How To (Really) Get Into Marketing

I work at★ Community of professional marketers ★ Jobs board for the marketing industry ★ Create your marketing profile... I’ve had a few projects in marketing ...● Built a team of market

How to (really) get into

MARKETING

I work with these guys ^

I work at

★ Community of professional marketers

★ Jobs board for the marketing industry

★ Create your marketing profile

I’ve had a few projects in marketing .

● Built a team of marketers and

developers for Inbound.org

● Grew a community to 45,000+

professional marketers

● Arranged “Ask Me Anything”

community Q&A discussions with

30+ leaders in marketing

● Attended 8 marketing

conferences in the UK and USA

● Created slidedecks (like this)

targeting marketing executives

earning 100,000’s of views

But, I got an early start

★ First marketing job when I was 16

★ Working part time and in holidays

★ Still studying at University

★ Now 21 years old

This slidedeck is to share

WHAT I FOUND WORKED

to really get into marketing

This slidedeck is so

YOU CAN

Inside this deck

1 What marketing really is

2 How you too can find a job easily, make lots

of money and never get bored

3 What entry level marketing jobs look like

4 Four actionable things to try now

What marketing (really) is

Let’s go back to business 101

Buy low Sell High

Profitable businesses

look like this

<

Cost to acquire

customer

Customer lifetime value

<

look like this

“Buy low Sell high ”

The game? Find and attract customers

for less cost than they contribute.

Where marketing fits into a business

How does marketing

First, ATTRACT relevant people

- “strangers” - to your business

CONVERT those visitors into “leads”

“Leads” are people who say they’re interested in what you have to sell

CLOSE those leads to turn them

into customers Help them buy

Finally, DELIGHT your

customers Happy customers buy more and promote your business

Marketing in a nutshell

make lots of money

Here’s how you too can find a job easily

Marketing is a

BIG GNARLY

PROBLEM

in EVERY organisation

But why ?

Marketing? Isn’t that just

coming up with fancy ideas?

Marketing? Ah, we don’t really have time for that.

Marketing? Oh yeah… that’s

not really necessary

NONSENSE

“We don’t need more customers”

- No business ever.

Businesses need customers.

Businesses need customers.

How are customers found?

Businesses need customers.

Businesses need marketing.

Businesses need customers.

Businesses need marketing.

Whose job is it to find customers?

Businesses need

With marketing

Marketing makes the difference

Extra value created

How much marketing is worth

GREAT marketing makes more difference

"In 5 years, inbound marketers

Dharmesh Shah, Co-Founder and CTO at HubSpot

“Buying lower”

“Selling Higher”

There are BIG rewards for

being a smarter marketer .

So what skills are involved in marketing?

DARC

DARC marketing skillsets

★ Digital Native

You’re fluent with the internet

and technology You don’t

struggle keeping up with trends

★ Analytics

You’re comfortable analysing

data, and designing experiments

to further your understanding

★ Reach

You can build relationships with many people to increase your influence People trust you

★ Content

You can craft content - articles, graphics, videos and other media that resonates with an audience

How do these tie to marketing jobs ?

Remember the marketing funnel?

So how do I

get into marketing?

Four actionable things to

1 Go to bars

Marketing is a social industry.

Find local meetups, conferences parties, talks, seminars, workshops and more.

Talk to professionals whilst

and talk to people than

turning up at industry events

Search for events here:

★

★ Meetup.com

★ Eventbrite.com

2 Send better email

Standard careers advice 101.

You’ve probably been told

to “be professional”.

You’ve probably been told

to “use formal language”.

Your job applications probably

look and feel something like this

How your friends see it How your mom sees it How you see it

How society sees it How hiring managers

see it How it really is .

Does any of this sound familiar ?

★ You’re sending dozens of job applications

★ You’re doing things “just to put on my resume”

★ You’re applying for jobs at companies you don’t really

want to work for.

★ You’re tired of not hearing back from companies you’ve

applied to And when you do, you never get actionable

feedback.

Don’t limit yourself to “job applications”

It’s the most competitive game with the smallest opportunity

Opportunities you have to apply for

Everything else.

Remember, you are solving a

REAL BUSINESS PROBLEM.

You’re in the business of

helping businesses grow

It’s all about selling your skills and services to businesses

More hunter

Less gatherer

★ Market yourself

Attract, Convert, Close, Delight

★ Ask people you

know in work

Find and seek opportunities

★ Send better email

Tips and tricks next slide

Get your own job business

Remember, all businesses need growth

But, they don’t necessary think they

need marketers

(So they don’t necessarily post job ads

to apply for)

There’s a HUGE market of unadvertised

‘opportunities’ for marketers

1 Speak how you’d like to be

spoken to.

Personal messages where

you can share things in

common will always do better

We’re all human.

2 Show your initiative.

Use examples of previous

work to how you’re smart, and

can get things done.

Forget formality Send better email

3 Keep it short.

People like (and respond to) short and “gets to the point” messages.

4 Ask “yes or no questions”

Avoid back-and-forth decisions “Does Monday 2pm at your office work for you?” trumps “where would you like to meet?”

What better email looks like

(Yes, put them on a pedestal But, not so cringeworthy you couldn’t say it in person ).

I’d love to meet the team behind it, and maybe discuss whether you have any entry level positions

coming up? I’m near your office this Wednesday morning if you wanted to meet? (The ask)

I look forward to hearing from you!

Ed

Use these email tools to send better email:

★ Rapportive.com

★ GetSidekick.com

★ How to get anyone’s email address.

Use this wisely, and not to harass others :)

3 Promote something

Affiliate marketing is where

you send customers to them

Earn and learn whilst

promoting your

favourite brands

What affiliate marketing can look like

★ Attract

Creating a website

Crafting product reviews

Engaging relevant people in

social media

★ Convert

Creating pages to promote

specific offers and products

Creating an email optin form

Follow your Facebook page

Tips for earning and learning as an affiliate

★ Go Niche

Everyone promotes big brands You’ll find higher returns and less

competition focusing on less well known brands, products and services

★ Focus Focus Focus.

Default to asking yourself “does this get closer to making to making

money” Yes/no questions cast the daylight you need

★ Get to that first payment quickly!

Nothings more motivating than seeing your first payment come in Focus on getting to that first spot - it’ll help you ask the right questions

Use these tools to

promote something:

★ Create a website ⇒ Squarespace.com

★ Manage email ⇒ Mailchimp.com

4 JFDI* for yourself !

Get into marketing by

MARKETING YOURSELF.

*JFDI: Just f*cking do it

You can get insane leverage on

spending time, money and effort

to find marketing jobs

Few people think like this in job search.

$5… $50… $500

$50k… $100k… $150k

Write blog articles

Target companies and individuals

with Facebook ads

★ Convert

Create a short page which shows

a little about you’d like to do for a

specific company

Capture their email address and

contact details at the bottom

How to market yourself to companies

YOU CAN

Think about what you’ve just read

Profitable marketing look

“We’re going to have inbound marketers

be some of the highest paid people in the

- Dharmesh Shah, Co-Founder and CTO at HubSpot

Start your career on

Got questions?

Ask Me Anything

on Inbound.org

Find local and remote

marketing jobs from all

over the world

Visit the Inbound Jobs Board

Thanks for reading!

If you know someone who might

Tweet this slidedeck

Ed Fry

@edfryed ed@inbound.org