Because so many people today want to know how work in web marketing?
Why is there a flurry of courses, guides, books and videos on how to start a career in digital? The answer is simple: working in this world allows you to build a foundation for a future as a location independent, freed from schedules and offices away from home, but not only that.
Web marketing also offers you a chance to shape your personal projects, the ones that usually lie forgotten at the bottom of a dusty drawer due to lack of time, resources or ideas.
What if you could finally open the e-commerce business you've been dreaming about for years?
You could Selling your artwork around the world, or promote your video courses online, just as an example.
The possibilities that web marketing offers are almost endless, and if you want to know how to work in web marketing, I can tell you right now that you will be spoiled for choice.
I know, I know.
So many people would like to start working in digital but have no idea how to do it or what skills are needed to become professionals in the field.
Among them, most likely, are you.
That's why I decided to write the guide you are reading, to give concrete answers to those who want to know How to work in web marketing and become a specialized consultant.
What is meant by web marketing?
It's easy to say "web marketing", but the reality is that several disciplines are hidden under this hat.
Content marketing, affiliations, SEO, e-mail marketing and social media are just a few sides of the same coin of the modern web marketer's job i.e. strategies aimed at promoting online business.
The world of digital is so vast that to claim to become an expert in each of these approaches is unthinkable, as well as useless.
Would you entrust your car to the care of a mechanic who also sells ice cream and household accessories in his workshop?
Probably not, right?
Here, in digital marketing it works the same way.
Better to focus on one or two types of marketing -- e.g., mobile marketing, email marketing, content manager... -- and develop your skills to the fullest to achieve excellent results, rather than striving to become all-rounders.
That way you will have enough time to devote to only what you do best, delegating the rest of the tasks to other professionals in the field, perhaps setting up a digital marketing team and opening your own web agency.
Choosing the right employees is so important because it will save you energy, optimize your efforts and achieve excellent results in the long run.
Of course, you will have to invest more money, time and resources, but I assure you it will be worth it.
Why digital is essential to the customer journey.
In recent years the customer journey has changed, and the Internet has assumed a key role in the decision-making processes of potential customers.
Traditional offline marketing is no longer enough: much of shopping is now done online, and we are all constantly bombarded by posts on social media, forums and blogs, as well as the video reviews that are all the rage on the web.
Users, before buying any product, do much more research than in the past, which makes them definitely more aware and informed.
The customer journey traditional, according to McKinsey & Co., is structured as a funnel and consists of 5 steps:
- Awareness: the first stage in which the client tries to understand what options are available to him;
- Familiarity: refers to brand familiarity, that is, consumers will tend to prefer products or services from brands they already know;
- Consideration: is the information research phase, in which you analyze every detail of the product you want to buy;
- Purchase: The customer has finally completed the analysis process and proceeds to the actual purchase;
- Loyalty: This is the most difficult stage, which is customer retention.
The purpose of each step is to reduce the number of options available, keeping only those that prove to be truly in line with consumer needs.
In digital customer journey, instead, just the opposite happens. The decision-making process is transformed into a kind of virtuous circle that is self-feeding: no more funnel then, rather a dialogue between consumer and brand that takes place mostly online.
That is why it is essential to invest in web marketing, whatever project you decide to start or pursue as a consultant or as the owner of a promising web marketing agency.
What to study to become a web marketing expert.
It all depends on the branch you plan to specialize in, but also on the goal you intend to achieve.
To figure out how to work in web marketing before you max out your credit card and buy all the books, courses, and master's degrees available, I suggest you stop for a moment and think about what strategies you would like to explore.
Do you want to become an SEO wizard?
Or maybe you prefer to follow in the footsteps of David Ogilvy?
Do you feel you have a particular flair for e-mail marketing or social campaigns?
Whatever your choice, you'll find plenty of good resources out there-and just as many you'd be better off avoiding.
Be wary of anyone who promises to make you astronomical amounts of money in a very short time through web marketing, especially if the person in question is a half-unknown who popped up from who knows where.
Real professionals who know how to work in web marketing never make resounding promises.
Have you ever heard Tony Robbins, Brendon Burchard or Jeff Walker talk about how to get rich fast.
No. Never. So stay away from those who reduce everything to a matter of money and gains, especially easy ones.
If you want to play it safe, try to follow recognized professionals in the field such as Valentina Falcinelli for the copy, the guys at SEMrush Italy (where you can also find some of my articles) For SEO and PPC, Neil Patel To increase traffic to websites.
Neil Patel Is one of my masters, I recommend you follow him!
Read a lot, in fact a lot: from industry blogs to eBooks, from books to more technical manuals.
Devour all the material you can find on the topic of your interest, both in Italian and English, but don't forget that the most important step is to try it yourself.
Get involved and field test what you've learned: start a blog, test different content marketing strategies, push your articles with targeted campaigns, start collaborations with other industry professionals.
Another thing you can do to understand how to work in web marketing is to seek a mentor that is, someone willing to teach you the trade and give you the guidance and corrections you need.
Take it as a kind of apprenticeship, where you will be in close contact with a professional who will put his or her experience at your disposal.
Finding such a figure is not easy, but what I recommend you do is to contact a specialist you respect and have a discussion about it.
Remember that the world of web marketing is constantly evolving, so it is most important to continually keep up-to-date.
Try, then, to devote at least a couple of hours each week to training.
The most popular professions in web marketing.
Below I list what are the most sought-after and coveted professions in digital marketing.
Social media manager.
Of all the people I have met who have asked me how to work in web marketing, this job title is perhaps the most fashionable and most coveted.
He manages social channels on behalf of companies, entrepreneurs, brands and public figures.
Usually, an SMM does a preliminary analysis of the target audience, studies a well-defined editorial strategy, creates the content to be posted on social, and finally sets up and manages the advertising campaigns.
It may happen that he or she works together with other professionals such as graphic designers, copywriters, and videomakers, which are very important for creating quality content that is in line with the target audience.
A good SMM should have a broad knowledge of all channels (e.g., Facebook, Instagram, YouTube, Tik Tok), but may choose to specialize on only a few platforms for better results.
The SEO specialist is a search engine ranking technician, as he or she is responsible for improving the structure of the site and each page, doing link building, and monitoring traffic to the site through Analytics and other tools.
An SEO specialist is able to do in-depth keyword research so as to identify the right search keys on which to build the content strategy.
This is a more technical figure than the SEO strategist, who instead is mainly concerned with studying strategies to improve site rankings.
A digital strategist is much like the captain of a ship leading his crew to discover new and distant lands.
He is the one who, through a thorough analysis of the brand and competitors, is able to identify the goals to be achieved and create a 360-degree web marketing strategy that involves the use of different communication channels through a map: the marketing plan.
He or she must be able to select the right collaborators to help him or her achieve their goals, and also be able to coordinate teamwork. The digital strategist must have soft skills, ranging from social media to SEO, from content to campaign management.
This is perhaps the most creative profession one can encounter in the world of web marketing. The content creator is responsible for producing web content on behalf of companies and brands: from text to graphics, from videos to social media posts.
Photographers, web designers, copywriters, video makers, illustrators and 3D animators are just some of the content creators working in digital. Their mission is to produce content of value and in line with the company's target audience, which the SMM will then disseminate through social media and other communication channels chosen by the brand.
Digital project manager.
We are talking about the project manager, the one who is supposed to lead the entire work team toward the realization of the goals the client intends to achieve. The project manager manages the entire project and communication with the company, directs the work and ensures that the process is carried out within the time and cost agreed upon initially.
It takes great organizational, leadership and planning skills, which can be honed by participating in specific courses on the subject.
The job of UX designers is to design online experiences that are enjoyable and accessible to all users.
An e-commerce structured according to User Experience principles, for example, makes the buying process more streamlined and simple, which also helps increase conversions and improve Google rankings.
Working in this field requires both scientific and humanistic skills, ranging from web design and psychology to graphic design and semiotics.
Affiliate marketing specialist.
He is a professional who is in charge of managing the affiliate network of a company or brand. He basically acts as a liaison between merchants and content creators interested in sponsoring a particular product or service on their channels, in exchange for a percentage of each conversion.
The affiliate marketing specialist is in charge of recruiting new network members while managing communication and existing affiliate programs.
I am referring to classic programmers, those figures who can design, create and manage sites, applications and web projects of all kinds.
To work in this field, you need to know several programming languages-which vary depending on the area in which you decide to specialize-and have great problem solving skills so that you can find and fix bugs in the system.
Similar figures are critically important in web marketing; it is not for nothing that the developer is one of the most in-demand professions in digital.
He or she is the manager of an online business, the one who manages relationships with suppliers, handles new product launches, and implements communication strategies in collaboration with other business professionals.
It takes great experience to fill this role, as well as excellent strategic vision aimed at nurturing the customer journey And to build customer loyalty.
It is concerned with identifying and solving problems that each business presents through statistical analysis of available data.
He basically turns numbers into solutions by gathering data from management software, social media and website analytics, and even the company's human resources. His job is to identify recurring trends and understand what lies at the root of those patterns, and then come up with innovative solutions.
E-mail marketing specialist.
Finally, for those who, like you, want to find out how to work in web marketing, I suggest thoroughly studying el gate tools and strategies at the Premium Newsletter (my guide here), funnels, freebies: where there is an e-mail there is he, the e-mail marketing specialist. The main task of this figure is to create effective, sales-oriented communications to be conveyed via e-mail in a variety of forms (including those mentioned earlier).
One is not aiming merely at the sales of products and services, but rather at generating a deep connection between potential customer and brand. Therefore, it is crucial to do a careful analysis of the target audience before starting, in addition to proper content planning.
Where to find digital jobs online.
There are some specialized platforms, such as Upwork and Fiverr, that connect businesses and freelancers, from all over the world, who know how to work in web marketing. Listings posted range from online writing and programming to video content or website creation.
Signing up will give you access to a huge database of potential work, but keep in mind that competition is fierce and it is often difficult to stand out. In addition, some platforms such as Upwork retain a substantial percentage (usually 20%) of each completed job, and use a system of "digital tokens" to submit your applications to ads, so as to skim proposals as much as possible.
Alternatively, you can always take a look on LinkedIn and change the parameters of your job search slightly. Select "job openings" and then "all filters," then check the "remote" box. That way you will see all the ads from companies that are looking for remote employees.
I also recommend that you make a list of the companies you would like to work with and contact them one by one, clearly preparing an effective presentation.
There are also those who choose to go a more creative route, perhaps creating ad hoc landing pages to promote their services and showcase their skills to potential employers.
How to work in web marketing: conclusions.
If at the end of this article it is still not clear to you. How to work in web marketing and where to start, start by starting a blog, Facebook or Instagram page, and start making videos on your YouTube channel: all these actions go to strengthen your personal brand, an indispensable card that every freelancer, who should always be able to demonstrate his or her ability to work, analytical skills and writing skills.
Another aspect that should not be overlooked is the web marketing tools that you absolutely must have in your arsenal.
Just to name a few:
- Canva: for creativity.
- A list of useful tools, which I keep updated.
- ConvertKit: for e-mail marketing.
- Kajabi: for website, online courses and automation.
- ClickTracker: to track clicks and create custom audiences.
- AnalyticsData: to measure visitor behavior in real time.
If you don't know where to start in building your authority on the Web, go ahead and take a look at the my courses on the topic.
As I would have guessed, the Web really offers endless possibilities.
Figure out what kind of professional you want to be, start studying and practice a lot, putting yourself out there even if you don't feel ready at 100%.
"If we wait until we are ready, we will wait all our lives," Lemony Snicket