What job do you do?
Digital Marketing Specialist
How did you get into marketing/communications?
I studied Communications at university which gave me a good grounding in marketing and comms, but I wasn’t sure what niche I wanted to specialise in. When I left university I did an internship at a marketing agency where I got to try my hand at both online and offline marketing, and that’s when I really fell in love with digital marketing – particularly how measurable it is – you can directly see the impact on website traffic and sales and link it to the work you’re doing. So when my internship finished up I decided to get some further education in digital marketing by doing a Masters through the Digital Marketing Institute, which gave me much more in depth knowledge of how to go about creating strategies, and hands on experience implementing digital marketing tactics to get results. And when I finished up there I actually applied for a job doing digital marketing for the Digital Marketing Institute and that’s where I’ve been ever since!
What are you most proud of in your career as a marketing/communications professional?
I’m really proud of the content I write for the Digital Marketing Institute blog. It can be challenging staying on top of all the news and innovations in the digital marketing industry, so it keeps me on my toes. But I really enjoy learning about new ways to do things and creating great content to share that with other marketers.
How has marketing/communications helped the organisations you’ve worked for?
The Digital Marketing blog has gained a really strong following and it brings a lot of traffic to the website. We can then collect that traffic and add it to an audience and re-market to them through social and search ads, so that when those users decide to up-skill in digital marketing, we’ll be top of mind and they will sign up to study at the digital marketing institute. We can track the number of students who sign up to study at the institute, who first came to the website through finding an answer to their question on the blog, and it’s growing all the time.
What challenges have you overcome on your professional journey to where you are today?
One of the biggest learnings I’ve come across is that not every new idea or innovation in digital marketing is going to work out for you when you try it. You might try a new ad type, a new way to target audiences or a new content idea and it might flop – you might not get the return you hoped for, or your article might not get much readership or shares. That was difficult for me to get over in the beginning, but as long as you learn from those failures, figure out what about it wasn’t right for your audience and bring what you have learnt into your next strategy, then you’re always going to be improving as a digital marketer.
Do you have any words of wisdom for someone starting out in the marketing/communications industry?
If you’re in marketing, my top tip is to not be afraid to try and fail – there’s always something to be learned. And if you’re trying to get your foot in the door, my two biggest tips are – do a course that will give you a solid foundation as to how all aspects of marketing can work in synergy; and treat a traineeship or internship with the same intensity as you would a paying job – you’ll only get out of it what you put into it.
If you’d like to be featured in the next ‘They do comms’, share your story with us here.