As a high growth industry, digital marketing is an exciting and innovative area of work. Furthermore, with interest set to boom in the years to come, as tech-savvy Millennials enter the job market, it is important to have the skills, qualifications and experience to succeed. What do you think you need to do to get a job in digital marketing?
If you wish to be an all-rounder, you will need the following skills to succeed, as most digital marketing roles expect you to have a broad understanding of different areas as they all complement each other.
To be able to analyse data is to be able to gather all of the detailed information and find the very best way to use it. Without data analysis, there would be no defined target market and no marketing strategy.
Social media marketing
Social media has been, for quite a while now, an incredible marketing force. If you don’t understand the difference between Instagram, a tweet, a Snap and a DM, then a career in digital marketing isn’t for you. Similarly, you will not only need to know how to use these free platforms and stay on top of new ones that emerge, but also how to utilize their paid advertising features.
If you are looking to skill up on social media, Moz has a great beginners guide –
Almost anyone with an e-mail address will have experienced a heavy flow of commercial e-mails at one time. E-mail marketing is the process of sending out promotional messages to customers – usually those who have subscribed to the service. It is still a very important aspect of digital marketing, as a good EDM (e-mail direct marketing) campaign will drive traffic and serve as a call-to-action.
The following link offers a basic guide to email marketing which covers entry level campaigns – https://www.getvero.com/resources/guides/email-marketing-guide/
Search Engine Optimisation (SEO)
SEO is a crucial skill to have when working digital. It involves numerous areas, such as, developing a technically sound website, creating relevant content and backlinks.
If you are looking to learn more about SEO, Moz has a great beginner’s guide which covers many of the basics – https://moz.com/beginners-guide-to-seo. Udemy also has advanced training on SEO https://www.udemy.com/advanced-seo-tactics-and-strategy/.
Search Engine Marketing (SEM)
Paid search is another important skill when dealing with digital campaigns. It involves selecting relevant terms to target users via search, dealing with budgets, and developing landing pages to convert these users. Paid search has also expanded to other areas such as using the GDN (Google Display Network) and using social media ads on Facebook and Twitter.
Content marketing involves strategically making and distributing valuable, consistent content to secure an audience. Its goal is to encourage consumers to take action – for example, to buy a product from a website.
If you are looking to learn more about Content Marketing, Moz has a great beginners guide – https://moz.com/beginners-guide-to-content-marketing
Visual marketing – photo, video, design
Visuals are ideal for grabbing attention and increasing engagement. Create excellent visual content and you will be able to attract many more people to your cause. If you want to be an all-rounder, you will need some level of photography, videography and editing talent.
Knowledge of various tools and platforms
To be a successful marketer (no matter which type of marketing you specialise in) you will need to be proficient in specific tools and platforms. For example, for e-mail marketing, you will need an understanding of an EDM tool such as MailChimp or Campaign Monitor. To design content for social media, you will need to know how to use the Adobe Creative Suite (InDesign, Photoshop) or other editing software (such as Canva).
It’s all about making the most of the budget, platforms and tools available to you – securing the highest reach with optimum efficiency. Consequently, nowadays there are many university, TAFE and even short courses that will target these areas and help you learn these skills. Having a qualification will be beneficial to your job applications – but there is also an abundance of information online that you can teach yourself. The more you learn, the more obvious your passion and intelligence will be to an interviewer.
However, it isn’t always as easy as getting a certificate – many employers prefer candidates who have experience in their field. The more you have, the more adept they will believe you are. Experience can be built up in a number of ways, like, study, through work placements, employment and freelancing. Whilst you are without a job, you should look for any way to add to your portfolio. Be creative and think outside the box if you have to!
Finding that job in digital marketing
So once you have the qualifications and your CV has been perfected, where can you find these jobs in digital marketing? Here are a few of our suggestions.
Gumtree is one of those sites that has an answer for everything – including finding a job! Head to the Jobs section to find thousands of listings. You can narrow the search to your industry and location. The stand out feature of Gumtree Jobs is the ability to promote yourself as a job seeker. This allows you to be pro-active in your job search, applying for jobs that are listed but also offering yourself up to unlisted opportunities.
Much like Gumtree, Seek allows you to search for jobs online. You can refine your search by location, industry, keywords, salary and work type (full-time, part-time, casual, contract). Many people apply for jobs through Seek, so to succeed you will need to stand out from the pack.
Linkedin is a site dedicated to professional networking, and has a number of ways to source work. First and foremost, making an effort with your profile will instantly attract others to you. That includes having an appropriate image, eye-catching headline, work history and examples of past successes. Many recruiters search Linkedin to find the best candidates for openings, so put your best foot forward! However, there is also a ‘Jobs’ section where companies can advertise positions.
4. Facebook Groups
Some Facebook groups, such as, Sydney Startups and Growth Hackers Sydney provide a great selection of jobs from around Australia. The positions vary from entry level positions to more advanced positions.
5. Niche Marketing Sites – GrowthHackers.com & Inbound.org
Niche sites, such as, GrowthHackers.com and Inbound.org are also great areas to look for jobs. It is also worth following both Growth Hackers and Inbound to keep up to date with the latest industry news and information.
In the job seeker environment, networking is your best friend! It can be as easy as maintaining the friendships you already have and utilising their connections – or being a little more proactive. Additionally, making the effort to seek out like-minded individuals or those working in your desired industry will grow your network, instantly creating more opportunities. Attend events such as conferences or industry meet-ups, join groups on Linkedin and Facebook, and build those relationships. Most importantly, let them know you are looking for work. You never know who you could meet and where they could take you!
Having real-world experience on your resume is the key to securing a job. Digital marketing internships are available from many companies who want a helping hand and would like to give others a chance to build up their CV. Consequently, an excellent performance throughout an internship could even lead to a job offer. If it’s on the cards, the employer will let you know early on. If they don’t mention it, still try your best – companies have been known to create positions for the right candidate.
The digital marketing industry is only going to get bigger. To stand out and thrive, you will need assets that employers and recruiters will recognise and instantly view as unique and beneficial to them. Once you’re in, work hard and enjoy it, because it is one of the most exciting and fast-changing industries around.
About James Norquay
James Norquay has been working in the Digital Marketing space in Australia and the US for over 11 years. From starting his own network of content sites which generated 22 million visitors in 2006. He is also the founder of digital agency Prosperity Media.