kickstart a career in digital marketing
TRANSCRIPT
JUMPSTART YOUR CAREER IN DIGITAL MARKETINGCameron RambertFreelance Digital Strategist
What are we covering today?AGENDA
‣ What you need to establish a career in Digital Marketing‣ The differences between Digital and Traditional Marketing‣ Main career areas of Digital Marketing‣ Growth areas of Digital Marketing‣ 9 Characteristics of Highly Effective Digital Marketers‣ Workshop/Case Study
2
INTRODUCTION 3
A bit about me‣ Co-founder, Frankston Foundry &
Freelance Australia
‣ Advertising agencies, digital agencies and startups
for the last 10 years in areas of production,
strategy, project management.
‣ Brands worked with as a freelance digital
marketer include Twitter, Medibank, ANZ, Origin
Energy, RMIT University and others.
DIGITAL VS TRADITIONALMARKETING
Jumpstart a career in Digital Marketing
5DIGITAL VS TRADITIONAL
6DIGITAL VS TRADITIONAL
KEY AREAS OF DIGITAL MARKETING
Jumpstart a career in Digital Marketing
8AREAS OF DIGITAL MARKETING
‣ Content Marketing
‣ Search Marketing
‣ Email Marketing
‣ Marketing Analytics
‣ Social Media Marketing
‣ Affiliate Marketing
‣ Search Engine Optimisation
‣ Display & Remarketing
‣ Mobile Marketing
‣ Marketing Automation
‣ Influencer Marketing
‣ Testing & Optimisation
‣ Loyalty/Gamification
‣ CRM Management
9AREAS OF DIGITAL MARKETING
10GROWTH AREAS AND “ROLES OF THE FUTURE”
‣ Content Strategists
‣ Content Producers
‣ Data Scientists
‣ Marketing Analysts / Intelligence
‣ Influencer Marketers
‣ Marketing Technologists (right tool for the right job!)
The future will see an increase in demand for:
11SALARY EXPECTATIONS
‣ Online coordinators - $40(entry)-80k(senior)
‣ Account Management – $50(entry)-110k(senior)
‣ Community Manager - $40(entry)-90k(senior)
‣ Project Managers/Producers - $60k(entry)-130k(senior)
‣ Digital Strategists - $60k(entry)-$150k+(senior)
‣ Analytics Professionals & Data Scientists/Analysts -
$1000k(entry level)-$200k+(senior)
12GROWTH AREAS
Notice the trend?
THE 9 CHARACTERISTICS OFHIGHLY EFFECTIVEDIGITAL MARKETERS
Jumpstart a career in Digital Marketing
14TOP CHARACTERISTICS OF DIGITAL MARKETERS
1) They are autonomous
15TOP CHARACTERISTICS OF DIGITAL MARKETERS
Your best friends
16TOP CHARACTERISTICS OF DIGITAL MARKETERS
2) They are multi-disciplinary
17TOP CHARACTERISTICS OF DIGITAL MARKETERS
To be professionally competitive in the future, consider cultivating these skills:
• Creating basic ads on Facebook, Linkedin & Twitter• Outsourcing small tasks (eg: content production)• Image editing (Photoshop/Canva)• Navigating your way around Google Analytics• Learning to write top-level tech spec• Basic UX, wireframing and drafting app/website mockups• Basic Front-end Web Development skills, such as:• HTML & CSS (if you learn Javascript too, it would make
you a rock star!)
18TOP CHARACTERISTICS OF DIGITAL MARKETERS
3) They are data-driven
19TOP CHARACTERISTICS OF DIGITAL MARKETERS
Leave opinions at the door.Make important decisions objectively.
Have fun with it.
20TOP CHARACTERISTICS OF DIGITAL MARKETERS
4) They have their finger on the pulse
21TOP CHARACTERISTICS OF DIGITAL MARKETERS
Great resources for new digital marketers:• http://au.marketo.com/resources/• http://www.quicksprout.com/• https://library.hubspot.com/• https://blog.kissmetrics.com/marketing-guides/
Some digital marketing thinkers:• Jon Loomer - http://www.jonloomer.com/• Noah Kagan - http://okdork.com/• Neil Patel- http://www.quicksprout.com
... and me if you like! http://www.twitter.com/WhiteCollarPJs
22TOP CHARACTERISTICS OF DIGITAL MARKETERS
5) They curate a unique ‘Marketing Stack’
23TOP CHARACTERISTICS OF DIGITAL MARKETERS
DEVELOP YOUR “MARKETING STACK”
24TOP CHARACTERISTICS OF DIGITAL MARKETERS
EXAMPLE STACK
Technologies used:
• Twitter, Facebook, Instagram, Pinterest, Linkedin, Google+ (Platform proficiencies)
• Buffer/Hootsuite (Content Scheduling)• Google Drive (Content collaboration)• Google Analytics
• Facebook Business Manager• Trello (Task collaboration)• Feedly (Content Curation)• Sprout Social (Social Listening)• Bit.ly (Link shortening & tracking)• Flipboard (Visualised Content Curation)
Specialty: Social Media Community Management
25TOP CHARACTERISTICS OF DIGITAL MARKETERS
EXAMPLE STACK
Technologies used:
• Google Adwords (Display & Search Ads)• Google Analytics• Facebook Business Manager• Optimizely (Site optimisation)• Basecamp (Project management)• Radian 6 (Social listening)
• Google Drive (Content Production)• Tableau (Data Visualisation)• Slack (Team communication)• Marketo (Marketing Automation)• GroupHigh (Influencer Marketing)• Mailchimp (Email Marketing)
Specialty: Digital Marketing Management
26TOP CHARACTERISTICS OF DIGITAL MARKETERS
MY STACK
Technologies I use:
• Google Adwords Editor• Google Analytics• Facebook Power Editor• Linkedin Ad Centre• Twitter Ads • Kenshoo (Live Ad Optimisation)• Balsamiq (Wireframing/Mockups)
• Unbounce (Landing page testing)• USERcycle (Cohort analysis)• Meltwater Buzz (Social Listening)• Infusionsoft (CRM)• BlogHQ (Influencer Marketing)• GetVERO (Email Marketing)• Trello (Team collaboration) • Zapier (Task Automation)
Specialty: Customer Acquisition & Retention
27TOP CHARACTERISTICS OF DIGITAL MARKETERS
6) They walk the talk
28TOP CHARACTERISTICS OF DIGITAL MARKETERS
What does your own online presence look like? Is it
consistent?
PERSONAL SITE
SEARCH RESULTS
SOCIAL PROFILES
29TOP CHARACTERISTICS OF DIGITAL MARKETERS
7) They know what they don’t know
30TOP CHARACTERISTICS OF DIGITAL MARKETERS
Yup, these images again.
5TOP CHARACTERISTICS OF DIGITAL MARKETERS
8) They get their hands dirty
5TOP CHARACTERISTICS OF DIGITAL MARKETERS
If you have/are thinking about having your own website, you
don’t need to be technical to start playing with these.
You can do wizard-like things by just mastering these few tools.
5TOP CHARACTERISTICS OF DIGITAL MARKETERS
9) They have a pet project or side-hustle
5TOP CHARACTERISTICS OF DIGITAL MARKETERS
STRINGING IT ALL TOGETHER
Jumpstart a career in Digital Marketing
KEY CHALLENGE/QUESTION
• Who might be the target audience?
• How might you find them?• How could you reach out to
them?• How will you get them to take
action?• How will you nurture those
leads who aren’t ready to take action?
CASE STUDY
SUMMARY
Let’s build out our first digital strategy.
You’ve just been hired by a promising young co-working space as their new Customer Acquisition Specialist. Your first order of business is to drive leads to their new Digital Marketing 10 week course. The main lead magnet is a a free evening workshop of which you have been given a budget to promote via Social Media and other channels.
What do you do?
Spend 2 minutes talking to the person next to you discuss how you would address the key challenges/questions on the right by using some of the digital channels or tools discussed so far:
PROMOTING A DIGITAL MARKETING COURSE8
5WHO IS THE AUDIENCE?
Who might be a good fit for this course?
- Non-digital marketers based in Frankston & wider
peninsula.
- Entrepreneurs/small business owners
- Existing visitors to the Frankston Foundry website or blog
- Existing FF Members
- Anybody else?
5WHERE MIGHT WE FIND THIS AUDIENCE?
Some examples of platforms and sources you can tap in to
5HOW CAN WE REACH OUT TO THEM?
- Facebook, Twitter & Linkedin Ads
- Affiliate Marketing
- Email Marketing
- Custom Audiences
- Remarketing pixels
- Partnerships (eg: General Assembly)
- Anything else?
5REMARKETING
5CUSTOM AUDIENCES ON FACEBOOK
5VISUALISE THE STRATEGY
Blog Visitors
Member Database
Facebook Ads
Twitter Ads
LinkedIn Ads
Free evening Digital Marketing
Class Landing Page
Custom audiences
Promotes/ drives traffic to
Initiate Remarketing
Registered?
No Yes Email Reminder #1
Email Reminder #2
FreeEveningClass
BUYS COURSETrigger discount
No action Enrollment Opens
5VISUALISE THE STRATEGY
GA Blog Visitors
Alumni Database
Facebook Ads
Twitter Ads
LinkedIn Ads
Free Evening Digital Marketing
Class Landing Page
Custom audiences
Promotes/ drives traffic to
Initiate Remarketing
Registered?
No Yes Email Reminder #1
Email Reminder #2
FreeEveningClass
BUYS COURSETrigger discount
No action Enrollment Opens
5SUMMARY
• Digital makes it significantly easier for marketers to segment people by their behaviour and activities instead of broad or subjective demographics.
• Digital helps make customer relationship management continuous, offering contextual information about the customer round the clock and the ability to marketing.
• The more technical skills you develop, the more valuable you will become to the marketplace.
5SUMMARY
9 Characteristics of Effective Digital Marketers• Be autonomous• Become multi-disciplinary• Be data-driven• Keep a finger on the pulse• Cultivate your ‘Marketing Stack’• Walk the talk• Be mindful of what you don’t know• Get your hands dirty with the tools• Experiment with a side-hustle
Q&A16INSERT CLASS TITLE