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Things every marketer should know how to do. By Fernando Larez @mando_vzl Technologist, innovator, and creative marketer.

12 things every marketer should know how to do

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Things every marketer should know how to do.

By Fernando Larez

@mando_vzl

Technologist, innovator, and creative marketer.

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

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

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

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

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

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

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

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

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

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

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

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

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

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Diamond Co. 2015

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Buy NowDiamond Co. 2015

Diamond Co. 2015

Send me your comments via twitter @mando_vzl

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12 Things every marketer should know how to do. By Fernando Larez