IMPROVING YOUR ORGANISATION'S DIGITAL MARKETING CAPABILITIES

However, staying ahead of the curve and maximising the impact of your digital marketing efforts can be a challenge. To remain competitive, organisations must continuously strive to improve their digital marketing capabilities. In this article, we will explore the latest trends and best practices to help you elevate your marketing efforts through supporting your digital marketing team structure.

The importance of a strong digital marketing team

Knowing how to build a digital marketing team is crucial in today’s rapidly changing business landscape where technology and digital channels play a major role in driving growth and success. A team of experienced and skilled professionals can help create a robust digital marketing strategy, execute effective campaigns, and continuously monitor and optimise their performance. A strong digital marketing team can also assist your organisation in reaching its target audience, increasing brand awareness, driving traffic and leads, and ultimately rising sales and revenue growth.

Skills

To succeed in marketing, a marketer needs to have a comprehensive set of analytical and technical abilities, including:

Digital skills

Digital skills are at the heart of what makes a successful digital marketer. Whether you’re a social media manager, SEO specialist or a general digital marketer, the ability to utilise technology to its fullest potential is what sets apart the average from the exceptional. A thorough understanding of common tools, such as social media management software, advanced analytics platforms, and content management systems, will give you the advantage you need to stay ahead of the competition. This may also include the critical skill of understanding how data science can be applied to businesses.

Content skills

Writing is a fundamental aspect of digital marketing and a key skill for marketers to master. The ability to create high-quality content that is both informative and engaging is essential for a successful digital marketing campaign. But, it’s not just about the quality of the content, it’s also about being able to craft content that is SEO-friendly. To master technical content marketing, marketers require a deep understanding of their target audience and how to craft a compelling message that converts and connects.

Communication skills

A marketer’s ability to effectively communicate with both clients and customers can mean the difference between a successful campaign and a failure. Establishing trust with clients and engaging consumers requires the ability to clearly and concisely convey impactful messages. Effective communication also plays a crucial role in persuading potential customers to take action and make a purchase.

In addition to client and customer interaction, digital marketers must also be able to report findings and insights to management, as well as present data and statistics in a clear and concise manner. Being able to communicate effectively with all stakeholders is key to creating and implementing successful digital marketing strategies, and it can also help build strong and lasting relationships in the industry.

Project management skills

As a digital marketer, it is your responsibility to manage the various challenges and opportunities that come with the field, respond to time-sensitive demands, and implement strategies that drive results. Strong project management skills allow you to prioritise tasks, delegate responsibilities, and stay organised in the face of competing deadlines and demands. Being able to effectively manage projects and teams ensures that your campaigns are executed efficiently and effectively, maximising your chances of success.

Creative skills

Creative skills are a key component of successful digital marketing, and the adage “good marketing is creative marketing” rings true. In order to stand out in a crowded and competitive digital landscape, organisations must know how to set up a digital marketing team that can think outside of the box and come up with innovative solutions to old problems.

Mastering the art of storytelling and adopting new perspectives is crucial for creating content that captures the attention of your target audience and leaves a lasting impression. Being able to think creatively also enables you to design and execute campaigns that are truly unique, memorable and effective. From developing eye-catching visuals and crafting attention-grabbing headlines to creating compelling narratives, creative skills are an essential part of a digital marketer’s toolkit.

Strategies

As organisations strive to stay ahead of the curve, they must understand how to improve their digital marketing skills by providing their team with the resources and support they need to succeed. There are numerous strategies that organisations can employ to support their digital marketing team through achieving the following.

Collaborative culture

Creating a collaborative culture is essential for supporting your digital marketers and ensuring the success of your organisation. This can start with investing in collaborative technology that enables your team to work together effectively and efficiently. Similarly, transparent leadership that values teamwork and invites employees to share their own contributions is crucial for fostering a sense of community and collaboration. Collaboration and innovation can further be supported by fostering a culture of meaningful feedback, where digital marketers can grow and develop their skills.

Set clear learning goals with employees

Setting clear learning goals with employees is an important step in helping them grow and develop their skills. It provides direction, structure, and purpose to their professional development journey, and has been shown to increase motivation and job satisfaction.

Adopting a SMART goal-setting approach, which involves setting Specific, Measurable, Achievable, Relevant, and Time-bound goals, is a proven method for ensuring success. Additionally, using Bloom’s Taxonomy, a framework for organising learning objectives, can help you align your goals with the level of cognitive thinking and learning you want to achieve.

Monitor team performance

Monitoring team performance is crucial for ensuring the success of your digital marketing efforts and ensuring your employees are performing at their best. There are various ways to monitor team performance, including:

• Self-assessment questionnaires, which can provide valuable insight into your digital marketing team’s strengths and weaknesses, as well as gauging individual and collective performance.
• Internal feedback, either through regular one-on-one meetings or formal performance evaluations that provide insight into how your employees are performing and what they need to improve.
• On-the-job observation, which is an effective way to monitor team performance, allowing you to see how your employees work in real-time.
• Monitoring Key Performance Indicators (KPIs), such as reduced costs, faster completion times and improved quality.

Workplace training

Workplace training is a vital component of supporting your digital marketing team structure and helping them reach their full potential. By providing employees with the right training, you can appreciate their capabilities, identify their skill gaps, and help them develop the digital marketing skills they need to succeed in their role. Whether it be formal courses, online training, conferences, or other forms of learning, it is important to find the right training approach that works best for your organisation.

Setting aside dedicated time for training and upskilling is crucial in ensuring that your employees have the opportunity to develop their skills and keep pace with the latest trends and technologies in digital marketing. This not only benefits your employees, but also your organisation as a whole, as it helps to build a strong and competent digital marketing team.

Learning resources

Supporting your digital marketing team with learning resources is essential to their success and professional growth. An expanding inventory of useful resources, such as online tutorials, e-books, and articles, can provide your employees with the tools and knowledge they need to succeed in their role. Encouraging information sharing and self-motivated learning can also help your employees stay up-to-date with the latest trends and technologies in digital marketing.

Next steps

Digital marketing is a rapidly evolving field that requires a diverse set of skills and a strong commitment to continuous learning and development. Organisations must prioritise the support of their digital marketing team in order to stay ahead of the competition and succeed in this rapidly changing digital landscape.

DeakinCo. provides scalable learning solutions that can help businesses lead digital transformations and remain competitive in today’s ever-changing environment. With a focus on practical, real-world solutions and the latest industry trends, DeakinCo. offers a wide range of courses and programs designed to help businesses upskill and retrain their employees.

Get in touch with DeakinCo. today to learn more about our learning solutions and how we can help you drive your digital transformation.

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