Every company has to embrace marketing. As a discipline, it is one of the most important aspects of a company – it’s what drives sales and growth and elevates you above your competitors. However, finding good marketing talent is a tough job – particularly if you are a smaller business looking for multiple skills in one person.

Marketing requires a deep understanding of a business and how it operates, all the way from the manufacture of a product. This includes the way in which it is designed, built, and used by the client in a way that enhances their own experience and is fundamental to the very existence of your organisation. Add to this mix all pricing implications, competition pressures and brand awareness, and you have a broad spectrum of skills which are needed.

Some marketers will be more specialised in certain areas than others, and this is perfectly normal. However, there are certain skills and attributes that are essential, no matter your particular skill. Anyone who can demonstrate the following three skill sets will be in demand in 2023.

  • Strategic thinking – being able to see the big picture and develop long-term plans.

When you get bogged down in carrying out daily operations, it is easy to stop seeing the bigger picture. You have a list of tasks that need to be completed by a certain time and that takes priority over everything else.

Having the ability to think strategically at all times is crucial to the overall success of any marketing operation. While establishing a plan from the outset allows you to set clear marketing goals, integrating those goals day to day and having the courage to change direction if progress is not going to plan a fundamental part of a marketer’s skills.

Thinking strategically, you are always asking yourself the following questions:

  • Does it enhance brand values?
  • What benefits/improvements will be felt by your clients?
  • Is the message clear, concise, and consistent?
  • Is this working towards key goals?
  • What are the steps we need to take?
  • Is there coherence across the board?

Having that ability to understand the bigger picture while keeping an eye on all the different elements of a marketing campaign is one that is learnt through experience and application. If you find it as an organisation, hang on to it – a marketer who demonstrates good strategic thinking is worth the investment.

  • Strong writing skills – creating high-quality content is more important than ever.

Nothing is more powerful than language. Both the written and spoken word have the power to change minds and hearts.

Writing skills are an art in themselves. To find someone with the versatility and flexibility to create copy that fulfils a number of different functions – informing, persuading, telling a story, creating an emotion, giving instructions – while adhering to the specifically crafted tone of voice – is a hard job.

Despite the growing plethora of artificial intelligence-driven content creation software, there will always be a need for good writing skills. While automation can fill space, the innate understanding and uniquely human way of approaching a piece of content as part of an overall marketing strategy still need the insight of an experienced and professional marketer.

  • Digital marketing expertise – with so much changing in the digital world, this skill is becoming increasingly valuable.

Digital marketing is a highly dynamic skill set that is constantly evolving in line with the relentless advance of technology. The Google marketing of 10 years ago is a completely different approach to how Google marketing is going to be in 2023.

Talk to any Google marketer, and you know that those who are at the top of their profession are those who do more than spend their days following the figures. Yes, analytics are crucial, and understanding the different reporting tools to assess ROI and split testing is a fundamental part of the marketing campaign. More important, though, is following the twists and turns of the companies that run important digital platforms in the 21st century.

A successful digital marketer will always ensure that they are ahead of the curve, predicting potential twists and turns that could potentially cut off a pipeline or open the flow wider.

If you are on the lookout for some experienced marketing talent in 2023, contact us or upload your vacancy to see how we can help!