Skills used for successful marketing

Effective marketing campaigns require a range of skills and knowledge. To successfully market your products and services, you may need to upskill yourself or your team members.

Consider whether individual members of your team have the business skills necessary to run a successful market campaign. Take some time to identify where you need to provide further staff training, personal development or mentoring for yourself and your staff.

While you can continue to improve your team's skills in some areas, there are 3 key areas of marketing where you should feel confident in the current ability of your marketing staff.

Communicate, negotiate and network

Good marketers are strong communicators and astute business operators. Your team's communication skills will help them make deals with suppliers and service providers, maintain relationships with your customers, and build valuable networks in your market.

In larger businesses, you may also have to navigate complex internal discussions; your communication skills will help you negotiate marketing goals with your sales team.

Collaborate with your sales team

If you are a larger business, you may have separate sales and marketing teams. Your sales team are an essential part of your marketing success and involving them in developing your marketing strategies will help you motivate and focus your salespeople to achieve your marketing objectives.

In smaller businesses with fewer team members, you still need to work to ensure that your marketing objectives are consistent with your sales targets and overall business goals.

Know your strengths and weaknesses

Evaluating and understanding your business' strengths, weaknesses, opportunities and threats (SWOT analysis) will help you to make informed decisions and deliver your marketing effectively. Know the pros and cons of your business's operating systems, financial commitments, legal obligations and workforce skills.

Conducting a SWOT analysis prior to embarking on a marketing campaign can help you identify training needs and make good marketing decisions along the way, including:

  • developing a targeted, direct mail campaign within the capability of your database of potential customers
  • appropriately spending your marketing budget
  • using staff in a personal selling campaign that excel in the necessary communication skills
  • adhering to privacy regulations in a telemarketing campaign.

Also consider...