While there is still a significant gap in learning about digital marketing between experienced digital marketers and marketers who are just getting started, there is no denying its popularity. Marketing automation, the use of software or online tools to support marketing activities, is one area that has risen in prominence, and the demand for digital marketing skills is predicted to grow by 17% year from 2020 to 2025.
Whether you’re a seasoned marketer or just entering the field, a digital marketing certificate can prove invaluable in your quest for knowledge. An excellent starting point for marketers looking to venture into the field is HubSpot’s digital marketing certificate program. It’s a comprehensive and well-rounded curriculum that’ll teach you all the fundamentals of marketing in a digital world. Not only does it provide you with the knowledge you need to succeed, but the platform also leverages the power of artificial intelligence (AI) to improve the quality of user experience (UX).
Marketing Automation Made Easy
The program’s certificate hinges on a series of modules that are each divided into several lessons. You’ll start by learning the fundamentals of marketing and how to structure a marketing plan. From there, you’ll delve into marketing analytics and the various tools used for its analysis. You’ll also learn about marketing automation and how to implement it on your own marketing strategy, with special emphasis on email marketing.
Perhaps one of the biggest draws of the program is how easy it is to learn and implement. Even if you’ve never done so much as email marketing or web design before, you’ll have little to no trouble picking up the fundamentals of marketing and implementing a basic marketing automation strategy. The certificate’s curriculum is well-paced and easy to follow, and the supporting materials, such as templates, quizzes, and workbooks, make it easy to reference and implement key concepts and frameworks into your own work. Furthermore, you’ll gain access to a community of marketers and businesses who are using HubSpot’s CRM and marketing automation to drive growth.
Marketing Automation vs. Inbound Marketing
What is important to note about the curriculum of the HubSpot marketing automation tool is that it doesn’t fit neatly into either camp of “traditional” marketing or “digital marketing.” While the former often focuses on one-way, pull-based marketing-using digital media to attract consumers who want to buy a product or service-the latter focuses on building trust, rapport, and relationship with potential customers through meaningful and valuable content that they find relevant and useful.
The importance of focusing on relationship marketing rather than “vanity metrics” such as click-through rates (CTRs) cannot be emphasized enough. According to HubSpot, the most effective content marketing strategies focus not only on attracting visitors, but also on engaging with and gaining trust from these users through relevant and valuable interactions.
As a HubSpot marketing automation instructor, I teach students to view each and every interaction they have with a lead or customer as a chance to better understand their needs, wants, and interests. Through consistent and frequent communications, you can gain valuable insights into what will make them engage with, or dislike, your brand or product. This, in turn, allows you to move beyond just selling a product and help your customers along the path to success.
Why Email Marketing Is A Great Place To Start
Although Google search, voice search, and other types of SEO have reduced the amount of traffic that traditional forms of advertising (such as billboards and magazine spreads) receive, email marketing is still one of the most popular and effective forms of digital marketing.
The email marketing field is littered with a wealth of experienced professionals who can help you get started. Take advantage of this and gain access to an expert network with the help of an email marketing platform. Once you’re up and running, you can further refine your strategy and optimize your performance by measuring the results of your email marketing efforts and adjusting your approach accordingly. This is not something you can do easily with offline marketing methods.
The Evolving Role Of Online Marketers
Apart from the ever-changing fields of SEO and content marketing, marketers have had to evolve and adapt to the growing landscape of digital marketing. Some of the most prominent roles that marketers must play today include:
- Website content strategist
- Marketing manager
- Digital marketer
- PR manager
- Social media marketer
- Content producer
- Data analyst
- Data scientist
- Video content producer
- Communications specialist
- Account manager
- Sales manager
- Customer support representative
- Product manager
- Operations manager
- Chief digital strategist
As you can see, the roles of an online marketer can vary but are always evolving to fit the needs of businesses in today’s digital world. It is essential that marketers continue to learn and grow alongside the digital industry.