As a father of two children who are on the home straight of their school education, I increasingly find myself thinking about what career advice I can give them. January is also a time of year when many people reflect on their aspirations for the year ahead, which often triggers some soul searching regarding professional development.
Rather than kickstart 2025 with a post filled with predictions of the rise of the AI machines, I thought that it may be helpful to share some thoughts of a long in the tooth digital marketing agency owner regarding how you could launch a career in the dynamic and rewarding field of digital marketing. Please understand that I am not offering professional career advice – simply sharing some of the discussions I found myself having over a mince pie during the Christmas break.
I am in a position where I get to see many CVs of prospective digital marketers and there is no doubt that there is a huge disparity in the quality of application. So, what can you do to stand out from the crowd and give yourself the best chance of success?
Understand the basics of digital marketing
It would be unfair for a prospective employer to expect the polished article from someone just starting their digital marketing journey, but it really is important to have a grasp of the big picture and to be able to demonstrate an understanding of the basics of digital marketing. You do not need to be a specialist in any particular discipline, but you should be able to discuss the principles of the following:
Search Engine Optimisation (SEO): Optimising websites to rank higher in search engine results.
Content Marketing: Creating valuable, relevant content to attract and engage an audience.
Social Media Marketing: Using platforms like Facebook, Instagram and X to connect with and grow your audience.
Pay-Per-Click (PPC) Advertising: Running paid ads on platforms like Google Ads and social media to drive traffic and conversions.
Email Marketing: Using email campaigns to nurture leads and build customer relationships.
Analytics: Analysing data to understand customer behaviour and improve marketing strategies.
Researching these disciplines will give you a solid foundation for a potential interview and help you start to think about which aspects of digital marketing you’re most interested in.
Explore online courses and certifications
One of the best ways to learn the fundamentals of digital marketing is to sign up for online courses and certifications. There is a wealth of free and paid resources available, many of which are designed by industry leaders. Some of the more popular platforms include:
Google Digital Garage: Straight from the horse’s mouth, Google offers free courses on digital marketing, including search engine optimisation, online advertising, and social media marketing.
HubSpot Academy: Free certifications in inbound marketing, content marketing, and email marketing.
Coursera and Udemy: Both offer a wide range of digital marketing courses, from beginner to advanced levels.
LinkedIn Learning: Courses in SEO, social media marketing, analytics, and more, along with certificates you can showcase on your LinkedIn profile.
These courses will not only give you valuable knowledge but also help you build credibility when applying for jobs in the field.
Get hands-on experience
Perhaps I should have put this above the course / certifications section, but I would argue that it is easier to find courses than it is to build real hands-on experience. The reality, however, is that while theoretical knowledge is important, and demonstrates genuine interest in digital marketing, practical experience is the ultimate way to get a taste of what a career in digital marketing could offer. It will also set you apart from other candidates. You would be surprised how many CVs I see where there is no actual hands-on experience of digital marketing, despite a personal statement that bangs on about how passionate said individual is about the industry.
It is not always easy to build hands-on experience in digital marketing, but here are some options that have stood the test of time:
Work on personal projects: One of the best ways to develop your digital marketing skills is to build your own website or blog. You can then use that as a testing ground to experiment with different strategies and to learn about analysing performance and the impact of any marketing that you try.
Volunteer: Many small businesses, non-profits, and startups are looking for help with their digital marketing efforts. Volunteering or interning gives you the chance to gain real-world experience and build your portfolio.
Freelance: Once you have some knowledge under your belt, consider taking on freelance projects. Websites like Upwork, Fiverr, and Freelancer offer opportunities to work with clients on digital marketing projects which will quickly increase your experience.
Ultimately, there is no downside to rolling up the sleeves and getting stuck in. The more exposure that you have to different tactics, the better your understanding will be of how different strategies are likely to work in the real world.
Do not shy away from analytics and data interpretation
Digital marketing is driven by data. Whether it’s tracking website traffic, measuring the success of a PPC campaign or analysing social media engagement, it is impossible to assess performance without being comfortable analysing data. You may feel as though you are an incredibly creative individual, which is great and most definitely helpful in any marketing career, but to succeed in digital marketing, you need to be comfortable with analytics tools such as:
Google Analytics: Essential for tracking website performance, user behaviour, and conversion rates. If you only have time to really invest in one platform, this should be the one to choose.
Facebook Insights and Twitter Analytics: Provide data on how your social media posts are performing and audience demographics.
Google Search Console: Helps monitor and improve your website’s SEO performance.
Email Marketing Analytics: Platforms like Mailchimp offer insights into open rates, click-through rates, and conversion rates for email campaigns.
Understanding how to interpret this data will allow you to make informed decisions, optimise campaigns and demonstrate your value to potential employers.
Know the industry
One of the reasons that digital marketing is so rewarding as a career is the fact that it is fast paced and evolving rapidly. If you are afraid of change, it may well not be the best choice of career for you, but it rewards those who love learning about new strategies and tools.
Whilst it would again be extremely unfair for a potential employer to expect you to know everything about the industry, you should try your best to keep up to date with developments in digital marketing. Although not everything is likely to make sense to the inexperienced marketer, here are some ways to immerse yourself in the industry, all of which will help to build your knowledge as quickly as possible:
Read industry blogs: There are too many to list here, but you should try to dip in to industry-related websites on a regular basis as they are a great resource for digital marketing news and tips.
Join webinars and conferences: Many digital marketing experts host free webinars or virtual conferences that provide valuable insights and networking opportunities.
Listen to Podcasts: There are plenty of decent podcasts out there which will help build your knowledge, so make use of any downtime such as a regular commute.
Engage on social media: Follow digital marketing influencers on Twitter, LinkedIn, or Instagram to get updates and tips directly from the experts.
The more you learn, the more you’ll be able to understand how all the pieces of the machine fit together and, crucially, impress in an interview.
What are you waiting for?
Starting a career in digital marketing is an exciting and rewarding journey. With the right combination of education, hands-on experience and a willingness to learn, you can build a successful career in this ever-evolving industry.
Remember to stay curious, be adaptable and don’t be afraid to get your hands dirty. The successful digital marketer, however experienced they may be, will always be willing to experiment and to use data to understand what works best. Don’t expect to become an expert overnight and don’t get discouraged if things don’t click right away. Keep learning, experimenting and improving your skills.
Most of all, enjoy the ride! I wish you all the best for 2025 and beyond.
