How to Get Into Digital Marketing: A Beginner’s Guide

Traditional marketing—like billboards, radio ads, and direct mail—still has a place, but today, businesses need more to stand out. That’s where digital marketing comes in. By using online channels like social media, search engines, and email, businesses can reach the right audience at the right time.

For those looking for a career with flexibility, creativity, and growth potential, digital marketing is an exciting path. This guide will cover how to break into the industry, the skills you need, and steps to land your first role in digital marketing.

What is Digital Marketing?

Digital marketing is the strategy businesses use to reach potential customers through online platforms. Unlike traditional methods, digital marketing allows brands to connect with people where they spend most of their time—on the internet. And the impact is undeniable: digital ads can increase brand awareness by 80%, and 90% of internet users will see a Google Ad during their online experience. Even more compelling, consumers are 155% more likely to search for a brand’s name after being exposed to display ads.

A digital marketer works across multiple channels, each playing a role in reaching, engaging, and converting customers:

• Search Engine Marketing (SEM) and Pay-Per-Click (PPC): This involves running paid ads on search engines like Google and Bing. Businesses can place ads at the top of search results, driving traffic to their websites instantly.
• Search Engine Optimization (SEO): Instead of paying for clicks, SEO focuses on improving website content and structure to rank higher in organic search results. A well-optimized site helps brands stay visible without relying solely on paid ads.
• Social Media Marketing: Platforms like Facebook, Instagram, TikTok, and LinkedIn allow businesses to reach targeted audiences with organic posts and paid campaigns. Engaging content can build brand loyalty and encourage customer interaction.
• Content Marketing: Blogs, videos, and infographics provide valuable information while subtly promoting products or services. This approach builds trust and keeps audiences coming back.
• Email Marketing: Despite the rise of social media, email remains one of the most direct ways to connect with customers. Well-crafted email campaigns keep subscribers informed, engaged, and ready to act.
• Affiliate and Influencer Marketing: Businesses collaborate with content creators or industry experts to expand their reach. A trusted recommendation from an influencer can lead to strong consumer interest.

How to Learn the Essentials of Digital Marketing

Everyone starts somewhere, and digital marketing is no exception. Whether you're looking to grow your own business, land a marketing role, or simply sharpen your skills, understanding the fundamentals is the first step. The good news? You don’t need a degree to get started—just curiosity, consistency, and the right resources.

Must-Know Digital Marketing Tools

Digital marketing relies on various tools that help with analytics, content creation, and campaign management. Here are some of the most commonly used:

• Google Analytics: Tracks website traffic and user behavior.
• Google Ads: Runs pay-per-click (PPC) campaigns for search engines.
• Meta (Facebook) Ads Manager: Manages paid social media campaigns.
• SEO Tools (Ahrefs, SEMrush, Moz): Helps with keyword research and website optimization.
• Email Marketing Platforms (Mailchimp, ConvertKit, HubSpot): Automates and personalizes email campaigns.
• Content Creation Tools (Canva, Adobe Creative Suite, Grammarly): Enhances written and visual content.
• Social Media Management Tools (Hootsuite, Buffer, Sprout Social): Schedules and tracks engagement on social platforms.

These tools are industry standards, and most offer free versions or trial periods to explore their features.

Free and Paid Learning Resources

You don’t have to break the bank to learn digital marketing. There are plenty of free and affordable resources to help you build a solid foundation:

Free Learning Materials

• Google Digital Garage: Offers beginner-friendly courses on SEO, PPC, and content marketing.
• HubSpot Academy: Covers inbound marketing, social media, and email marketing.
• Meta Blueprint: Provides free lessons on Facebook and Instagram advertising.
• Moz Beginner's Guide to SEO: A great introduction to search engine optimization.
• Coursera & Udemy Free Courses: Occasionally offer free introductory courses from reputable universities and marketers.

Paid Certifications for Career Growth

• Google Ads Certification (Free via Google Skillshop): Proves proficiency in Google Ads and PPC strategies.
• HubSpot Content Marketing Certification: Focuses on creating engaging and effective content.
• Meta Certified Digital Marketing Associate: Recognized by employers as a strong social media credential.
• Digital Marketing Institute (DMI) Certified Digital Marketing Professional: A globally recognized certification covering all key areas.

Additional Skills Digital Marketers Need

Beyond mastering digital marketing tools and strategies, employers look for professionals with these skills:

• Data Analysis: Understanding metrics and insights to refine campaigns.
• Copywriting & Content Creation: Writing compelling ads, blog posts, and social media captions.
• SEO & SEM Knowledge: Ranking websites higher in search results and running effective paid search campaigns.
• Social Media Strategy: Engaging audiences across different platforms.
• Email Marketing & Automation: Creating lead nurturing campaigns that convert.
• Basic Graphic Design & Video Editing: Crafting eye-catching visuals and short-form video content.
• Project Management & Adaptability: Juggling multiple campaigns while keeping up with ever-changing trends.
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How to Get a Job in Digital Marketing

If you’re intrigued by the world of online marketing and looking for your next career move, digital marketing could be the perfect fit. Why? Because this industry is expanding at an incredible pace. The digital marketing sector is expected to grow at a compound annual growth rate (CAGR) of 32.1% by 2028, and with nearly six billion internet users projected by 2027, the demand for skilled digital marketers is only increasing. Companies of all sizes need professionals who can navigate the ever-evolving digital landscape—so why not be one of them?

Gain Practical Experience First

You don’t need years of experience to land your first digital marketing role, but you do need hands-on practice. Here are some ways to build relevant experience that hiring managers will notice:

• Internships: Many companies offer internships, even remote ones, where you can gain direct experience in SEO, content marketing, paid ads, and social media management.
• Freelance & Volunteer Work: Help a local business improve their website, run social media campaigns for a nonprofit, or offer to create content for a startup.
• Personal Social Media Projects: Start a blog, grow a personal brand on LinkedIn or Instagram, or run a YouTube channel showcasing your marketing skills.
• Online Challenges & Simulations: Platforms like Google Skillshop, HubSpot Academy, and Meta Blueprint offer real-world digital marketing simulations and case studies you can add to your portfolio.

Build a Strong Portfolio

A well-crafted portfolio is your golden ticket into digital marketing. Employers want to see what you’ve done, not just what you know. Your portfolio should include:

• Case Studies: Summarize projects where you improved website traffic, increased social media engagement, or managed ad campaigns.
• Data-Backed Results: Show growth percentages, ROI improvements, and before/after comparisons to highlight impact.
• Diverse Samples: Include social media graphics, blog posts, email marketing samples, and reports on SEO keyword research.
• Personal Website or LinkedIn Profile: A personal website (built on platforms like Wix or WordPress) showcasing your skills and projects can set you apart. If not, a well-optimized LinkedIn page can serve the same purpose.

Where to Find Entry-Level Digital Marketing Jobs

Once you have some experience and a strong portfolio, it’s time to start job hunting. Here are the best places to find entry-level digital marketing roles:

• LinkedIn Jobs: Search for “digital marketing associate,” “social media coordinator,” or “marketing intern.”
• Indeed: Filter by “entry-level” to find jobs that require minimal experience.
• We Work Remotely: Specializes in remote jobs, including marketing roles.
• AngelList: Great for finding jobs at startups, which often seek digital marketers.
• Marketing-Specific Job Boards: Check sites like HubSpot Careers, MarketerHire, or GrowthHackers for marketing-focused roles.

Interviewing & Networking Tips

Landing a job in digital marketing isn’t just about applying—it’s about standing out and connecting with the right people.

• Optimize Your Resume: Use keywords from job descriptions and highlight skills like SEO, PPC, content creation, and social media management.
• Practice Your Pitch: Be ready to explain how your projects and learning experiences translate into real-world results.
• Network on LinkedIn: Connect with marketers, engage with industry posts, and reach out to hiring managers.
• Join Online Communities: Engage in digital marketing groups on Slack, Reddit, or Facebook.
• Be Ready for Practical Assignments: Many employers ask for mock ad campaigns, social media calendars, or keyword research samples as part of the hiring process.

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Are You Ready to Get into Digital Marketing?

Breaking into the digital marketing industry is all about gaining hands-on experience, building a strong portfolio, and making the right connections. Unlike many traditional careers, digital marketing values practical skills over formal education, making it a rewarding field for anyone willing to learn and experiment. By starting with internships, freelance projects, or even personal social media campaigns, you can showcase your expertise and land your first role.

If you're looking for expert guidance or need help developing and managing digital marketing strategies for your business, LAMA is here to help. Whether it’s SEO, paid ads, content marketing, or social media management, LAMA provides tailored solutions to help you grow. Reach out today and let’s create a marketing strategy that works for you!