Top 10 skills to scale online sales – Meios & Publicidade

They continue to accelerate changes in the digital sector. New technologies continue to reshape the industry, which means new roles and skills are emerging. In a market where change is constant, it is important to build a team of professionals who have the essential technical skills, but who are also able to adapt to face new challenges and boost business with innovative solutions.

From SMEs to top global companies, in the list of the most sought-after skills in the digital sector, the following stand out:

1. SEO: technical and content

Search engine optimization (SEO) is absolutely essential these days. With more consumer journeys than ever beginning and ending online, competition has never been fiercer to rank high on search engines like Google for relevant business keywords. Knowing how a website is correctly indexed and learning how and which keywords are most relevant is halfway to increasing a website’s visibility and increasing organic (unpaid) traffic. Likewise, knowing how to carry out highly effective campaigns on Google, how to structure and organize campaigns in order to monetize the budget, generating more visits, sales and/or leads will be fundamental for the business.

2. Social Media

Social media experts have a wide range of skills, from the ability to deliver effective customer service, launch influencer campaigns, and understand how to achieve demonstrable ROI through paid and organic posts. These professionals will be able to define the brand strategy and capture and retain customers on Facebook, Instagram, LinkedIn, Youtube, Pinterest, TikTok, and Twitter.

3. CRM Strategy

Through effective customer relationship management (CRM), campaigns can be targeted more precisely than ever before. The ability to reach multiple specific and relevant audiences in a much more engaging environment means better quality leads and higher ROI. While many areas of the CRM process can now be automated, the skills and experience in developing strategic, data-driven approaches to these campaigns are highly advantageous for any company.

4. PPC Ad Specialist

PPC (pay per click) is an online advertising model where advertisers serve ads and pay a fee whenever someone clicks on them. It helps to reach the target customers with a precise level of segmentation that traditional advertising does not allow. Creative and analytical skills are essential in this field – PPC experts are able to conduct analysis of large amounts of data at speed while also possessing the talent needed to manage platforms like Google AdWords that will help drive traffic to the site and significantly improve ROI.

5. Data Scientist

The number of data available to organizations of all sizes has exploded in recent years. That’s why professionals able to select the most important data to drive decision-making have never been more important. Professionals with a background in mathematics, computer science can be a great option for teams given the strategic importance of extracting knowledge, detecting patterns and/or obtaining insights for possible decision making.

6. E-commerce

With the growth of online shopping and some of the biggest brands reducing their physical store operations, investment in digital continues to accelerate. Managing an e-commerce platform is a complex role that requires a truly diverse range of skills, from financial analysis, logistics, data understanding, to digital marketing disciplines like SEO and PPC. It is no surprise, therefore, that good candidates in this area are always in demand.

7. Marketplace Manager

Brand presence on sites like eBay or Amazon is now big business for large companies, so to maximize digital business presence and reach customers across the globe, marketplaces are a growing area of ​​the overall sales mix for organizations. big and small.

8. Programmatic media

Google Ads and Facebook Ads revolutionized the advertising market and transformed the way companies communicate with their consumers. Traditionally outsourced to agencies, as awareness and adoption of this algorithmic form of digital advertising grows, brands are choosing to bring in in-house experts to prove and improve ROI.

9. Video and animation

In digital marketing, content is king – and video and multimedia are currently the crown jewels. Having an in-house video editor is a cost-effective way to get a message out with video content. Creatives with camera, editing and animation skills – or ideally all three – are highly valued right now, as the YouTube generation takes shape in the workplace. In this context, it is essential to hire the best and brightest talent on the market.

10. Fast Learning

As the recent Foresight Factory study (Michael Page) demonstrates, continuous professional development and regular retraining must be a constant bet for professionals in this sector. Technology evolves at an ever-increasing pace and, especially to stay in the digital market, companies need people who can adapt and learn new techniques, hardware, software and programs quickly and efficiently. Professionals with a proven track record of acquiring this knowledge and who have a solid ability to adapt will be great assets for a team.

Opinion by Sofia Montalvo, Associate Manager at Michael Page Sales & Marketing

Source: Meios & Publicidade by

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