What Does It Take To Be a Digital Marketer?
Recently, Zak Brown, our Marketing Manager, was asked by someone fresh out of college what it took to become a Digital Marketer. Following is the email he sent. I’d like you to enjoy Zak’s thoughts on what it takes to be an effective Digital Marketer.
I’m happy to help, and I’m going to apologize ahead of time for this stream of consciousness response. Digital Marketing is a vast, vaguely defined field. For example, the digital marketing services we offer to our clients include:
- Analytics, Conversion Tracking, and Data Visualization
- Adwords Account Management and Ad Creation
- Social Media Creation, Management, and Content Creation
- Social Media Advertising
- Email Marketing and Drip Automation
- Landing Page Creation
- Blog Creation and Management
- CRM Creation and Management
Now granted I didn’t come to the table with all of the above skills, but I did have a few things that helped me start off on the right foot. Before I list those things out, it’s helpful to know that having a specialty will make you more desirable. The way I see it, there are 3 major prongs of digital marketing: data, strategy, and content. Personally, I’m a data junkie who’s pretty good at strategy but I’m garbage at content making. Fortunately I have graphic designers on my team that make great visual assets for my campaigns. So finding what you do best and getting waaay better at that will give you a greater chance of being hired.
Learning the tools of the trade are essential to being a good digital marketer, because you should be a master of making someone’s internet presence appear in front of the right people. I chose to dive deep within the Google realm, and 6 certifications later now I’m a certified Google Partner. There are other marketing suites you can dive into, like Hubspot (mentioned later), but I found Google to be the most effective.
Let me break down next steps for you within Google, Google Adwords, and anything within the Google Ecosystems:
- Get a Gmail address and ditch the Yahoo account. (What are you? 70? Yahoo got hacked in 2014 and I bet you haven’t changed your password since then.)
- Learn about G Suite (formerly Google apps for business). it’s replaces MS Office and it’s your cloud storage to boot.
- Read this blog: https://www.thinkwithgoogle.com.
- Get certified with Google Analytics: https://analyticsacademy.withgoogle.com/
- Sign up with Google Partners: https://support.google.com/partners/answer/3154326?hl=en
- Get certified with Google Adwords (same link as above).
- Learn about remarketing ads, because those provide the best results.
Now SEO is a whole ‘nother monster that is probably one of the least understood specialities of digital marketing. I like to explain it like this: when optimizing your content/website for the search engines, you are marketing to both humans and robots simultaneously. Your language, tagging, keywords, etc. have to speak both languages at the same time. Now to to truly optimize for Google, for example, you have to know the algorithm, and understand how Google wants people to interact with the search engine. The algorithm changes periodically, so you have stay on top it. A blog is one of the biggest tools at your disposal for creating new content. I recommend that you start writing a blog yourself to learn the in’s and outs of creating SEO friendly content. Try starting with a WordPress blog. The Think With Google Blog will help. Moz is the industry leader on SEO tools, so following them is key.
SEO Next Steps:
- Read this great article from Moz: moz.com/beginners-guide-to-seo (the whole thing).
- Learn about Yoast SEO Plugin for WordPress yoast.com/wordpress/plugins/seo (you don’t need to buy the premium version).
- Read this other great Moz article: moz.com/blog/using-yoast-seo-for-wordpress
- Watch a couple Whiteboard Fridays by MOZ: moz.com/blog/category/whiteboard-friday
- Read SEO Blogs like http://searchengineland.com.
- Google the rest cause you’re really good at finding things on the internet now