The right digital marketing team can make a big impact to your bottom line, but finding the best digital marketing professionals with the right skills and attributes to help drive your online initiatives and reach your business goals isn’t always easy.
While the requirements for individual roles can vary, there are some qualities that tend to be universal to most digital marketing roles.
If you’re about to commence the process to find your next digital marketing hire but not sure what to look for, here are the most valuable attributes you should be on the lookout for.
Area of specialization
While digital marketing teams were traditionally a small subset of the business’s wider marketing team, the continual growth and importance of e-commerce in almost every industry have led to its evolution as a much broader discipline with multiple areas of specialization.
Digital marketing can now encompass everything from planning and strategy development to social media marketing, email marketing, paid search marketing (PPC), organic search marketing (SEO), content production, copywriting, graphic design, and mobile marketing.
What you’re looking for will largely depend on the size of your business and the composition of your existing digital marketing team.
Smaller businesses that may not have the resources to employ a specialist for each area of expertise and might look for a digital marketing professional with a broad skill set that touches on several of these areas. Larger businesses with bigger budgets and an already established marketing team on the other hand are more likely to want people with more in-depth, specialised skill sets.
Analytical and strategic-thinking skills
One of the major benefits of digital marketing is that almost every activity is trackable and measurable, granting you access to an immense wealth of data—but to be able to make any sense of that data, digital marketing professionals require solid analytical skills to be able to derive ample usable evidence to support marketing decisions.
Analytical skills also need to be combined with strategic-thinking skills. While having access to an immense volume of data is always a good thing, understanding how the insights it provides fits in with the business’s wider marketing and organizational objectives is crucial.
It can be difficult to find the right person with the exact analytical and strategic-thinking skill set whose financial expectations are aligned with that of the business, which is why many businesses opt to outsource some of their digital marketing activities to a company like this SEM agency Melbourne who specialize in this type of work.
Most digital marketers also need to work in collaboration with a range of internal and external stakeholders to perform their role, making good communication skills an essential attribute.
Whether it’s liaising with other employees or managers to formulate strategy or tactics, working in collaboration with a graphic designer or copywriter to bring a campaign to life or dealing directly with customers, it’s almost a certainty that the role you’re trying to fill will require solid interpersonal skills, including good written communication.
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