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12 things every marketer should know how to do

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Doing marketing is different now. It’s much more complex and technical. So I decided to put together a quick list of “skills” I think a marketer would need in order to keep up.

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12 things every marketer should know how to do

  1. 1. Things every marketer should know how to do. By Fernando Larez @mando_vzl Technologist, innovator, and creative marketer.
  2. 2. Doing marketing is different now. It’s much more complex and technical. So I decided to put together a quick list of “skills” I think a marketer would need in order to keep up. Enjoy! 12 Things every marketer should know how to do. By Fernando Larez
  3. 3. Microsoft Office1 Yep. Good ol’ office. If you are not close to an “advanced user” in the essentials (Word, Excel, PowerPoint), you will face some serious challenges getting stuff done. More advanced users of MSO will likely use cool apps like Lync, SharePoint and OneNote. 12 Things every marketer should know how to do. By Fernando Larez
  4. 4. SEO & Paid Search2 Understanding Search Engine Optimization (SEO) and Paid Search adverting are perhaps some of the most (if not the most) critical skills a marketer in todays digital marketplace need to be well versed on. Learn how it works, learn the lingo, and start practicing. 12 Things every marketer should know how to do. By Fernando Larez
  5. 5. Social Media3 Marketers must learn that social networks are not glorified RSS feeds, but 2-way communication channels for “building relationships” with people…that could turn into customers. People buy from people. 12 Things every marketer should know how to do. By Fernando Larez
  6. 6. Budgeting & finance4 Marketers should be good finance managers. All strategies and tactics have a $$ tag attached to it and if you want to be 100% optimal, you better make sure you know how to squeeze a great ROI from your campaigns. 12 Things every marketer should know how to do. By Fernando Larez
  7. 7. Communication Skills5 Stop shouting messages to the world in a one-way street. Learn the ancient skill of “listening”. It is proven that people will be more interested in you and your company when you show a genuine interest in them. 12 Things every marketer should know how to do. By Fernando Larez
  8. 8. Strategic Negotiation6 From compensation to media buying, the ability to get a better deal carries a plethora of benefits. Know your leverage and ask for a better deal. The more you practice, the better negotiator you’ll become. 12 Things every marketer should know how to do. By Fernando Larez
  9. 9. Attribution Models7 A marketing attribution model gives value to each media/impression/channel that contributed to a sale or conversion. The purpose of having an marketing attribution model is to help quantify the influence each advertising impression had on a consumer before he/she decided to convert and inquire. Sadly, most marketers don’t use an attribution model, hence they can’t identify the true value/performance of their campaigns. Are you using an attribution model? 12 Things every marketer should know how to do. By Fernando Larez
  10. 10. 8 Every marketer should know the basics of design both from a creative and a management approach. Learn how to set the creative direction and understand the psychology behind color, layout, and message as well as how to communicate those ideas with designers using their lingo. 12 Things every marketer should know how to do. By Fernando Larez
  11. 11. Marketing Automation9 The automated right (and left arms of marketers is a Marketing Automation Solution. It can help push content to your audience based on their shown interest, content interaction, and inquiries. Some of the most popular ones are: Pardot/Salesforce, Marketo, HubSpot, and Mail Chimp. 12 Things every marketer should know how to do. By Fernando Larez
  12. 12. Marketing Analytics 10 Metrics, KPIs, ratios…“The proof is in the pudding” Analytic reporting can help you turn the knobs on what’s working and what’s not. This is perhaps one of the most critical skill for a marketer to have. (plus the dashboards are pretty cool!) 12 Things every marketer should know how to do. By Fernando Larez
  13. 13. Photo & Media11 A “good eye” for taking photos and videos pays big if your job is on the creative side of things. 12 Things every marketer should know how to do. By Fernando Larez
  14. 14. Conversion Coupling12 The bond that exists between the pre-click experience and the corresponding post-click landing experience. Conversion coupling means maintaining consistent messaging throughout your campaign. Conversion Coupling is the basis for a good UX. 12 Things every marketer should know how to do. By Fernando Larez Source: unbounce.com Your Ad Diamond Co. Buy Now Diamond Co. 2015 Diamond Co. Buy Now Diamond Co. Buy Now Diamond Co. 2015 Diamond Co. 2015
  15. 15. Send me your comments via twitter @mando_vzl LinkedIn | Blog 12 Things every marketer should know how to do. By Fernando Larez

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