The jobs that marketers do nowadays can seem very different from what the marketers of earlier generations did. In fact, if you studied marketing in school more than a decade ago then you would be sorely stressed to find out how inadequate that training was in light of today’s marketing landscape. You just need to know so much more.
So if you’re a marketing professional today, you better make sure that you have the following skills in your arsenal:
1. Creating and Performing Landing Page Tests
The landing page is one of the most influential elements of a website in terms of convincing a website visitor into becoming an actual buyer. Some landing pages turn off people who see it right away. Others reassure potential buyers that they’re doing the right thing, or perhaps even convince on-the-fence visitors into committing to a purchase.
So how do you know your landing page is working? You have to test it out. You can have different landing pages with different offers, or maybe even just different words used or even different fonts. To do these kinds of tests, you’ll need to know how to use programs like Unbounce and you should have basic skills with software like Photoshop.
2. Personalized Email Automation
It’s a proven fact that personalized emails lead to much better sales (about 20% better, in fact). So a generic email that’s the same for everyone won’t work. But you don’t have to manually put in the personalized details into each email either.
There are now automation tools for that, which means you better make sure you know how to use these tools expertly. When you become familiar with programs like MailChimp and Marketo, you can personalize and also segment your emails more efficiently.
3. Front-End Languages
When you have this knowledge, it opens up a new world of tools that you can use. These tools include Google Analytics and KISSmetrics. You won’t have to use up a developer’s time to do it for you.
In addition, with such knowledge, you can now have more realistic expectations of what web developers can do for you.
4. SQL-Database Querying
SQL is actually very easy to learn compared to other computer languages. The lessons take about 15 to 20 hours to receive information for you to obtain basic proficiency.
It’s designed to communicate with a database. With SQL knowledge you can then just get the answer from your database for any passing question you may about your prospects and customers. Let’s say you want to know how much your teenage customers from California are spending on your products within the last 2 months. You can find that out for yourself, and you won’t need to bother a developer.