- 4th April 2018
Earlier this month we published an article on modern-day graphic designers, and how people can get a foot on that career ladder. Today, we'll be taking a look at digital marketing jobs, and examine the challenges and opportunities offered.
If you’re a graduate looking for careers advice or a professional after a career change, this article is a great starting point. Read on to learn the essentials of digital marketing: what you can expect to be doing, some of the changes the industry is facing, and other things you can do to succeed.
(And if your curiosity has been peaked by the modern day designer article, you can read it here)
What is digital marketing?
Digital marketing isn’t a simple term. It covers many different skills and job roles; each person’s experience of it may be very different. In a nutshell, however, digital marketing covers jobs in web development, search engine optimisation (SEO) and pay-per-click (PPC) campaigning.
Research from Search Engine Land found that 34% of people won’t buy from a business with no website and 45% of people won’t buy from brands with a poorly designed website. A good website is therefore key for any business.
PPC specialists create pay-per-click advert campaigns that appear in search engine results pages. A good PPC specialist will produce well-written, thoroughly researched ad campaigns and monitor their performance closely.
Key is to determine what opportunities to go after, how much spend to put behind said opportunities and what call to actions will be most appealing. A high quality score is vital for any PPC specialist, so knowing what competitors are doing, liaising with clients and monitoring progress is needed.
Although ever changing, SEO is divided into two camps: Technical SEO and Creative. Technical SEO generally focuses on website functionality, the user’s journey, improving conversion rate plus decreasing website bounce rates. Being a master of the Google Search Console and Google Analytics is vital.
The creative-side of SEO aims to engage with a brands’ overall audience via content marketing and social media marketing. Creating useful and engaging content around a brand’s core industry and keywords is important, as well as having creative ways to spread the word of this epic content via social media.
Each social media channel, of course, has it’s own strengths, so knowing how to use each individual platform to its best effects is important. Being able to work with different content management systems, such as WordPress and Magento plus having an eye for detail is beneficial.
Digital marketing jobs can vary greatly from business to business. A large business may have several professionals working on digital marketing, each with a different focus. In contrast, a smaller business may have a handful of professionals with multiple specialisms.
If I already have a job, what is the easiest background to come from?
Digital marketing jobs combine creative flair with technical know-how. Having an understanding of these digital tools is essential for success in this industry.
need to be technically minded and while often self-taught, good experience in coding is highly important. Learning the variety of coding scripts is a must. It’s not for everyone though, so before making the career leap, we recommend learning to code in your free time and building some websites from scratch.
need to have a good grasp of numbers and statistics, as well as advanced skills with Google Adwords and Microsoft Excel. They also need good time management skills, communication skills and a degree of flexibility (for when a campaign needs swift changes, for instance). However, it helps to have a high degree of creativity too. You need to craft adverts that draw people in and make your product or service highly attractive.
should know how to write concise, attractive copy, write compelling headlines and format pages properly (with H2 tags, meta descriptions and so on.) On a more technical level, we suggest you brush up on your Google Analytics skills (since SEO is a very data-heavy business), HTML and learn about web hosting (to ensure your site doesn’t go down at an inopportune moment).
How are digital marketing jobs changing?
The world of digital marketing is in a constant state of flux. Professionals working in this sector can expect the way they do their jobs to change on a weekly or even daily basis.
For web developers,
chatbots and voice user interfaces are expected to become even more relevant in the industry, as well as web VR. Key for web developers in 2018 is, however, ensuring dynamic entry points across a website. The death of the homepage has been predicted for 2018, but key is to look at the design of each page from a user’s point of view and championing each page as a potential entry point to the website.
For PPC specialists,
the key issues at the moment is the automation within Google AdWords. It is due to automate much of its own functionality going forward. This means you spend less time managing bids, but it also means less of what you do is under your direct control.
Real-time bidding (which is a sub-discipline of PPC) is facing the challenge of GDPR. From Friday the 25th of May, companies across the EU must observe new data protection rules. These are designed to protect the privacy of EU citizens, and ensure companies use their personal data appropriately. Failing to do so could result in heavy fines for the company; ITPro has a more in-depth analysis of what GDPR means for you.
This impacts Real-time bidding and to a certain extent PPC specialists, because they will have access to less data than they did before. Since customers must agree to share their data under GDPR rules, it’s likely that creating effective ads for specific individuals will be more challenging going forward.
aren’t immune to sudden, significant changes in how they work. Back in 2016, for instance, Google radically changed the layout of search results and gave ads a more prominent space. This benefitted PPC marketers and product listing adverts, but it also meant higher competition for SEO results as there was less available space in the search results.
Moreover, SEOs need to consider the other ways that search results are changing. Rich snippets on Google search results are nothing new, but the way they are used may change in the future. Earlier this month, Google ran a trial of zero-result SERPs– results pages with the answer to a question and no organic search results. The test has stopped for now, but this is exactly the sort of development SEOs should be aware of.
The key point of these stories is that how we search is constantly evolving.
People are using new technologies (such as voice search) to find what they want on the web, while Google is always altering its services.
Good candidates don’t just know how their industry is changing. They also understand the nature of these changes- if they’re truly disruptive, or just a minor adjustment to an established system. If you can get into the rhythm of understanding this- and how businesses should respond- you will have a big advantage over your competitors.
How easy is it to find digital marketing jobs in Leeds?
As we’ve previously discussed, Leeds is an excellent location for professionals in design, digital and marketing. Leeds has been hailed as the digital hub outside London with a 92% growth potential, as according to a recent article from Leeds List. With the digital sector of the UK growing 50% faster than the wider economy, it’s good to select a new career challenge in a location that’s known for the industry you want to pursue.
Due to its fantastic digital growth, Leeds has become home to hundreds of different agencies, and the city can boast , designed to support new digital and tech projects. While in the past there were many SEO focused agencies popping up in Leeds, it’s now more likely to witness multiple social media agencies starting up across Leeds. A clear indication of how digital marketing is a fast-paced industry that consistently adapts to the new needs in the industry.
With plenty of businesses and office environments, now is the perfect opportunity for those seeking digital marketing jobs in Leeds.
Is there anything else I should be thinking about?
Professional events are another way to keep your skills sharp. An excellent event for digital marketers is the BrightonSEO event on Thursday the 26th and Friday the 27th of April. It consists of a conference with hands-on, practical information and several courses covering areas like content marketing, PPC fundamentals, GDPR and content analytics. Each of these courses costs £600: the full list can be found here.
In more general terms, remember that digital marketing- of any stripe- is about taking risks. You need to support your decisions with evidence, but you must be prepared to take the odd leap into the unknown. The candidate with the confidence to make a bold choice- and see it through- will always make a good impression.
Digital marketing is a challenging industry to break into. But with some self-education and perseverance, you’re in for a dynamic and exciting career.
If you need help getting on the career ladder, Gloss Recruitment is here to help. With more than a decade of experience, we work hard to build strong relationships with our clients. We’ll listen to your needs and aspirations, take you through each step of the process and be there for you throughout your career.
Whatever area of creative, marketing and digital marketing jobs you’re interested in, Gloss Recruitment can make it happen!
Get started today; give us a call on 08703 219788.