There's some good news and some bad news. The bad news is that mastering modern marketing, particularly paid to advertise, necessitates a unique set of marketing skills. These abilities will serve as a toolkit to help you succeed in today's business world.
The good news is that they aren't difficult to master, and we're all trying to figure it out, so you're not alone! And we've got some great pointers on how to master these skills. Modern marketing is the Wild West, and if you master these five skills, you can become the advertising gunslinger you need to succeed.
Copywriting is one of the five skills you must master:
Communication majors in the writers’ room are no longer the only ones with good writing skills. Every marketer, whether they write copy on a daily basis or not, needs to be able to write a good line of copy.
What is the purpose of copywriting? Because marketing is inherently based on the sale of a product or service. And copywriting is all about getting people to click or buy something. While other types of writing (such as creative or prose writing) can be beneficial, copywriting will help you take your marketing skills to the next level.
This, however, should be a general, back-to-basics approach to copywriting fundamentals. For an eCommerce landing page, you don't need to know the ideal paragraph structure (though if you do, good for you). All you require are the fundamentals.
You should be able to make the following items:
- A captivating hook
- A long list of advantages
- A paragraph description that is persuasive
- A fantastic call to action
You can use these anywhere once you've mastered them. Creating a commercial? Get your hook ready. Are you trying to boost your ad conversions? Make a stronger call to action. Copywriting is a skill that will take you far beyond your expectations, so get your typing fingers ready and start practicing.
All marketing is built on the foundation of the marketing funnel. Whatever you sell, you need to know what makes a funnel effective and how to create one. Your customers are all floating around in a vibrant sea of content and other people's products online (and offline). So, in order to succeed, you'll need a way to get your potential customers to buy your products.
You'll need to know not only how to create a funnel, but also how to optimize one. After all, a bad funnel is just as bad, if not worse, than having none at all. You should be able to diagnose a faulty funnel and then continue to test until you find the correct solution. However, if you understand the fundamentals of Customer Value Optimization, you're already halfway there!
If you work in paid advertising, budget management is going to be your life raft. You will never be able to survive if you run out of money too quickly. You've spent countless hours crafting the perfect offer, copy, and design. The last thing you want to do is make the ad run out of money way However, you don't want to overcorrect by removing your entire budget all at once, only to have your ad removed.
Learning how to properly set up an ad budget in Facebook and Google (or your preferred ad platform) will ensure that your money is stretched further and that every dollar spent is maximized. However, on a larger scale, you must know how much of your marketing budget should be spent on advertising (hint: it varies over time) in order to receive new leads at the appropriate time.
Analytics and Metric Tracking
No matter how good your marketing is, unless you track and measure your progress, you will never know if you are successful. This applies to all aspects of marketing, including promotions, ads, new offers, and so on. You must be aware of when to hold and when to fold them.
How will you know when to increase your budget if you have no idea how your ads are performing if you don't know how they're performing? How will you know when to extend a sale if you don't keep track of how well it converts?
And the only way to do that is to understand your metrics and track them on a regular basis. This can be done using Google Analytics or another similar tool. The trick is to figure out which metrics are most important to your company. Is it a new source of leads? Perhaps it's due to ad clickthrough. Whatever it is, make sure you track it on a regular basis so you can be the first to respond when something goes wrong.
If you don't have your customer research down to a science, none of the other points made will matter. You need to know who your audience is so you can target them, whether you're filling out your Customer Avatar Worksheet or creating lookalike audiences. This necessitates a high level of research ability.
You should monitor the online spaces where your customers congregate (as well as offline spaces such as events or conventions) on a regular basis to stay on top of what they want and need. You'll be well on your way to some of the best marketing you've ever done once you've mastered all of these skills. You'll also be able to navigate the constant stream of changes that seem to occur in the marketing world.