Skills required for Digital Marketer and how to assess them

8 fundamental Digital Marketer skills and traits

The best skills for Digital Marketers include SEO Mastery, Data Analytics, Content Creation, Social Media Strategy, PPC Advertising, Email Marketing, Visual Design and UX/UI Principles.

Let’s dive into the details by examining the 8 essential skills of a Digital Marketer.

SEO Mastery

A digital marketer must understand Search Engine Optimization (SEO) to ensure content ranks well on search engines. This skill involves researching keywords, optimizing website content, and building backlinks to enhance visibility and drive organic traffic.

For more insights, check out our guide to writing a SEO Specialist Job Description.

Data Analytics

Data analytics enables digital marketers to interpret complex data sets and glean actionable insights. This skill is used to measure campaign success, understand consumer behavior, and optimize future marketing efforts based on empirical evidence.

Content Creation

Effective content creation is critical for engaging and retaining audience interest. A digital marketer uses this skill to develop relevant and compelling content that resonates with the target audience, driving both engagement and conversions.

Check out our guide for a comprehensive list of interview questions.

Social Media Strategy

Social media strategy involves planning, executing, and monitoring social media initiatives to build brand awareness and foster relationships with consumers. Digital marketers use this skill to choose the right platforms and tailor content to the audience demographics of each site.

PPC Advertising

Pay-Per-Click (PPC) advertising is a skill for managing online paid advertising campaigns. The digital marketer uses this skill to create ads, manage budgets, and analyze the performance to ensure high ROI on platforms like Google Ads and Facebook Ads.

For more insights, check out our guide to writing a Digital Marketer Job Description.

Email Marketing

Email marketing is a direct marketing approach where the digital marketer crafts targeted messages to a list of subscribers to promote products or services, engage with customers, and encourage repeat business.

Visual Design

Understanding visual design principles is essential for creating appealing graphics and layouts that attract and hold the audience's attention. This skill is crucial for website design, social media content, and all forms of digital advertisements.

Check out our guide for a comprehensive list of interview questions.

UX/UI Principles

Knowledge of UX/UI design principles helps digital marketers enhance the user experience on digital platforms. This skill is applied to make websites and apps more intuitive and user-friendly, directly impacting user engagement and satisfaction.

9 secondary Digital Marketer skills and traits

The best skills for Digital Marketers include CRM Software, Influencer Collaboration, Video Production, Project Management, Strategic Planning, Copywriting, Mobile Marketing, Behavioral Analysis and Compliance Knowledge.

Let’s dive into the details by examining the 9 secondary skills of a Digital Marketer.

CRM Software

Proficiency in Customer Relationship Management (CRM) software helps digital marketers manage customer interactions, track leads, and streamline processes to enhance customer relationships and retention.

Influencer Collaboration

Collaborating with influencers can amplify brand reach and credibility. Digital marketers use this skill to identify relevant influencers, manage partnerships, and measure the impact of influencer campaigns.

Video Production

As video content continues to dominate digital channels, the ability to produce high-quality videos is a valuable skill for digital marketers looking to engage audiences more effectively.

Project Management

Digital marketing often involves managing multiple projects simultaneously. Skills in project management help in organizing, planning, and executing projects to meet deadlines and stay within budget.

Strategic Planning

Strategic planning involves setting goals and determining the most effective tactics to achieve them. This skill helps digital marketers align marketing strategies with business objectives.

Copywriting

Copywriting is crucial for creating persuasive content that drives action. Digital marketers use this skill to craft clear, compelling copy for websites, ads, and social media posts.

Mobile Marketing

With the increasing use of smartphones, mobile marketing skills are essential for optimizing campaigns for mobile devices and reaching consumers on the go.

Behavioral Analysis

Understanding consumer behavior and psychology helps digital marketers tailor campaigns and content to better meet the needs and desires of their target audience.

Compliance Knowledge

Staying informed about digital marketing laws and regulations, such as GDPR, is important for implementing campaigns that comply with legal standards.

How to assess Digital Marketer skills and traits

In the dynamic world of digital marketing, assessing the right mix of skills and traits in candidates is more than just a necessity—it's a strategic advantage. From SEO Mastery to UX/UI Principles, each skill plays a unique role in shaping a successful digital marketer. But how do you accurately evaluate these skills in potential hires?

Traditional resumes provide a snapshot of a candidate's background but fall short in showcasing real-world application and proficiency in digital marketing disciplines. This is where practical assessments come into play, offering a deeper insight into a candidate's capabilities and fit for the role.

Adaface assessments are designed to mirror the actual tasks a digital marketer would face, covering areas like Content Creation, Social Media Strategy, and PPC Advertising. By using these targeted assessments, companies have seen a 2x improvement in the quality of their hires, ensuring that they not only meet but exceed their marketing objectives.

Let’s look at how to assess Digital Marketer skills with these 5 talent assessments.

PPC Assessment Test

Our PPC Assessment Test evaluates a candidate's proficiency in managing pay-per-click advertising campaigns, focusing on aspects like keyword research, ad copywriting, and campaign performance analysis.

The test assesses their understanding of digital marketing strategies, budget management, and analytics and reporting, ensuring they can optimize campaigns for maximum ROI.

Successful candidates demonstrate a strong ability to track conversions, manage ad budgets effectively, and analyze market data to adjust strategies accordingly.

Data Analysis Test

Our Data Analysis Test screens candidates on their ability to analyze and interpret data using tools like SQL and Excel, crucial for roles requiring data-driven decision making.

This test covers data modeling, statistical analysis, and the use of SQL for querying databases, providing a comprehensive assessment of a candidate's analytical skills.

High-scoring individuals are adept at extracting insights from data, predicting outcomes, and using data visualization tools to present findings effectively.

Content Strategy Test

Our Content Strategy Test measures a candidate's ability to develop and implement effective content strategies, focusing on audience analysis and content lifecycle management.

The test evaluates skills in content auditing, gap analysis, SEO, and multichannel strategy, ensuring candidates can manage content from creation to performance measurement.

Candidates who excel in this test show proficiency in planning and executing content strategies that enhance user engagement and meet business objectives.

Growth Marketing Test

Our Growth Marketing Test assesses a candidate's expertise in driving business growth through digital marketing strategies, including SEO and Google Ads.

This test challenges candidates on their knowledge of growth marketing tactics, PPC advertising, and content strategy, aimed at optimizing marketing efforts for scalability.

Effective candidates demonstrate a strong command of marketing analytics, the ability to leverage digital tools for strategic advantages, and skills in executing campaigns that drive significant business growth.

Digital Marketing Test

Our Digital Marketing Test evaluates a candidate's skills across various digital channels, including social media, SEO, and email marketing.

The test assesses proficiency in managing Google Paid Ads, utilizing Google Analytics, and strategizing for ecommerce and mobile marketing, ensuring a well-rounded digital marketing skill set.

Candidates who perform well on this test are capable of synthesizing analytics insights and applying them to optimize campaigns across different digital platforms.

Summary: The 8 key Digital Marketer skills and how to test for them

Digital Marketer skills FAQs

What are the key skills a digital marketer should have?

A digital marketer should have skills in SEO, data analytics, content creation, social media strategy, PPC advertising, email marketing, visual design, UX/UI principles, CRM software, influencer collaboration, video production, project management, strategic planning, copywriting, mobile marketing, behavioral analysis, and compliance knowledge.

How can I assess a candidate's SEO mastery?

Assess SEO mastery by asking for examples of past SEO projects, requesting a site audit, and testing their knowledge of keyword research, on-page optimization, and backlink strategies.

What tools can help evaluate a digital marketer's data analytics skills?

Tools like Google Analytics, SEMrush, and Tableau can help evaluate a candidate's ability to interpret data, generate insights, and make data-driven decisions.

How do I test a candidate's content creation abilities?

Request writing samples, review their portfolio, and give them a content creation task to assess their creativity, writing style, and ability to engage the target audience.

What should I look for in a candidate's social media strategy skills?

Look for experience in managing social media accounts, creating content calendars, running ad campaigns, and analyzing social media metrics to drive engagement and growth.

How can I evaluate a candidate's PPC advertising expertise?

Evaluate their experience with platforms like Google Ads and Facebook Ads, ask for case studies of past campaigns, and test their knowledge of keyword bidding, ad copywriting, and ROI analysis.

What questions should I ask to assess email marketing skills?

Ask about their experience with email marketing platforms, strategies for list segmentation, A/B testing, and examples of successful email campaigns they have managed.

How do I determine a candidate's proficiency in UX/UI principles?

Review their portfolio for examples of user-centered design, ask about their process for user research and testing, and evaluate their understanding of design principles and usability.

Assess and hire the best Digital Marketers with Adaface

Assessing and finding the best Digital Marketer is quick and easy when you use talent assessments. You can check out our product tour, sign up for our free plan to see talent assessments in action or view the demo here: