has changed by 50% over the past 7 years.

The Most Important Hard Skills in 2022

1. Digital Marketing

Experience with digital marketing plays a key role in business promotion today. Knowledge and application of modern digital marketing principles is key to building an effective strategy and, consequently, increasing the profitability of a business project.

2. SMM (Social Media Marketing)

A successful content marketing strategy relies on the careful selection of the right SMM tools. A marketer must be well-versed in the trends of popular social media platforms and understand how to adapt them to the chosen strategy.

They must keep abreast of the changes taking place in society and in the minds of their clients. They must understand the current state of the information space—know what social media is currently broadcasting and how it influences audience behavior and attitudes.

3. SEO (Search Engine Optimization)

SEO promotion is a necessary component of most marketing strategies. This set of measures to improve a website's search engine rankings helps attract more organic traffic, which converts into leads.

Therefore, a successful marketer must have basic knowledge in the field of SEO promotion in order to:

• supervise the work of specialized specialists;
• predict the time frame for achieving goals;
• evaluate the effectiveness of the channel.

4. Marketing Strategy

Without a well-thought-out marketing strategy, it's impossible to effectively promote a business. Marketing Strategy combines... A qualified marketer is a specialist who knows how to develop effective strategies. This is their fundamental professional skill.

5. Adobe Photoshop

Graphic design skills are essential hard skills for a modern marketer. While you don't necessarily need to be a professional at creating stunning creative images, you should be familiar with the functionality and tools of Adobe Photoshop and other popular graphic editors. At the very least, this will help you communicate effectively with the project designer and discuss their proposals in a meaningful way.

6. Email Marketing

Email marketing is a powerful digital marketing channel used to promote a business's products or services. It is a classic tool for a successful marketing strategy.

It doesn't matter who exactly will be handling the newsletters—the marketer themselves or another specialist. Basic knowledge of email marketing is essential, as it's one of the most popular advertising campaign tools. And building them is the marketer's responsibility.

7. Content Marketing

Content marketing helps promote a product through text, video, audio, and other media. People choose brands that have managed to attract their audience's attention and build a strong emotional connection with them. Therefore, one of the main tasks of a marketer is to create this connection and build communication with the company's target audience.

In today's online business environment, content is the primary driver of brand positioning. Therefore, a marketer aiming for professional success must master these skills.

8. Advertising 

One of the most effective and fastest methods of attracting customers is pay-per-click advertising.

A good marketer doesn't necessarily need to know how to set up contextual advertising and targeting. However, they should have a good understanding of PPC principles and its specifics.

This is necessary in order to:

• evaluate the results of using contextual advertising;
• forecast and plan the monthly project budget;
• calculate conversion rates, etc. 

An advertising campaign can only be effective and efficient when coupled with an effective strategy. To develop a quality marketing strategy, it's important to understand how its tools work.

9. Google Analytics

In the era of e-commerce and internet marketing, analytical skills are extremely important hard skills. A professional marketer must know how to analyze data.

This will help you obtain objective information about potential clients and how to best engage with your target audience.

One of the most popular tools in this area of ​​work is Google Analytics.

10. Corporate Communication

Corporate communication skills determine the success of a project, and therefore, a marketer's professional future. Developing a strategy is only half the battle. The most important thing is to effectively communicate your ideas to management, partners, and team members.

How to Improve Current Hard Skills

1. Study online

Online courses are an easy way to improve your qualifications and acquire new skills. Remote learning is accessible and convenient. You can choose the course you need and improve your skills at your own pace. Earning a certificate will help you validate your achievements.

2. Receive certificates

This is a great way to provide convincing evidence of your professional skills to a future client or employer. Many digital marketing certifications are free to obtain. Certification is offered by platforms like Google, LinkedIn, Meta, and others.

3. Practice constantly 

Regular practice of hard skills is the key to mastering them. You don't have to master all of them at once. You can choose one (the most challenging or currently relevant one) and practice it for a few weeks. Then, after achieving positive results, move on to the next important skill.

Conclusion

Experts expect job skill sets to change by 41% by 2025. Therefore, it's important to prepare for this new reality in advance. And since hard skills are technical skills required to perform specific tasks, it's important to monitor trends and hone the most important ones now.

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