Kickstart a Career in Digital Marketing

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


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


14TOP CHARACTERISTICS OF DIGITAL MARKETERS

1) They are autonomous


Your best friends


2) They are multi-disciplinary


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!)


3) They are data-driven


Leave opinions at the door.Make important decisions objectively.

Have fun with it.


4) They have their finger on the pulse


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


5) They curate a unique ‘Marketing Stack’


DEVELOP YOUR “MARKETING STACK”


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


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


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


6) They walk the talk


What does your own online presence look like? Is it

consistent?

PERSONAL SITE

SEARCH RESULTS

SOCIAL PROFILES


7) They know what they don’t know


Yup, these images again.


8) They get their hands dirty


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.


9) They have a pet project or side-hustle


STRINGING IT ALL TOGETHER


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