digital marketing

Marketing is a rather universal language. No matter what country or region a brand is in, the language of reaching consumers remains the same. Advertisers all over the world are constantly seeking the next big concept or the next message — and everyone wants a piece of the pie.After all, marketing is an industry that will always have a home. If anything, the marketing space will continue to get increasingly more competitive and strategic as consumers become more and more difficult to reach and impact.

So how does a new marketing professional break into the industry? What if you don’t have much in the way of marketing experience? That’s okay — there are still plenty of ways to get started in a marketing career.

Build A Portfolio

Any digital marketer should have at least some samples of work they’ve done in the past. Even if you’re brand new to the space, it’s still acceptable to create some content that can be used in a portfolio, even if it’s not anything that will be published by a brand. This is simply an exercise in showing off a skill set, such as writing or graphic design. Of course, if there is any published work this is a great opportunity to show it off. When creating a portfolio, find samples of the best possible work you’ve done. Remember, even if there is not much in the way of published work, creating a sample will still be useful in a portfolio.

Be sure to show some diversity. If the best skill you have is writing, show it off in different formats. Show a longer article, a shorter piece, an email, and some short and long-tail copy for ads. Showing versatility and an understanding of different formats of writing for marketing purposes will serve any professional well. The same can be applied to graphic designers or those with other skill sets.  Additionally, it’s important to showcase an understanding of metrics and analytics. Perhaps there is a client for which you can showcase a report that was done for a campaign (without releasing proprietary information, of course). At the very least, find a way to show that analyzing marketing data is a task that you understand and are capable of performing.

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Finding Your First Clients

Finding clients can be difficult, especially at first. If finding your own clients interests you more than an in-house position, great! However, this can present more of an uphill battle.

Don’t be afraid to send out cold emails to businesses within the niche you’re focusing on. Cold emails, while difficult, can often be productive, particularly if they’re well-written and have an impactful statement. This is a great opportunity to practice writing words that make an impression and that prompts the reader to take action.

Finding an agency or in-house position is also an option, and may be a more viable path for those with little to no experience. Be sure to showcase your best work in any requested writing samples, and show any sort of performance data possible in your resume. By staying on-task and diligent, a savvy professional can find a new career in the digital marketing space.

The industry is competitive and requires a sharp mind willing to keep learning, but the payoff is well worth it in the form of a meaningful career that has the potential to impact many.

Ronn Torossian is the CEO and Founder of 5W Public Relations.

Ronn Torossian

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.