NEW TO DIGITAL MARKETING? READ THIS
'Marketing' is broad - with a massive range of bits that sit underneath that overarching discipline; 'digital' being one of those bits.
With 11 years under my belt (of marketing experience - I'm not 11 years old), I've noticed that even specialising in 'digital' has brought with it a larger and larger remit. The world of digital marketing has expanded and diversified around me. It doesn't ever stop.
It got me thinking about how someone new to the field would cope with the constant demands of keeping up-to-date with things. There's just so much to learn and take in - not to mention the abundance of platforms, tools and technological tactics now available to tinker with (#alliteration). It can be overwhelming.
What advice would I give someone new to digital?
I decided to ask a few peers for their one main nugget of advice. Plus, here's my own...
“If you're trying to improve your organic reach, you need to understand the questions that your audience are searching for on Google and make sure your digital marketing content answers them. If you can't compete with the big guns, then that's when you need to start getting creative using tools like Answer the Public to spot the gaps which you can fill.”
“Keep learning! Read blogs, subscribe to newsletters, listen to podcasts, and follow good people on social media - there is inspiration and learning to be found absolutely everywhere, and you can do it all from your phone!”
“Experiment and have confidence in your common sense. This is such a rapidly growing industry, it's easy to be unsure of yourself and to not know what to do with available resources. Test theories and ideas. Unlike traditional marketing, with digital you have the privilege of being able to track what works and what doesn't, so take full advantage. You may uncover something spectacular.”
“The one thing that really opened my eyes was reading "Predictably Irrational" by Dan Ariely a few years ago. It's not a book about marketing, but it gives great psychological insight into how people often make ‘predictably irrational’ choices and follow social norms. It dissects how brands and marketeers use this information to market products and services more effectively. Well worth a read. In fact that would be my tip. Read as much as you can. Find good, reliable online resources, written by respected SMEs.
"Oh, and try not to be a dick. Whichever side of the client/agency fence you're sitting, if you’re polite, helpful and do your best to empathise with the people on the other side, you’ll go home at night knowing that you did some good work. :-) ”
“Take some time to really work out how to time your content and marketing correctly.
"Learn how to gauge how much your audience wants to hear from you.”
"Don't work in a bubble. Introduce yourself to colleagues in other teams. Find out what they're up to and what their objectives are.
"Make sure you understand the bigger picture so that you know how your own work fits in."
“Use the internet. When you are just starting out there is a lot to learn. But for pretty much every skill and every tool you need to learn, and every problem you need to solve, thousands of people out there have had the same challenge before, and at least a few dozen of them will have written blog articles or 'how-to' guides. Go looking for them, and read up before you jump into something new.
There's excellent, free help out there for pretty much everything. If you can’t find help with a quick Google search, perhaps you’re trying to solve the wrong problem!”
Fi shailes, DIGITAL MEDIA MANAGER AND FREELANCER
"Keep the faith in what you're doing, and don't let your approach get derailed by subjective input from non-marketers, if possible!
"Marketing is one of those things which lots of people like to pitch in about, but if you believe strongly in your approach - whether it's an overall digital strategy or a mailer campaign - be confident in the fact that you know what you're doing. You're the specialist in this stuff."
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