Marketing is a competitive field. If you want to build a successful career in this field, you need to showcase a diverse range of skills to your potential employers. knowing more about this field will help you develop the right skills and include them on your resume so that you can distinguish yourself from other candidates. In this article, we will discuss the key skills required in marketing and learn ways to include some of them on a resume.
What are strong marketing skills?
Strong marketing skills are the abilities and traits that help a candidate generate marketing ideas, pitch them to their clients, increase their customer base and enhance their business's online presence. Effective application of these skills allows you to work alone or on a team to generate new and productive ways of building a company's brand and selling its products.
What skills do you need for marketing?
You need both soft and hard skill to excel in the field of marketing. Some important skills you must possess include:
- Verbal communication
- Written communication
- Interpersonal skills
- Analytical thinking
- Content management system (CMS)
- Social media management
- Proficiency in technology
- Time management
- Trustworthiness and reliability
- Emotional intelligence
- Search engine optimisation (SEO)
- Video content
- Mobile advertising
- Email marketing
- Proficiency in spreadsheets
Examples of marketing skills
Here are more details about the 20 key marketing skills with examples and tips on how to include them on your resume:
1. Verbal communication
Verbal communication is one of the most important skills for a marketer. It helps you successfully pitch your ideas to the clients, present a product or service to your customers and convince them to make a purchase.
- Presented marketing pitches to clients and stakeholders
- Collaborated with the design team to create product prototypes and clearly communicated the client's expectation
2. Written communication
A marketing professional may have to craft ad copy or create scripts for TV commercials. This requires excellent writing skills. Also, the marketing materials you produce should convey the desired message to your audience. Being able to write clearly can help you create captivating headlines and write engaging stories on your product. This helps to build an emotional connection with your customers.
- Composed marketing emails that had an open rate of 27% and a subscription rate of 30%
- Wrote 20+ business reports, including business intelligence report, project reports and monthly reports
A marketer needs to use strong interpersonal skills when communicating with customers. This skill can help you convince your team members, managers and even clients to choose your selected path for a project or marketing campaign. Strong interpersonal skills also help you in conflict resolution that may arise because of creative differences with the client.
Example: Fostered business relations with internal and external partners and secured 20+ editorial product placements in different business magazines
4. Analytical thinking
A marketing professional has to carry out a lot of research-based analysis to understand the customer's demands and current trends. Analytical skills are important because it helps you draw a logical conclusion from the data. For example, based on the data gathered from social media advertising, you can conclude why your customers are not responding to your campaign. Using this analysis, you can create personalised product recommendations and make data-driven decisions.
- Analysed consumer survey data to improve targeting and increased health insurance policy sales by 25% in one year
- Conducted competitor's analysis by staying up-to-date with the latest trends to achieve market shares
When developing marketing campaigns, you need creativity to come up with new and exciting ideas that can capture your customers' attention. Having the skills to generate and execute your marketing messages in a creative way can help you improve your brand recognition and awareness, which eventually increases sales. Also, a creative marketing professional can quickly understand the needs of their customers and provide solutions that deliver the desired results.
- Suggested a new marketing campaign for selling diapers to adults and increased revenues by 32% in the first year
- Sourced and curated user-generated content to engage customers on social media platforms
Most business websites use a CMS to update and manage their online content. Not all companies use the same CMS because some may prefer to use an in-house platform. So, the ability to use a CMS is a desirable skill for every marketer. It also signals to the potential employer that you will probably require less training and onboarding time.
- Boosted website traffic by 26% within five months of conceptualising and publishing custom content using CMS platforms
- Designed a small business website on a customised CMS theme, posted marketing copy and used custom CMS to format each blog
7. Social media management
With billions of customers using social media, marketers use this platform to gain their attention, connect with them and build brand loyalty. Strong social media management skills are necessary, as it also helps you optimise the online presence of your company.
- C**reated and managed the social media accounts of the company and increased the following by 30% in six months.
- Created and implemented a social media campaign that increased client interaction by 120% and brand mentions by 50% within a month.
Often, marketing professionals may have to decide on different projects, all of which may be in a different stage. The ability to organise and prioritise tasks is essential for achieving project deadlines and staying on schedule.
- Planned and prioritised work tasks to adhere to complicated schedule and met deadlines in all the projects
- Organised client's project needs and delegated the task based on the skill set to the content team
9. Proficiency in technology
There are many forms of technology a marketer uses to complete their day-to-day activities. These can include project management software, analytical software, presentation software, SEO tools, lead enrichment tools and social media listening tools. Knowing how to use one or more of these tools can help you stay productive at the workplace.
- Experienced at using project management software to track campaign performance and ensure adherence to project deadlines
- Used presentation software to deliver sales pitches with a conversion rate of 50%
Having a basic understanding of SEO as a marketing professional is important to ensure that your content is easy to find on search engines. Also, marketers should keep up with the latest SEO trends and techniques to ensure their content and website get a higher ranking. This skill also includes keyword research, on-page SEO and link building.
- Adept at researching keywords to create SEO-friendly blogs and marketing material
- Have experience writing optimised webpage and press releases for online publications
11. Time management
Creating marketing campaigns takes a lot of time and requires focus. However, strong time management skills can help you meet your project deadlines.
- Developed and improved content creation workflow that reduced the content turnaround time by 25%
- Kept the entire team on schedule through two high-priority product launches
12. Mobile advertising
With mobile phones becoming an indispensable part of everyone's lives, understanding mobile marketing is important to excel as a marketer. Knowing how to reach a target audience on a smartphone, tablet or mobile device is a skill employers prefer in marketing professionals.
Example: Established, implemented and measured the effectiveness of mobile marketing programmes
13. Video content
With videos becoming an integral part of the online world, it is important to use different video platforms and create video posts that attract your potential customers.
Example: Scripted and hosted video content like commercials and instructional videos and increased customer engagement by 95%
Marketing strategies come and go. A strategy that worked a year ago may have become obsolete due to new technological advancements. Being ready to change, adapt and update your skill set is is important in marketing.
15. Trustworthiness and reliability
You work with different teams and clients, and these people should trust you. A reliable marketer will get the job completed by the deadline without compromising on quality. Also, employers prefer trustworthy and reliable marketers because they can complete their work with little supervision.
As a marketing professional, you may have to work with people from different teams and departments like design, content and finance. Being a team player helps you achieve your workplace goals and ensures you work well with others during meetings, conversations and other collaborations.
17. Email marketing
Being able to use email marketing to market products and services is a desirable skill for marketing professionals. Employers often prefer candidates who understand open rate, email lead nurturing and A/B testing.
18. Emotional intelligence
Marketers with strong emotional intelligence can easily recognise what makes their customers happy and what frustrates them. In addition, emotionally intelligent marketers can empathise and relate to customers, which helps in strengthening the relationship with customers.
Curious marketers do a lot more than just completing their daily work. They regularly study industry trends, understand their potential customers, observe competitors and develop new marketing campaigns.
20. Spreadsheet skills
Marketing professionals may need to use spreadsheets to model, plan and study industry trends. Also, you may need it for planning your SEO keywords, reviewing campaign metrics and tracking social media marketing.