11 internet marketing skills you must always be learning
Ian Lurie Jan 4 2011
In spite of reading my blog, you want to go into internet marketing. Welcome to the asylum, my friend.
Time to start learning. This is a list necessary skills for an internet marketer. Warning: I do not necessarily know all these as well as I want to. I’m still learning:
- Writing. I’ve beaten this one to death. If you can’t write, don’t even put the word ‘marketer’ in your title. DON’T. I hear you starting – “mar…” BZZZZT. Stop right there.
- Statistics. You don’t need to be an expert statistician. But understanding a rolling average, statistical significance and confidence interval is required.
- SEO. Yep. Search engine optimization. This of course leads to a whole new list of stuff. That’s for another blog post.
- PPC. Pay per click marketing. See SEO, above.
- Information Retrieval. I separate this from SEO and PPC because it’s central to a lot of stuff you may end up doing to dig through/mine/organize data when you do everything from social media monitoring to reading your client’s last 3 years of sales brochures.
- HTML and CSS. Please. For the love of all that’s good in the universe. You can’t help people market on the internet if you can’t even fathom how it’s all built.
- Design. You don’t have to be a professional designer. At least I hope not – I can’t design to save my life. But you should understand some basic principles: The Golden Ratio, typography, use of color, how to do a layout using a grid. Don’t be a native, but at least speak the language.
- Social media. Shudder. It pains me to use this stupid phrase. Still, you need to understand how people connect online. It’s a (sarcasm here) teeny little aspect of online marketing (end sarcasm). Twitter, Facebook, StumbleUpon, Reddit, and a bunch of others.
- Math. Quick: What’s .1 X $10,000? If you answered $100, then I’ve interviewed you before. Fail.
- Business sense. I can’t easily categorize this. But you need to understand what makes a business ‘tick’. Little stuff, like earning more money than you spend, can really make a difference.
- Diplomacy. Yeaaahhhhhhhhh I’m still working on this one. Learn to advocate, strongly, for controversial points that you know for certain are critical to your client. Without alienating every single person in the room. ‘Diplomacy’ is the ability to tell people they’re totally wrong, and make them smile at the same time.
- Internet marketing in under 300 words
- 18 ways to build morale at a marketing agency (not)
- Clients aren’t customers: Why most agencies suck at project management
- Why most market research is worthless
- You can now buy Conversation Marketing, the book, in digital format.
- Sign up for my SEO training site: $7/month, forever, cancel any time.
CEO & Founder
Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch.Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing.Follow him on Twitter at portentint, and on LinkedIn at LinkedIn.com/in/ianlurie. Read More