How to get into digital marketing: qualifications and networking

Discover how to kickstart a successful career in digital marketing. From volunteering and formal work experience to starting your own podcast, discover six ways to thrive in this ever-changing industry

Digital marketing involves any online content designed to engage a specific audience.

Given the range of roles in this field, graduates may explore multiple areas before specialising in one discipline, including:

affiliate marketing
blogging
campaign metrics and research
communications and public relations (PR)
content marketing
copywriting
database management and analysis
email marketing
mobile marketing
pay-per-click (PPC)
search engine optimisation (SEO)
social media
user generated content (UGC)
video
web design and development.

To discover available roles, explore jobs in marketing.

1. Upskill

The digital landscape is constantly evolving. To succeed, graduates must be lifelong learners, staying up-to-date with the latest trends and sought-after skills. Technical skills, especially online technologies and social media, are crucial. However, the specific attributes employers seek vary by role.

A creative mindset is essential for crafting effective digital strategies, content, social media campaigns, and email marketing. It's equally important to complement this creativity with technical skills such as:

Google Analytics
Photoshop
SEO
video production
web design.

The digital skills gap is costing the economy a staggering £63 million annually. As a result, employers are actively seeking graduates with a solid understanding of digital skills and techniques. Individuals possessing these skills will undoubtedly have a competitive edge in the job market.

Consider a course with the following platforms to improve your digital skills:

2. Network

By attending industry conferences, joining online communities, and connecting with professionals on social media, you can expand your network and gain valuable insights.

These connections can lead to informational interviews, mentorship opportunities, and potential job openings. Actively participate on platforms like LinkedIn and industry-specific groups such as Big SEO on Reddit or The Social Media Geekout on Facebook. To promote your LinkedIn profile, be sure to share insightful content, comment on posts, and engage in discussions.

Consider attending conferences related to digital marketing, social media, SEO, and other relevant topics. These events bring together professionals, offer workshops, and provide ample networking opportunities.

3. Start your own marketing channels

Building and managing your own social media page is a fantastic way to kickstart your digital marketing career. By crafting your personal brand, you'll gain hands-on experience in content creation, audience engagement, and analytics. Discover our advice on social media and job hunting.

Starting your own podcast is another powerful platform to showcase your digital marketing skills and knowledge. By producing high-quality content, you develop expertise in audio editing, sound engineering, and content strategy. Track your podcast's performance using analytics tools to understand your audience's preferences and adjust your content accordingly. Explore our tips for starting a podcast.

Think of these channels as a portfolio showcasing your skills and passion for digital marketing. This practical experience, coupled with a strong online presence, makes you a compelling candidate for entry-level digital marketing positions.

For more information, see how to build a personal brand.

4. Volunteer

By offering your skills to non-profit organisations or small businesses, you can gain hands-on experience to add to your CV in various aspects of digital marketing, such as:

content creation
email marketing
SEO
social media management.

This not only demonstrates your passion for the field but also allows you to develop your skills and learn from experienced professionals. Additionally, volunteering can help you build a valuable network of contacts within the industry, which can be crucial for securing a job in digital marketing.

For details on finding opportunities and how to apply, see volunteering.

5. Study a digital marketing degree

A degree in digital marketing can help you to develop a deep understanding of the theoretical foundations of the field and how to apply digital marketing tactics to achieve an organisation's strategic goals.

This includes understanding the challenges faced by organisations in a competitive global environment, as well as ethical issues, sustainable development, and how digital marketing can support an organisation's commitment to social justice.

Several undergraduate marketing degrees include a digital component, such as:

The specifics of the course will vary, but important things to check are whether it's accredited by the Chartered Institute of Marketing (CIM) and if it includes any work experience or placements as part of the course.

While a postgraduate qualification in digital marketing is not required for most roles, it can help you stand out in a competitive job market, hone your skills, and widen your network.

Even if you have an unrelated degree, don't worry. There are many online marketing courses available to help you learn the latest digital marketing techniques, such as online marketing diplomas.

Search all digital marketing courses.

6. Get digital marketing work experience

Internships and formal work experience schemes are excellent ways to gain practical experience, but there are other avenues to develop your skills. For more information about marketing work experience, see marketing internships.

Many larger employers offer formal marketing graduate schemes. These programmes provide structured training and a chance to gain experience across various marketing disciplines. To apply, visit the employer's website and follow their application instructions. Alternatively, you can find marketing apprenticeships on GOV.UK.

Many marketing jobs are advertised on social media, online job boards, and the websites of professional organisations like the CIM.

In a creative field like marketing, standing out is key. One way to do this is to let your personality shine through in your speculative application. When writing a speculative application, highlight your unique skills and experiences, and explain why you're interested in the specific company. You can also include a link to your portfolio or website.

You could go the extra mile and visit businesses in person to introduce yourself and ask for an opportunity to showcase your skills. This demonstrates your initiative and genuine interest in the company. See how to ask employers for work experience for tips on securing a placement.

Find out more

Search all digital marketing jobs.
Read all about the marketing sector.

How to get into digital marketing