The digital marketing industry covers hundreds of specialisms, with a multitude of sectors and locations included which means there's a lot of individuals involved. If you’re new to the sector or looking to fast-track your career, just how do you go about getting noticed in the digital industry and increasing your employability?
There are tons of opportunities to meet people in the industry every single day with meetups running regularly across London. There are broad digital events to attend and specific events (such as web analytics) to sign up for; there’s always a chance to get out there and get to know those in the industry. It's important to make the most out of these opportunities so you’re not just drinking with new friends at the bar, but instead you're getting something valuable out of the evening for your career.
One of the biggest mistakes for anyone ‘networking’ is to assume that people are not worth talking to unless they can directly give you something useful there and then. The value of events and face to face meetings is the chance to build relationships with people with similar interests, and learn new things that one day may benefit you. This means that you need to be genuine and friendly; everyone is worth talking to and spending the time getting to know, not just those with the fanciest job titles.
Once you’ve spent time attending events and are starting to get a feel for the types of attendees at each one, why not apply to present or speak on a topic at them? Speaking is one the best ways to get seen and build your own personal brand in the industry as it's dedicated time to get people listening and talking about you. The opportunity to speak at events can come in two different ways really; a previous contact offering you the chance to present based upon informal conversations, or via a speaking application. For your first few events you’ll find that an application form is usually necessary.
1.) Work out what you want to say - To put it bluntly, there’s a lot of noise in the industry. If you’re just going to be repeating or repurposing other presentations you’ve heard then you won’t be adding much value for the audience. Make sure that what you have to say is exciting and that you've put your own take on the topic. This improves your chance of being selected to speak.
2.) Understand why it should be you talking - Whilst the idea may be your unique take on a topic, it’s still important to recognise why you specifically should be the person speaking about it. This can be anything from the fact that you’re new to the industry so your view is fresh and not hit by historic bias, or perhaps you’re able to combine two separate disciplines to create a more comprehensive view on a niche topic due to your experience.
3.) Practice - Lots of events offer ‘lightning’ slots for quick 5 minute presentations where you can just stand up and present a thought, or you can even run quick knowledge sharing sessions at your office; the more you get talking, the more opportunities you’ll find. The confidence and reputation that comes hand in hand with your speaking experience will help your abilities grow exponentially.
Developing your CV with work you’ve done beyond your current role or education is important in emphasising how passionate and driven you are. This is a key point for differentiating yourself from other applicants. If you’re not hunting for a new role, then these extra curriculars will also give you the chance to learn new skills and meet new people.
One way of doing this is to volunteer your time with a charity. For example, Outreach Digitalis a not-for-profit organisation in London which works on pro bono marketing projects for impact causes and charities, as well as running a number of digital events across London (you can apply here to volunteer and help out!).
Your industry reputation can also be built by publishing your own articles online - this can be on your own personal blog or as guest blogs for other popular sites. When you have your own blog, you can easily share it with people who are interested in learning more about you. Guest blogging, on the other hand, will help broaden your own audience and reach those who might not have seen your work while also highlighting your ability to build professional relationships. Many sites advertise that they will be taking submissions from external writers; don’t be afraid to email editors with any good ideas you have for articles.
If you're approaching an editor, be sure to construct an excellent pitch email for the writing opportunity at hand. Make sure that you show the editor that you understand the site's audience and the other articles that have been published; focus on your ability to tailor your ideas to be suitable for the site's editorial criteria and its readers. If you are working with external sites like this, ensure that you always meet deadlines and are happy to edit and adapt based on feedback. This guarantees that you will get a positive reputation for collaboration in future.
Include links to your favourite articles you’ve written that really reflect your take on big digital marketing issues on your CV, this allows potential employers to see how you approach problems as well as how motivated you are to learn independently.
Getting noticed in digital industry is not always easy, especially in a competitive city like London. However with some effort - attending industry events (either for learning, speaking or networking opportunities), blogging about your favorite events or topics and volunteering - your time spent building your personal brand will be rewarding.
Learn more about Hannah Thorpe and Outreach Digital
Outreach Digital is London's largest and most diverse community of digital, tech and internet professionals from different industries dedicated to connecting curious minds through free thought-provoking meetups and charitable support initiatives. Workshops, MBA-style case competitions, debate nights and pro bono projects are the ingredients of Outreach Digital's inspiring programme. For more information please visit the Outreach Digital website.
Hannah is Head of SEO at White.net. She has a keen interest in building content marketing strategies and experience working in creative marketing and technical SEO. Connect with Hannah on LinkedIn.