Happy ‘how too-sday’ everyone – here is the final instalment of my small team solutions series, and this week we are looking at what skills you need to make your life a little easier!
With technology changing so quickly, we are constantly having to adapt to new trends and try out new ways of communicating with our audience. Therefore, the role of the higher education marketer is also constantly evolving – especially if you’re in a small team or working on your own, it can be hard to tap into a wide skillset.
Here are just some of the skills that I think a good marketer needs:
Copywriting for different purposes
If you’re in a small team or team of one, it’s highly likely that you will be creating content for a wide range of platforms or purposes! You need to be able to switch up your tone of voice to make it appropriate for different audiences, and make sure you adapt for each type of content.
In my opinion, this is by far the most important skill of a successful marketer! Not only do you need to be able to come up with new ideas, you also need to creatively problem solve. Check out my previous blog (Small Team Solutions: Getting Fresh Ideas) for tips on how you can encourage creativity!
Content editing and creating skills
I know this can be a really daunting prospect at first, but I’m not saying that you need to be a full-blown graphic designer. Just knowing how to use the basic functions of software such as Photoshop, In Design and Premier Pro really opens doors for creating new and exciting content. (Once you know the basics of Photoshop, you can make a really effective GIF in less than 30 minutes).
Also, video is huge! It’s the most important type of content by far, and you need to include video as part of your marketing campaigns. This is why learning the basics of Premier Pro (or any other video editing software) is an absolute game changer. With some practice, you’ll be able to film and edit good quality videos in one day (or maybe two).
Strong understanding of analytics
Learning to understand your data is crucial for your decision making and future marketing planning. Tracking your analytics during a campaign can help you make important decisions about what is working well and where to invest more resources. Knowing how your audience responds to different approaches is beneficial for focusing your efforts in future campaign planning.
Being confident in your ideas
When I first started working in marketing, I was so nervous about anyone reading my copy or looking over my work (which isn’t ideal in a job all about communication!) I don’t know if anyone would have known it from the outside, but inside I didn’t have much faith in myself and confidence in my work yet.
I quickly came to realise that you really can’t be scared of what other people are going to think to be a successful marketer! Marketing is all about thinking of new, creative approaches and trying new things.
You need to be confident and comfortable with other people potentially not liking your ideas, because that’s just the kind of job it is.
Don’t be scared to try something new, put your hands up when it doesn’t work, and when it does, just let your analytics do the talking! (Remember, you’ve got this!)
Initiative and development
Put yourself out there and give yourself opportunities to grow. Use your initiative to think of new ways to develop your skills. What about writing some articles about an area of interest for The Native? Or maybe there is a course to develop some graphic design skills that would really help you in your job. If you’re thinking about completing a course or attending some training, put together a case explaining how this will benefit your institution and see how they can support you!
Writing this Small Team Solutions series has flown by and I can’t believe this is the last article already. I hope that I have inspired you in some way and that you’re benefiting from at least one thing you’ve read over the last few weeks! I’ve loved writing this content, so hopefully you’ll see me again soon with something new!