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How to (really) get into
MARKETING
I work with these guys ^
↑ I’m Ed.
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
TRY TOO.
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<
Profitable marketing
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.
Marketing Sales £$€
No marketing No Sales Doh. :(
How does marketing
break down..?
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...
...and never get bored.
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
MARKETERS.
Without
With marketing
Marketing makes the difference.
Extra value created
How much marketing is worth
GREAT marketing makes more difference.
With marketing
With great marketing
Without
How much GREAT
marketing is worth
"In 5 years, inbound marketers
salaries will double because
they're building leverage."
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?
Roles to Attract
★ Crafting content
★ Sharing on social
media
★ Optimizing
websites for search
engines
DARC.
Digital + Creative
Roles to Convert
DARC.
Analytical
★ Analyzing data
★ Conversion Rate
Optimisation
★ Design “landing
pages”
Roles to Close
DARC.
Content
★ Copywriting
★ Email marketing
★ Marketing
automation
Roles to Delight
DARC.
Digital + Content
★ Customer Service
★ Managing
communities
★ Managing events
So... how do I
get into marketing?
Four actionable things to
GO AND TRY.
1. Go to bars.
Marketing is a social industry.
Find local meetups, conferences parties,
talks, seminars, workshops and more.
Talk to professionals whilst
they’re relaxed and not busy.
It’s soooo much easier to find
and talk to people than
email, fixing meetings etc.
Show your initiative - just by
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.
Hi Will,
I saw your talk at Marketing Meetup, and loved it. Particularly the “purple cow” bit - I’ve just finished the
book. (Set some context)
I’m pretty new to marketing, and am looking into job opportunities (Frame your email). Though I don’t
have much experience besides a few affiliate websites (be humble, show initiative), I’ve been following
your company blog for 3 months now - its the most useful resource I’ve found for doing online marketing.
(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
BRANDS PAY YOU when
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
★ Close
Email series for specific persona
types
Invite-only Facebook
★ Delight
Support community for your
subscribers and visitors
Create a community
Peer-to-peer product reviews
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...
★ Close
Ping your phone/email whenever
someone submits your form
Follow up with pre-prepared
content to answer their FAQs
★ Delight
Respond to enquiries quickly
Move to setup a meeting.
Get hired - then get results fast :)
★ Attract
Creating a website
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
DO THIS.
Marketing is a
industry
Fast
funCreative
rewarding
GEEKY
smart
social CHALLENGING
GROWING
Think about what you’ve just read.
Buy low Sell High<
Profitable marketing look
like this.
With marketing
With great marketing
Without
How much GREAT
marketing is worth
DARC.
“We’re going to have inbound marketers
be some of the highest paid people in the
organization. That’s my prediction. My
expectation.”
- Dharmesh Shah, Co-Founder and CTO at HubSpot
Start your career on
Got questions?
Ask Me Anything
on Inbound.org
POST a job
$100 for 60 days
Free internship posts with
any other post.
Enter: “2015interns”
FIND a job
100s of jobs
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
find this helpful, please share it :-)
Tweet this slidedeck
Ed Fry
@edfryed
ed@inbound.org

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How To (Really) Get Into Marketing

  • 1. How to (really) get into MARKETING
  • 2. I work with these guys ^ ↑ I’m Ed.
  • 3. I work at ★ Community of professional marketers ★ Jobs board for the marketing industry ★ Create your marketing profile
  • 4. 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
  • 5. 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
  • 6. This slidedeck is to share WHAT I FOUND WORKED to really get into marketing
  • 7. This slidedeck is so YOU CAN TRY TOO.
  • 8. 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
  • 9. What marketing (really) is Let’s go back to business 101...
  • 10. Buy low Sell High Profitable businesses look like this. <
  • 11. Cost to acquire customer Customer lifetime value< Profitable marketing look like this.
  • 12. “Buy low. Sell high.” The game? Find and attract customers for less cost than they contribute.
  • 13. Where marketing fits into a business. Marketing Sales £$€ No marketing No Sales Doh. :(
  • 15. First, ATTRACT relevant people - “strangers” - to your business.
  • 17. “Leads” are people who say they’re interested in what you have to sell.
  • 18. CLOSE those leads to turn them into customers. Help them buy.
  • 19. Finally, DELIGHT your customers. Happy customers buy more and promote your business.
  • 20. Marketing in a nutshell.
  • 21. make lots of money... Here’s how you too can find a job easily... ...and never get bored.
  • 22. Marketing is a BIG GNARLY PROBLEM in EVERY organisation.
  • 24. Marketing? Isn’t that just coming up with fancy ideas?
  • 25. Marketing? Ah, we don’t really have time for that.
  • 26. Marketing? Oh yeah… that’s not really necessary.
  • 28. “We don’t need more customers” - No business ever.
  • 30. Businesses need customers. How are customers found?
  • 32. Businesses need customers. Businesses need marketing. Whose job is it to find customers?
  • 34. Without With marketing Marketing makes the difference. Extra value created How much marketing is worth
  • 35. GREAT marketing makes more difference. With marketing With great marketing Without How much GREAT marketing is worth
  • 36. "In 5 years, inbound marketers salaries will double because they're building leverage." Dharmesh Shah, Co-Founder and CTO at HubSpot “Buying lower” “Selling Higher”
  • 37. There are BIG rewards for being a smarter marketer.
  • 38. So what skills are involved in marketing?
  • 39. DARC.
  • 40. 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.
  • 41. How do these tie to marketing jobs..?
  • 43. Roles to Attract ★ Crafting content ★ Sharing on social media ★ Optimizing websites for search engines DARC. Digital + Creative
  • 44. Roles to Convert DARC. Analytical ★ Analyzing data ★ Conversion Rate Optimisation ★ Design “landing pages”
  • 45. Roles to Close DARC. Content ★ Copywriting ★ Email marketing ★ Marketing automation
  • 46. Roles to Delight DARC. Digital + Content ★ Customer Service ★ Managing communities ★ Managing events
  • 47. So... how do I get into marketing?
  • 48. Four actionable things to GO AND TRY.
  • 49. 1. Go to bars.
  • 50. Marketing is a social industry. Find local meetups, conferences parties, talks, seminars, workshops and more.
  • 51. Talk to professionals whilst they’re relaxed and not busy. It’s soooo much easier to find and talk to people than email, fixing meetings etc. Show your initiative - just by turning up at industry events.
  • 52. Search for events here: ★ ★ Meetup.com ★ Eventbrite.com
  • 53. 2. Send better email.
  • 55. You’ve probably been told to “be professional”.
  • 56. You’ve probably been told to “use formal language”.
  • 57. Your job applications probably look and feel something like this...
  • 58. 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.
  • 59. 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.
  • 60. 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.
  • 61. Remember, you are solving a REAL BUSINESS PROBLEM.
  • 62. You’re in the business of helping businesses grow.
  • 63. It’s all about selling your skills and services to businesses.
  • 65. ★ 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
  • 66. 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?”
  • 67. What better email looks like. Hi Will, I saw your talk at Marketing Meetup, and loved it. Particularly the “purple cow” bit - I’ve just finished the book. (Set some context) I’m pretty new to marketing, and am looking into job opportunities (Frame your email). Though I don’t have much experience besides a few affiliate websites (be humble, show initiative), I’ve been following your company blog for 3 months now - its the most useful resource I’ve found for doing online marketing. (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
  • 68. 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 :)
  • 70. Affiliate marketing is where BRANDS PAY YOU when you send customers to them.
  • 71. Earn and learn whilst promoting your favourite brands.
  • 72. 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 ★ Close Email series for specific persona types Invite-only Facebook ★ Delight Support community for your subscribers and visitors Create a community Peer-to-peer product reviews
  • 73. 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
  • 74. Use these tools to promote something: ★ Create a website ⇒ Squarespace.com ★ Manage email ⇒ Mailchimp.com
  • 75. 4. JFDI* for yourself!
  • 76. Get into marketing by MARKETING YOURSELF. *JFDI: Just f*cking do it
  • 77. 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...
  • 78. ★ Close Ping your phone/email whenever someone submits your form Follow up with pre-prepared content to answer their FAQs ★ Delight Respond to enquiries quickly Move to setup a meeting. Get hired - then get results fast :) ★ Attract Creating a website 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.
  • 81. Think about what you’ve just read. Buy low Sell High< Profitable marketing look like this. With marketing With great marketing Without How much GREAT marketing is worth DARC.
  • 82. “We’re going to have inbound marketers be some of the highest paid people in the organization. That’s my prediction. My expectation.” - Dharmesh Shah, Co-Founder and CTO at HubSpot
  • 84. Got questions? Ask Me Anything on Inbound.org
  • 85. POST a job $100 for 60 days Free internship posts with any other post. Enter: “2015interns” FIND a job 100s of jobs Find local and remote marketing jobs from all over the world. Visit the Inbound Jobs Board
  • 86. Thanks for reading! If you know someone who might find this helpful, please share it :-) Tweet this slidedeck