Now, before your eyes glaze over at the thought of another marketing report and say, ‘Why are you telling me this, Sam?!’, this one is actually pretty interesting.
Honestly, it is!
That’s because it reveals where marketing is heading and what businesses have to conquer to stay competitive.
And spoiler alert: it’s not just about being more technical, but about finding the sweet spot between using smart tools and creating a real human connection.
If you’re running a business and wondering what skills actually matter right now, here’s a quick look at the trends and what they mean for small business marketing.
Understanding AI Literacy
You’ve probably noticed AI popping up everywhere lately: marketing tools, content platforms and analytics dashboards. It’s suddenly part of the everyday toolkit.
So it makes sense that AI literacy is being talked about as one of the big digital marketing skills heading into 2026.
Most people are already experimenting with it. Maybe you’ve used it to generate ideas, draft a post, summarise data, or automate something that used to eat up half your afternoon. In the right situations, it can be incredibly useful.
Where things get interesting is how you use it.
Because AI literacy isn’t really about the tools themselves. It’s about judgement. It’s knowing when AI can speed something up, and when you need to step in and shape the thinking yourself.
I say this to clients all the time: AI is great for support, but it shouldn’t be the one driving the whole thing. The businesses doing it well are still leading with their own ideas, voice and strategy. The tech just helps them get there a little faster.
Social Media Branding
Another skill that’s climbing quickly is social media branding.
Social media isn’t just about regular posting anymore. It’s about creating a recognisable presence that people connect with.
Businesses that do this well usually have a few things in common:
- a clear brand voice
- consistent visuals
- content that feels genuine rather than overly polished
And honestly, this is something I see businesses struggle with all the time.
Posting regularly isn’t usually the hard part, although it can be time-consuming and a mental drain.
Knowing what your brand stands for and how that shows up online is where the magic happens.
Community Engagement
You’ve probably noticed that marketing has changed quite a bit over the last few years. It’s become less about putting out messages and more about nurturing relationships.
That’s where community engagement comes in.
This can include simple things like replying to comments, responding to messages, joining conversations and supporting other businesses online.
And this is actually where small businesses have a big advantage. People want to interact with real humans online, not faceless brands.
Showing up consistently and being part of the conversation can go a long way in building trust.
Performance Analysis
LinkedIn highlighted performance analysis as another useful marketing skill for 2026.
This simply means understanding what’s working and what isn’t.
Before you thump your head thinking, ‘Noooo’, you don’t have to become a data expert.
But what you do need to pay attention to is:
- which posts get engagement
- which emails are opened
- which campaigns lead to enquiries or sales
Marketing becomes much more effective when you start paying attention to the signals and adjusting as you go.
Visual Storytelling
It’s no secret that in our fast-paced, scrolling world, people tend to absorb visual information much faster than text. That’s why visual storytelling continues to grow in importance.
This can include things like:
- short videos
- graphics or carousels
- behind-the-scenes content
- simple visual explanations
The good news is that it doesn’t need to be perfectly polished. In fact, some of the most engaging content online is simple, authentic and created quickly.
What matters most is that it helps people understand your brand and your message.
What This Means for Small Businesses
Looking at the list overall, there’s a clear pattern emerging.
The most valuable future marketing skills sit somewhere between technology and human connection.
Yes, tools like AI are becoming more important. But so are things like storytelling, community building and brand voice.
For small businesses, the opportunity isn’t to master every new marketing tool that appears. It’s learning how to combine useful technology with genuine communication.
Use tools to make things easier, but keep the human side of your brand front and centre.
Because that’s still what people connect with most.
Which of These Marketing Skills Are You Using?
Looking through LinkedIn’s list of marketing skills for 2026, one thing becomes clear: marketing is evolving, but not always in the way people expect.
Technology is moving quickly, but connection still matters just as much.
So I’m curious.
Which of these skills are you already using in your business, and which ones are you still figuring out?
Because the truth is, most businesses are learning as they go.
And that’s completely normal.
My Final Thought
Marketing moves fast these days. Some weeks it feels like there’s a new platform, tool or trend appearing every five minutes.
But when you look closely at this list, many of the skills that matter most aren’t brand new.
They’re about understanding your audience, communicating clearly and showing up consistently.
And those are things every business can start building right now.
If you want to review your brand positioning and social media efforts, book a discovery call with me.
Let’s help you connect with your audience in more meaningful ways.
About the Author
Sam McFarlane is the founder of Sam Says and a social media marketing specialist who helps small and medium-sized businesses build a stronger online presence through social media and content marketing. With a background in Commerce and Marketing and more than 15 years’ experience, she combines clear messaging, practical strategy and consistent content to help businesses increase their visibility and credibility. Sam works closely with clients to take the pressure off their marketing so they can focus on running their business with confidence.
To contact Sam, click here.