how to start a career in digital marketing step by with timestamps YoutubeScribe.com

[0:00] Digital marketing is one of the fastest-growing
industries and even during times of uncertainty,
[0:05] jobs in advertising and marketing
continued to grow.
[0:09] So today, I'm going to show you how to start
a career in digital marketing and grow both
[0:13] your knowledge and salary.
[0:15] Stay tuned.
[0:15] [music]
[0:20] I've been in digital marketing since 2009.
[0:22] And throughout my 11 years, I've built and
sold my own sites, freelanced, ran an agency,
[0:28] consulted, and today, I have the privilege
of being an employee at Ahrefs.
[0:32] Now, I actually have a degree in health science,
some certifications in investments and insurance,
[0:38] but my knowledge in digital marketing
comes from the school of hard knocks.
[0:41] Part of the reason is because I'm stubborn,
but it's mainly because in 2009, there really
[0:46] wasn't any good material online or in
schools that would give you practical
[0:50] guidance and advice.
[0:52] So I want to walk you through the stages that
you might go through in your path to become
[0:56] a professional digital marketer.
[0:58] Alright, so the first thing you'll want to
do is to create your own website or blog.
[1:02] Creating your own website gives
you your own testing grounds.
[1:05] It lets you get practical experience with
marketing strategies without worrying
[1:09] about hurting someone else's site.
[1:11] Just choose a niche that you're interested
in and create a site using WordPress.
[1:15] And there are literally thousands of
tutorials out there to help you get started.
[1:19] Now, don't bother overthinking things
like what your logo should be or how
[1:23] you'll make money from it.
[1:24] These things can come later.
[1:26] And if you're completely stuck, then create
a site that's built around your name.
[1:30] The important part is that you invest a bit
of money into your own website because
[1:34] you're less likely to give up
without giving it a fair shot.
[1:37] Now, once you've gotten your site setup,
I highly recommend focusing on just one
[1:41] area of digital marketing.
[1:43] Let's go through the pros and cons of a
couple popular online marketing strategies.
[1:48] First up are online ads.
[1:50] And these are great to get
immediate traffic to your site.
[1:53] But I wouldn't recommend trying these until
you've gotten some experience under your belt.
[1:57] Reason being, you're more likely to burn
through money before you make it.
[2:01] Second is social media marketing.
[2:03] And this is great if you already have a large
following, but if you're just starting out that
[2:07] probably won't be the case.
[2:09] In my opinion, this is something to consider
further down the road once you've built
[2:13] a steady stream of traffic and an audience
who cares about your work.
[2:17] And third is SEO, which stands for
search engine optimization.
[2:21] The great thing about SEO traffic is that
once you're ranking, you'll be getting free,
[2:25] passive, and consistent traffic
from search engines like Google.
[2:29] Meaning, you'll be consistently reaching new
audiences and experience compounded traffic.
[2:34] Now, the downside is that it works a lot
slower than advertising and social media.
[2:39] But if long term growth is what you're after,
then in my completely biased opinion, SEO
[2:45] is the strategy that I'd recommend
starting with because the skills you'll
[2:48] learn are transferable to many other
facets of online marketing.
[2:52] Alright, so the next thing you need to do is
spend some time learning about the area
[2:56] of internet marketing you want to pursue.
[2:59] The best place to start is by reading or watching
a beginner's guide on the topic from a reputable
[3:04] person or company.
[3:05] And we have a lot of tutorials for beginners
on both our YouTube channel and blog.
[3:10] Beginner's guides will help you get a general
overview of the marketing method and also
[3:14] act as a "hub" for subtopics to research after.
[3:18] For example, in our SEO for beginners video,
I talk about how SEO works, then go on to
[3:23] talk about things like keyword research, on-
page SEO, link building, and technical SEO.
[3:28] And while much of the content is basic,
you can use those as pivot points to go
[3:33] and research those subtopics in further detail.
[3:36] Alright, the next and most important part
is to actually execute on the things you learn.
[3:41] Consuming too much content can and
will lead to analysis paralysis; where you
[3:46] end up over-analyzing things and
end up getting nothing done.
[3:50] So don't bother reading about super-technical
things like crawl budget or wasting your time
[3:55] on split-testing, when you don't even
have a meaningful amount of traffic.
[3:59] Instead, focus on mastering the fundamentals.
[4:02] So for SEO, that would be things like keyword
research, content creation, and link building.
[4:07] These three things alone will move
the needle more than spending hours
[4:10] worrying if you should use
category pages for your blog.
[4:14] Lastly, get acquainted with some
free digital marketing tools.
[4:17] If you're just starting out, I'm sure it'll be
tough to pay for premium marketing tools.
[4:21] But there are some free ones that I highly
recommend getting acquainted with because
[4:25] a) they're awesome, and b) you'll need to get
familiar with them as you progress in your career.
[4:31] The first is Google Analytics, which is a web
analytics platform that shows you things
[4:35] like the number of people visiting your site,
which pages they go to, how long they stay,
[4:41] and hundreds of other actionable metrics.
[4:44] The second is Google Search Console, which
allows you to see how your website is performing
[4:48] in Google search.
[4:49] You can see which pages are indexed in
Google, the keywords your site ranks for,
[4:54] and the websites that link to you.
[4:56] The third is Ahrefs' Webmaster Tools.
[4:59] This is similar to Google Search Console
since we show your site's backlinks and
[5:02] keyword rankings, but you also get access to
a website audit tool which will scan your website
[5:08] for common and often easily fixable issues
that can be hurting your site's performance.
[5:13] The fourth is ConvertKit, which
is an email marketing tool.
[5:16] Their free plan lets you manage up to 1,000
subscribers and is super easy to use.
[5:21] I strongly recommend building
an email list right from the start.
[5:24] Think about it like this: if you're not giving
visitors an option to subscribe, then you
[5:29] could be missing out on opportunities to grow
an audience who wants to get updates from you.
[5:34] Now, whether you're a student or you're
in another job, starting your own site is
[5:38] something you can do on the side.
[5:40] It's going to give you exposure to digital
marketing and it's going to prepare you
[5:44] for the next stage, which is to get a job or
internship at a digital marketing agency.
[5:50] Getting a job today is different
than it was 10 years ago.
[5:53] Before you had to have a degree in marketing,
business, or whatever in order to even qualify.
[5:59] But from my experience, tons of digital marketing
agencies are more interested in hiring creative
[6:05] people who have produced results.
[6:07] Working at an agency is a great way to learn
digital marketing fast because you'll have
[6:12] the opportunity to work with people
who are ahead of you in your career.
[6:16] It's also a place you can find mentors and
you'll also get a ton of hands-on experience
[6:21] working on various types of client sites.
[6:24] Work your way up to a more senior position,
learn from people in your company, and if your
[6:28] goal is to become independent, then learn
how agencies and businesses are run.
[6:33] And this will happen naturally as you speak
with clients as well as senior-level management.
[6:38] Now, it's important to note that you shouldn't
necessarily give up on your other sites.
[6:42] A lot of good companies will actually
encourage you to spend time on your
[6:45] side projects to improve your craft.
[6:48] These are usually the types of people you
want to work for because they'll challenge
[6:52] you to become masters of your work.
[6:55] Alright, next up is to consider freelancing.
[6:58] Freelancing is a great way to get more hands
-on experience while increasing your income.
[7:03] And if by now, you're 3+ years into your digital
marketing career, then there's a good chance
[7:08] you already have some freelance
work lined up for you.
[7:11] Now, the two great things about freelancing
after you've gotten a job are
[7:15] a) You'll have more experience to do good
work for clients, and b) you'll still have
[7:21] a steady salary to pay the bills.
[7:23] Now, if you aren't getting referrals or inbound
requests for work, then you can sign up for
[7:28] general sites like Upwork or People Per Hour,
and apply for jobs where you think you can do
[7:33] a great job.
[7:34] And these jobs will help you build
up your personal portfolio.
[7:37] Now, if you've chosen something more specialized
like copywriting or blogging, then I'd spend
[7:42] time picking up side gigs at Problogger Jobs
or other places that attract a specific audience.
[7:48] After you've built up a portfolio and somewhat
of a positive reputation in your industry,
[7:53] you can consider going full-time into consulting.
[7:56] And the keyword here is "consider."
[7:58] There's nothing wrong with staying in your
job, working your way up and retiring.
[8:03] Not everyone is meant to be a consultant
and to be frank, not everyone should be.
[8:07] But for those who have really mastered their
craft and want to maximize their earnings
[8:11] potential, they'll generally go on
to do one of two things.
[8:15] #1. They'll start their own agency.
[8:18] And this requires hiring a team and usually
involves doing both the strategy and execution.
[8:24] Now, one of the great things about agency
work is that you can work with a lot of clients
[8:28] at the same time, since you'll have
teams to manage client accounts.
[8:31] You're also able to provide more services
since your team will likely be diversified.
[8:36] And being a one-stop shop allows you to
maximize your earnings potential on upsells.
[8:42] One downside is that it can be quite costly,
since you're dealing with salaries and potentially
[8:47] office space.
[8:48] The second route is to do independent consulting.
[8:51] From my experience, this has a far better
net margin and hourly rates often range
[8:56] from hundreds to thousands of dollars.
[8:59] The downside is that you'll usually be limited
in the number of clients you can take.
[9:04] Businesses often hire consultants who
specialize in an area to solve higher-level
[9:09] business problems.
[9:10] So they might just want strategy.
[9:12] Or just training, or just execution.
[9:15] And although you may have a smaller
team to handle the more systematized
[9:18] parts of your business, clients will
be hiring you for your expertise.
[9:23] So naturally, you'll be limited to the number
of clients you can take simultaneously.
[9:28] Now, regardless if you go the agency or consulting
route, networks will be critical to your success.
[9:34] And this is why all of the other
steps are important to go through.
[9:38] When you create a website, you
learn and get practical experience
[9:41] with digital marketing strategies.
[9:44] When you get a job, you learn from
those who are ahead of you.
[9:47] When you freelance, you get a feel for what
it's like to actually run projects on your own.
[9:52] And as you're creating your personal brand,
this helps in developing your networks as
[9:56] well as authority in your niche.
[9:59] Two other avenues to consider at this stage
are to speak at events where your clients
[10:02] might be and to do a push with
inbound marketing.
[10:06] Speaking engagements are usually unpaid.
[10:08] But if the room is full of your target audience
and you have 30-60 minutes to show off your
[10:13] expertise, then it can be an extremely
lucrative trip.
[10:17] For example, I spoke at a conference with
a primary audience of decision makers.
[10:21] And a lot of these people worked
at startups with funding.
[10:25] And after my talk was done, I had three
people approach me for consulting work.
[10:30] As for inbound marketing, that's
what we do at Ahrefs.
[10:33] We write and produce videos about problems
that our target audience might face.
[10:37] And even though we don't have sales pitches
in our content, there's no shortage of requests
[10:41] for consultations.
[10:43] So no matter where you are in your career,
it's not too late to start in digital marketing.
[10:49] And just like any other career, it
takes time to learn and grow.
[10:53] So if you're new, then I highly recommend
watching our beginner's tutorial
[10:57] on the 7 digital marketing strategies that work,
choose one to focus on, and then niche down
[11:02] from there.
[11:03] And if you enjoyed this video, then make
sure to like, share and subscribe for more
[11:06] actionable SEO and online marketing tutorials.
[11:10] I'll see you in the next one.

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