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Digital Marketing Career Advice

There’s never been a better time to get into digital marketing. According to eMarketer companies in the US spent over $100 billion on digital advertising  (£77 billion) in 2018. That, of course, doesn’t include the billions spent by businesses in the UK and internationally. As organisations continue to spend more on digital marketing, the need for workers to fill the many roles this medium includes will only increase. Thinking about pursuing a career in this exciting industry? keep reading for a closer look at the typical digital marketing career path. We’ll also look at some of the areas you may want to work in and how to get started.   What is Digital Marketing and Where Do Digital Marketers Work? Digital marketing is a very broad industry that essentially covers all marketing activities in the digital space. This includes websites, social media, pay per click advertising, and just about any other marketing that takes place online. It’s safe to say that digital marketing is a very broad industry with lots of job opportunities. From major for-profit companies to tiny non-profits, organisations of all shapes and sizes need marketers. Here are just a few of the many types of organisations that employ digital marketers: Businesses: both large and small Marketing and advertising agencies Non-profits Some governmental or para-governmental organisations   The Digital Marketing Career Path For better or worse, there is no linear career path for most digital marketing jobs. Many digital marketers come from other professions or work into the field because of related skills or experience. Whether you have experience in an area of digital marketing or not, let's look a little closer at some of the different specialities you'll find in this field.   SEO Search engine optimisation or SEO is one of the most important specialities in digital marketing. With over 80% of local businesses now found through internet searches , knowing how to help organisations find their way to the top of search results is a powerful skill. While some bigger businesses do employ search experts, most SEOs work for agencies or independently. If you think this might be the path for you, you'll want to begin learning how to optimise a site for search and try to get some projects under your belt.   Web Design and Development Two other key positions in the digital marketing field are web design and development. While these two fields really could be considered separately, web developers are increasingly drawn into the design elements of websites. The inverse is also true of designers taking on more development tasks. Web designers and developers are working to build the web, putting together websites that encourage visitors to take action. Development positions are some of the most technically demanding jobs out there but are also some of the most highly paid.   Copywriting and Content Creation Websites, social media, and the internet as a whole are built on words. Video and images really help tie everything together but words are the backbone, connecting everything in an easy to understand manner. If you like writing, copywriting and content writing are other in-demand digital marketing jobs. From writing web pages to blog posts, these skills really cover a lot of ground and offer plenty of room for specialisation.   Social Media Social media marketers are another in-demand marketing position right now. But, just because you’re a heavy social media user doesn’t mean you’re qualified to be a social media marketer. There’s a big difference between using Facebook and getting Facebook users to buy something. Work on getting a better understanding of social media advertising and some experience with simple projects to better understand this medium.   Pay Per Click (PPC) Pay per click advertising has been around for quite some time now but is still a very effective medium. While PPC may not be the sexiest digital marketing medium today, it’s still a skill that’s highly sought after. PPC marketers implement and oversee paid advertising and search campaigns. You’ll need to understand how search engines work and advertising dynamics to master this field.   Account Management While this position doesn’t involve a specific digital marketing skill, account managers need to broadly understand many aspects of marketing. In an agency setting, account managers handle client relationships and often take on a project management role. Since agencies handle so much digital marketing work, it’s important to understand this role and its place in the industry. Once you have some experience it might even be a good fit for you!   How to Get Started in Digital Marketing If you don't have much -- or any -- experience in digital marketing, it can be tough to find a job. Most hiring managers for digital marketing positions will be more interested in experience and performance than education or training. There are few university degrees or certifications that will help you get a job in this field. For most digital marketing gigs, experience is key to getting the job. But getting the right experience can be a challenge if you're just starting out . To break into digital marketing, it's important to get a firm grasp of the skills required through an applicable training or educational program. Then you can work on getting experience by looking for entry level jobs that will help you move into the field you want to work in. You can also try building a portfolio by doing some projects for friends, family, or anyone who could use help with a project.   Your Turn If you think the digital marketing career path might be right for you, there’s never been a better time to get started! There are a few career paths that offer the same sort of opportunity and flexibility right now. You can start learning the skills you need for this exciting career today and begin picking up experience as you go. Looking for a job in digital marketing? Take a look at our job postings and find your next position now.
Powered by innovation in the digital advertising realm, the global marketing industry is experiencing unprecedented growth. In fact, experts predict that while the market was worth $8 billion  (£6 Billion) in 2018, that number will skyrocket to $11.8 billion (£9 Billion) by 2023, at a compound annual growth rate (CAGR) of 8%. Are you looking to cash in on this lucrative opportunity? There's never been a better time to pursue a career in marketing, but with so many clamouring for a piece of the pie, you'll be up against some stiff competition.  In your quest to find the perfect marketing job, it helps to have a little insider knowledge in your back pocket. Today, we're sharing our top 10 tips for standing out and getting noticed. Your dream position awaits. Are you ready to chase it? Read on to learn how!   1. Create an Online Presence Especially if digital marketing is your forte, it's wise to establish a corner of the internet for yourself before applying for jobs in this field. The reason for this is twofold: First, it helps recruiters find you easier. In the modern Google era, members of the hiring team will search for your name upon receiving your application. If all they hear are crickets, they could pass you by in favour of someone with at least a basic social media profile. Next, it helps you show off your work. Have you helped a few clients set up their websites, jumpstart their outreach campaigns or rebrand their logo? Make sure prospective hirers can see the evidence of your efforts. Using a free hosting platform, create a simple, self-titled website that showcases your best recent projects. Include a link to the site in your CV, and carry a tablet and zip drive into your interview so you can pull it up for the whole team. To establish your authority and thought leadership in the space, you can also write a digital marketing blog for your website. Link it to your social media channels and update it regularly to grow your following and credibility at the same time.   2. Follow the Trends Quick! What would you say if someone asked you to list the top five marketing trends you're the most excited about for 2020? Taking a few minutes to pause and wrack your brain could end your interview on the spot. If you're passionate about this industry, stay up-to-date on it. This is easier said than done because it's changing at the speed of light but do your best to stay on top of trends and breaking news. That means subscribing to marketing publications, including online magazines and newsletters. You can also listen to podcasts, attend online seminars, register for in-person conferences and take online classes to hone your skills.  While this undertaking can feel like a full-time job in itself, it pays to know your stuff. The good news? There are myriad shortcuts you can take in your quest to stay informed. Sign up for Google Alerts, so you always know when a new voice joins the conversation. Subscribe to your favourite marketing blogs to receive updates in your inbox — track top industry influencers on social media to learn the latest buzz. You don't have to read every source front-to-back every day, but if someone asks you about SEO, AI, CX, the-path-to-purchase or a sales funnel, you need to have an intelligent answer.   3. Know Where to Look Still searching for business marketing jobs in the classifieds section of your hometown newspaper? You'll search for a while. Instead, familiarise yourself with online job boards that make it a cinch to find openings that match your skill set. Here, you'll enter your keywords (digital marketing, social media manager, marketing specialist, etc.) along with your location.  Then, you'll see a list of opportunities that fit the bill. The best search platforms show you a snippet of each job description, along with the location and date posted, to help you sort through the options. You can also refine the search results by specific roles, job type, salary range, and location.   4. Explain Your Creative Approach In your studies, you'll find proven best practices that almost every marketing agency, from print to digital, follows. These recipes for success may be standard, but that doesn't mean you can't shake them up. In your marketing interview, go ahead and explain what sets your approach apart.  Do you tackle client projects from a unique angle? Do you bring specialised knowledge of graphic design to the table? Have you worked in a niche industry, such as veterinary services, in the past that allows you to cater to a challenging market? Sell your personal flair and explain why it could work as an asset to the agency. In a world of vanilla marketers, any differentiating factor can help you stand out.    5. Dust Off Your CV You already know a CV is a must if you're looking to begin a marketing career path. Yet, did you realise you don't have to stick to the one-page, black font on white paper, Times New Roman format? While you don't want to crowd your CV with distracting graphics and over-the-top design elements, understand that this space is indicative of your style. Play around with different formats, including a two-column look, to land yours on the top of the pile. Then, take a second look at the language you're using to describe your past experience. Prioritise action words such as "spearheaded" "led" and "managed" to describe the various roles you've played, rather than listing your duties off in a bulleted list. If you have a link to your online portfolio, add it at the top, along with ones that lead readers to various digital projects you've completed. Also, don't discount any marketing-related education you've received. Especially if you don't have much professional experience under your belt, courses in graphic design, public relations, advertising, and business management look great on your CV.   6. Network, Network, Network At its core, marketing is a social job. It's a forward-facing position that requires excellent communication skills and a knack for drawing the details out of people. To this end, connect yourself with people who have been in your shoes and succeeded. Find a mentor at the company you want to work at and apply for an unpaid internship to get your foot in the door. Volunteer to help work an outreach event and run elbows with some of your local marketing elite. Attend professional meet-up groups and mixers and collect business cards at every opportunity. You can even expand your pool of resources by going online. From LinkedIn groups to Twitter, the opportunities for connection and education are endless. Plug into a niche and then join the virtual dialogue.   When you're ready to apply for a full-time position, it helps to have someone on the inside who already knows your worth. If you invest in widening your connections and making your presence known in your community, your reputation will precede you in the best way.   7.  Learn Advanced Data Analytics  In a world where anyone can use Photoshop and related tools to create slick-looking brochures and online campaigns, how will you set yourself apart? One way is to bring advanced knowledge of data analytics to the table. Thanks to the Internet of Things (IoT), our devices are more connected than ever before. As such, one person could interact with a single marketing campaign in dozens of ways, from a smartphone to a desktop to a tablet.  What's happening at every touchpoint? How are customers accessing the data? What times are peak periods for online traffic? While there is software available today that tracks these metrics, agencies need someone who can make sense of all the outputs. It's called Big Data for a reason, and if you're able to spin patterns and trends into actionable forecasts, you'll render yourself invaluable.    8. Be Willing to Start Small Unless you have an advanced marketing degree and years of experience, it's unlikely that you'll land that coveted marketing manager job on your first try, and that's OK. Instead, use this time to build up your CV. Even if you're only offered a part-time job in the editing department of your local newspaper, this is a valid place to start. Here, you'll learn journalism rules, meet experts in the printing industry and try out new software suites, to boot. All of these are great additions to your CV and give you talking points in the interview.  Another way to stand out? Say "yes" to the jobs that more advanced marketers may turn up their noses at. Translating all of those legacy print marketing slicks into a web-friendly format? Planning the next month's social media calendar, with two posts for every day? Writing copy for 50 ads, all due at the end of the week? If you have the bandwidth and you aren't afraid to put in the elbow grease, don't turn down even the smallest gig. You'll establish yourself as a team player, demonstrate your commitment to the company and become the go-to person for those small but important tasks.   9. Get Industry Certifications One bragging right that's certain to turn heads at your next marketing interview? Industry certifications! From Hootsuite to HubSpot, many marketing giants offer online courses you can take to earn an industry-recognised seal in a given subject area. Some of the ones to go after in 2019 include: Hootsuite Social Media Certification Google Ads Certification HubSpot Content Marketing Certification Facebook Blueprint Certification Digital Garage : Fundamentals of Digital Marketing Certification Google Analytics IQ Certification This is only a sample of the opportunities out there. Research digital certifications in the marketing sector of your choice and go from there. Most courses are self-paced, so you can do them in your spare time with ease.    10. Don't Forget Thank-Yous Despite modern society's efforts to blot them out, manners are not dead.  If hirers are on the fence about you and another candidate, a single thank-you card can make all the difference. After your interview, follow up by sending the hiring team a brief letter of appreciation for their time and attention. Whether you snail mail it or send an email, pay attention to one thing: personalisation. No one wants to receive a generic thank-you note that's devoid of any personalisation. Make sure to tailor yours to the position and meeting at hand.  This means instead of writing: "Thank you for taking the time out of your day to meet with me. I learned so much and hope to work with your organisation in the future." You send a note that reads:  "Dear Ms Smith, Thank you for meeting with me on Monday, June 10. I enjoyed learning about how XYZ Corporation runs its current digital agency as well as the exciting projects it has in the works for 2019." See the difference? In one, a hirer is a mere number in a string of would-be bosses. In the other, he's a personal connection that the applicant remembers.   Land Your Dream Marketing Job Today The 2019 digital marketing outlook is one that prospective employees can look to with confidence. If you've been toying with the idea of entering this industry, you've chosen a smart time to get your feet wet.  To land your dream marketing job, don't be afraid to start small and sweat the details. From there, you can polish your online presence, tweak your CV, learn about new trends, and make a statement at your interview. Need help finding the openings you desire? That's where we come in! Our online job search tool allows you to create a custom inquiry in a matter of seconds, revealing scores of jobs best-suited for you. To get started, register an account  now and upload your CV. Then, sign up to receive online job alerts every time a new position matches your credentials. You'll be the first to know when a hot job lands so you can speak up sooner. As you do, we'll make sure your voice gets heard, every step of the way.  
Go back twenty-five years, and the idea that there would be a surge in demand for digital marketing jobs would have seemed like a fantasy. The internet was barely getting started, and the notion that it would one day come to dominate all our lives would have been difficult to accept. But over time, and especially during the last decade, the importance of the internet as a marketing platform has grown, and now it eclipses traditional media like TV and radio. Digital Marketing , though, requires a radically updated skillset from the advertising of old. Marketing on the internet is more technically demanding than traditional marketing, and it requires that you continually stay up to date with the latest trends and changes that advertising platforms make. Facebook and Google (and the rest) are liable to update their policies and algorithms at any time, and clients expect digital marketers to respond.   The Digital Marketing Employment Gap Forrester Research says that more than 35 per cent of all advertising spending is now channelled through the internet. With such vast quantities of corporate revenue funnelled through online marketing platforms, there’s a demand for people who genuinely understand how the system works and how to maximise company ROI. But, as the data show, despite the need for digital marketing experts, there’s a lack of supply. Burning Glass, a career research firm, found that digital marketers earned more than £5,530 more per year compared to their traditional marketing counterparts, highlighting the premium that firms are prepared to pay for people with the right skills. What’s more, the nature of what it means to be in marketing has changed. Thanks to the way search engine policies have evolved, there’s a higher demand than ever before for people with the ability to write in-depth detailed articles, with the need for digital marketing content writing surging over 450 per cent - a staggering increase in just five short years. What is so remarkable is that the digital marketing jobs gap is likely to widen further before it narrows again. Burning Glass predicts that the demand for content creators will rise by another 375 per cent over the next three to five years, underscoring the reality of the digital marketing revolution. If you want a career in marketing, it’s clear that the internet is the place to hone your skills.     Why Choose Digital Marketing As A Career? If you go to a university open day hoping to find out more about training in digital marketing, you may be disappointed. Few higher education institutions have yet to catch up to the profound influence that social media and search engines are having on the world of advertising. Many educational establishments still focus on the bread and butter of traditional advertising and haven’t yet updated their courses to reflect the new digital reality. Digital marketing experts, therefore, often have to carve their own path . It’s incumbent on individuals to forge ahead and develop their skills in the relative absence of formal training. While this might sound like a disadvantage, it brings a host of benefits, not least that if you can demonstrate you have the skills, landing a digital marketing job levels the playing field. Many people become digital marketing content creators, for instance, with no formal training whatsoever, yet it’s entirely possible to earn the kind of salary somebody would make in a full-time managerial role in a traditional industry, like retail or hospitality.   The Pay When it comes to working, the pay isn’t everything. But if you are interested in having a lucrative career, there are all kinds of opportunities in the digital marketing space. Companies are desperate for people with proven digital marketing skills , and they are prepared to pay extra for it. For those on the ground doing digital marketing work, this is good news. You can earn significantly more than is possible through traditional marketing roles, and have ample opportunity for progression or branching out and setting up your own consultancy. According to Payscale UK, the average digital marketing manager earns £32,116 per year . The top ten per cent of digital marketing managers make more than £47,000 per year. An entry-level job as a digital marketing “executive” is likely to land you over £25,000 per year, which puts it in striking distance of the average UK salary - not bad when you consider you can often earn that kind of money with no experience or formal training.     The Flexibility How much money you make is important, but it’s not everything. A lot of people in sectors such as banking and legal earn impressive salaries, but it can come at a cost to quality of life. Banking professionals, for instance, are the most stressed of workers in any industry, work long hours and rarely get genuine downtime. The world of digital marketing is different. Jobs in digital marketing tend to be more flexible, and no large firms dominate the sector. Instead, it’s made up of a multiplicity of smaller firms, all competing with each other to attract the best talent and offer excellent conditions. Many digital marketing jobs, especially freelance roles, involve working on a “per-project basis,” rather than a set number of hours per week. Digital marketers, therefore, can pick and choose which projects they do and how many hours they work. If you have the right skills, you can dip into digital marketing for just a couple of hours per day, or you can go all-out and take on as many projects as you can handle. The choice is yours. Even if a company officially employs you, they may not require you to travel to a physical office every day. Many firms hire digital marketers remotely, allowing them to work from home. So not only does digital marketing pay well, but you also avoid all of the costs associated with commuting, such as car maintenance and train fares, leaving more money in your pocket at the end of the month. The Creativity Finally, digital marketing is an excellent opportunity for you to build and showcase your creative skills. Companies need people with the following skills: Infographic creation Blog and article writing Professional research abilities for white papers, ebooks, and tutorials Graphic design for banner ads, websites, and social media posts Website design, including improving UI and UX Knowledge and understanding of search engine optimisation Knowledge and understanding of how to implement social media marketing campaigns   All of these tasks involve creativity to a certain degree, meaning that if you are a person who loves to draw, write or come up with novel solutions, a career in digital marketing could be just what you’re looking for.   What Skills Do You Need To Become A Digital Marketer? Digital marketing might have blindsided traditional academic institutions, but companies want to see that you have core competencies that they can use to boost their outreach.   Search Engine Optimisation Skills Search engine optimisation, or SEO, seems like something of a dark art to most traditional marketing managers; they know it’s important, but they don’t have a deep and profound understanding of how it works. If you can prove to a company that you have serious SEO skills, then you’re able to offer enormous value. People with genuine, highly developed skills in boosting page ranking are few and far between and can increase a firm’s online impact dramatically. Capable SEO professionals need to have a background in things like website design and be able to use analytical tools to evaluate the performance of website pages. Successfully analysing trends and data also requires a good understanding of statistics and mathematics, so if you have a background in either of those areas, you should find it straightforward to pick up how to use modern SEO tools. It should be pointed out, however, that SEO isn’t just a technical art. The most successful people in the space are those who understand the history of the discipline, where it’s come from and where it’s going. In the past, you could run a successful SEO campaign by repeating keywords over and over again on the target page, but today, things are very different. And tomorrow, they’ll be different again. SEO isn’t exclusively about tweaking content, keywords and metatags - it’s also about overall strategy and positioning. A company can have a technically-proficient approach to SEO, but if its content is a replication of information that customers can get elsewhere on the internet, then it won’t do so well.   Writing Skills It’s a sad reality that many people grow up writing scholarly essays designed to appeal to specialist academics and teachers, rather than more general audiences. Few people can write effectively, and even fewer are trained to appeal to the public. But, as a digital marketer, that’s precisely what you need to be able to do. Digital marketers deploy their writing skills in the following contexts: Content creation for third-party websites. Many companies need people who can create compelling content for their website to attract visitors, provide value, and boost their ranking on popular search engines. Content creation for company websites . Other companies hire people directly to create content for their blogs. These content creators often need to do more in-depth research in combination with creating compelling content that customers actually want to read. Email marketing creation. Skilled writers can create concise email marketing messages that convert. Content editing . Editors are people with fluent writing skills who can edit the work of others and tailor it to a particular audience. Social media communication . Finally, digital marketers should be able to create compelling content for social media, even if it’s just a few words or sentences long.     Creative Skills A large chunk of current digital marketing content is in the form of “rich media” - essentially anything that isn’t a block of text. Rich media includes things like photographs, infographics, podcasts, interactive images, and video. Firms, therefore, need people who can use programs like Photoshop, Adobe Premiere Pro CC, Final Cut Pro X, Pinnacle Studio 22, and Corel VideoStudio Ultimate. Writing is still critical, but it’s clear that the world of digital marketing is going in the rich media direction. Research shows that video is a more effective advertising tool than text because it is easier to consume and can deliver highly memorable messages to consumers.   Analytical Skills Conducting an effective pay-per-click campaign is not easy. The competition is fierce, and it’s not always clear which keywords a firm should target. To make matters worse, PPC tools such as Adwords, have a steep learning curve. Companies need digital marketing professionals who can navigate these tricky tools and use them to great effect. Digital marketers, therefore, need to understand which bidding methods to use, how keywords work, how to search for the right keywords, how to use negative keywords, and how to organise many campaigns simultaneously.   Communication Skills Digital marketers do essential work for organisations, but because of the technical and counter-intuitive nature of the job, other team members may find it difficult to understand why digital marketer do what they do. It’s the job of the digital marketer, therefore, to make a case for digital marketing, and help the people around them understand why they need to do what they do. Highly effective digital marketers impact company strategy by communicating with the C-suite about how their approach to customer outreach needs to change in the context of what’s happening in the online marketing space. It’s a communication challenge, but one that’s vital if companies are to derive maximum value from the marketers they employ.   Do You Want A Career In Digital Marketing? If you have the skills to become a digital marketer, then it could be just the career that you’re looking for. You can either get work through digital marketing agencies, be an independent digital marketing freelancer , or work in a firm full-time. Digital marketing is a growth industry, and there are plenty of opportunities in the sector: if things don’t work out on one particular career path, you can quickly switch over to another.   Search Jobs
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