Marketing and advertising are industries with more opportunities than ever before.
The incredible pulling power of social media has created enormous markets for businesses – but they need the right people to direct their energy into it.
As Forbes highlights, there is a shortage of digital marketing talent in the USA; there’s a vast market, but nobody can manipulate it.
Part of the reason for this is the complexity of digital marketing.
Having a big idea is one thing; having the technical skills and know-how to apply it is another.
These skills are actually quite finessed in their nature, and knowing what they are is a cornerstone of an influential marketing career.
1. The Power of SEO
Search engine optimization, or SEO, is the process of fine-tuning digital content in a way that will make Google and its search algorithm apply more weight to it in searches.
SEO-focused content is challenging to get right; it requires a broad use of keywords, meta tags, and technical features but still needs to be seen as organic and natural in its format.
This process of finding the balance between algorithm-satisfying technicality and organic generation is the challenge faced by marketers.
As industry gurus Moz notes, SEO is incredibly important. It is fundamental that a marketing campaign is based on and simply cannot be ignored.
Getting to grips with SEO writing and focusing your efforts in the field is a prerequisite to being an effective marketer.
2. Embracing Every Medium
One thing that SEO prioritizes is accessibility and cross-compatibility.
The internet should be a beneficial tool for people with disabilities and less common device types, and yet, according to ISE Mag, 98% of websites fail basic accessibility checks.
Marketing campaigns that can engage with a broader audience are, by definition, broader in their appeal and will bring in an audience that other businesses are missing out on.
Being aware of different platforms, and applying that to marketing campaigns, is essential.
Luckily, most modern students have a good grasp of digital tech and will have a head start in this area.
3. Staying Ahead of the Curve
The most challenging part of digital marketing is the ever-shifting face of it. There are two ways to look at this.
Firstly, consider the changes that Google puts on its algorithm every few months or years; this creates a huge change in how SEO works and how businesses have to focus their metadata.
Secondly, consider how the different social media platforms operate different advertising models and have frequent place swaps in their relevance.
One day Instagram will be the most important medium; the next, TikTok, and both will have entirely different legal and regulatory standards.
Takeaway
Staying ahead of the game is important in any industry, but in marketing, it can be make-or-break.
Knowing the ins and outs of the industry, focusing keenly on where change is made, and having a curious mindset will help you to grow and help to plug the marketer skills gap.
