how to land that first digital marketing job
DESCRIPTION
LAND THAT FIRST DIGITAL MARKETING JOB! - Q3 2014. Presentation prepared for University of Western Sydney for Applied Marketing Solutions course in the Master of Marketing. This intro is designed to give future marketing graduates a high level view of the key aspects, challenges and opportunities to land that first Digital marketing job. While this slidedeck is intended to an australian audience, content has been fitted for broader marketing dynamics and includes statistics for US and APAC region. Prepared by Frederic Chanut Managing Director, In Marketing We Trust Excerpt from slidedeck -------------------------------------------------- ABOUT IN MARKETING WE TRUST ‣We Do SEO/Conv. Rate Optimisation/Analytics ‣A team of results-hungry, digital marketing professionals. ‣Our Motto: Traffic is Nice. Revenue is better ‣We work with mid to large web based businesses with complex or competitive environments ‣Fred built the agency because he couldn’t find a good one when he was on the client side INTRO 3 SKILLS TO LAND THAT JOB Your skills and aptitudes answer their pain point 4 SKILLS IN HIGH DEMAND -TODAY SKILLS TO LAND THAT JOB Source 5 DATA SKILLS IS THE HOLY GRAIL ‣Digital Marketers have 1 religion: Data ‣But guess who else loves data and ROI? CMOs, CFOs, CEOs Simple data rules: ‣Don’t get lost=> Relevant, significant ‣Don’t guess => Ask, question, verify ‣Don’t assume=> Test and validate ‣Don’t just report=> Action on insights ‣Don’t stop => Iterate SKILLS TO LAND THAT JOB 6 Poor traditional media people. Selling TV is getting a lot harder. Source CURIOSITY ‣Curiosity is vital for any digital marketer ‣Keep up to date with changes. All info online. ‣Digital marketers love to share their knowledge and discovery of good info ‣Best ever Rule Just Google It 7 SOCIAL MEDIA ‣Building a personal brand takes time ‣Quality over Quantity ‣Relevancy over frequency ‣Listen, help, support, build ‣Don’t be a troll (did I say douche?) ‣Right balance between personal brand and support company efforts SKILLS TO LAND THAT JOB 8 WRITING ‣Web content ≠ Literature ‣Keep. It. Punchy!!! ‣Forget uni style. Telegraphic works well for email. Get to the point. ‣Don’t forget grammar and spelling SKILLS TO LAND THAT JOB 9 TIME/TASK MANAGEMENT ‣Learn to organise yourself ‣Test different time/task management process till you find the right one ‣Learn to PRIORITISE 10 Learn Moz.com, Hubspot, Wordstream, PPC hero, Mailchimp, Google Analyticsand Adwords certification, Slideshare, Conversion Rate Experts, Jeff bullas, Seth Godin Daily news and industry reads Smart insights, Econsultancy, Search Engine Land, Social Media Examiner, Marketingprofs, Kiss metrics, Quicksprout, Unbounce, Adland What your bosses’ boss reads Adweek, Adnews, Marketing Mag, CMO.com, Forbes, HBR, Wired, Smart company, LEARNING RESOURCES 11TRANSCRIPT
LAND THAT DIGITAL
MARKETING JOB!
ABOUT FREDDY
INTRO
Freddy Chanut
Managing Director
In Marketing
We Trust
Sydney, Aus.
2
ABOUT IN MARKETING WE TRUST
‣ We Do SEO/Conv. Rate Optimisation/Analytics
‣ A team of results-hungry, digital marketing
professionals.
‣ Our Motto: Traffic is Nice. Revenue is better
‣ We work with mid to large web based
businesses with complex or competitive
environments
‣ Fred built the agency because he couldn’t find
a good one when he was on the client side
INTRO 3
SKILLS TO LAND THAT JOB
Your skills and aptitudes answer their pain point
4
SKILLS IN HIGH DEMAND - TODAY
SKILLS TO LAND THAT JOB
Source
5
DATA SKILLS IS THE HOLY GRAIL
‣ Digital Marketers have 1 religion: Data
‣ But guess who else loves data and ROI?
CMOs, CFOs, CEOs
Simple data rules:
‣ Don’t get lost => Relevant, significant
‣ Don’t guess => Ask, question, verify
‣ Don’t assume => Test and validate
‣ Don’t just report => Action on insights
‣ Don’t stop => Iterate
SKILLS TO LAND THAT JOB 6
Poor traditional media people. Selling
TV is getting a lot harder. Source
CURIOSITY
‣ Curiosity is vital for any digital marketer
‣ Keep up to date with changes. All info
online.
‣ Digital marketers love to share their
knowledge and discovery of good info
‣ Best ever Rule Just Google It
7
SOCIAL MEDIA
‣ Building a personal brand takes
time
‣ Quality over Quantity
‣ Relevancy over frequency
‣ Listen, help, support, build
‣ Don’t be a troll (did I say douche?)
‣ Right balance between personal
brand and support company efforts
SKILLS TO LAND THAT JOB 8
WRITING
‣ Web content ≠ Literature
‣ Keep. It. Punchy!!!
‣ Forget uni style. Telegraphic works well for
email. Get to the point.
‣ Don’t forget grammar and spelling
SKILLS TO LAND THAT JOB 9
TIME/TASK MANAGEMENT
‣ Learn to organise yourself
‣ Test different time/task
management process till you
find the right one
‣ Learn to PRIORITISE
10
Learn
Moz.com, Hubspot,
Wordstream, PPC hero,
Mailchimp, Google
Analytics and Adwords
certification, Slideshare,
Conversion Rate Experts,
Jeff bullas, Seth Godin
Daily news and industry
reads
Smart insights,
Econsultancy, Search
Engine Land, Social
Media Examiner,
Marketingprofs, Kiss
metrics, Quicksprout,
Unbounce, Adland
What your bosses’ boss
reads
Adweek, Adnews,
Marketing Mag,
CMO.com, Forbes, HBR,
Wired, Smart company,
LEARNING RESOURCES
11
Keep yourself constantly updated. From the technical nitty gritty to the high level technology trends
TIPS TO LAND THAT JOB
Some 101 tips for aspiring Digital Marketers
12
DON’T SCATTER GUNBE SNIPER FOCUS
TIPS TO GET THAT JOB
A ‘Dear Sir’ would never ever
get someone hired in my team
13
Scattergun
‣ Planning 1hrs
‣ Poor research 10hrs
‣ Prep 20 CV/Cover 20hrs
‣ Send 300 emails 25hrs
‣ 2 Interviews 2hrs
‣ Get a shitty job $47k
‣ Bonus above min. salary $2k
‣ Value= $34/hr spent
Side effect: all big corp. have your
resume already so no chance to
reapply. All small guys don’t want
to hear about you.
Snipper
‣ Plan+ Research 40hrs
‣ Events 20hrs
‣ Social media 30hrs
‣ Send 30 emails 15hrs
‣ 4 Interviews 30hrs
‣ Get the right job $60k
‣ Bonus above min. salary $15k
‣ Value= $135/hr spent
Side effect: a small industry will
already have heard about you and
know you. You have already gained
skills.
TIPS TO GET THAT JOB 14
A LITTLE ROI ANALYSIS
BE CLEAR ON YOUR RESUME
TIPS TO GET THAT JOB
I spend approx. 10sec per resume. If you can’t convince me to look
further into your application then forget it
Small Killer Mistakes:
Spelling => Get it checked and rechecked.
Blurb of text => Answer question in 2-3 bullet points
MS Word version => use PDF
Important info => Work Experience/Portfolio first
Aussie version => If in Australia…Use Aussie address and style
Impersonal => Dear Sir, no actually… Dear GTFO
More resume tips
15
TIPS TO GET THAT JOB 16
GUESS WHICH ONE I READ?
Be precise and conciseInclude the keywords and terms in ad description
USE SOCIAL MEDIA AS YOUR RESUME
‣ Resume are not enough, people use
LinkedIn and check social media for
info
‣ My Social Media Rating card
‣ Limited LinkedIn = -20 pts
‣ No LinkedIn = -50 points
‣ No other channels = -20 points
‣ Facebook open* = -100 pts
*Means you have no idea about privacy!
Terrible mistake for a pro, even an
aspiring one
TIPS TO GET THAT JOB 17
Source. Other info
BEYONDLINKEDIN =
ONLINE REP.MGMT.
TIPS TO GET THAT JOB 18
Show prospective employers you
GET IT.
You don’t have to be active on
every single social media site
that's available. Just the ones
that matter
LEARN TO SPEAK THE JARGON
TIPS TO GET THAT JOB 19
ATTEND MEETUPS & EVENTS
‣ Nothing beats meeting your future
boss in person in an industry related
event. I hired people like that
‣ This is your opportunity to do an
interview minus the stress
‣ Plenty of events all around the year in
any large cities
‣ Try meetup.com, Eventbrite, Google
TIPS TO GET THAT JOB 20
“Freddy, Your Job is to make me look good”
One of the most important advice I ever received from my director when I
was a rookie
No matter what you do or how hard you work, it will be your manager that will
give the Yes/No for hire/promotion/pay rise and future references.
Understand her/his pain points and quickly adapt your pitch to be the
perfect solution
TAILOR YOUR PITCH :
TIPS TO GET THAT JOB 21
Tips to handle 6 different management style
• Control freak => Constant info and status report. No spelling error
• Blame fixer => Document everything btwn you and your boss
• Softy => Let them know you want to be frank with you
• Politician => Learn the dynamics, makes him/her shine
• Autocrat => Make their objective your objective, be proactive
• Team builder => Know your role in the team & what’s expected of you
In Reality, Most manager have a mix of styles. Don’t categorise too easily but
learn how to make your life easier
MANAGE YOUR MANAGER
TIPS TO GET THAT JOB 22
‘No one is going to pick you.
Pick Yourself.”
Seth Godin
Source
Frederic Chanut
Managing Director, In Marketing We Trust
m. 04 3837 1981
www.inmarketingwetrust.com.au
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