6 keys you need to master to be a digital marketing professional


Digital marketing has become a rapidly growing job market. And it is that any company, regardless of the economic sector, it is useful to have a digital marketing professional who helps you create better relationships with the public and increase sales.

But with so much competition, it is of the utmost importance to have the knowledge and skills to help you stand out from the crowd. Next, we want to list six key points to become a better professional.

6 key points to become a better professional

1. Knowledge of concepts and languages

The first and most important thing is to know the basic concepts and languages ​​of digital marketing. Those that allow you to position yourself as an expert before customers. There are many terms in English, so at first it can be confusing to know them all, but some basic ones are:

CRO (Conversion Rate Optimization) or conversion rate optimization. Strategy that focuses on increasing the percentage of visitors who make the desired conversions on the company’s website. CTR (Click Through Rate) or proportion or ratio of clicks. It is the relationship that shows the number of users who click on a specific link and the total number of users who view a web page, an email or an advertisement. Sales funnel. It is an inverted pyramid representation of the different stages of potential customers during the sales process. keyword. A word or series of words most used in search engines. KeywordResearch. The study that allows to identify the keywords. 2. Marketing campaign metrics

KPIs (Key Performance Indicators) or performance meters are metrics used to synthesize information on efficiency and productivity within the actions or campaigns carried out by a brand. With this information, new decisions can be made and the most effective actions can be determined to meet the objectives of a specific project.

Among the most common we find:

Exclusive visits. These have to do with the number of people who enter a website, regardless of how many times they have visited the page. It offers a clearer picture of how many people and what kind of people visit the website. visiting time. One of the most important metrics of a web page, because it indicates that the content created generates interest in users, in addition to indicating the possibilities of obtaining clicks and conversions within the same page. Conversion rate. It is a ratio between the number of users who visit a page and the number of users who converted. 3. Learn to use tools to measure KPIs

Now that we know some characteristics that can be measured, it is useful to know about web analytics tools to make this work easier, such as:

Google Analytics. This is the most popular free tool, with which you can analyze user behavior data within your website, such as the number of users, from where on the planet, visiting hours, how many transactions they made. Google Search Console. A free service that allows website builders to monitor, maintain, and troubleshoot their website’s appearance in Google search results. Hootsuite. It is very popular among community managers, with which you can monitor and schedule the posts published on social networks. With it, the scope of the audience, the number of clicks, the number of comments, the reproduction of videos, among others, are known. 4. Establish a strategy based on measurable objectives

The objectives can be qualitative and subjective, such as improving brand reputation or increasing engagement with followers. Likewise, they can be quantitative and directly related to figures, such as sales increases.

Digital marketing strategies can set both qualitative and quantitative objectives, as long as they can be measured. If the results cannot be measured, it will be difficult to know if the campaign has been successful or not.

5. Actions necessary to fulfill the strategy

Once the objectives have been defined, it is necessary to start carrying out the actions with which they can be met.

SEO application. One of the most important tools, with which you optimize your content so that it ranks in the top positions of search engines. It requires a lot of patience and perseverance, but it will attract more traffic to the web page. Contentmarketing. Generating valuable content within your website helps you position yourself as an expert in the area. But don’t forget to constantly update them to keep your audience interested. Email marketing. With this strategy you can promote your company’s products and services, report news, as well as educate the audience about the value of your brand. 6. Audience trends and behaviors to make strategic decisions

The trends, tastes and needs of consumers are constantly changing, so it is very useful to carry out a market study and obtain a greater vision of the commercial panorama, of the purchasing habits, product requirements and analysis of the competition.

Identifying the characteristics of a market can help you stay up to date on trends, customer expectations and needs, changes in the dynamics of the industry, among others.

If you want to learn more about all these skills and knowledge to become an excellent professional, you can take the master’s degree in digital marketing in face-to-face format or the online master’s degree in digital marketing in online format, offered by the ESIC Business School.

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