Kickstart a Career in Digital Marketing

JUMPSTART YOUR
CAREER IN DIGITAL
MARKETING
Cameron Rambert
Freelance 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
TRADITIONAL
MARKETING
Jumpstart a career in Digital Marketing

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

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 OF
HIGHLY EFFECTIVE
DIGITAL 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)
• Facebook Business Manager
• Optimizely (Site optimisation)
• Basecamp (Project management)
• Radian 6 (Social listening)
• Google Drive (Content Production)
• Tableau (DataVisualisation)
• Slack (Team communication)
• Marketo (Marketing Automation)
• GroupHigh (Influencer Marketing)
• Mailchimp (Email Marketing)
Specialty: Digital Marketing Management

MY STACK
Technologies I use:
• Google Adwords Editor
• 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 COURSE
8

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?

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
Free
Evening
Class
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
Free
Evening
Class
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

Kickstart a Career in Digital Marketing

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