Things are changing fast in marketing. New technologies and new channels are constantly emerging, leaving many marketers feeling overwhelmed. These things that are supposed to make our jobs easier are also things we must learn on top of our regular duties. Meanwhile, the core principles and goals of marketing never change. We still need to communicate our value, reach our audiences, and improve our bottom lines. How can we juggle our everyday responsibilities, learn new tech, and decide where we can reach the right people? Trying to do it all at once will only lead to burnout. To really level up your marketing, focus on building these five skills:
- Writing (and research). It seems surprising now that generative AI is on the scene, but writing is the number one skill you should develop. Arguably, the ability to conduct research, check facts, and edit will be more important if and when you let AI do any writing for you. Because you will still legally be responsible for what you publish and promote, you should carefully check every document and piece of content that goes into the world.
Creative writing is also important. It’s hard to stand out because of the sheer volume of content in the world. You must craft messaging that builds a genuine connection with your audience. AI will never be able to speak to your experience, your reason for doing the work you do, your challenges, and your journey. Storytelling is the best way to reach people who will become truly invested in your mission.
Additionally, marketers need to write more kinds of things than ever before, from website copy to case studies to annual reports to social media posts. You have to change your tone for each audience segment and change your approach depending on where your audience is in their buyer, client, or donor journey with you. Through it all, you must be consistent with your brand’s tone and voice. - SEO. All the good writing in the world won’t matter if no one sees it. Regardless of your social media strategy or your real world presence, you need a website that is user friendly, well written, well designed, and optimized for search. Your website is the one place where you have complete control over your brand and messaging. It’s where you can answer questions, build authority, position yourself as an expert, and build loyalty with people who are interested in more than just your social media presence. Optimizing your website for search gives you a long term advantage that you simply can’t recreate on social media.
- Data analytics. Analyzing data helps you understand your audience and refine your marketing techniques. It’s important to know which campaigns are working and, more importantly, why they are (or aren’t) working. You should get comfortable with the data from your email marketing, your website, and your social media. Drill down as deeply as possible into what is being liked, shared, and discussed. What emails are being opened? What’s making people unsubscribe? What pages of your website are being visited and what searches are leading people there? Data gives you an objective way to measure your efforts, and helps you decide how to focus your efforts in the future.
- Empathy. Your main goal should always be to know your customers and serve their needs. You should be creating content they find relevant, alleviating their pain points, and making their lives better in some way. You can’t do any of that without really understanding them and knowing their needs. Data analysis helps you understand their behavior, but you also must be able to put yourself in their place. Really talk to people and listen to people to learn what makes them tick.
- Saying no. As a marketer, you must have your eye on the big picture even as you tend to the small details. You must be able to choose which marketing endeavors make sense for you. Plan strategically. Develop goals and objectives with measurable results. Be firm in decisions about what you will do, what you will delegate or outsource, and what you will ignore entirely. Create your marketing roadmap with the destination in mind; know which paths will get you lost in the weeds. You don’t need to do everything. Marketing to everyone is the same as marketing to no one. Choose what works for you specifically.
Substance and Style 