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 11

1. LAND THAT DIGITAL MARKETING JOB!

2. ABOUT FREDDY
INTRO
Freddy Chanut
Managing Director
In Marketing
We Trust
Sydney, Aus.
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3. 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

4. SKILLS TO LAND THAT JOB
Your skills and aptitudes answer their pain point
4

5. SKILLS IN HIGH DEMAND -TODAY
SKILLS TO LAND THAT JOB
Source
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6. 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

7. 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
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8. 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

9. 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

10. TIME/TASK MANAGEMENT
‣Learn to organise yourself
‣Test different time/task management process till you find the right one
‣Learn to PRIORITISE
10

11. 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
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Keep yourself constantly updated. From the technical nitty gritty to the high level technology trends

12. TIPS TO LAND THAT JOB
Some 101 tips for aspiring Digital Marketers
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13. DON’T SCATTER GUNBE SNIPER FOCUS
TIPS TO GET THAT JOB
A ‘Dear Sir’ would never ever
get someone hired in my team
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14. Scattergun
‣Planning1hrs
‣Poor research10hrs
‣Prep 20 CV/Cover 20hrs
‣Send 300 emails 25hrs
‣2 Interviews2hrs
‣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
‣Events20hrs
‣Social media30hrs
‣Send 30 emails 15hrs
‣4Interviews30hrs
‣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

15. 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 Wordversion=> 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
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16. TIPS TO GET THAT JOB 16
GUESS WHICH ONE I READ?
Be precise and concise
Include the keywords and terms in ad description

17. 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

18. 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

19. LEARN TO SPEAK THE JARGON
TIPS TO GET THAT JOB 19

20. 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

21. “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 pointsandquickly adapt your pitchto be the perfect solution
TAILOR YOUR PITCH :
TIPS TO GET THAT JOB 21

22. 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

23. ‘No one is going to pick you. Pick Yourself.” Seth GodinSource

24. Frederic Chanut
Managing Director, In Marketing We Trust
m. 04 3837 1981
e. frederic@inmarketingwetrust.com.au
www.inmarketingwetrust.com.au
Connect with us
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