6 essential marketing skills startups are looking for in 2025
As someone who has been around the marketing world for more than two decades, I've seen firsthand what makes marketing talent shine, especially in the startup world.
When I recently hired my Virtual Assistant, it got me thinking about the skills that matter most when building a team. Startups (like many of my clients) operate differently than established companies, and they need marketers who can wear multiple hats without missing a beat.
If you're eyeing a marketing position at a startup, you might wonder if your skillset is the right fit. Talented folks pack the marketing industry, doing everything from writing emails to managing social media, creating content, running ad campaigns, and so much more.
Startups typically run on tight budgets (trust me, I know the struggle!), which means they often rely on just one or two marketing powerhouses to handle the bulk of their needs. This is why versatility is gold in the startup world.
Today, I'm sharing the essential marketing skills that startup founders desperately seek and how you can position yourself to stand out.
Communication sits at the heart of marketing success. In my years of working with clients and teams, I've found that strong communicators make the best marketers. Before you apply for that dream marketing role, let's walk through some important questions to consider:
Do I need to edit my resume to add specific skills or experience, such as SEO, content strategy, or paid ads?
Am I demonstrating the impact of my work with measurable results (e.g., "Increased social engagement by 40%")?
Have I tailored my resume to highlight skills startups value, such as adaptability, data-driven decision-making, or growth marketing?
Does my resume showcase my ability to work in a fast-paced environment with limited resources?
Have I removed unnecessary details and focused on achievements rather than just responsibilities?
Clear communication isn't just about how much you can talk—it's about conveying complex ideas simply, listening actively, and adapting your message to different audiences. I've seen brilliant strategists struggle because they couldn't clearly explain their vision, while others with average skills soared because they could articulate their ideas with precision and empathy.
So, let’s dig a little deeper into the six marketing skills startups are looking for in their next candidate.
Creativity level
It's not enough to just describe yourself as "creative" on a resume. As someone who's designed hundreds of websites for small businesses trying to stand out in their niche, I've seen firsthand how creative thinking can transform a startup and make a difference between someone living out their dream and others who end up moving on a few months later.
Creative marketers bring fresh perspectives that help startups cut through the noise. They see opportunities where others see roadblocks. In my experience, the most valuable team members aren't necessarily those with the most technical skills – they're the ones who can think differently when faced with challenges.
To truly gauge your creative potential before applying to that startup role, honestly assess yourself on these points:
How unique are the product narratives you craft?
How memorable are the marketing campaigns you've created?
How good are you at distributing brand content on different communication channels?
What can you achieve with a tight budget?
That's just the beginning of showcasing your creativity. Don't worry if you can't fully answer all these questions right away—especially if you're early in your career. Instead, use them as inspiration to curate examples for your portfolio and application.
Look back at your work history and identify moments where you brought creative solutions to challenges. Maybe you developed an unconventional social media approach that drove engagement, or perhaps you found a clever way to repurpose content across platforms to maximize impact with minimal effort.
When I transitioned from nonprofit work to design, I highlighted creative fundraising campaigns I'd developed on shoestring budgets—proving I could do more with less. These real-world examples spoke volumes more than simply claiming "I'm creative" ever could. Startup founders don't just want to hear that you're creative; they want to see evidence of your creative thinking in action.
Content creation
As someone who's built dozens of websites for clients, I can tell you that beautiful design means nothing without compelling content to bring it to life.
When I first started One Nine Design, I quickly realized that my clients weren't just hiring me for pretty layouts—they needed someone who understood how to communicate their value through words, images, and experiences that resonate with their audience.
Content creation isn't just about churning out blog posts or social media updates (though I've certainly written my fair share of both!). It's about writing stories and sharing experiences that genuinely connect with your audience. Every single piece, whether it's a quick Instagram caption or an in-depth case study, needs to serve a clear purpose and move people toward action.
When you're showcasing your content creation abilities to potential startup employers, make sure to highlight these crucial skills:
Personalization: In my client work, engagement skyrockets when we tailor messages to specific audience segments. Recently, I helped a client segment their email list based on user behavior, and their open rates jumped by 30%. When showcasing your skills, show examples of how you've used customer information to craft messages that address specific problems your audience actually faces. Have you used A/B testing to refine messaging? Do you know how to create dynamic content based on user profiles? Startups need marketers who can make every customer feel like they created the content just for them.
Tech writing skills: Not every piece of content needs to be a riveting story. Writing clear, concise user guides, FAQs, and product descriptions eliminates customer confusion and streamlines the buying process. Strong technical writing transforms complex features into understandable benefits that drive purchasing decisions. Show examples where your clear documentation directly impacted conversion rates or reduced support tickets.
Editing skills: Sharp editing skills separate amateur content from professional work that drives results. I've learned that ruthless self-editing—cutting unnecessary words, refining messaging, and polishing tone—elevates everything you produce. Startups move quickly and need marketers who can deliver polished content without endless review cycles. (Pro-tip: Tell your future employer you love and use Grammarly Pro for all your writing! I use Grammarly Pro for all of my editing and love how it integrates with Google, helps me correct grammar mistakes, and suggests more effective sentence structure.)
Different types of content formats: It is invaluable to startups to shape their message across blogs, videos, social posts, podcasts, and interactive media. Each format requires a unique approach because what works in a long-form blog won't translate directly to TikTok. The most effective marketers can adapt storytelling techniques to fit each unique medium while maintaining brand consistency. Stories naturally captivate attention regardless of format, so demonstrate how you've successfully hooked audiences across different channels.
Proficiency in using Artificial Intelligence (AI)
AI has rapidly transformed business operations in recent years, with virtually every aspect of marketing now incorporating some level of AI functionality. In fact, 77% of companies claim that they are using or exploring AI in their business.
AI is completely changing the marketing industry with task automation, optimizing marketing campaigns, and allowing marketers to make smarter decisions. While you don't have to be an expert in AI, understanding a few key features is essential for staying competitive and demonstrating value to forward-thinking startups.
AI basics: Understand how tools like chatbots provide 24/7 customer support while simultaneously gathering valuable data on purchasing patterns and search behaviors.
Data management: Show that you understand AI needs clean, well-organized information to work correctly. Even basic knowledge of how to keep customer data accurate and usable will set you apart.
Trend Analysis: AI is great for using what customers did in the past to help predict what they might want to buy or do next. Knowing how to use these insights to improve your marketing is a game-changer.
Search engine optimization (SEO) and search engine marketing (SEM)
SEO and SEM aren't just technical skills reserved for high-end agencies and multi-million dollar clients. Even new startups need marketers who understand the basics and are willing to experiment to find what works best. As a website designer, I've seen clients who chose the "bells and whistles" type of website from big agencies but ultimately fail because their audience can't find them in a Google search.
Visual and voice search optimization has transformed how marketers approach design and content creation. Understanding how to include conversational phrases that match how people actually speak to their devices is a critical skill startups may not even know they need.
Algorithm update awareness is non-negotiable for anyone serious about sustainable online visibility. Just last quarter, a core update threatened to tank a client's rankings until we quickly adjusted their content strategy and metadata, preserving their hard-earned position. Knowing where to find this information and how to apply it should be at the top of marketers' lists.
Making websites user-friendly helps them rank higher in Google and convert more visitors into customers—a win-win for startups that are watching every dollar. I'm always checking how fast pages load and how well they work on phones because even small fixes like reducing image sizes can make a website load twice as fast and keep visitors from leaving.
When you create truly helpful articles that answer people's questions, both Google and real people start to trust you as an expert. I've seen this simple approach help my clients build steady website traffic that sticks around even when search engines change their rules, giving their marketing a solid base from which to build.
Social media management
Social media is now an integral part of our lives; we rarely meet someone who doesn't have an account on at least one social media platform. Different social media platforms serve various purposes, but let's look at the more general skills that you need to have when it comes to social media management:
Platform-specific content strategies: Each social media platform has unique engagement patterns and requirements that demand tailored approaches. What works on one platform often falls flat on another.
For instance, TikTok's video-centric environment requires strong visual storytelling and trend awareness, while LinkedIn's professional B2B atmosphere calls for more polished, industry-focused content. Understanding these distinct platform personalities—and being able to adapt your messaging accordingly—is crucial for effective cross-platform social media management. (Source: How To Promote Your Product Using Digital Marketing Methods)
Community building: Skilled marketers prioritize genuine audience engagement beyond simply publishing content. This means actively responding to comments, initiating meaningful conversations, and using features like live streaming to create real-time connections with your audience.
When interviewing for startup positions, clearly highlight your expertise with specific platforms while demonstrating enthusiasm for expanding your knowledge. Startups value specialists who can hit the ground running on key channels but appreciate the flexibility to grow into others as their marketing needs evolve.
Startups are looking for marketers who can think creatively
Startups crave marketers who bring creative thinking and versatile skills to the table. They need people who can wear multiple hats while delivering specialized expertise when it matters most.
These six essential skills will position you as a valuable asset to any startup looking to make their mark. What will really set you apart, though, is showing that you're always willing to learn new things as marketing keeps changing.
Ready to land that dream marketing role? Take a moment to audit your skills against this list, identify your gaps, and start building a portfolio that showcases your strengths.
