SwingPoint Media – 4 Marketing Skills Every Business Owner Should Have

December 20, 2022

By Jeff Harrison

While your business might have the best customer service, products, and innovation, the lack of a robust marketing strategy will keep you grounded. The business will struggle to generate sales, retain customers, and build brand awareness. Given that you have control over most of these, there are handy skills you should have to stay ahead of the competition.

In this article, we discuss four marketing skills every business owner should have in order to succeed in today’s market. We will also highlight the benefits of having these skills and how they can help your business thrive.

Why You Need to Have Marketing Skills

Marketing is a critical aspect of running a successful business, and as a business owner, it’s essential that you have a strong understanding of marketing principles and strategies. Without these skills, you may struggle to effectively promote your business and reach potential customers, which can limit your growth and success.

Having marketing skills allows you to craft effective marketing campaigns that speak to your target audience and drive results. This can increase brand awareness, generate leads, and ultimately drive sales and revenue for your company. Additionally, having marketing skills can help you to understand your customers and their needs better, allowing you to tailor your products and services to meet their demands.

It’s even more important for you to have these skills so that you can have control over your marketing. This is because while you could outsource marketing to agencies, you should understand certain skills to guide your external marketing resources and oversee your business’s marketing efforts.

The Marketing Skills You Need

Digital Advertising: Using Online platforms to Promote Your Business

Digital advertising is an essential part of modern marketing. Almost all businesses have shifted their marketing efforts online. This is because of the influx of social media usage and internet connectivity. This presents a surefire way to reach potential customers.

There are many different types of digital advertising, including search engine advertising, social media advertising, display advertising, and more. These types of advertising allow you to target specific audiences and deliver personalized, relevant content and ads that are likely to resonate with your potential customers.

An essential digital advertising skill you should have is the ability to execute targeted marketing. You can achieve this using advanced targeting technologies, such as demographic and behavioral targeting. This allows you to reach specific groups of people based on their interests, behaviors, and other factors.

Analytics: Tracking and Analyzing Marketing Efforts

Marketing strategies that are data-driven have better chances of producing results. As a business owner, you should be able to analyze data generated by your marketing channels and identify patterns and insights from the data. This will help you to make informed decisions about your marketing strategy and allocate your resources more effectively.

The application of insights from analytics is also an essential skill you need. When you analyze marketing data, you uncover huge findings from the data. Since it’s one thing to understand the findings, you should be able to put them into use as well. This will help you make informed decisions about the direction of your business.

Customer Knowledge: Understanding Your Customer’s Needs and Preferences

How well do you know your customers? Most business owners are convinced that they know their customers. However, they know so little about them. There is so much more you need to know about your customers apart from knowing they are people who need your products or services.

Having a deep understanding of your target audience in terms of their preferences and behavior will help you tailor your marketing efforts and provide personalized experiences for them.

One way to gather customer data is through surveys and questionnaires. Also, asking for feedback and interacting with them will help you know them better. This can provide valuable insights into what customers like and dislike about your products or services and help you identify areas for improvement.

Once you have a clear understanding of your target audience and their needs, you can use this information to customize your marketing. This might include creating personalized marketing messages, offering targeted promotions and discounts, or providing tailored experiences for different segments of your audience.

Social Media Management: Engaging with a Social Media Community

When building your business, you will need to create some form of community for your customers. Social media platforms are the easiest ways for businesses to form online communities. But it doesn’t stop there—these communities need to be managed effectively for them to work.

That’s where social media management skills come in. It involves planning, creating, and publishing content on social media platforms in order to achieve specific marketing and communication goals.  It also involves engaging with and responding to customers, analyzing the content’s success, and adjusting the strategy accordingly.

You should have the skills necessary to do most of these tasks or all of them. This will help you be more involved with your customers. As the business grows, you could outsource these services to a social media manager since they have more experience in this area.


Understanding marketing will shape many of your business decisions as a business owner. Having strong marketing skills can help you reach and engage with your target audience, create effective marketing campaigns, and ultimately drive business growth and success.

It is essential to stay up-to-date with the latest marketing trends and strategies and continuously improve and develop your marketing skills. Investing in marketing can effectively promote your business, attract and retain customers, and stay ahead of the competition.


SwingPointMedia is a marketing company focused on using content marketing, such as written articles, videos and podcasts, to attract their customers’ ideal audiences. This approach has proven to attract higher-quality customers while simultaneously reducing the sales cycle by as much as 70%.

SwingPointMedia serves local businesses in Southern California and can be reached by calling 760-422-5176.