Marketing’s role has expanded in recent years. Not only does it encompass addressing a company’s vision, brand, and strategies but also the content a company creates and distributes along with its interactions with prospects, customers and stakeholders on all levels. As marketing evolves and its practices become more diverse, the areas within it grow more specialized. There are experts in niches such as social media, public relations, SEO, trade shows, media outreach, influencer marketing, print advertising and digital marketing. However, technical know-how only accounts for a portion of the necessary marketing skills to become a good marketer. While no one person can be an expert in each of these areas, there are soft marketing skills that marketers need to be successful. Here are five of the most important talents and aptitudes.

Communication

Effective communication skills can go a long way in any position but are truly essential in a marketer’s toolbox. After all, marketing comes down to communicating clear messages to the right audience, in the right ways, at the right time. Communications include verbal and non-verbal skills demonstrated by sound thinking, writing and presentation delivery. Good communicators have the ability to listen, summarize, synthesize, evaluate and discern.

Analysis and Analytics

Platforms like Google, Instagram and Facebook have their own form of quantitative analytics to help marketers and entrepreneurs make informed decisions. But knowing how to interpret and act on those numbers is a vital marketing skill. Analytical skills help marketers determine appropriate metrics and correlate them with KPIs to make data-driven decisions. Influences extend beyond data to industry trends, social and political changes, and new audience demands. Thorough analytical and research skills help marketers filter and interpret the multitude of marketplace influences. Savvy marketers know how to use the information to make decisions, take action, follow through and monitor progress toward goals. 

Connecting

At a time when marketplace audiences are bombarded with media and messaging, it’s critical to build meaningful connections between brands and target audiences. Storytelling is one way to accomplish this goal. When done well, storytelling gives a brand perspective, context, creativity and personality. Marketers who master the skill and art of storytelling breathe life into a company, spark emotion in their target audience and establish lifelong customer relationships.

Collaboration

Teamwork is essential not just within a department, but across departments as well. A collaborative culture challenges traditional methods and encourages new ideas to flourish. It’s important for marketers to focus on learning from colleagues and working together to achieve the best results. A team with varied skills can make all the difference. Open communication across multiple staff levels creates collaboration, promotes better understanding and produces innovative ways to enhance performance.

Adaptability

The ability to adapt can lead to faster results and more effective problem solving. It’s not enough to implement a new marketing initiative and let it run its course. Instead, evaluate progress as it happens. Identify what has succeeded and what hasn’t, and then use analytical skills to adjust accordingly. Understand that some ideas may not work, and unexpected opportunities may present themselves. That’s why flexibility and innovation are essential skills for marketers to have.

Marketing Skills: The More You Know

Marketing fads come and go but having a foundation of essential skills is critical for every marketer. To stay relevant in a competitive marketplace, true professionals embrace life-long learning by refining and expanding their skills throughout their career. From new technologies to fresh tactics, there is always something to learn. As your brand and marketing skills continue to evolve, keep these five essential skills in mind. Remember, experience and ability are important, but what really separates basic marketers from exceptional ones is their ability to understand the needs, wants and pain points of their target market and communicate with them in a meaningful and memorable way.