13 Essential Marketing Skills for Elevating Online Brands: Insights from a Fractional Executive: By Eric Malley
Drawing on extensive experience as a Fractional Executive, I have worked with businesses across diverse sectors to navigate the complexities of achieving digital growth. One recurring challenge is identifying the essential marketing skills that drive measurable success in the ever-evolving online landscape. Over time, I’ve distilled these into 13 critical competencies, each serving as a cornerstone for building and sustaining a high-impact digital brand. Whether your organization is just beginning its journey or seeking to elevate its existing strategy, this framework offers a clear, actionable path to success
1. Set Clear Goals:
In my experience, setting clear goals is essential. Having launched 84 unique products across B2B, B2C, and other hybrid markets, I meticulously established specific KPIs and targeted well-defined niche markets. This laser focus enabled the Client to allocate resources effectively and measure success with precision. Before anything else, clearly outline what you aim to achieve with your online brand: identify your target audience, set achievable revenue goals, and pinpoint the key performance indicators (KPIs) to track progress.
2. Engage with Your Audience:
Engaging directly with your audience is paramount. I strongly believe in fostered a vibrant brand community by actively participating in online conversations, responding to comments and messages, and conducting regular surveys. By understanding your audience’s needs, preferences, and pain points, you can tailor your marketing efforts for maximum resonance and build lasting relationships.
3. Utilize SEO Best Practices:
Search engine optimization (SEO) is the bedrock of online visibility. My expertise in SEO-optimizing content has consistently delivered tangible results for the brands I’ve guided. Dedicate time to mastering SEO best practices, from keyword research to on-page optimization and link building, to ensure your brand ranks prominently in search engine results.
4. Build a Strong Online Presence:
Your online presence is often the first impression potential customers have of your brand. A key achievement at One Preevay was building a user-friendly, mobile-responsive website optimized for search engines. In addition to being a professional website, establish a consistent presence across relevant social media platforms, and engage with your audience through valuable content. I have expanded brand awareness and target sales with direct B2C engagement with more than 500,000 active customers via curated email funnels.
5. Develop a Content Strategy:
Content is the fuel that drives engagement and builds brand authority. I consistently create valuable and engaging content, from thought-provoking blog posts to captivating social media campaigns. Develop a content strategy that resonates with your target audience by drawing on those experiences. Ensure your content is relevant, consistent, valuable, and optimized for SEO.
6. Stay Up to Date with Industry Trends:
In the dynamic world of digital marketing, staying stagnant is akin to moving backward. Staying informed about the latest marketing strategies helped me excel. Commit to continuous learning by following industry blogs, attending webinars, and participating in online communities to stay current with emerging trends and best practices.
7. Learn the Fundamentals:
While advanced tactics are essential, a strong foundation in marketing fundamentals is crucial. Learning the fundamentals of marketing was vital during my time at National Leasing. I immersed myself in target audience analysis, segmentation, positioning, branding, and the marketing mix (4Ps: product, price, promotion, and place). I highly recommend you do the same to build a strong foundation for your marketing skills.
8. Experiment and Measure:
The most successful marketing strategies are born from experimentation and data-driven refinement. A client’s willingness to experiment with new marketing tactics and adjust strategies based on data analysis is crucial for success. Embrace a spirit of experimentation, continuously test new tactics, track their performance using analytics tools, and refine your strategies based on the data.
9. Get Familiar with Digital Marketing Tools:
Proficiency with digital marketing tools can significantly improve your brand’s reach and effectiveness. My proficiency with digital marketing tools like Mailchimp, Hootsuite, and Google Analytics, cross-selling and up-selling tools as well as retargeting events at each of the e-commerce brands I built, streamlined marketing efforts and perfected performance tracking. By mastering these tools, you can streamline your marketing efforts and unlock valuable insights.
10. Develop Your Creative Skills:
In the crowded digital landscape, compelling and visually appealing content is essential for capturing attention. My experience in graphic design, video production, and copywriting enabled me to create engaging marketing content for my clients. Invest time in developing these creative skills to produce compelling content for your online brand that you own.
11. Network and Collaborate:
The adage "it’s not what you know, but who you know" rings particularly true in the marketing world. Building relationships with other marketers and industry experts. Actively network to gain insights, collaborate on marketing initiatives, and expand your reach. You never know where your next web visit will originate from and if they will become your biggest customer.
12. Continuously Learn and Improve:
Marketing is an ever-evolving discipline, requiring a commitment to lifelong learning. Curiosity and dedication to learning new marketing strategies were evident throughout my career. Embrace the ever-evolving nature of marketing by staying curious, adapting to changes in the market, and continuously seeking new ways to refine your strategies.
13. Use Case Studies:
Drawing on my experience as a Harvard Business School alumnus (2014), I’ve found the principles of case studies invaluable in understanding successful business campaigns. By analyzing real world examples, you can gain actionable insights into what works and what doesn’t. This approach has been instrumental in helping me understand the elements of a successful business campaign. By applying these principles, I’ve been able to launch campaigns that have yielded significant and measurable ROAS and over all ROI, informing the marketing strategy and driving specific and measurable results.
When effectively implemented, these 13 critical marketing skills serve as a foundation for enhancing brand visibility, fostering engagement, and driving measurable outcomes in the digital landscape. Organizations equipped with these competencies are better positioned to navigate dynamic market challenges and capitalize on emerging opportunities. By embedding these practices into your strategy, your brand can achieve sustained growth and maintain a competitive edge in today’s digital-first economy.
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