Key Marketing Skills To List on a Resume (With Examples)
What are marketing skills?
Examples of marketing skills
Creative thinking
Communication
Social media
Content management systems
Analytics
Mobile advertising
Video content
Layout and design
Interpersonal skills
Creative thinking
The ability to think creatively is one of the most important skills for a marketing professional. Creative thinking allows you to develop unique marketing ideas that deliver positive results for clients.
Examples:
Led development of a social media campaign, which increased interaction on client’s profiles by 127-percent against prior month’s posts
Redesigned corporate mascot to put a modern spin on the design while maintaining small nods to the prior iteration
Created strong brand design scheme for a startup company, which unified aesthetics across all platforms
Communication
As a marketing professional, you will commonly be tasked with explaining your vision for a product to others on the team or to the client. When carrying out a plan it is also important to be able to clearly give feedback and directives to keep the entire team on the same page and progressing toward the final product as envisioned.
Examples:
Coordinated a team of nine marketing professionals, ensuring that all members understood the broad vision of the project while executing their roles
Presented marketing pitches in a meeting setting to senior partners at the firm as well as clients
Delegated responsibilities to team members while clearly communicating what is expected of them to maintain synergy throughout the project
Social media
Brand management and a digital presence are an essential part of nearly any modern business. Social media platforms provide a company with the opportunity to gain attention and build brand loyalty with consumers with no outside spending required. Strong social media skills are valuable in a marketing department as they allow a brand to optimize its social media presence for maximum effect.
Examples:
Managed the company’s social media accounts, averaging a 43-percent follower growth across all platforms
Developed Instagram campaign spanning six months, with fans participating in a social media game and reposting campaign images for a chance to win
Cultivated a strong brand identity with corporate Twitter account, interacting with fans and responding to trending stories while maintaining a consistent voice
Content management systems
Most corporate sites are built on the back of a content management system which facilitates easier updating of the site’s content. Although not all companies will be using the same CMS options and instead might be using an internally developed CMS, demonstrating knowledge with using CMS signals to a potential employer that you can adapt to working with a CMS and will not have your efficiency harmed by excessive onboarding time.
Examples:
Designed and maintained a small business website on a customized WordPress theme, and updated the blog regularly with creative marketing content
Posted marketing copy to company site using custom CMS to format each article
Hired to update and modernize company site built on Wix platform, improving readability and flow and yielding a 17-percent increase in online sales after three months
Analytics
Reading analytical reports is a key skill for finding the right direction for marketing campaigns. This is an increasingly useful skill in the modern marketing world where it has never been easier to get in-depth breakdowns of responses to prior campaigns, what your average client looks like, and how posts or videos are performing. Tools like the Facebook Pixel allow for highly detailed understandings of potential customers across a near-limitless number of classifications, and the ability to find relevant information in that data and apply it positions a marketing professional to excel.
Examples:
Identified trends in visitors to the company site and tailored marketing campaigns to focus on demographics that showed outsized interest
Created analytics reports highlighting the most important information from marketing research to present to clients
Optimized corporate site to increase time-on-page by analyzing data reports on page performances
Mobile advertising
The percentage of online activity which takes place on mobile phones increases from year to year and there is no indication the trend will abate in the years to come. Mobile marketing is now one of the most important forms of advertising as it allows you to find customers where they are most likely to be. Social media advertising campaigns are most common, however responsive advertising websites are also important.
Examples:
Utilized engaging video ads on Facebook to encourage scroll-breaking and engage users. Linked videos to landing pages to generate live leads
Created a sponsored post advertising campaign utilizing industry influencers to call attention to new products ahead of launch
Scripted and supervised filming on digital video shorts used as video advertising on YouTube, Vimeo, Daily Motion and other video platforms
Video content
Video marketing is an important part of any online advertising campaign. In addition to video platforms like YouTube, many of the most effective marketing opportunities on social media are through smart utilization of video posts. A diverse range of video skills is valued by marketing departments and will set you apart from competitors for a position.
Examples:
Filmed weekly videos with the gym’s lead Brazilian Jiu-Jitsu professor in which he answered questions from the channel’s subscribers and demonstrated technical breakdowns
Utilized native advertising with partners by incorporating the use of products into video posts on the partners’ social media platforms
Scripted video ads and served on location during filming to ensure the project followed the original vision and provided changes while maintaining branding goals when needed
Layout and design
For still image advertising campaigns, the ability to create a functional layout that highlights the product without overwhelming viewers is an essential skill. The ability to provide sketches or outlines to creative may suffice for some companies, while others will prefer marketing professionals who are familiar with layout and art direction programs and can execute their own marketing proposals.
Examples:
Worked with a team of marketing professionals to create print advertising campaigns, which highlighted products in dynamic settings
Developed pitches for clients with completed graphics, utilizing the Adobe Suite to arrange elements in an aesthetically pleasing manner, which draws focus to the most important images or copy
Redesigned company website layout to follow unified branding across all platforms
Interpersonal skills
When interacting with clients, a marketer needs to have strong interpersonal skills. For example, when disagreements arise between the creative direction and the client’s preferences, interpersonal skills can be used to determine if the client is resolute in their preference, or if there is room to offer justification for the marketing staff’s preferred course of action.
Strong interpersonal skills also increase the marketing professional's ability to convince others to pursue their chosen path for a campaign or project during the planning phase. Interpersonal skills also can make a client feel closer to you and less likely to change marketing firms.
Examples:
Presented marketing pitches to clients and received feedback. Provided explanations for decisions when required and incorporated requested changes
Maintained positive morale on marketing team by forging personal bonds with staff and identifying signs of impending burnout or ongoing frustration to avoid errors before they occur
Fostered working relationships with clients through recreational business meetings to increase loyalty and maintain working relations
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