Skills you need to work as a digital marketer in Nigeria

Digital marketing may be an exciting profession but is highly technical and requires creative skills to survive the competitive environment it exists in. Just as several companies in Nigeria and across the world are not just doing a lot of businesses online but also focusing attention on the cyber community, so do you find several persons delving into the field of digital marketing, so to survive in this field you need certain skills in order to keep having clients that would want to engage you to do jobs for them. Here are some of the skills you’re expected to have in order to excel in digital marketing in Nigeria and other parts of the world.

Search Engine Optimization (SEO)

This is a skill used to position a company’s website strategically online so that it pops up whenever specific words are searched for. People are looking for information on Google and other search engines. Optimizing websites to come up organically in search engines is a fundamental aspect of digital marketing. You need to learn how to integrate keywords into content, change alt text, collect backlinks, and so on, in order to optimize a company’s website.

Social Media Management

You hardly find any company these days that does not have social media platforms. Such platforms provide opportunities to engage actual and potential customers and companies are constantly looking for who will manage these platforms for them. Running Facebook, Twitter, Instagram, Pinterest, and LinkedIn is another aspect of digital marketing you need to learn. You have to be able to attract followers and engage with them on a level that’s meaningful to them. An in-depth understanding of who is using what platform and when they are using it, will help drive your social media campaigns. You want to use creative storytelling to post on relevant trends. To do so involves researching not just your audience, but also what they are interested in right now. Social media management is a fast-paced aspect of digital marketing that requires steady management and an ability to think on your feet. You require a lot of creativity to excel here

Content Marketing

This is one area you require a lot of creativity to impress potential customers and drive them towards your company’s products. Content marketing is a type of marketing which deals with the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services. You are not directly promoting your client’s brand but you are writing articles, producing and posting interesting videos, starting up conversations that end up making the person reading the article or watching the video develop interest in whatever your client is selling. This requires a lot of creativity.

As a content marketer, you are both a creative thinker and data analyst. You use both of those skills to create content across multi-media platforms to spark the interest of your audience so that they come to you for more. This is basically what creates more leads and more conversations. You see a lot of this online these days. It is a smart way to get a lot of customers for a company.

Data and Analytics

As a digital marketer you have to work with the right information. In fact, you require an understanding of Google Analytics. This is s a free Web analytics service that provides statistics and basic analytical tools for Search Engine Optimization (SEO) and marketing purposes. One of the benefits of digital marketing over conventional methods of marketing is its measurability. You must be able to use your skills to interpret which of your marketing campaigns are the most successful. The metrics can be complicated but being able to use them to paint a picture of your target audience and what motivates them will give you the tools to scale your campaigns and increase overall profits. Companies are constantly looking for professionals who can do this. Possessing this skill will make you one of the most sought-after digital marketers in Nigeria.

Pay Per Click (PPC)

Pay Per Click is an online advertising model in which advertisers pay each time a user clicks on one of their online ads. This is what goodly does with Google Adsense. The host of such adverts gets paid when visitors to their websites and blogs click on adverts they see on those platform. In pay-per-click advertising, businesses running ads are only charged when a user actually clicks on their ad. This why it is called pay-per-click. Now you know the meaning of pay-per-click adverts you then need to understand how it works in digital marketing. This is an essential skill you require.

The digital marketer provides keywords that when people search for such words, the company’s adverts will come up in the paid ad listings. A digital marketing carrying out this role is responsible for driving traffic to a website. Your job as the digital marketer is to determine what action the customer takes once the advert listings pop up and the company’s advert is listed among the top. A company can pay Google to have them list adverts for that company’s website at the top and right of the organic search listings. What this means is that a link promoting the company’s website will appear at the top of search results. This will drive more clicks on such ads and bring more visitors to a company’s website. This way, more people will see the products offered by the company. Every time the company’s advert (a link to the company’s website) is clicked, sending a visitor to their website, they have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if the company pays $3 for a click, but the click results in a $300 sale, then they’ve made a hefty profit. As a digital marketer you should understand how PPC works. Companies are always looking for someone who has that skill.

The Author

Chinenye Nwabueze

Nwabueze is a communication researcher with several years of lecturing experience in Nigerian universities.

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