Digital marketing as a career choice – could it be for you? – FE News


A career in digital marketing means a career in a relatively new industry that didn’t exist 20 years ago, but is expected to grow exponentially in the years to come. This makes it a good career choice for anyone of any age, as entering an industry (relatively) early gives you the opportunity to gain skills and expertise ahead of the pack.

There are many types of skills needed to work in digital marketing – some people choose to become expert at all, or most of them, especially in smaller companies where there is likely to be no just one person or a small team managing everything related to digital marketing. This has its benefits as you won’t become too specialized and it could open up a wider variety of career choices when you move on. In larger organizations, with larger digital marketing teams, you may find yourself specializing in just one area. It also has advantages in that you can become an expert in your field, but it could narrow your options for a career change to another employer.

Either way, no matter what size company you work for, it’s going to be an exciting career using new tools and technologies and, who knows, helping to develop new processes and best practices in this relatively new industry.

Of course, you’ll also need skills that aren’t specific to digital marketing, such as strong communication, planning, organizational, and teamwork skills. But let’s take a look at the different areas specifically related to digital marketing that you could be involved in:.

Search Engine Optimization (SEO)

Very briefly, search engine optimization (SEO) is the process of making continuous changes to a website as well as building backlinks to that website so that it is easily found by potential customers in Google searches. It involves the use of complex software and tools, as well as in-depth analysis of web data. It doesn’t require you to have prior knowledge of web development, but if you have any development knowledge or experience, it can be a bonus as you will be regularly involved in liaising with web developers. For those with the aptitude and desire, you can get involved in technical SEO and SEO Audits which requires some knowledge of how websites are built.

On the other hand, link building requires awareness and collaboration with other businesses, so strong communication skills are a must for this part of SEO (often referred to as “off-site” SEO) and all aspects require strong data analysis skills and familiarity with Google. tools such as Analytics, Research ConsolePageSpeed ​​Insight, Data Studio, etc.

Pay-Per-Click (PPC) Advertising

Pay with a click advertising (PPC) has become a skill in its own right in recent years with Google Ads, Facebook Marketing and other social media channels that have all developed their own advertising systems and tools. Google Ads, in particular, has very sophisticated algorithms that require analysis of campaign data and also require keeping up to date with the latest methods of improving and optimizing online advertisements to minimize the cost per click for the customer but also to ensure that the web traffic generated by the advertisements attracts potential customers with the right purchase intention.

As in other areas of digital marketing, this can be a specialist role for consultants or those working in large organisations; or it may be part of a larger professional role in small businesses. Either way, this is an in-demand skill that could improve your career prospects. One way to gain real-world experience is to take a free course then use those skills in a volunteer role, perhaps for a charity or community group.

Social media management

While this may seem like an easy task for those who spend a lot of their time on social media for fun, it comes with a huge responsibility when managing a company’s social media accounts. If you work for a digital agency, you might even manage social media accounts for multiple clients. This means monitoring, posting and responding to interactions with potential customers in real time.

While most businesses will develop a social media calendar and plan, it can also be quite a stressful role if there are unforeseen social media interactions that require an immediate response. Nonetheless, it’s easy to see how this can be an ideal job for the right person.

Finally an idea of ​​salary

Digital marketers are in high demand, so you can earn a good salary, especially once you get some experience. Many large corporations run digital marketing internships or hire digital marketing apprentices where you can get a good experience. Charity and community groups are also a good place to get real-world experience. This is a particular area which is expected to see huge growth in opportunities but as it is still a developing sector salaries currently range widely from £25 an hour as a freelancer to 3 or 4 times this rate for experienced consultants. Senior permanent positions can demand 6-figure salaries.

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