But don’t stress! We’ve put together an easy A-Z Definitive Guide for how to start a career in digital marketing, and it’s right here! You’ve heard of some of these terms, but it’s important to be familiar with them all. Let’s jump in.
In a world becoming increasingly linked to data (see below) you’ll need to understand analytics. That is, how to track the success of your campaigns. This is everything from how far down the funnel a lead goes to the most effective times to post on social media. Take an online class and spend your own time becoming familiar with different analytics software.
For many years, digital marketers have been so focussed on numbers and hits and lead conversion that many forget the importance of brand. But Google never did. Your clients – and indeed, yourself – need a brand that consumers and, therefore, Google, instantly recognise and trust.
Whilst a lot of digital marketing relies on doing for learning, certification in a range of tasks will give employers and clients faith that you know what you’re doing. Never overlook the importance of having a piece of paper that says ‘I Know SEO’.
As mentioned in ‘A’, data goes from strength to strength. What is data? Data is everything around us, and in digital marketing that means knowing your consumers and your audience inside out. Data is often in the news because with great power comes great responsibility. There may be no more crucial aspect of this industry for you to be adept in than this.
Along with building a brand is encouraging engagement between your audience and your client. You’ll have seen the effect of this on taking influencers from also-rans to dominant forces in the online world. Understand how to get people to engage, and you’re on your way to success.
Funnel is a word you will both hear a lot and, hopefully, say a lot when working in the digital marketing sphere. It refers to the journey you take your audience on from a cold lead through to a dedicated consumer who advocates for your brand. Learn as much about this as you can.
An obvious one for ‘G’. Google dominates everything we do in the digital marketing sphere, from SEO to Analytics through to Engagement and our Funnels. Immerse yourself in the history of Google algorithms (so important that it almost usurped Analytics for the ‘A’ spot) and keep up with current trends/changes.
As above, it’s important to understand the history not just of Google algorithm changes but of the industry as a whole. It will help you appear more knowledgeable to those around you, and gives you a headstart in predicting future trends as you learn from the lessons of the past.
Influencers are users of social media that have (often) large followings and command a real say in what consumers of a specific industry think and do. Big brands are becoming more familiar with this scene, and there’s a lot of room for growth if you can think outside the box for this one.
Okay, not exactly digital marketing specific, but in a competitive field you need to take what you can get whilst starting out. Every bit of work will help build your portfolio, your skills, your confidence and other people’s trust in your abilities.
Understand keywords. This field has changed dramatically over the years when thinking of Google’s role in it, but to master SEO, content marketing, PPC and CPM you need to be well-versed in what a keyword is.
L: Landing page
User experience (see below) was a buzz word just a few years back. It seems to have dropped off from the digital marketing lingo of late – particularly since Google’s massive algorithm change to favour mobile devices – but you need to understand the important of the Landing page in your website design and funnel management.
Metrics goes hand in hand with data and analytics and more. They’re effectively your KPIs, and you’ll use them in interviews with employers and in meetings with clients. Understanding metrics puts you in a powerful position in this industry.
As with job-hungry above, you need to go the extra mile because of how competitive this industry is. We cannot stress enough how important it is to meet as many people as possible, from any field, because everyone, everyone needs effective digital marketing in this era.
We’ve snuck SEO into ‘O’ to allow for social media below. But optimisation refers to everything you do to get a brand higher up in the SERPs (Search Engine Results Page). This includes keywords, content marketing, engagement and brand authenticity. Learn as much as you can about search engine optimization, and remember to keep up with current trends, if you want to work in SEO.
This is self-explanatory. You’re trying to enter one of the most sought-after fields in the business world. Therefore, you need to be passionate about what you do, put a lot of your own time and resources into it, and love the excitement of an industry that never rests.
Two meanings for this one. Firstly, query everything yourself. Something looks to good in analytics or really is as good as it looks? Why is that, and what is working or not working that needs to be tweaked in your marketing plans? Secondly, encourage engagement through your audience sending questions to your. Don’t underestimate the potential of a well-planned Q&A page either!
In everything you do, don’t forget that at the end of the day money talks. Your clients, your employers and, indeed, yourself, really only need to focus on returns: that means revenue. So all of your amazing marketing strategies and designs are worthless if they’re not delivering value for money.
S: Social Media
You already know this, but social media platforms have changed our world. Zuckerberg just got questioned by the US Congress! This means you need to understand the ins-and-outs of this scene, if you are to work in Social Media. What’s popular? What’s waning? What’s the best way to spend your marketing pounds across the platforms?
T: T-shaped marketer
If you’re new to this area, you may not have heard this one before, but Rand Fishkin (something of an idol in the industry – uses the term T-shaped marketer regularly. It means understanding multiple, broad areas of the digital marketing landscape, but specialising in one or two specific skills.
As we mentioned above, UX (User Experience) isn’t going anywhere. It affects your conversion rate and your brand’s trustworthiness. Both of those affect everything else. UX refers to how a user of your website finds what they’re looking for and enjoys (or doesn’t!) being on the site. That’s a broad clarification of what is an intricate area of digital marketing, and is worthy of your time.
This may seem a bit out there, but virtual reality is a scene that is building and building. Digital marketers are going to be making more use of this and time goes by, so it’s not a bad idea to add this to the ‘broad’ section of your T-shape.
Website trends ebb and flow, but what stays consistent is the impact it has on your audience. Will they return? Will they recommend you? Will they bounce from the first page they reach? Your website is the new store on the high street, so put the time and effort into learning everything from design to development to marketing of the site.
Another of the intangibles in this list, but not to be underestimated. Remember, as with networking, you’re in a competitive field so you need to bring something to the table that others won’t. Focus on your strengths, and for want of a better term, optimise them!
It feels strange to say it, but apart from fairly random advertising via Google’s video platform, this seems to have been a sleeping giant for many in the digital marketing world. If you can harness the knowledge of the power that YouTube offers your client, you’ll be in a better position than many in your field.
Last but not least, this is the industry that never sleeps! That’s both a blessing and a curse when you work in it, for every day is different and exciting, but it’s also relentless which is where your passion needs to come in. But if you think you have what it takes, focus on what we’ve put in this A-Z guide and you’ll be 26 steps ahead of your colleagues!
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