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15 essential skills all digital marketing hires must have

15 essential skills all digital marketing hires must have Mashable We're using cookies to improve your experience. Click Here to find out more. Mashable Mashable Mashable Australia Mashable France Mashable India Mashable UK Sign in Like Follow Follow Mashable see more  > Search Videos Social Media Tech Business Entertainment World Lifestyle Watercooler Shop More Channels Videos Social Media Tech Business Entertainment World Lifestyle Watercooler Shop Company About Us Licensing & Reprints Archive Mashable Careers Contact Contact Us Submit News Advertise Advertise Legal Privacy Policy Terms of Use Cookie Policy Apps iPhone / iPad Android Resources Subscriptions Sites Mashable Shop Job Board Social Good Summit Business Like Follow Follow 15 essential skills all digital marketing hires must have 5.0k Shares Share Tweet Share What's This? Image: Ellagrin/Getty Images By Scott Gerber 2016-03-08 12:15:23 UTC Today's digital marketing experts must have a diverse skill set, including a sophisticated grasp of available media channels, the ability to identify up-and-coming opportunities, on top of having the basic skills of a brilliant marketer. What's more, they have to possess a balance of critical and creative thinking skills in order to drive measurable success for their company. That's why I asked 15 members of Young Entrepreneur Council (YEC) what they look for when hiring digital marketers. Their best answers are below. 1. Paid social media advertising expertise A new digital marketing hire should be well-versed in paid social media advertising, especially through Facebook or a similar social platform that our company uses regularly. They need to be able to understand and implement Facebook analytics and insights, create "lookalike" and custom audiences, experiment and test creative campaign and images, and be secure in their knowledge of the overall social media landscape. There are many budget-saving opportunities within the social media advertising space, so we want to make sure that our digital marketing talent knows the ins and outs of this popular and easy-to-implement marketing space. — Miles Jennings , Recruiter.com SEE ALSO: Web developers, data scientists, AI experts: The 15 top tech roles of 2016 2. Sales skills We've hired many digital marketers over the years, both outsourced and in-house. What we've found is that people who have sold successfully are much better marketers. They know how to engage with people and turn them into sales opportunities. While your digital marketers may not be closing deals directly, they need to know how to sell or they'll be wasting your valuable marketing dollars without generating qualified lead opportunities for your sales team. — Mark Cenicola , BannerView.com 3. Specific marketing channel expertise I see so many marketers who extol the virtues of every conceivable marketing channel: email, SEO, SEM, social, etc. And many channels might work for you, but the key to a successful marketing strategy is focusing on a few channels and using them really well. Often that means understanding the dynamics of that marketing channel deeply and leveraging those dynamics for your specific company. For example, in helping local businesses, Pinterest is less interesting (although it's one of the best drivers of ecommerce traffic). I'd much rather focus on the intricate tactics of local SEO to get a client to No. 1 on Google, Maps and Yelp. — Trevor Sumner , LocalVox 4. The ability to think objectively Marketers are usually one of the most passionate workers in the office. However, that passion can often cloud the judgment and measurement of marketing theories and initiatives. A marketer who can separate themselves from their work will navigate with an objective eye that can focus on what actually works — not just what they hoped would work. — Wesley Mathews , High Level Marketing 5. The ability to execute and analyze drip marketing campaigns Inbound marketing is a key skill in driving lead generation. While many marketers can come up with an initial innovative engagement strategy or CPC campaign, what intrigues me more is how they examine the incoming data and create a robust drip marketing campaign. Great automation on these campaigns is not about sending the same email to the entire flock that the campaign gathers. It's about personal, well-written communication that varies depending on the actions performed seven emails deep into the campaign. That's a lot of variation, and requires an analytical mindset and strategic thinking. Exceptional marketing happens when the art of communication expands upon the fundamental science of conversion. — Eran Eyal, Springleap SEE ALSO: 11 things your startup should look for in a creative hire for 2016 6. A mix of creativity and analytical abilities Digital marketing requires both creative thinking and analytical thinking, so we look for a candidate capable of and excited about both. Many new candidates want to focus purely on one