In today’s digital age, the role of a marketer has transformed and elevated significantly, with a growing emphasis on data-driven strategies, online channels and technological proficiency. Aspiring digital marketers must navigate a dynamic landscape filled with more opportunities and challenges than ever before. To that end, in 2024, digital marketing is one of, if not THE Marketing function most closely aligned and held accountable to Marketing sourced revenue.
To help those looking to embark on a challenging, yet extremely rewarding, career in digital marketing, we've created this comprehensive list of the basic steps to get started:
1. Acquire Broad-based Marketing Knowledge: Begin by building a strong foundation in general marketing principles. Understand the core concepts of consumer behavior, market research, branding, and advertising. Online courses, books, and educational platforms offer valuable resources to help you gain theoretical knowledge. Some examples include: Hubspot - Inbound Marketing Course and Hubspot - Build a Marketing Campaign in Marketing, which are free.
2. Consolidate & Unify Skills: Digital marketing encompasses various disciplines, including search engine optimization (SEO), social media marketing, content marketing, email marketing, pay-per-click (PPC) advertising, and analytics. Familiarize yourself with all of these areas and identify which ones align with your interests and strengths. For example, most B2B companies leverage LinkedIn and Google advertising, so these platforms could be a great place to start. Likewise, check out courses such as Hubspot - Designing effective Google Ads campaigns and LinkedIn for Business Marketing, Hubspot - How to Create a Paid Media Strategy.
3. Maintain Practical Expertise: Theory alone is insufficient in the fast-paced world of digital marketing. Seek opportunities to learn and fill gaps in your knowledge base through internships, freelance projects, or entry-level positions at marketing agencies, startups, or companies with robust digital marketing departments. Hands-on experience will provide valuable insights and skills. Freelancing sites such as Upwork and Fivver can be great for finding such opportunities.
4. Stay Current with Industry Trends: Digital marketing is evolving due to technological advancements, changes in consumer behavior, privacy laws, and platform algorithms. Stay informed about the latest trends, tools, and best practices by following industry blogs, attending webinars, participating in online communities, and pursuing continuous learning.
5. Build Your Digital Brand: Establish your online presence to showcase your expertise and attract potential employers or clients. Create a professional website or blog where you can share insights, case studies, and examples of your work. Actively engage on social media platforms (e.g., LinkedIn, X, Instagram, Reddit etc.) contribute to relevant discussions, and network with professionals in the field.
6. Hone Skills: As you gain experience, consider specializing in specific areas of digital marketing that align with your interests and career goals. Whether it’s mastering SEO techniques, becoming an expert in Google Ads, and/or specializing in LinkedIn advertising, focusing on a niche can differentiate you and enhance your value in the job market. Creating a niche skill is advantageous, however, it's also important to gain a broad understanding of how digital marketing, and all other, marketing functions operate towards common goals.
7. Gain Paid & Organic Proficiency: Understanding the importance and strategies for both paid and organic digital marketing is critical for digital marketers. Paid marketing, such as pay-per-click (PPC) advertising and sponsored content, allows businesses to quickly reach their target audience and drive immediate traffic to their websites or landing pages. It offers precise targeting options, ensuring that ads are seen by the most relevant audience segments, maximizing ROI.
On the other hand, organic marketing, including search engine optimization (SEO) and content marketing, focuses on creating valuable, informative, and engaging content that naturally attracts and retains audiences over time. While paid marketing can provide faster results, organic strategies build credibility, trust, and long-term sustainability for a brand. Combining both paid and organic approaches creates a comprehensive digital marketing strategy that maximizes visibility, drives conversions, and fosters lasting relationships with customers.
8. Obtain Certifications: Earning certifications from reputable organizations, such as LinkedIn, Google Ads, HubSpot, or Facebook Blueprint, can validate your expertise and credibility as a digital marketer. These certifications demonstrate your proficiency in specific tools or platforms and can increase your chances of securing employment or attracting clients. Also, for better or worse, multi-touch attribution is a key component of digital marketing in terms of understanding and clearly articulating the spend and performance associated with your digital marketing programs to the business and other stakeholders. Deep expertise in Google Analytics, Adwords, Linkedin Campaign Manager etc., will be vital in this area. Here are some other helpful resources: Hubspot Academy - Digital Marketing Certification; Coursera - Google Digital Marketing & E-commerce Professional Certificate.
9. Cultivate Soft Skills: In addition to technical skills, cultivate soft skills that are essential for success in digital marketing, such as creativity, adaptability, communication, problem-solving, and teamwork. These skills are invaluable for collaborating with cross-functional teams, developing effective campaigns, and navigating complex challenges.
10. Network and Seek Mentorship: Networking is crucial for building connections within the industry, discovering opportunities, and gaining insights from experienced professionals. Attend industry events, join professional associations, and reach out to mentors who can provide guidance, advice, and support as you progress in your career.
11. Stay Agile and Continuously Learn: The digital marketing landscape is ever-changing, requiring marketers to stay agile and adaptable. Embrace a mindset of lifelong learning, experiment with new strategies and technologies, and be open to feedback and iteration. By continuously evolving and expanding your skill set, you’ll remain competitive and thrive in the dynamic world of digital marketing. The Digital Marketing Institute not only has outstanding resources and courses, but also boasts a vibrant community for digital marketers sharing the latest trends and best practices.
More and more, becoming a successful digital marketer requires a combination of foundational knowledge, practical experience, continuous learning, and a commitment to staying updated with industry trends. By following the aforementioned steps and embracing the challenges and opportunities of the digital age, you'll be on the path to a fulfilling career in digital marketing.