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Gut Check:
12 Must-Have Entry Level
Marketing Skills to Learn
Before Entering the Workforce
The Myth:
College	gives	you	all	the	
tools	you’ll	need	to	succeed	
after	graduation.
The Truth:
College	is	excellent	for	building	a	
foundational	base	and	critical	
thinking,	but	lacks	the	practical	
skills	you’ll	need	when	starting	a	
new	job.
Why?
1. Curricula	are	slow	to	adapt	to	market	
changes
2. Different	jobs	requires	different	skills,	
while	college	is	broad
3. You	don’t	know	what	you	don’t	know!
Our Goal Today
I	want	you	all	to	have	an	unfair	advantage.	
Today,	I’ll	share	some	of	the	hard	and	soft	skills	
that	will	benefit	you	across	a	variety	of	entry-
level	and	intermediate	marketing	roles.	
Disclosure:	Your	mileage	may	vary!	Not	everything	applies	to	every	
one	of	you.
Methodology
Ignore	the	fancy	title	I	used	for	this	slide	– my	process	was	basic.	I	
looked	at	three	main	things	when	building	my	recommendations:	
1. I	sent	a	questionnaire	to	15	individuals	who	work	for	
agencies,	in-house	marketing,	or	as	consultants
2. I	reviewed	job	listings	for	a	variety	of	roles	(enterprise,	SMB	
and	agency)
3. I	pulled	from	my	own	personal	experience
Know Your
Numbers
Excel,	Analytics	and	the	
Magic	of	Metrics
The Stakes
Everyone	thinks	marketing	is	
about	“the	next	big	idea”.	We	
all	want	to	be	Don	Draper.	But	
in	reality,	the	magic	happens	
at	the	iterative	level	– refining	
and	improving	your	creative	
through	analysis	and	testing.
Skill 1: Excel at Excel
When	to	use	it:	
Daily.	Seriously,	you	can	do	amazing	things	with	excel.	From	organizing	
and	tracking	information	to	performing	calculations,	you	can	do	nearly	
everything.	Become	a	master	and	your	job	prospects	will	go	way	up.	Put	
this	high	on	your	list;	Excel	is	nearly	universal.	
How	to	learn	it:	
o Lynda.com – See	if	your	school	has	a	subscription.
o YouTube	– Less	structured,	but	still	great	info.	
o Get	your	hands	dirty!
Skill 2: Google Analytics
When	to	use	it:	
A	lot	of	marketing	today	is	done	online,	and	a	company’s	website	is	at	
the	center	of	it	all.	Google	Analytics	is	a	free	and	powerful	tool	to	see	
who	is	on	your	website,	where	they	came	from,	and	what	they’re	doing	
there.	
How	to	learn	it:	
o Google	Analytics	Academy	is	a	free	course	(Google	it.)
o Bonus:	Complete	the	course,	take	the	test	and	get	certified	(cha-
ching!)
Skill 3: Basic Statistics
When	to	use	it:	
A	basic	understanding	of	statistics	will	help	you	make	sense	of	the	data	
you	collect.	It’s	important	to	separate	trends	from	coincidences,	and	to	
make	more	informed	decisions.
How	to	learn	it:	
o Naked	Statistics	by	Charles	Wheelan:	Highly	accessible,	not	too	dry.
o Take	a	class	at	your	school.
o Vegas	(I’m	kidding…kind	of.)
“
Get your certifications. I would say
getting Google Analytics certified
is huge no matter the digital field
you land in.
- Wesley G., Search Marketer
“
Become familiar with all of the free
tools out there in the digital space,
especially Google Analytics.
Understanding numbers is important
across the board.
- Sean F., Account Manager
Tell a Story
Become	a	master	of	
communication.
The Stakes
The	people	with	the	best	ideas	
don’t	always	win.	When	was	the	
last	time	an	economist	or	a	
scientist	became	President?
Instead,	its	those	who	can	
effectively	communicate	their	ideas	
that	are	the	most	successful.
Skill 4: Public Speaking
When	to	use	it:	
Whether	you’re	pitching	a	client,	asking	for	a	raise,	or	speaking	in	
front	of	a	large	group,	you	need	to	capture	(and	keep)	your	
audience’s	attention.	
How	to	learn	it:	
o Practice!	Practice!	Practice!
o Join	your	local	Toastmasters	chapter.
o Read	aloud	(Get	used	to	hearing	your	voice!)
Skill 5: Email (Yes, Email)
When	to	use	it:	
The	average	business	person	sends	and	receives	131	emails	each	
day.	You	need	to	learn	how	to	get	your	point	across	quickly	and	
cut	the	fluff.	Less	is	more	folks.
How	to	learn	it:	
o Be	concise.	State	your	intentions.	Always	include	next	steps.
o Read	this	article	from	the	Muse.
o Pet	peeve:	Don’t	”Reply	All”	unless	you	need	to.
Skill 6: Learn Communication Styles
When	to	use	it:	
Everyone	has	a	different	communication	style.	Learn	the	most	popular	
styles	so	you	can	be	a	better	communicator.	Understand	your	own	
strengths	and	weaknesses	to	identify	opportunities	and	landmines.
How	to	learn	it:	
o Take	the	DISC	test,	and	read	all	the	profiles.
o Take	the	Myers	Briggs	test,	and	read	the	profiles.
o Self-evaluate	– be	honest	and	write	your	strengths/weaknesses.
“
Learn to communicate by presenting
your ideas in a structured way, so
others will understand. This is
especially true with written
communications.
- Jennifer G., Red Bamboo Marketing
“
Most of my day is spent
communicating with clients through
email, phone and meetings. I never
learned this skill in school, and it was a
big adjustment for me when I started
work.
- Sean F., Agency Account Manager
Talking
Technical
Coding,	search	and	other	
practical	skills.
The Stakes
In	most	roles,	you’re	responsible	
for	more	than	just	ideas	– you	
need	to	execute	too.	
By	learning	some	broad	technical	
skills	and	software,	you’ll	become	
more	attractive	and	give	yourself	
an	opportunity	to	make	an	
immediate	impact.
Skill 7: Get Familiar with HTML
When	to	use	it:	
Writing	a	blog?	Sending	a	marketing	email?	Tweaking	a	landing	page?	In	
all	of	these	situations,	knowing	some	HTML	basics	will	go	a	long	way	in	
helping	you	troubleshoot	problems	and	get	things	done.	
How	to	learn	it:	
o Take	a	free	course	on	CodeAcademy
o Start	a	free	blog	on	WordPress.com
Skill 8: Design Fundamentals
When	to	use	it:	
Much	of	today’s	marketing	is	visual.	You’ll	need	attractive	graphics	for	
social	media	posts,	website	pages,	printed	collateral	and	more.	I’m	not	
saying	to	become	Picasso	– but	you	should	understand	the	basics.
How	to	learn	it:	
o Visit	Canva.com	for	beautiful	pre-built	design	templates
o Learn	the	basics	of	typography
o Learn	the	basics	of	color
Skill 9: Dig Deeper into Search
When	to	use	it:	
Understanding	how	search	engines	work	is	essential	when	dealing	with	
online	marketing.	This	includes	learning	how	to	get	more	out	of	search	
engines,	and	how	to	get	found	on	search	engines.
How	to	learn	it:	
o Research	like	a	pro	with	Google	Search	Operators
o Learn	the	basics	of	SEO	with	Google
o Learn	even	more	with	Moz
“
Learn PhotoShop and basic HTML.
Marketers are expected to know all of
these things right now, you can't just
be a great writer and have good ideas.
They want you to handle all of it.
- Christine R., Public Relations Specialist
“
Understanding how people search goes
beyond SEO. It teaches you to think the way
your customer’s think, to understand their
motivations and to speak their language. This
skill applies across the board.
- Stephen Murphy, Red Bamboo Marketing
Be humble. Say	it	with	your	actions.
The Stakes
Today’s	most	important	takeaway?	It’s	ok	
that	you’re	not	an	expert	day	one.	You	will	
need	to	learn	on	the	job.	You	will	make	
mistakes.	And	you	(probably)	will	be	a	bit	
overwhelmed	at	first.	
But	that’s	ok.	Because	we	were	all	in	your	
shoes	once.	And	we	all	make	mistakes.	It’s	
what	happens	next	that	matters.
Skill 10: Ask Questions
When	to	use	it:	
Asking	questions	is	not	a	sign	of	weakness.	It	is	an	attribute	of	
innovators	and	leaders.	If	you	don’t	know	the	answer,	ask	someone	
who	does	– or	go	find	it	on	your	own.	
Tips	for	Success:	
o Follow	the	“5	minute	rule”	– if	you	can’t	figure	it	out	on	your	own	in	
less	than	5	minutes,	ask	someone!
o Keep	a	running	list	of	questions	so	you	can	ask	all	at	once.
Skill 11: Learn to Listen
When	to	use	it:	
“We	have	two	ears	and	one	mouth	so	that	we	can	listen	twice	as	
much	as	we	speak.”	- Epictetus
Tips	for	Success:	
o Be	an	active	listener.	
o There’s	a	difference	between	what	someone	says,	and	what	
they	mean.	Find	out	what	they	want.	
o Follow	Skill	10.	Ask	more	questions.
Skill 12: Self Educate
When	to	use	it:	
Marketing	is	constantly	changing.	While	fundamentals	and	strategy	may	
stay	consistent,	tactics	of	today	are	drastically	different	from	even	a	few	
years	ago.	You	must	always	be	learning.
Tips	for	Success:
o Read	everyday.	Blogs,	books,	magazines,	social	media,	forums,	etc.
o Run	experiments.	Try	something	for	yourself,	see	if	it	works,	then	
replicate.
“
I can’t stress the importance of
listening enough. You need to listen
closely to understand the needs of
your boss, your company and your
customers.
- Jennifer G., Red Bamboo Marketing
“
Try to do your own projects to get
experience. Master your day-to-
day, and then focus on what you
can do outside of what is
"required" of you. Managers love
this go-getter attitude.
- Wesley G, Search Marketer
Questions? Don’t	be	shy.
Contact Me
linkedin.com/in/sbcmurphy
@stephencmurphy

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