With PPC (Pay Per Click) and SEO (Search Engine Optimization) being the go-to’s for marketing budgets, it’s no wonder why an online marketing portfolio is becoming so in demand. An online marketing portfolio makes your work accessible to potential employers or clients and provides you with a quick and easy point of reference for showcasing your skills.
You can put together a marketing portfolio in a variety of ways. You might decide to do this yourself, or you might want to work with a freelancer or digital marketing specialist to make your work accessible via a website or digital portfolio.
This article will discuss some of the key points you need to consider when creating your online marketing portfolio, as well as some tips on how to present yourself in the best possible light.
Why An Online Marketing Portfolio?
Let’s be honest – no one really knows what an online marketing portfolio is. The concept is a relatively new one, and many businesses still don’t know what type of content to include in one. That said, with many businesses moving to a digital marketing approach, an online marketing portfolio makes perfect sense. It provides you with a central location that you can update with new content as you continue to build your knowledge and experience. It’s also a place that clients and potential employers can easily find your work.
With a variety of technologies available to help you build and maintain a web presence, an online marketing portfolio isn’t as difficult to create as you might think. There are many free resources available to help you get started (e.g. WordPress, HubSpot, and Google Docs), and a few premium services that can make the process easier (e.g. Eloquent Websites and Canva).
What Should An Online Marketing Portfolio Include?
When creating your online marketing portfolio, you have to decide what content you’ll include. You don’t want to include any material that’s classified as proprietary or secret by you or your employer. However, you also don’t want to include such a wide scope of material that your portfolio becomes cumbersome to navigate. Ideally, you want to include only content that’s freely available or easily accessible. This way you’ll be able to keep your portfolio relevant and up-to-date as you continue to grow and advance your career.
Here are some of the main things you should include in your online marketing portfolio:
This includes any material that’s related to your work as a marketer. It could be a pitch for a new product or service, a case study, or a blog post. Anything that gives an insight into your thought process as a marketer is material you should include in your marketing portfolio. Once you have the material, you can simply add in the relevant keywords and voila – instant SEO. Keep in mind, though, that many businesses use content manufactured in bulk from contractors and therefore the content itself might not be very good.
Whether you’re an established company with a physical retail store or an online-only business, you’re bound to receive some feedback from customers. This is where product reviews come in. When someone reviews your products or services, you have the chance to shine through. Was the review helpful? Was the customer satisfied with the product or service? By commenting on these types of reviews, you can show potential employers or clients that you’re interested in their business and that you can be an asset to their company. The better the review, the better your chances of being noticed.
Every marketer should be aware of what’s going on with their website, especially if they’re paying for ads or getting paid per click. It’s important to monitor how effective your marketing efforts are and determine what’s working and what needs to be changed. Without proper analytics, you run the risk of wasting a whole lot of time and money on marketing campaigns that don’t deliver the desired results. The better your analytics, the better your chances of being able to identify marketing trends and determine what’s working and what isn’t. For example, maybe your homepage isn’t generating the leads you’d like it to, so you could experiment with a different page or campaign to see if that improves results.
How To Present Yourself In The Best Possible Light
Just like anyone else, marketers can be their own worst enemies when it comes to their career. You might be tempted to put together an online marketing portfolio that’s all about your successes. But that’s not going to do you any favors if you want to be taken seriously as a marketer – or if you just want to show off your work for your own personal enjoyment. You need to put together a professional-looking marketing portfolio that’s going to portray you in the best possible light.
To do this, you need to take a serious look at the kind of work you’ve produced. As mentioned above, many businesses use content manufactured in bulk from contractors, so your work may not be very good. When selecting content for your portfolio, make sure that the writing is of a very high quality and that it accurately reflects your skills. If there are any spelling errors or grammar mistakes, potential employers or clients are likely to see this as a sign of incompetence. They’re also going to wonder if you’re going to be able to get the job done effectively. Of course, this is something you need to decide for yourself, but it’s always a good idea to try and avoid these types of mistakes.
Even if your content is of a very high quality, it still needs to be relevant to your target audience. In the same way, you want to make sure that the products you review are relevant to your audience. Was the review helpful to someone looking for a luxury watch? Or, maybe, you’re an SEO specialist and you targeted a general audience with your recent blog post. In these cases, your content might not connect with your audience and therefore it doesn’t do you any favors when it comes to presenting yourself in the best possible light.
The Rise In Popularity Of Online Marketing Portfolios
As search engine optimization and pay-per-click advertising continues to rise in popularity, the need for an online marketing portfolio grows. With many businesses moving to digital marketing, the concept of an online marketing portfolio makes perfect sense. Websites like WordPress, HubSpot, and Google Docs provide you with the means to build and maintain a web presence without the need for a formal web designer.
These tools provide you with a blank slate upon which you can build a website with content that’s relevant to your target audience. Using this content, you can then easily set up digital marketing campaigns (e.g. SEO, PPC, and Display Advertising) to drive in-demand consumer traffic to your website. And because many businesses now operate online, an online marketing portfolio provides you with a central location that you can easily update as your career develops.
In summary, the role of an online marketer is constantly evolving, and so is the way we get our jobs. With many businesses now operating online, the need for a central location to keep all of our work accessible via a website grows. Plus, with SEO, PPC, and Display Advertising becoming more and more popular, the need for an online marketing portfolio grows as well.