10 Digital Marketers share their top skills to learn in 2022

This post may contain affiliate links and I may receive a small commission if you make a purchase using these links – at no extra cost for you. Please read my disclaimer here.

Jordan Choo, Kogneta

Digital Marketers share their top skills to learn

My biggest tip is to think in a revenue first and holistic manner. 

Many digital marketers stop their analysis once a visitor has been converted into a lead rather than a customer. By shifting this mindset into focusing on revenue it allows you to gain a deeper understanding of which channels, pages, keywords, etc.. are actually moving the needle rather than just keeping a sales team busy.

In order to put this into action, you need to make sure you're not only developing relationships and meeting with sales teams but also customer service, finance, and IT to name a few.

You also need to ensure that the correct infrastructure is in place, at the bare minimum is an analytics solution in place (e.g. Google Analytics) and a CRM (e.g. PipeDrive, SalesForce, Zoho, etc...) which feed information back and forth to each other in as near of a real time manner as possible.

Justin Herring, YEAH! Local

Justin headshot round white bkgd

1. Search engine optimization

SEO, or search engine optimization, isn't a new digital marketing expertise. A digital marketing specialist must be familiar with SEO though. It's a great method to contribute to your company's organic growth. When you provide relevant material on a regular basis, search engines like Google can determine if your website is important and prioritize the search engine results page, or SERP.

The SEO process includes developing successful digital marketing tactics, keyword research, useful content, a good site structure, backlinking, and addressing site issues. Organic search has a 14 percent conversion rate on average, according to SEO. If you want to develop your digital marketing abilities SEO is a wonderful place to start.

2. User experience & conversion optimization

As the expense of paid acquisition channels rises, businesses must shift their focus to alternate growth channels. UX design & conversion optimization is one of the newest digital marketing abilities. 

User acquisition, conversion, expansion, and retention are all driven by the UX design in a conversion-focused business. Everyone, from the technical team to the sales and marketing teams, must work together to create a more meaningful user experience to increase conversions.

3. Social media marketing

When it comes to digital marketing abilities, having a thorough understanding of social media platforms and how to leverage them is critical. The world of social media is continuously shifting. Every day, new features and tools are released, so it's critical to keep your digital marketing abilities up to date.

Social media strategies are likewise data-driven and based on findings. You now have access to a variety of analytics across many platforms, including likes, comments, shares, and link hits, among others. Digital marketers can learn which social media platform works best for ad and organic and adjust when needed.

Austin Mullins, Conversion Media

austin

I keep a close eye on what's happening in the content world and have noticed the interactive content landscape slowly developing - to the point where it may soon reach critical mass and become the standard not just for large companies and well-funded challenger brands, but also the long-tail of other sites producing content for the web.

With that in mind, if I were to recommend one skill to learn in 2022, it would be interactive content creation. This could take the form of learning to create quizzes & calculators, learning to create interactive data visualizations, learning to code with the aim of producing mini-apps, or getting really good at a particular webinar platform so you can do real-time polling and other such tricks to keep the audience engaged.

No matter what form it takes, quality interactive content gets more interaction from potential customers than old-school conversion assets like whitepapers. While you can't always go this route, the leading content brand of the future will be well-versed in creating interactive assets, and being ahead of the curve now bodes well for any brand or career.

Jordan Slover, Neon Ambition

jordan

Brands who want to succeed in 2022 have to practice their social listening. Social media marketing is only effective if you are listening to what your audience wants and then delivering on this.

Social listening focuses on how a brand can learn about what customers are saying about them and their by monitoring digital channels, including social media networks. Effective social listening gives you all the data you need to analyze and respond to conversations and feedback on the brand via social media and other marketing channels.

Social media users are quick to call out “tone deaf” comments by brands and individuals, and no one wants their business to be on the end of this. Taking the time to understand not just your brand’s identity in your eyes, but how others view your brand is vital to create a strong image that aligns with customer expectations.

Amanda Thomas, Konstruct Digital

amanda-thomas-2

This next year is going to see some interesting shifts in Digital Marketing which will require some continued fast-paced learning for digital marketing pros. The top skills I see evolving are:

1. Data analysis & attribution

With the death of 3rd party cookies and increased user privacy legislation, the golden days of digital marketing attribution might be behind us. That being said, measurement and analysis will still be more important than ever - it just might not be as *easy* as it once was.

2. Unique content generation

The past few years have certainly seen the rise in copycat content. As the search marketing space continues to become saturated and Google is forced to pick out the experts from the noise, unique content may become a distinguishable factor.

3. Search marketing

SEO is continuing to become more complex and specialised. Digital Marketers that specialize in search are going to continue to be in demand. Niche areas within SEO, like technical SEO and ecommerce SEO, even more so.

Gary Goh

One of the most important skills for marketing a business in 2022 will be content creation. This means being able to write articles, create videos, and design graphics that promote your products or services. Content is a very effective way to reach potential customers online, and businesses that don't create content will find themselves at a disadvantage.

When it comes to marketing, businesses need to be where their customers are. And right now, that place is online. The majority of people today get their information from the internet, so if your business isn't online, you're missing out on a lot of potential customers.

Not only is content a very effective way to reach customers online, but it's also one of the most affordable.

Creating quality content can help your business in a number of ways:

  • 1. It can help you rank higher in search engine results pages (SERPs), which means more traffic to your site.
  • 2. It can improve the trustworthiness of your brand, increasing customer loyalty.
  • 3. It can position you as a thought leader in your industry, giving customers a reason to buy from you instead of going somewhere else.
  • 4. And it makes for better SEO – Google recently released a new algorithm called “Panda,” which focuses on the quality of content. Websites with high-quality content are more likely to rank higher in SERPs than those with poor or duplicated content.

Nestor Vazquez, SEO MEXICO

nestorvazquez

What will the world look like in 2022? That is a question that many people are asking, and the answer is always changing. However, some skills are likely to be in high demand regardless of what else happens.

Marketing and Machine Learning

Simply defined, machine learning is the study of data and statistics. It's a technical procedure that involves computer algorithms analyzing data for patterns and then predicting future events, such as whether an email message is spam or not depending on words in the subject line, links included in the message, or trends identified in a list of recipients. 

Machine learning is used by businesses to improve customer service and marketing efforts, as well as to boost sales.

If you want to learn machine learning, there are plenty of resources available online. You can find free courses on websites such as Coursera and Udacity.

Patrick Garde, ExaWeb Corporation

xRgm5S8a_400x400

Search engine optimization (SEO)

I believe SEO is still considered as one of the top skills to learn in 2022. Why? If you haven’t noticed, social media is going the pay-to-play route. Organic reach on Facebook is just around 5%, which means that if you have 1,000 followers, your organic posts will only reach 50 of them.

Hence, here comes the search engines. They are a big chunk of a good digital marketing strategy. It does not matter if you have a beautiful website, if you want your customers to find your products and services online, you need to invest in SEO.

Once you’re able to learn how to optimize your content, or how you can get high-quality backlinks for your website, with enough training and by following the best practices, you will be able to rank your website on the 1st page of the search engines like Google, YouTube, etc.

garit boothe small portrait

In 2022, learn how to build something of value.

Typically, only engineers think about building, and marketers think about promoting. But in the web3 world that we’re entering, people love novelty more than ever.

Can you create a campaign-specific mini-site on a .love or .rocks domain? Or do a creative video series designed for social media? Maybe you can build an interactive game or tool that no one has before.

A PR person that I spoke with a few years ago had an appliance company as a client. Boring industry, right?

Well, they jazzed it up by making a life-size bathroom out of chocolate. They actually took chocolate and made it into appliances. As you can imagine, that PR campaign was a huge success.

Shopify is another great example. They built out a whole site section around tools. They have a business name generator, logo maker, terms and conditions generator, purchase order template, profit margin calculator, and on and on.

According to the SEO tool Ahrefs, their /tools/ site section generates 481,000 visits per month in organic search traffic. I’ve even seen them run paid Google ads to some of those pages too. And it attracted backlinks from over 5,700 separate websites.

This might seem daunting, but most tools like this are really easy and cheap to create. Any business with a full-time, in-house developer can do it.

Why don’t they?

Think differently. Take risks. Then watch your star rise.

Kartik Ahuja, GrowthScribe 

Kartik-Ahuja

Let's face it — networking is a big business and your network is your net worth.

It is one major factor that influences a business' ability to find new customers, partners, and grow as a whole.

I feel this is the perfect space to create long-term relationships that can be mutually beneficial. 

If you’re wondering how to go about it, I’ll share a simple yet powerful solution to this:

1. Attend as many online events as you can from websites like Events, Eventbrite, online BNIs, Community events, and much more (you can just google about them). 

2. Do not attend the events with a goal of meeting or connecting with a lot of people; instead, make only 2 good connections and spend enough time to know, and understand them better.

3. Remember the main reason behind these meet-ups is to gain new perspectives, ideas, exchange information, and share experiences.

It’s great how networking opens up the door for bringing something unique, and thoughtful to the table. 

Implementing this can be the biggest game-changing skill that you can build this year.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}