Digital marketing is one of the fastest-evolving fields, requiring professionals who can adapt to new tools, platforms, and strategies.
When hiring a digital marketing candidate, assessing their technical skills is essential to ensure they can handle the job’s demands effectively.
But with so many areas in digital marketing—SEO, PPC, analytics, email marketing, automation—how do you know what skills to prioritize?
This guide breaks down the most important digital marketing technical skills to assess before making a hiring decision.
Why Digital Marketing Technical Skills Matter
Hiring a digital marketer without assessing their technical expertise can lead to ineffective campaigns, wasted budgets, and missed opportunities. By evaluating the right skills, you ensure:
✅ Higher ROI – Well-skilled marketers drive more traffic, conversions, and revenue.
✅ Better Data Utilization – Strong analytical skills ensure decisions are backed by data.
✅ Adaptability to Trends – Skilled professionals keep up with digital trends and algorithm changes.
To get a broader perspective on evaluating digital marketing skills, check out our detailed guide: How to Evaluate Digital Marketing Skills for Hiring.
Top Digital Marketing Technical Skills to Assess
1. SEO (Search Engine Optimization) Skills
A solid understanding of SEO best practices ensures that content ranks well in search engines, driving organic traffic. Assess candidates on:
- On-Page SEO: Meta tags, header optimization, internal linking.
- Off-Page SEO: Link-building strategies, guest posting, PR outreach.
- Technical SEO: XML sitemaps, website speed, mobile-friendliness.
- SEO Tools Knowledge: Google Search Console, Ahrefs, SEMrush.
Assessment Tip:
Ask candidates to analyze a webpage’s SEO performance and suggest improvements.
2. PPC & Paid Advertising
Paid advertising (Google Ads, Facebook Ads, LinkedIn Ads) is a key revenue driver. Candidates should demonstrate:
- Keyword research for paid campaigns.
- Understanding of bidding strategies (CPC, CPM, ROAS).
- A/B testing expertise for ads and landing pages.
- Knowledge of retargeting and lookalike audience strategies.
Assessment Tip:
Give a candidate a scenario where they must optimize an underperforming ad campaign.
3. Google Analytics & Data Interpretation
Data-driven decisions separate top-tier marketers from the rest. A skilled digital marketer should be able to:
- Track website performance using Google Analytics.
- Set up and interpret conversion tracking.
- Analyze traffic sources and user behavior.
- Use Google Tag Manager for event tracking.
Assessment Tip:
Ask the candidate to explain how they would measure the success of a digital campaign.
4. Content Management & Copywriting
Every digital marketing strategy relies on content. A strong candidate should have:
- Experience with CMS platforms (WordPress, HubSpot, Shopify).
- Basic HTML/CSS knowledge for formatting content.
- SEO-focused content writing skills.
- Copywriting experience for landing pages, emails, and ads.
Assessment Tip:
Ask candidates to write a short ad copy for a specific product or service.
5. Email Marketing & Automation
Email marketing remains one of the most effective digital channels. Look for skills such as:
- CRM tools proficiency (HubSpot, MailChimp, Active Campaign).
- Audience segmentation for targeted campaigns.
- Automation workflows and drip campaigns.
- A/B testing for subject lines and content.
Assessment Tip:
Ask the candidate to set up an automated email sequence for a given scenario.
6. Social Media Management & Advertising
Social media marketing requires both organic and paid expertise. Evaluate candidates on:
- Platform-specific strategies (Facebook, LinkedIn, Instagram, Twitter).
- Scheduling tools (Hootsuite, Buffer, Sprout Social).
- Social media ad creation and targeting.
- Community engagement and brand voice consistency.
Assessment Tip:
Have candidates outline a social media strategy for a new product launch.
7. Basic Graphic Design & Video Editing
While not mandatory, visual content is crucial for engagement. Look for:
- Experience with Canva, Photoshop, or Adobe Illustrator.
- Basic video editing skills for social media.
- Designing email templates and infographics.
Assessment Tip:
Ask them to create a basic visual for an ad or social media post.
Digital Marketing Technical Skills vs. Soft Skills
A well-rounded digital marketer balances technical expertise with soft skills.
| Technical Skills | Soft Skills |
| SEO, PPC, Google Analytics | Communication Skills |
| Social Media Ads, Content Marketing | Creativity & Innovation |
| Email Marketing & Automation | Adaptability to Trends |
| Graphic Design & Video Editing | Problem-Solving |
| CRM & Data Interpretation | Team Collaboration |
For a complete overview of marketing skills, check out our Top Digital Marketing Skills List to Assess for Employment.
How to Assess Digital Marketing Technical Skills in an Interview
During the interview process, use practical tests to gauge a candidate’s real-world abilities.
| Skill Area | Example Interview Question |
| SEO | “How would you improve a webpage’s search rankings?” |
| PPC Advertising | “How would you optimize an ad campaign with a low CTR?” |
| Google Analytics | “What metrics do you track for website performance?” |
| Content Writing | “Write a compelling product description in 3 sentences.” |
| Social Media Ads | “How do you determine the right audience for Facebook Ads?” |
For in-depth interview strategies, read our guide on Digital Marketing Manager Interview Questions to Evaluate the Right Skills.
Avoid These Common Mistakes When Hiring
| Mistake | How to Avoid It |
| Hiring based on theoretical knowledge | Use practical tests and assessments. |
| Overlooking analytics expertise | Test candidates on data interpretation. |
| Ignoring adaptability | Ensure they stay updated with trends. |
Final Thoughts: Hire Digital Marketers with Proven Technical Skills
Assessing digital marketing technical skills is essential for hiring effective, data-driven professionals who can take your business to the next level.
To ensure you’re selecting the right candidate, consider using a Digital marketing skill test during your hiring process. This test provides a hands-on evaluation of a candidate’s capabilities, ensuring you make the right hiring decision.