Hiring the right digital marketer can make a significant difference to how a business grows online. However, many UK businesses struggle to identify which skills actually matter and which are simply buzzwords.
A strong digital marketer does far more than post on social media or run ads. Instead, they combine strategy, data, creativity, and commercial awareness to deliver measurable results.
This guide breaks down the core digital marketer skills UK businesses should look for when hiring, whether you are building an in-house team or working with an external specialist.
👉 Speak To Business Mate, or Book A Strategy Call
What A Digital Marketer Actually Does For A Business
Before assessing skills, it helps to understand the role clearly. A marketer plans, executes, and optimises online marketing activity across multiple channels to support business goals.
Rather than focusing on one platform, a good digital marketer understands how different channels work together. As a result, activity becomes more efficient and consistent.
Common responsibilities include:
- Planning digital marketing strategies
- Managing paid and organic campaigns
- Analysing performance data
- Optimising content and conversion journeys
- Supporting lead generation and sales
With that in mind, skills should always link back to outcomes rather than tasks.
Strategic Thinking And Commercial Awareness
One of the most important digital marketer skills is strategic thinking. Without it, even strong execution delivers weak results.
A capable digital marketer understands:
- Business objectives and revenue targets
- Customer journeys and buying intent
- How marketing activity supports sales
As a result, they prioritise actions that generate leads or revenue rather than chasing vanity metrics.
For UK businesses, commercial awareness is essential. Marketing decisions must reflect budget realities, competition, and market conditions.
Data Analysis And Performance Measurement Skills
Digital marketing produces a large amount of data. However, data only becomes valuable when someone knows how to interpret it.
A skilled marketer can:
- Track performance across channels
- Identify trends and patterns
- Make data-led decisions
- Explain results clearly to stakeholders
Rather than focusing solely on clicks or impressions, they measure outcomes such as enquiries, conversions, and return on investment.
This skill is particularly important for small and medium-sized businesses that need to justify every marketing pound spent.
Search Engine Optimisation Knowledge
SEO remains a core skill for any digital marketer. Even when paid advertising is used, organic visibility plays a long-term role in growth.
A competent digital marketer understands:
- Keyword research and intent
- On-page optimisation
- Content structure and internal linking
- Technical basics, such as site speed and indexing
Importantly, they also understand that SEO is a long-term strategy, not a quick fix.
Paid Advertising And Budget Management
Paid advertising skills separate average marketers from high-performing ones. Platforms such as Google Ads and Meta require careful planning and ongoing optimisation.
A strong marketer knows how to:
- Build targeted campaigns
- Control budgets effectively
- Test creative and audiences
- Improve performance over time
For UK businesses, this skill ensures advertising spend generates measurable value rather than wasted clicks.
Content Planning And Messaging Skills
Content sits at the heart of digital marketing. However, creating content without a strategy rarely works.
A skilled digital marketer can:
- Plan content around user intent
- Adapt messaging for different platforms
- Maintain consistent brand voice
- Support both SEO and conversion goals
Whether it is website copy, ads, or email campaigns, messaging should always guide users towards action.
Conversion Rate Optimisation Understanding
Driving traffic is only half the job. Converting visitors into customers is equally important.
A capable digital marketer understands:
- User behaviour on websites
- Landing page optimisation
- Call-to-action placement
- Testing and refinement
As a result, existing traffic performs better without increasing spend.
Channel Integration And Cross-Platform Thinking
Digital marketing rarely works in silos. Instead, success comes from connecting channels effectively.
A good marketer understands how:
- SEO supports paid campaigns
- Email nurtures leads from ads
- Social media reinforces messaging
- Content supports long-term visibility
This joined-up thinking ensures campaigns feel consistent and purposeful.
Communication And Reporting Skills
Technical ability alone is not enough. A digital marketer must also communicate clearly.
Key communication skills include:
- Explaining performance in simple terms
- Setting realistic expectations
- Providing actionable insights
- Collaborating with internal teams
For UK business owners, clarity builds trust and confidence in marketing decisions.
Adaptability And Continuous Learning
Digital marketing evolves constantly. Platforms change, algorithms update, and user behaviour shifts.
A strong marketer:
- Keeps skills up to date
- Tests new approaches carefully
- Adapts strategies when needed
Rather than chasing trends, they assess what genuinely adds value.
See our related blog “Digital Marketers Near Me And Why Local Support Matters”
Red Flags To Watch For When Hiring A Digital Marketer
Knowing what to avoid is just as important as knowing what to look for.
Common red flags include:
- Overpromising fast results
- Focusing only on traffic numbers
- Avoiding clear reporting
- Using jargon instead of explanations
A good digital marketer is transparent about what is achievable and why.
Working With A Digital Marketing Partner Instead Of Hiring
Some UK businesses choose to work with an agency rather than hiring internally.
In this case, the same skill principles apply. A strong partner provides:
- Strategic guidance
- Execution across channels
- Clear reporting and accountability
Business Mate supports UK businesses by offering experienced digital marketers who work as an extension of your team.
👉 Talk To Business Mate About Marketing Support Or Book A Call
Conclusion
The right marketer combines strategy, data, creativity, and communication to deliver meaningful business results. Rather than focusing on tools or platforms alone, UK businesses should look for skills that support long-term growth.
By prioritising commercial awareness, analytical ability, and adaptability, businesses can make better hiring decisions and build marketing strategies that perform consistently.
👉 Get Expert Support From Business Mate Or Book A Strategy Call
FAQ
What Does A Digital Marketer Do
A digital marketer plans, manages, and optimises online marketing activity across channels such as SEO, paid advertising, social media, content, and email to generate leads, sales, and measurable business growth.
What Skills Should A Digital Marketer Have
A skilled digital marketer combines strategy, data analysis, SEO knowledge, paid advertising expertise, content planning, conversion optimisation, and clear communication to deliver consistent results.
How Do I Know If A Digital Marketer Is Actually Good
A good digital marketer explains strategy clearly, sets realistic expectations, reports on outcomes rather than vanity metrics, and adjusts activity based on performance data.
Should I Hire A Digital Marketer Or Use An Agency
Hiring a digital marketer suits businesses wanting in-house control, while agencies provide broader expertise and scalability. The right choice depends on budget, growth goals, and internal resources.
How Long Does It Take To See Results From A Digital Marketer
Paid campaigns can generate early data within weeks, while SEO and content strategies typically take several months to deliver sustainable results.
What Is The Difference Between A Digital Marketer And A Social Media Manager
A digital marketer manages overall strategy across multiple channels, whereas a social media manager focuses primarily on social platforms and content scheduling.
How Can One Help My Business Grow
It helps your business grow by attracting the right audience, improving conversions, and aligning marketing activity with commercial goals.