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Digital marketing is one of the fastest-growing skills in 2024, ranking in the top 10 list in Coursera’s 2024 Job Skills Report. The report finds that the digital marketing profession (expected to grow by 6% by 2032, above average employment growth) is steadily increasing, driven by the emergence of new marketing technologies such as: It became clear that it would be done. as an AI-powered insight and content generation tool (evidence that AI complements rather than obsolete jobs in this industry);
The digital marketing industry is strongly influenced by consumer trends, especially social media, with an estimated 76% of consumers browsing and purchasing products via social media. In fact, in 2023 alone, there will be approximately 4.89 billion social media users worldwide, and LinkedIn alone accounts for over 1 billion of that total. As the Coursera report points out, this requires organizations to upskill their teams with a new and advanced skill set: social selling. This is critical to an organization’s success.
What is social selling?
LinkedIn released a report titled “15 Big Ideas for 2024.” One of the most notable insights revealed that social media is so important to business that influencer marketing will be one of the new degrees offered at universities in the coming years . In fact, Southeastern University of Technology is one of the first universities to offer a content creation and social media business degree in 2024 and has already started accepting applications.
Given the traction and attention that social media has gained in driving success in the business world, what is the relevance of social selling for leaders and managers?
First, it’s important to understand what social selling is. Social selling is the practice of leveraging social media platforms to interact and engage with potential customers and business partners and foster connections with the ultimate goal of converting them into loyal customers. Although social media falls under the realm of marketing and advertising, it is important to note that social selling is not limited to an organization’s marketing department. In fact, all leaders and employees, high profile or not, set the tone for establishing their organization’s brand and establish their own personal brand for future career development and advancement. Masu.
Leaders need to recognize that both they and their teams are advocates for the business, so they should encourage and train employees to develop personal branding and social selling skills. This not only helps improve the company’s image, but also contributes to the long-term career development of employees.
And for those looking for a new job, being conscious of and protecting your image on social media is essential to being taken seriously by potential employers and clients.
How to build social media marketing skills
Social selling has several elements that ensure credibility and long-term success that literally anyone can adopt, whether they are involved in marketing or not.
1. Establish a presence
Create an attractive profile across relevant social media platforms. Don’t forget to engage with your followers and connections by continually adding value that is relevant to your industry. The focus is not on selling most of the time, or even half of the time, but on connecting and sharing insights to make the connection want to know more. This is especially true on LinkedIn, where you can talk more freely about your job, business, and employer, discuss the latest trends in your industry, and showcase your products and services.
Instead of pitching right after someone sees your connection request or starts following you, consistently maintain the image of being a valuable resource. They will be in a position to offer tips and advice, and be a point of contact who can refer you to others if needed.
You represent the company you work for or the industry you are involved in, and if you become unemployed, your employer may conduct a background check or provide information about you through your social media profiles. Always remember that you may be asked to investigate. So always think before you interact with others and think before you post. If it’s personal, limit your profile or adjust your content settings so it’s not visible to someone randomly searching for your name on Google.
2. Developing social listening skills
Social listening includes recognizing the analytics behind engagement across different profiles, adapting to customer testimonials, checking for relevant brand and competitor mentions, and trends that may impact your company or industry. It is necessary to always know. These insights can be used to inform sales and partnership strategies and make recommendations and suggestions based on your observations, even if you are not directly involved in leadership or have management responsibilities. can.
3. Building relationships
Establish relationships with social media connections both online and take it a step further offline. Engage in their posts, have a direct message conversation, or offer to join them for a business lunch or coffee chat if they’re at or near your location. By moving your interactions from social media to meetings and email, you can strengthen your connections and add valuable additions to your network. You can use this as a unique selling point when applying for jobs in the future.
4. Obtain a Google carrier certificate
Now, if you are serious about entering the digital marketing and social media industry, you should consider getting training through short courses or getting a degree in this field. Google offers a career certificate called the Digital Marketing and E-commerce Professional Certificate, which is available for free via Coursera depending on your financial situation.
This is a great way to get your feet wet and gain skills through learning pathways from widely recognized institutions. There are many other digital marketing courses you can check out, but this is one of his most popular courses.
So, while demand is high and the marketing industry is expanding, now is the time for organizations to train and encourage their employees to become social media champions for their brand, and for professionals to create a personalized social sales presence. Now is the time to establish your social status. A path to a more solid career.
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