Author: Franz Malten Buemann

You’ve spent months perfecting the script, storyboarding, finding the right taazyent, shooting, and editing. The end result? A blockbuster brand or product video.
With all that time invested, you can’t stop at just embedding the video on a homepage or sharing it on social media and hoping someone watches. Running a series of YouTube ads is one way to make sure more of your target audience finds the video content you’ve produced. And with new formats and tracking capabilities, you can also use this information to report on its ROI.

In this post, you’ll learn everything you need to know about YouTube ads and how to launch advertisements successfully as part of a fruitful YouTube marketing strategy. Let’s get started.

What’s New With YouTube Advertising
Advertising on YouTube is very different from running a PPC or paid social media campaign. There are specific creative constraints and a ton of options for this platform, and you need basic knowledge before you even scope out your next video project to make the most of the paid possibilities.
In recent years, Google has rolled out a series of changes that makes YouTube advertising an extremely worthwhile investment. Let’s take a look.
Targeting Based on Users’ Search History
A few years ago, Google announced it would allow advertisers to reach more viewers on YouTube — especially across mobile devices, where 50% of YouTube views take place. Among the changes it rolled out, possibly the biggest announcement was that advertisers would be able to target viewers based on their Google search history, in addition to their viewing behaviors YouTube was already targeting.
Marketers can now target ads at people who recently searched for a certain product or service. If the content of a video ad is closely related to a search the viewer has been researching, they might be more likely to watch the entire ad or click through the ad to the website.
Audio Ads
Audio has grown lately — you needn’t look further than podcasts and the new social media app Clubhouse. To keep up with the changes, Google is now allowing YouTube advertisers to create audio-only ads. While we’d recommend starting with a video ad first, you can later consider using audio once you’ve perfected your brand voice and learned what your audience likes to engage with the most.
Upgraded Data Attribution Models
Google has also upgraded YouTube’s data attribution model so you can better measure how users engage with your ads. You can also determine cost-per-conversion and see your YouTube ads’ performance alongside your Search and Shopping ads’ attribution reports.
Keywords are relatively less expensive to target on YouTube than in traditional Google Search, where the average cost per click is estimated to be between $1-2.
While great content is bound to be found, it’s important to be proactive about gaining the attention of prospects and educating those who are unfamiliar with your brand. YouTube ads allow you to do just that. It’s a cost-effective way to target your audience with a more engaging form of content — video or audio.

The Types of YouTube Video Ads
There are several key types of video ads in which you can invest on YouTube. Google outlines the basic formats here. Below, we go into more detail.
1. Video Discovery Ads

Video discovery YouTube ads show up on the YouTube homepage, search results pages, and as related videos on YouTube video watch pages.
This ad appeared after performing a YouTube search:
Once a user clicks on the ad, the destination video page features a spot on the right-hand column where a companion banner display ad will appear.
2. TrueView In-Stream Ads (Skippable Ads)
TrueView ads are the standard video ad type on YouTube. Advertisers only pay for TrueView ads when viewers watch or interact with their ad (for example, by clicking on a call-to-action), and videos can be easily customized to share a variety of content.
Advertisers only pay when a user watches the ad for at least 30 seconds or until the end of the video or if the viewer takes an action, such as clicking on a call-to-action. YouTube requires that skippable TrueView ads be between 12 seconds and 6 minutes in length.
TrueView in-stream ads play before someone watches the video they’ve selected on YouTube. Viewers sometimes have the option to skip the ad after watching it for five seconds. You can also make them play anywhere in the Google Display Network (GDN) — or sites that purchased Google video ad space.
In-stream ads let marketers customize video ads with different CTAs and overlay text, as highlighted in the skippable in-stream ad example below from Grammarly.
Notice that there’s another CTA from Grammarly on top of the right-hand suggested video columns.
What TrueView Videos Can Include
TrueView video campaigns can include people, dialogue, and music that was retrieved with permission — or is considered royalty-free. However, it’s best not to run a standard promotional commercial. Because these videos can be skipped, you need to give your audience a reason to keep watching, and product plugs historically don’t get the views you might expect.
Instead, tell a story with the time you have in this video. People love seeing case studies of those who faced a struggle that they can empathize with. It’s a source of entertainment that makes your brand memorable and less tempting to skip.
With TrueView ads, advertisers can gain a ton of information about the performance of their ads for optimization and testing purposes.
Using their Google Ads account, YouTube account managers can collect data on an ad’s completed views, partial views, channel subscriptions, clickthrough rates on CTAs, views sourced from a user sharing the content, and views on the brand’s other content that can be attributed to a person initially viewing a video ad.
These actions help advertisers better understand the full value of their video ad spend and where to allocate budget to increase results.
3. Non-Skippable In-Stream Ads

Non-skippable ads can play before, mid-roll, or after the main video. They can be 15 to 20 seconds in duration. Here’s an example:
Non-skippable mid-roll video ads appear midway through a YouTube video that’s 10 minutes or longer. On the desktop, viewers will see a five-second countdown, and on the app, they’ll see yellow markers where the ads are placed.
What Non-Skippable Videos Can Include
Non-skippable ads give you just as much freedom as TrueView ads in their allotted content. You can include people, dialogue, audio, and more elements that you find best represent your brand in 15 to 20 seconds.
Because non-skippable ads can’t be skipped, these videos are best created with a call-to-action (CTA) so you can optimize the attention you do have from the viewer. In other words, encourage viewers to click on your ad and receive something in return. Perhaps you’ve released a new product or are promoting a major event this season — use non-skippable ads to get those clicks.
Keep in mind that YouTube sells non-skippable video space on a pay-per-click (PPC) basis. Make the click worth it.
4. Bumpers

Bumpers are the shortest type of YouTube video ad available to you. At just six seconds per bumper, these ad spots play before a viewer’s chosen video. It’s also non-skippable.
Bumper video ads obviously can’t tell a good-enough story in just six seconds, but they make terrific complements to larger video campaigns on a new product launch or event. Just be sure to use the six seconds wisely, and include only the components of your brand you want your audience to remember.
5. Overlay Ads

Overlay ads are a banner ad that hovers at the bottom of the video, as shown below. This type of ad is ideal to supplement your other in-stream video campaigns. A banner ad is a great way to avoid advertising your product in an intrusive way.

How to Advertise on YouTube: Launch an Ad Campaign

Once you’ve created a marketing video you want to advertise on YouTube, it’s time to create your video ad campaign.
If you haven’t made a video yet, here’s how to get started with Animoto or Wistia, along with a few great examples of YouTube ads.
Then it’s time to upload your video to YouTube.
Now, you’re ready to set up your advertising campaign. First, go to your Google Ads account. If you haven’t made one already, you can sign up with a Google Workspace email (either personal or business).
When you first sign up, the screen might prompt you to start creating a campaign right away. Look for an option that says “Are you a professional marketer?” or “Set up without creating a campaign” and click. That way, you can get to your brand new Google Ads dashboard.
When you access the dashboard, click the button that says “+ New Campaign”.

Goal and Campaign Type
You’ll be prompted to select a goal, then a campaign type. Choose whatever goal you’d prefer. Under campaign type, select “Video.”

Campaign Subtype and Strategy
You’ll be prompted to select a campaign subtype: Video reach campaign, outstream, or ad sequence. Choose “Video reach campaign.”

In the same screen, select your method for reaching your goal: Either “Efficient reach (Bumper, Skippable in-stream, or a mix)” or “Non-skippable in-stream.”

Campaign Name
Next, enter a name for your campaign. Leave the bid strategy as is.

Budget
Set your budget per day or for the entire campaign. Setting a daily budget can help you keep daily costs low while ensuring you don’t run out of money too quickly. Setting a campaign total budget can help you establish a fixed investment amount that Google won’t go over.
After that, choose a start and end date.

Networks, Locations, and Languages
Decide where you want your ad to appear.

YouTube search results: Your video ad will appear in results for searches and will appear on the YouTube homepage, channel pages, and video pages.

YouTube videos: This runs TrueView ads that appear pre- or mid-roll during a YouTube video.

Video partners on the Display Network: With this option, you can choose for your video ad to appear before or around videos across the Google Display Network.

You should create separate campaigns for YouTube search results and YouTube videos, as this will help you to better track performance metrics. These ads are served to people performing very different activities and require a different amount of commitment from the viewer, so it’s best to monitor performance separately.
Next, define the location of users whom you want the ad to be shown to. You can also exclude certain locations.
Last, choose the languages that your target audience speaks.

Content Exclusions and Excluded Types and Labels
These options are for those who wouldn’t like to advertise their brands on videos that have profanity or sexual content.
Choose between “Expanded inventory” (excludes videos that have excessive profanity and graphic content), “Standard inventory” (excludes videos with strong profanity and graphic content), and “Limited inventory” (excludes videos with moderate profanity and graphic content).

Under “Excluded types and labels,” you can also prevent your ads from showing up in embedded YouTube videos and live-streaming videos. In addition, you can exclude content based on their content labels (G, PG, MA, and so on).
Related Videos
You have the option of adding related videos to appear below your ad. You can add up to five.

Advanced Settings
In the advanced options, you can specify the operating system, device, and carrier for more granular targeting. This is especially useful for mobile app ads, and there’s an option to increase or decrease your bid based on if the video ad is shown to someone on a mobile device.
You can set beginning and ending dates for your campaign, create a custom schedule for when your video ad should be shown, and limit the daily impressions and views for users. This all helps you to get the most return for your ad spend.
Demographics and Audience Segments
Next, define the audience you would like the video to be shown to — options include gender, age, parental status, and household income. You can also target individuals by their interests, such as beauty mavens, cooking enthusiasts, horror movie fans, etc.
Try running multiple campaigns to target different groups of users to discover who is most engaged, rather than including everyone you want to target in one campaign.

Keywords, Topics, and Placements
You can also target individuals by keywords, topics, or placements where you would like your video ad to appear. Keyword targeting with in-display ads can be a powerful tool for finding individuals who are looking for a visual answer to a question. Be sure to do your research, and try testing out different groups of keywords to see which leads to more views, clicks, or conversions.
Additionally, you can use video ads to remarket to people who have been in contact with your brand already. This can help you to re-engage those who are already familiar with your brand.

Bidding
Next, determine the max price you will pay for each view, which you can adjust to increase the number of projected views your video may receive.

Creating the Video Ad Creative
Last, insert the YouTube link for the video you would like to run the ad for. You will then choose whether you want this to run as an in-stream ad or an in-display ad.
For in-display, you’ll need to include a title and short description, which is entered on two separate lines. Note: Titles are limited to 25 characters, and the description lines are limited to 35 characters each.
In-stream ads provide you with the option to overlap a display URL on top of the video. You should use a vanity URL that directs to another final URL to make it more memorable. You can include advanced URL tracking options. In addition, a companion banner made from images from your video will appear on the right side of the video ad.

Click Done, then click Create Campaign.

Finished! Google will then prompt you to put in your credit card information (if they don’t have it already) so they can begin running your ad.
Linking Your Account
You should link your Google Ads account to the YouTube channel where the video is hosted if you haven’t already. On the top navigation bar, click “Tools & Settings.” Under “Set Up,” go to “Linked accounts.”

Choose YouTube from the screen, and you’ll be prompted to add a channel.

10 Tips for Optimizing Your Video Ads
Launching a video ad campaign is a great step, but there are some things you should set up prior to starting to pay for views. That way, you make the most of your budget and see the highest return on investment.
1. Define your metrics and goals.
When analyzing the results, there are four main categories of metrics you can track for each video.
Views and Impressions
Under the “views” category, you can better understand what percentage of the ad people viewed and understand how the ad drove earned views. You can also see how it increased views on your brand’s other videos.

Audience
This category can be used to track engagement metrics split up based on age, gender, household income, and parental status.

View Rate
The view rate could signal if the creative and message are interesting or entertaining enough for people to watch the ad. By increasing your view-through rate (VTR), you will lower your cost per view.

Conversions
Conversions will help you better understand if your ad is driving leads and returning a high ROI for your brand.

Depending on the goals for the brand, you should determine a few goals based on these metrics and formalize a plan for optimizing creative and trying different targeting criteria to improve results. Your goals should also determine the type of content you will feature in the ad — some metrics are better for branding goals and others will drive leads and conversions.
2. Track low performing placements.
If you’re running in-display ads that will appear across the Google Display Network, you can review where the ad has appeared in by navigating to Video Targeting > Placements > Where ads were shown > Display network from your Google Ads Campaigns dashboard. Review this list to see if any particular sites are contributing to poor performance for your desired metrics. Exclude these sites from your ad campaign moving forward to increase your average CPV.
3. Use a custom thumbnail image.
Design or use a high-quality still image from the video to entice a viewer to click on your video. Remember, this image needs to be legible by users on different devices, including mobile. If your image contains a person, make sure they’re looking into the camera. If you are featuring a product, make sure the background isn’t distracting.
4. Drive people to buy with cards.
A YouTube card is teased with a small “i” symbol, which the viewer can click to expand. You can time this appearance so only users who engaged with the video and content will see the notification.
With cards, you can feature a product related to or featured in the video to drive product purchases. You can also use cards to drive fundraising donations, traffic to a URL, or traffic to other videos as shown in the example below from our YouTube channel. Each format will allow you to customize the card with text, images, and other options.

5. Create calls-to-action.
When promoting a video on YouTube, you can include call-to-action overlays that link to a URL. You could link to a landing page, product page, information page, career page … whatever you’d like. You could also send people to a favorable report or interview featuring the brand.
6. Create a YouTube end slate.
Create an end screen to drive subscribers to your channel, promote your social networks, or increase interest in your brand. If someone has watched a video until the end, it’s a good sign they enjoy your content and might be interested in subscribing to your channel for future updates.
This end slate by HubSpot increases subscribers and social media fans while also highlighting other interesting topics its host has featured. Once you build the image, you will be able to annotate the end screen in YouTube’s video editor.
7. Use negative remarketing.
If you are running a campaign for a longer period of time and want to only attract new users to a brand, consider creating a list of people who your ad will not be shown to.
You can stretch your campaign budget and target only unique users by excluding those who have previously viewed the specific video, who have visited your YouTube channel, or who have shared, liked, or commented on any of your videos.
8. Use close captioning to cater to viewers’ needs and wants.
This tip applies to all YouTube videos — but it’s a general best practice that’s not followed by many brands. Include a quality video transcription you’ve generated and approved. Only user-uploaded transcriptions are indexed by Google because YouTube’s automatic captioning can be less than reliable. Depending on your target audience, you may also want to include transcriptions in various other languages. You can also offer users the option to download or visit a site page with the full transcription in your video description.
9. Qualify viewers.
Sometimes, your ad will be seen by people who have no interest in your product. Encourage them to skip the ad if the content isn’t relevant so you don’t have to pay for the view and they don’t waste their time watching irrelevant advertising.
10. Consider making your ad longer.
When it comes to TrueView ads, if the ad is under 30 seconds, you pay only if a viewer watches until the end. If the ad is longer than 30 seconds, you pay if the viewer watches it for at least 30 seconds. In both cases, you pay if the viewer interacts with your ad before it’s over. Consider this when you are coming up with ideas for content for the ad. You may want to put messaging at a certain point so uninterested viewers can skip the ad, or you might provide special offers towards the end of the video.
The Future of Video is Bright
Video content is a must-have part of your content strategy. This is even truer now that YouTube lets marketers target users based on their search histories. YouTube advertising is more targeted than ever, and it’s less competitive real estate than the world of Google Search because video content is newer to the content scene and less popular than blog posts.
Editor’s note: This post was originally published in February 2017 and has been updated for comprehensiveness.

submitted by /u/notifyvisitors [link] [comments]

Competition is essential for growth, but only when a business properly evaluates its competitors and betters itself to keep up. Even in marketing, analyzing the competition is healthy and can help inspire you to learn and adapt the business to better meet consumer needs.

Part of the way to do this is by understanding direct and indirect competition and how each can impact your work. Once you know the differences, you can determine how to best identify and evaluate your competitors — both direct and indirect.
What is direct competition?
When you think of a marketing competitor, you likely think of your direct competitors. Direct competitors are other businesses offering the same services for the same client needs in the same market as you.
So, let’s say your marketing firm primarily works with restaurants in the western U.S. There are certainly other firms focused on restaurant marketing specifically in the western U.S., and those firms would be your direct competition.
Even the smallest markets will have direct competition, which is important to prevent monopolies.

Direct Competition Examples
There are many examples of direct competition. McDonald’s, Wendy’s, and Burger King are all direct competitors. Similarly, consider the infamous fast-food chicken sandwich wars, when major restaurant chains like Popeyes, KFC, Wendy’s, Zaxby’s, and more all launched chicken sandwiches to appeal to the same consumer base across the U.S..
Competition doesn’t just apply to huge, national or international brands. Two women’s fashion boutiques in a small, rural town are also direct competitors.
Digital companies also see direct competition. For example, Instagram and Snapchat offer very similar features, like disappearing stories and direct messaging, to their target audiences.
Indirect Competition Examples
Let’s say we have a client base in a small town. The customers are hungry, and often frequent the main drag to have dinner. Here, there are four major restaurants — all of which offer different types of food. Although the products they offer are different, the restaurants all stand for the same purpose: to feed hungry clientele in the town.
Similarly, consider a client who needs to buy gifts for a birthday party. One store sells clothing. A store across the street sells jewelry. Despite the different products, the two stores are competing for the same customer.
Direct and Indirect Competition in Marketing
When it comes to marketing, knowing your direct and indirect competition can help you improve your campaigns and even reach new audiences.
The aforementioned chicken sandwich wars are a great example here. Popeyes launched its highly touted fried chicken sandwich with a powerful marketing campaign. Direct competitors — other fast-food restaurants that sell chicken sandwiches — were able to use marketing to showcase their own entries into the so-called competition. 
The result? The chicken sandwich wars have been heavily covered by major media for the past couple years. Customers have lined up in droves at various fast food restaurants to try the latest and claimed-to-be-greatest chicken sandwiches.
On the other hand, analyzing your indirect competition can help marketers tap into a wider audience. If you know people shopping for gifts are choosing between your store and similar shops that offer different products, you can create campaigns to draw in those customers. Digitally, indirect competitors might be targeting the same keywords, and understanding that can help boost SEO and get your business to the top of the search engine results page (SERP).
1. Customer Feedback
One quick way to identify your competitors is to ask your current clients or potential clients. For example, if you have a potential customer come in with questions about your products or services, ask them some other businesses they are considering for this purchase. Send feedback surveys that ask customers what other brands they were considering and why they went with yours.
2. Market Research
This requires some digging on your end. If you have a brick-and-mortar, you’ll need to review similar stores, their websites, and their social media to get a better idea of their businesses. Customer surveys can also fall into the market research category.
3. Social Media
Many people share their purchasing experiences on social media and forum websites like Reddit. Check out the recommendations people are sharing for products or services that you also sell to help identify top competitors in your market.
4. Keyword Research
For indirect competitors, turn to keyword research. You can use the keywords you are targeting to identify other businesses that are targeting the same keywords, and ultimately, the same top spot on the SERP and the same audience.
5. Review the SERP
Speaking of the SERP, it can also be a handy tool to identify your competitors. Search your keywords to find what businesses are ranking highly for these keywords to see your indirect competitors.
Tracking and Analyzing Competitors
Now you know the differences between direct and indirect competitors, and you’ve narrowed down a list of both related to your business. What next?
It’s time to conduct a competitive analysis, which will help you improve your own business strategies when comparing them to your competitors.
There are several items to include in a competitive analysis: direct and indirect competitors, products/services sold, competitors’ sales tactics, pricing and sales, marketing and content strategies, and social media and websites.
This comprehensive data will give you a better idea of how your competitors are operating on every level, from the products they sell to their customer service, all online and offline.
Researching competitors, products, services, keywords, and marketing tactics adds up to a lot of data that needs sorted and organized, so HubSpot’s competitive analysis templates can make light work of these tasks.
For example, this Content Marketing Competitive Analysis Template can help you track competitors’ strategies across social, blogs, email, and SEO.
This multi-feature scorecard will allow you to compare your company to its competitors based on a number of customizable attributes.
There are many different templates to consider when creating a visual competitive analysis, so find the one that best suits your needs. You might find using multiple for different comparisons can also be useful.
Use Direct and Indirect Competition Analysis to Your Benefit
A little healthy competition never hurt anybody, but you have to know how to play the game. By identifying and analyzing your competitors, you can get a leg up on the competition by improving your marketing strategies, focusing on your target audience, and reaching potential new clients.

Traditionally, the marketing field emphasized creative thinking over technical skills. But to build a successful career as a marketer today, you need more than a knack for pitching ideas and coming up with clever copy.
That’s where technical skills come in. These skills are earned from experiences or education (think, data analysis, project management, and computer programming).

Now more than ever, employers are emphasizing skills over pedigree. LinkedIn data from the past year shows a 20% increase in managers who don’t have a traditional four-year degree. This trend highlights the push toward skills-based hiring, which prioritizes a person’s capabilities over their credentials.
Hiring for skill rather than a degree is a good step forward for all, and it’s wise to leverage your strengths when going after a new role or promotion. That’s why you want to make sure you have the right technical skills for your career path to stay competitive and advance in your career.
Let’s walk through all you need to know about technical skills and which ones you should look to develop as a marketer.
What are technical skills?
Often known as hard skills, technical skills are easily defined and measured competencies you gain through training or education. They allow you to complete a job-specific task and often vary from one industry to another.
While technical skills are typically required for engineers, business analysts, mathematicians, and scientists, more industries than ever need employees with technical knowledge. In fact, Gartner found that 58% of the workforce needs new skills to successfully do their jobs. This is largely due to the digital transformation and massive increase in data, which requires people who can use technology to interpret data and take action to drive a company forward.
Before scrambling into a data analysis course, it’s important to realize that there are dozens of technical skills that don’t require you to become part marketer, part computer scientist. Let’s take a look at the different types of skills so you know which are right for you.
Types of Technical Skills
With rapidly advancing technology, nearly every role requires some sort of technical skill. Here are several types you may come across in the marketing world.

Image Source
While the skills associated with creativity, negotiation, stress management, communication, and public speaking are usually considered “soft skills,” categories like technology and analytical thinking involve technical skills.
Similar to technical skills, soft skills are learned through experience or education. These skills are harder to measure, but you’ll need them to communicate with your team, negotiate a project deadline, come up with creative ideas, and prioritize your workload.
For example, a project manager may have a positive attitude and excellent time management skills (both soft skills), but understanding the ins and outs of the company’s CMS system (a technical skill) is crucial for timely deliverables and successful projects.
Here’s an overview of the types of technical skills needed for different marketing roles.
Digital Media and Design

Graphic design software (Adobe InDesign, Photoshop, Illustrator, After Effects, Premiere)

Content management systems (CMS)
Image and file management
Content curation

Project Management

Project management software (such as Asana, Trello, or ClickUp)
Budget planning
Risk management
Project planning
Content management systems (CMS)
Task management

Marketing and Content Creation

Data analysis
Campaign management
Budgeting
Content management systems (CMS)
Interviewing
Vendor management
Pitching
Copywriting
Editing
Researching and reporting
SEO/SEM
Digital ad management
Social media marketing
Content strategy

Technical Skills in the Workplace
Now that you know what type of technical skills apply to your field, how do you know which to develop? To understand which skills are most important for the future, LinkedIn performed a study to find the most in-demand skills—several of which apply to marketers.

Image Source
Technical skills like analytical reasoning, affiliate marketing, and business analysis are essential to succeeding as a marketer. But you’ll need more than those to build a thriving career. To understand the skills you need in the workplace, start by looking at job descriptions for positions you want now — and in the future.
Hiring managers often create a list of “required” and “recommended” skills they want candidates to have. Required skills are often the technical skills you need to perform the job well after you’re hired, while recommended skills are capabilities the company is willing to help you develop through training.
Once you’ve scoured job descriptions and created a list of technical skills employers look for, it’s also smart to talk with your manager about the skills you need to advance your career. They should be able to point you in the right direction for your individual development.
If you work for a supportive company, your manager may offer resources to help you work toward those skills. This could include stipends for books, courses, certifications, or schooling. Or it could mean putting you on projects that give you hands-on experience, like managing the budget for a social campaign or designing the visuals for the weekly email newsletter.
Technical skills in marketing vary by role, so it’s important to do your research and consider your career path before asking your manager for help. If they don’t know which direction you want to go, they won’t be able to provide the specific skills you’ll need to get there.
Look at the examples below to highlight the skills you already have and learn more about which ones you may need.
Examples of Technical Skills in the Workplace
Digital Media and Design

Graphic and web design (Adobe InDesign, Photoshop, Illustrator, After Effects, Premiere)

UX/UI research and design

Database management

Animation

Interactive media management

Usability testing

Photography

Content management systems (Notion, Asana, Monday, Trello, WordPress, Squarespace, Wix)

HTML, CSS, Java, or other coding languages
Data visualization
Video and audio production
Typography
Wireframing
Prototyping
Color theory
User modeling

Project Management

Microsoft Office
Google Suite
Content management systems (CMS)
Project management software
Budget planning
Risk management
Project planning
Task management

Marketing

Campaign management
Managing budgets
Search engine optimization (SEO)
Search engine marketing (SEM)
Content management systems (CMS)
Vendor management
Social media management
Ad targeting
Content strategy
Brand positioning and strategy
Paid media management
A/B testing
Digital strategy
Email marketing
Web analytics
Automation software
Conversion rate optimization
Omnichannel strategy
Event planning
Product management

Content Creation

Copywriting
Technical writing
Editing
Pitching
Researching and reporting
UX copywriting
SEO/SEM knowledge
Content strategy and management
Social media
Email marketing

Analytics

Data analysis
Demographics reporting
Digital media testing
Google Analytics
Microsoft Excel and PowerPoint
MATLAB
Python
SQL and NoSQL
Identifying key performance indicators
Setting metrics benchmarks
Linear algebra and calculus
Data visualization
Data cleaning
Working with APIs
Tagging

Technical Skills to Put on a Resume
After scanning the above lists, you may have more technical skills than you realized. So which should make it on your resume?
You want to highlight the skills you already have, or can easily develop, that are most relevant to the position. Aim for a list of 10-20 skills with a mix of both soft and technical skills. Pay attention to the skills listed in the “required” section of a job description because listing those on your resume will make you a more competitive candidate.
If you have a unique technical skill for your field that an employer is looking for (say, you’re a Social Media Manager and an Adobe InDesign whiz), bump it to the top of your skill list to make your resume stand out.
Keep in mind, certain skills are more in-demand than others. Here are the top 20 skills you should consider adding to your resume (if you have them), according to Indeed.

Cloud computing
Artificial intelligence
Sales leadership
Analysis
Translation
Mobile app development
People management
Video production
Audio production
UX design
SEO/SEM marketing
Blockchain
Industrial design
Creativity
Collaboration
Adaptability
Time management
Persuasion
Digital journalism
Animation

Of course, you don’t want to oversell your capabilities. Make sure you actually have every skill listed on your resume. If a future employer catches you in a lie, that will be the end of your opportunity for landing the job — and it could tarnish your reputation for future roles as well.
Importance of Technical Skills
Marketing, especially digital marketing, revolves around data. The global marketing data market is projected to grow to $52.3 billion in 2021, with nearly 62% of senior industry experts using a data-sharing solution to support their teams’ marketing and advertising efforts.
Marketers use data to connect with audiences, create innovative campaigns, convert people to customers, and keep buyers coming back. But leveraging data requires certain skills.
Having the sought-after technical skills lets you excel at your job and makes you a more competitive candidate for future roles. The more skills you have, the more opportunities you have to take on senior-level positions and earn a higher salary.
Consider the difference between the U.S. Bureau of Labor Statistics national wage estimates for Marketing Specialists versus Marketing Managers. Marketing Managers, who have considerably more experience and technical skills, make an estimated $80,500 more per year than Marketing Specialists.

Image Source

Image Source
The correlation between income and technical skills is also consistent with other industries. In 2021, the largest average salary premium in the North American technology industry was estimated to be nearly $24,969 for IT automation expertise, followed by AI and machine learning with $14,175, and fintech with $13,799.
Needless to say, learning technical skills is one way to boost your income. But it’s not all you need for long-term career success.
Soft Skills vs. Technical Skills
Creativity, critical thinking, collaboration, problem-solving, and emotional intelligence are common soft skills, which are just as important as technical skills for landing a job and growing your career.
Whether you’re a social media specialist or a digital media analyst, you’ll need certain soft skills to complement your technical knowledge and get the job done. Each marketing role has its own requirements, so do the same research that you did for the technical skills. If you get stuck, consider if you have any of the following in-demand soft skills.

Ability to meet deadlines
Decision making
Handling criticism
Attention to detail
Critical thinking
Teamwork
Time management
Multitasking
Organizational skills
Prioritizing
Problem-solving
Working independently
Working remotely
Collaboration
Persuasion
Adaptability
Emotional intelligence

Technical Skills Over Time
Mastering the technical skills you need as a marketer is never done. Technology evolves, algorithms change, and new social media platforms pop up often.
To stay on top of your game, you have to keep your technical skills sharp. Use them as frequently as possible, and pick up new skills when needed. I’ve witnessed many situations where a junior marketing hire teaches a seasoned pro a thing or two about developing a social media strategy or how to reach a certain audience.
Honing your technical skills is a life-long process. So never assume you’re safe to kick back and do well at your job without learning anything new. And when you do pick up a new skill or enhance a skill that you have, add it to your resume and LinkedIn profile.
Because for any role, employers want candidates who have the skills they need to do their job effectively and drive company growth.

submitted by /u/Tattynurmi [link] [comments]