The Best Marketing Skills to Master in 2020

Today, we are going to talk about
the top marketing skills to master in 2020 and beyond. But before we do, don’t forget to
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grow faster, both personally and professionally. All right. You know, people use the
phrase data is the new oil. The way I look at it, data is very
important and a lot of people don’t know how to do basic
data analysis, right? So you kind of have to
understand analytics first. Because you have to understand the
story that the data is telling you, and then you can actually
take some action on it. So you do have to understand data
analytics, and if you actually want to go deeper into the field, you
should understand data science. There is a online education company
called data camp, and they actually teach data science. And then also you can go to
Coursera, you can go to edX. You can even go to YouTube if you
want to learn about data science, and I’m sure there’s a ton
of free videos out there. I would say around the
data and analytics portion. Avinash Kaushik, he has a
blog called It’s K, a, U S H, I K. dot net. I started learning marketing quite
a while ago, and I, he still writes on his blog. He’s got, he’s got
a really good blog. I would recommend reading. I need Lytics as well. This woman’s name is
Annie and it’s Lytics. It’s like analytics, so any so those are two or three resources to check out. So that’s the first thing I think
you have to understand that the story that’s being told, right? A lot of companies, especially
in Silicon Valley right now, they raised a bunch of money from
venture capitalists, which is no problem, right? As long as they have, you
know, a solid business model. But the problem is they think a
lot of companies, when I talked to them, Oh, we’re just going to
figure out Google ads and Facebook ads and we’re going
to scale that way. But everybody knows how
to do that now, right? So how do you
differentiate yourself? They know how to like run the ads,
but beyond that, you know there’s they’re skills that
are lacking, right? So I think, you know, to kind of
make sure that you’re protected for the long term, you have to
understand how to do copywriting. So I recommend reading a book
called breakthrough advertising, and another one called
the boron letters. Breakthrough advertising used to
be like, I think I purchased a book for a couple of hundred dollars. You can actually get the
reprints now for $125 just Google breakthrough advertising book. Right? And I think it should
be able to find it. Boron letters you
can find on Amazon. It was written by Gary halpert,
which is one of the all time greatest copywriters. He had a son that he wrote the
letter to called bond halpert. And I think bond Halbert actually
has a newsletter right now. so those are, you know, there’s,
there’s actually another email that’s called email player. So check that one out too. When you learn the skill of
copywriting and you’re learning how to talk to people, you’re learning
how to get people to take an action, right? you’re not writing
long walls of texts. You’re basically learning
how to copyright for Twitter. You’re learning how to copyright
for LinkedIn as well, right? Anybody that knows how to write
long form copy those, those are still, those people are, are very
hard to find nowadays, but if you know how to write long form copy,
you can really write copy and use types of words to
persuade people, right? And that’s what you’re trying
to do with your marketing. A lot of times are going to be
using words when you’re sending emails to people, you’re going to
be, you’re going to be writing ads. It could be writing a book. You have to understand, like if you
become really good at copywriting, I think you’re going to be
levels above people, right? Versus the people that you know
just know how to run a Facebook and Google ads. You’ve got to know how
to go beyond that, right? I also think it’s very important
for 2020 for people to understand. That they need to pick one content
channel that they’re good at and stick with it. So using the copywriting
example, I like writing. If I were to pick writing channels,
I would pick maybe a Twitter and I would pick LinkedIn organic, right? And I would just write on there and
whatever I write on there, I’m not, well, not all the time, but I tend
to see better performance there over time. Now, I also like doing audio too. I don’t have a problem with doing
video, but video requires the editing portion. That I don’t know how to do. It requires some design work as
well, which I don’t know how to do. You know? That’s where you need to,
you know, get outside help. But you do need to understand
that, content, having one kind of foundational content channel that
you go after, and then learning how to repurpose that, that’s going to
be very important because the one thing that you’re going to have
that’s defensible for the longterm. Is your brand, right? So it doesn’t matter if you’re
working for somebody, and it doesn’t matter if you
have your own company. You have to understand that your
brand is going to take you far. Like I’ve seen a lot of people
where they’ve worked for companies and because they blogged at the
same time and they built some kind of personal brand that they’re
able, they were pretty, it was pretty easy for them to find other,
other gigs, that were, you know, next level. Right. So I would, I would
take that into account. For me. I like writing. I like podcasts too. So those are the channels
I kind of go after, right? So what are you good at? And if you’re good at video,
understand that that video can be repurposed into audio files, can
be repurposed into stories, can repurpose into social media posts,
and the list goes on and on and on. If you, you’re going to repurpose
content, you have to learn. Okay. Who’s going to actually do it? Right? Can you delegate
this out to people? Even if you’re working for
someone, you can delegate. You can find people on Upwork. You can go to these other sources
and figure out how to delegate this out to other people, right? But you have to figure out what
that re purposing framework looks like. That workflow looks like because
there are so many sources nowadays, disparate channels out there
and it’s becoming more and more competitive. Ads are getting more competitive. SEO is getting more competitive. So how do you stand out? You’ve got to think about how you
can take the Omni channel approach. And if you’re going to do that,
if you’re going to take the Omni channel approach, who is going
to help you do that work? You know, the fifth
piece here is basic SEO. The entrepreneurs that I know that
understand SEO, they are their next level versus, you know, some of the
other entrepreneurs I don’t like. There’s, the way I look at is the,
the ones that understand, business and SEO and the ones that
understand kind of business and acquisitions. Those are the ones that have a
different, they have a different, they’re wired differently. And those are the ones that I
generally learned the most from. You know, when you understand SEO
and you understand business, you probably understand all
these other elements, right? Because SEO is like
a little puzzle. And then business
is also puzzle too. You’re, you’re, you’re creating
culture, you’re hiring people, you’re firing people. if you don’t know how to maneuver
to business for the longterm, same thing with like when you’re, when
you’re doing acquisitions, you’re, you’re doing all this maneuvering. You’re playing all these little
games, a game within a game, right? You know, when you understand basic
SEO, I, you know, you, the, the sky’s the limit, right? Because you understand
foundationally how you can build websites and build traffic quickly,
and then how you can collect email addresses. I need how you can parlay that
into retargeting people making look alike audiences and, you know,
having a, having a chat bot on your site too. And it just, you know, you have
email popups to collecting emails. You’re just doing all these
different little things that gives you leverage for the longterm. So I think having that basic
foundational understanding of SEO. It’s going to take you a long way. When I look at it, single grain,
our ad agency, the website, when I first came into it, 4,000 visits
a month, now we’re about 250,000 visits a month. And because we were able to build
out leverage we have so many people hitting our website, there’s
people on our email list. We were able to get a seven figure
deal because we combined a tool with the traffic that
we have collected. An email address. Put them into a sales enablement
tool, but you can see the foundational piece was
the SEO piece, right? So again, this comes
back to copywriting. If you know copywriting well, then
you can parlay that into, you know, you starting out with SEO first. Once you start getting going, you
start getting some revenue going. You hire other people to help you. You understand the framework that
you want and you build and you build on your build. And before you know it, because you
started with SEO, now you have a legit legitimate business. And your business is
getting bigger, bitter now. Now you can play the game of
acquisitions down the road. Right? So that’s how I see it. These are the five top skills, I
think, to master when it comes to marketing. A lot of these are
foundational, right? I think if you understand the
foundational pieces and you want to go deeper. You should have no
problem doing so. Let me know what you think I
missed in the comments below. What you think are the top skills
to master in 2020 and also whatever platform you’re coming from. Don’t forget to rate,
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