by Aidan Callery
Just like with any quickly evolving industry, it is not just important to keep your marketing skills sharpened, it’s essential. Digital marketing continues to grow with new technologies, artificial intelligence (AI) capabilities, channels, analytics, privacy regulations, and ways to target and engage your audiences.
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Fortunately, there are many ways to keep your skills and knowledge sharp with many cost-effective or even free solutions. Here, I discuss some ways to approach your professional development to maximize the time you spend.
Start with a plan
There are so many facets to digital marketing and the scope of topics can be overwhelming. Like with any important task, setting yourself goals and thinking about your career aspirations will help give you some focus. For instance, if you are new to marketing or are transitioning from another discipline, you may want to look at more general courses and learning solutions vs. very topic-specific content.
If your learning goals are more well-defined e.g. you are aiming for a role in social media marketing, you'll want to prioritize learning about the latest trends in social platforms, algorithms, content creation strategies, and paid advertising models. Setting clear goals for what you want to achieve within a set period can help you stay motivated and track your progress.
Find out what resources are already available
Many organizations offer professional development resources or may have dedicated funds to support employees in this area. A good place to start is to talk to your direct manager or human resources. Some organizations have company-wide subscriptions to online learning tools like LinkedIn Learning, Coursera or eMarketer.
Others will supplement or pay in full for learning and professional development opportunities such as conferences, webinars or online courses. It never hurts to ask and it will reflect positively on you if you are proactive in seeking learning opportunities.
Tap your own organization
Many organizations encourage a learning culture, and this is especially important in the fast-moving area of marketing. Take advantage of office hours, campaign update presentations and ask questions. Learning from others who’ve run similar marketing campaigns to the ones you are working on can be very powerful. Some organizations offer mentorship programs or “office buddies” where more seasoned employees offer advice and guidance.
Seek time with marketing leaders within your organization—many will be only happy to take some time to share some nuggets of knowledge. You can ask them about their careers, and how they've overcome challenges and get specific advice on what you are working on.
Enroll in a mentorship program
Groups like Marketing Mentors offer ways for mentees to connect with more experienced mentors. Marketing Mentors offers free 1:1 marketing mentorship to help you grow both personally and professionally. Marketers can connect with marketing experts from various backgrounds and specializations and schedule a session to learn how to advance your marketing career.
Online learning options
The proliferation of online education has made it easier than ever to access high-quality learning materials at your own pace. Many educational platforms offer courses specifically designed to enhance your marketing knowledge and skills. Look out for free trials or introductory discounts. With most of these, you can pay monthly and cancel when you no longer need them.
Some popular platforms include:
Coursera: Offers marketing courses from top universities and organizations like Google, Facebook, and HubSpot. Many of these courses are free, though certifications may come at a cost.
LinkedIn Learning: Provides a vast library of marketing courses on topics ranging from SEO and content marketing to social media strategies and Google Analytics.
Udemy: Features a wide range of affordable marketing courses tailored to all experience levels, often taught by industry professionals.
Target Internet: Offers a comprehensive library of digital marketing resources to build skills and confidence.
Many of these platforms also offer certifications, which can help you stand out in a competitive job market. Certifications from platforms like Google (Google Analytics, Google Ads), Salesforce, HubSpot, or Facebook Blueprint are recognized by employers and demonstrate your commitment to continuous learning.
Follow industry blogs and publications
Marketing trends can change quickly, so staying informed through trusted industry sources is essential. Setting time aside to read marketing blogs and publications will help you keep up with emerging trends, best practices, and new tools.
Depending on your preference, you can also follow marketing publications on social media or subscribe to their eNewsletters. Asking questions or commenting on LinkedIn posts from publishers or thought leaders can also help you grow your network and can be a great way to stay engaged.
Some top marketing blogs and resources to follow include:
HubSpot Blog: Covers a wide range of marketing topics, including inbound marketing, email marketing, and social media.
Neil Patel's Blog: Provides in-depth insights into SEO, content marketing, and analytics.
Search Engine Journal: Focuses on SEO, paid media, and digital marketing news.
Content Marketing Institute: Offers expert tips on creating effective content strategies and measuring their impact.
MarketingProfs: Delivers articles, podcasts, and webinars on a variety of marketing topics.
American Marketing Association: Provides marketing news, research, and content on a range of marketing topics.
Take part in webinars, podcasts and conferences
Another powerful way to stay current is by attending webinars and virtual or in-person conferences and listening to marketing podcasts. These events provide direct access to experts and practitioners who share the latest strategies, case studies, and tools used in digital marketing.
Here are just some of the great options available:
HubSpot Academy and Semrush often host webinars on inbound marketing and SEO trends.
Content Marketing World offers sessions led by thought leaders and practitioners from global brands.
Social Media Examiner’s Social Media Marketing World is a popular event for learning about the latest social media marketing strategies.
The American Marketing Association offers a range of in-person and virtual conferences, webinars, and other events on a wide range of marketing topics.
The EMAC Annual Conference is a European event for the exchange of ideas, dissemination of research findings, and discussion of work in progress, as well as being an opportunity for networking.
HubSpot’s Inbound conference is a dynamic event dedicated to the latest trends and tactics in marketing, sales, and AI.
Conductor 30 for 30 is a monthly webinar that breaks down updates in search, Google's algorithm, technical SEO, and content marketing.
The Digital Marketing Podcast provides updates on the latest marketing trends and best practices.
Social Media Marketing Podcast is one of the go-to podcasts for social media sharing valuable insights, business success stories, or tips for improving your social media marketing skills.
The Copyblogger Podcast is filled with practical advice on everything from email marketing and copywriting to optimization and mindset.
Duct Tape Marketing Podcast centers on interviews with industry experts, authors, and entrepreneurs who share growth strategies and marketing resources with listeners.
The COVID-19 pandemic led to a surge in virtual events, making it easier to attend conferences from anywhere in the world. These virtual sessions offer great learning opportunities without the need for travel or significant expense.
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Join professional marketing communities
Networking with other marketing professionals is a great way to stay up-to-date, share knowledge, and grow your career. Joining marketing communities, either online or in-person, allows you to exchange real-world insights, discuss challenges, and discover new trends with peers in the field.
Some options include:
Online forums and LinkedIn groups: Look for digital marketing groups where members actively share tips and engage in discussions about the latest trends and tools.
Marketing Meetup Groups: If you're interested in face-to-face networking, you can join local marketing meetups to discuss industry developments, brainstorm ideas, or attend workshops.
The American Marketing Association has several chapters across the United States where professionals can attend local events, network, and get involved.
The European Marketing Confederation is one of Europe’s largest marketing membership organizations, representing marketing, sales, and communication associations across Europe.
Most other regions have similar marketing groups or networks.
Slack Communities: Many marketing-related Slack groups, such as Online Geniuses and Superpath, offer valuable networking opportunities with industry professionals.
Experiment with new tools and platforms
As a marketer, hands-on experience is often the best way to learn. Whether it's a new analytics tool, social media platform, or marketing automation system, actively experimenting with different technologies can deepen your understanding of how they work and how to apply them effectively.
For instance:
If you want to improve your SEO skills, tools like Moz, Ahrefs, Conductor, and Semrush offer trial periods that allow you to explore their features.
Interested in learning how to run effective paid campaigns? Google Ads and Facebook Ads Manager both offer user-friendly platforms where you can run small-scale experiments to hone your skills.
The Google Analytics demo account is a fully functional Google Analytics account that any Google user can access. It contains two Google Analytics 4 properties. The demo account is a great way to look at real business data and experiment with Google Analytics features.
Many email marketing platforms, such as Mailchimp, HubSpot, and ActiveCampaign, offer free tiers that allow you to test and develop your email marketing strategies.
Canva is a free platform where you can easily create graphics, ads, and other visual assets.
Most of these platforms also offer online learning and some allow you to earn certifications.
Track your progress and reflect on your learning
Continuous improvement requires reflection. After engaging in learning activities, it’s important to assess how well you’re applying your newfound knowledge and skills in your day-to-day work.
To stay on top of your growth, consider the following:
Maintain a learning journal: Document what you’ve learned, the challenges you’ve encountered, and how you’ve applied new strategies. This will give you a tangible record of your progress over time.
Seek feedback: Whether from colleagues, supervisors, or clients, getting constructive feedback on your marketing initiatives will help you identify areas for improvement and fine-tune your approach.
Review key performance metrics: Measure the success of any campaigns or strategies you’ve implemented. Analytics tools can provide data on what’s working and where there’s room for optimization, helping you identify areas where additional learning may be necessary.
Stay curious and open to change
Finally, staying ahead in marketing means cultivating a mindset of curiosity and openness to change. The digital marketing landscape will continue to evolve, and there will always be new trends, tools, and strategies to explore.
By remaining flexible, you can adapt to changes more easily and integrate new approaches into your marketing toolkit. Regularly revisiting your learning goals, challenging yourself to try new things, and staying engaged with the broader marketing community will keep your skills sharp and help you thrive in this ever-changing field.
Conclusion
In today’s competitive and fast-evolving marketing world, keeping your skills up to date is more important than ever. With clear learning goals, access to online courses, a wealth of industry resources, and an active engagement with communities and tools, you can ensure you remain current and relevant.
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