113 · Become digital marketer

The digital revolution has transformed the professional landscape, making digital marketing a must-have skill for anyone looking to promote anything on the web. This dynamic field offers numerous opportunities for those interested in its creative and technological aspects. This article takes you to the heart of the digital marketing profession, exploring the skills required, the training paths available, and other useful information to help you succeed in this professional adventure.

• Here's the program
• Who is a digital marketer?
• Why consider becoming a Digital Marketer?
• What qualities and skills do I need?
• How do I train to become a digital marketer?
• How to choose an unsaturated sector or niche
• How much can a digital marketer earn?
• How do you find customers and profitable projects?
• Tips and tricks
• Conclusion
• EcoTips
• Pros and Cons
• Information recap

I’ve already written a fairly comprehensive article on digital marketing, in which I explain exactly what it is and cover the main points involved in mastering the various concepts surrounding it, so I won’t go into detail here. However, I strongly recommend that you read it if you’re just starting out in this field, as you’ll learn the basics you need to better understand this article and get this idea off to a good start.

Who is a digital marketer?

Let me start by giving you a quick answer to this question, for those of you who don’t quite understand what I’m talking about in this article. A digital marketer is a person responsible for developing a brand’s presence and reputation on the Internet.

He or she uses a range of tools and techniques such as SEO (Search Engine Optimization), SEM (Search Engine Marketing), content marketing, social network marketing and email marketing to attract and engage potential customers. In other words, a digital marketer develops and implements strategies to maximize a company’s online visibility and convert this visibility into interactions, subscriptions and sales.

Digital marketing requires versatility, because it involves analyzing performance data from different campaigns and adjusting strategies according to the results obtained and the company’s commercial objectives.

Why consider becoming a Digital Marketer?

Deciding to become a digital marketer opens the door to a dynamic and constantly evolving professional world. As the world becomes increasingly digitalized and connected, the demand for skilled professionals in this field is constantly on the rise. Companies, from innovative start-ups to multinationals, are constantly seeking to strengthen their online presence and connect more effectively with their customers.

But that’s not all, as there are many other advantages to becoming a digital marketer:

• Professional autonomy: As a freelancer, you have complete control over your projects and workload. You choose who you work with and which projects you accept. This allows you to specialize in the niches you’re most passionate about or that are most profitable. This independence is particularly rewarding for those who value creative and strategic freedom in their work.
• Flexible working hours: Freelancing offers flexibility that few corporate careers can match. You can structure your working day on your own terms, which is ideal for maintaining a work-life balance. Whether you’re an early riser or a night owl, you can work at times that match your peak productivity.
• Unlimited income potential: Unlike a fixed corporate salary, freelancing in digital marketing allows you to set your own rates and increase your income based on your expertise and reputation. With a good network and a well-defined service offering, you can significantly increase your earning potential (I’m talking “six figures” here! 😎).
• Geographical flexibility: You’ll have the significant advantage of being able to work from almost anywhere. As long as you have a stable Internet connection, you can travel or even expatriate and still serve your customers effectively from a distance. That said, some situations may require your physical presence (e.g. if a customer prefers face-to-face interaction, or if a specific project requires your participation as part of a team). But in the majority of cases, you enjoy a great deal of freedom in choosing where you work.
• Project diversity: Freelancing exposes you to a variety of projects and clients, offering you a rich and diverse experience that can accelerate your professional growth. Each new project is an opportunity to learn and develop in different aspects of digital marketing, but above all to demonstrate your full potential and talent.
• Networking opportunities: As a freelancer, you’ll regularly interact with new clients and collaborate with other freelancers, which can greatly expand your professional network. These connections can open the door to new opportunities, new contracts, and productive partnerships.

If you’re dreaming of a life as a digital nomad, digital marketing is ideal because it allows you to work from anywhere with a stable Internet connection and offers a comfortable income.

What qualities and skills do I need?

Let’s take a look at the fundamental qualities and skills you need to possess or acquire to succeed as a freelance Digital Marketer.

• Analysis and strategy: The ability to analyze digital data is essential in this field. You’ll need to know how to interpret user behavior, campaign performance and market trends to adjust your strategies accordingly. Using tools like Google Analytics will enable you to quantify your efforts and prove the effectiveness of your campaigns.
• Creativity and innovation: The world of digital marketing is quite competitive. To stand out from the crowd, you’ll need a healthy dose of creativity. Whether it’s writing eye-catching content, designing original campaigns or brainstorming new ideas for growth, your ability to innovate and adapt is your greatest asset.
• Technical skills: A good command of social media platforms, basic HTML/CSS coding, in-depth knowledge of SEO and PPC, are all technical skills you should develop. The more technically versatile you are, the more autonomous and capable you’ll be of offering complete solutions to your customers.
• Communication skills: Whether writing content, communicating with customers or presenting reports, clear and effective communication is essential. You need to be able to express your ideas concisely and persuasively, and know how to tailor your message to different audiences.
• Time management and autonomy: As a freelancer, you won’t always have someone to supervise your work. Knowing how to manage your time is therefore essential. You’ll also need to have the discipline to meet the deadlines that are sometimes imposed on you, as well as to manage several projects simultaneously.
• Continuous learning: The field of digital marketing is rapidly evolving. Algorithms change, new platforms emerge and trends fluctuate. You need to stay informed and learn continuously to keep your skills up to date and offer your customers the best possible strategies.

How do I train to become a digital marketer?

Becoming a competent digital marketer requires a solid and diversified training. Here are a few ways to acquire and strengthen your skills in this dynamic field.

• Academic training: This is the most comprehensive solution, but also the most time-consuming. Numerous institutions around the world offer specialized degrees in digital marketing. These programs can be quite formal, but offer a thorough understanding of marketing principles, data analysis, consumer behavior and more. These courses are ideal if you’re looking for structured, industry-recognized training.
• Online courses: Online learning platforms such as Skillshare, Udemy, or Coursera offer a variety of courses covering all aspects of digital marketing, from the basics to advanced techniques. These courses are mostly created by recognized industry professionals and are regularly updated to keep up with the latest trends and best practices. What’s more, you can learn at your own pace and choose specific modules to reinforce your skills where necessary. Note that some of the academies I mentioned earlier also offer online courses.
• Workshops and webinars: Participating in workshops and webinars is a great way to keep up to date with the latest innovations and strategies in digital marketing. These sessions are often interactive, allowing you to ask questions directly to the experts, as well as offering networking opportunities with other marketers.
• Self-study and practice: Digital marketing is a field where practice is as important as theory. Managing your own projects, experimenting with different social network strategies or creating content campaigns can provide you with extremely valuable experience. Self-study through specialized blogs, podcasts, case studies or even YouTube videos is also beneficial for developing a practical understanding of the business.
• Certifications: Obtaining certifications from recognized platforms such as Google Analytics, Meta Blueprint, or HubSpot Academy can also add value to your professional profile. These certifications show your dedication to your professional growth and reassure potential customers of your skills and expertise.

These are the main avenues through which you can train, and there’s nothing to stop you taking more than one. You could, for example, start with short courses via online training platforms to learn the basics, then move on to practice by developing your own projects, and finish with a certification that will consolidate your reputation.

How to choose an unsaturated sector or niche

In the vast field of digital marketing, some sectors are particularly competitive, making it difficult to find new customers. E-commerce, financial services, healthcare technology and influencer marketing are just a few examples. The reason for this is simple: the market is now dominated by seasoned professionals working for well-established companies.

The competition is intense and therefore your job will be even more challenging. To have any chance of success, you’ll need to develop more refined and innovative strategies. If that’s not enough, or if you don’t succeed, you’ll have to choose a specialization and develop in-depth expertise.

The other option is to move into sectors where competition is less fierce and opportunities more accessible, especially if you’re just starting out. The creative industry, alternative healthcare, special education, NGOs, green businesses and small local businesses are, according to my research, examples of niches that remain less saturated. There are certainly others, so it’s up to you to find them (you don’t want me to do all the work for you, do you? 😅).

The different niches of digital marketing

How much can a digital marketer earn?

The pay for a freelance digital marketer can vary considerably depending on several factors, including experience, specialization, location, and the nature of the projects entrusted to them. But here’s a quick overview to help you understand the income potential in this field.

When you’re just starting out, it’s a good idea to set lower rates. Do this while you build up your portfolio and establish your credibility. Typically, a beginner can expect to earn between 15 and 30 euros an hour, depending on his or her technical skills and the complexity of the tasks performed.

With increasing experience and the development of specialized skills, such as SEO or social network marketing, hourly rates can rise significantly. Experienced professionals or those with skills in high demand can charge between 50 and 100 euros an hour, or even more in some cases.

As for fixed-fee projects, which are often preferred by freelancers, prices can vary widely. A complete digital marketing project can cost from a few thousand to tens of thousands of euros, depending on the scope and expected results of the project. If you want to earn a lot of money, working for big companies rather than small entrepreneurs is the best option.

Freelancing also provides you with the opportunity to increase your income by offering additional services such as training sessions for your customers, consultations, or the management of paid advertising campaigns. These services increase your added value and enable you to diversify your sources of income.

Finally, to maximize your income as a digital marketer, it’s also essential to continually hone your skills, keep abreast of the latest market trends, and maintain a solid reputation in the industry.

How do you find customers and profitable projects?

It won’t always be easy, depending on how specialized you are, but with the right strategies and a little perseverance, it shouldn’t be a problem. Here are a few tips to help you attract quality customers.

• Develop your online presence: Your first marketing tool is yourself. Make sure your online presence is impeccable. Create a professional website where you present your services, skills and case studies. Optimize your site for SEO to increase its visibility. Also activate your profile on professional social networks, especially LinkedIn, where many potential clients are looking for digital marketing experts.
• Networking: Networking is crucial in the freelance world. Attend industry events, webinars, and workshops to meet peers and potential clients. Word-of-mouth can also play a significant role in securing new projects. Let your network know that you’re available to take on new projects, and don’t hesitate to ask for referrals.
• Freelance platforms: Register on freelance platforms such as Fiverr, UpWork, Toptal, PeoplePerHour or ComeUp. These sites can help you find projects that match your skills. Create an attractive and well-thought out profile, with a solid portfolio and detailed descriptions of your services. I’ve written an article on this subject, if you’re interested.
• Offer free consultations: Offering a free consultation is a great way to show potential clients your expertise without forcing them to commit immediately. It also gives you a chance to understand their needs and demonstrate how you can meet them.
• Active canvassing and customer research: Take the initiative by directly contacting companies that could potentially need your services. Analyze their online presence, including their website and social networking activity, to determine whether they could benefit from an enhanced digital marketing strategy. Prepare a customized proposal that highlights how your services can specifically address their needs and contribute to their growth.
• Create quality content: Demonstrate your diverse skills by regularly publishing blog posts, case studies and how-to guides. Quality content will not only draw attention to your expertise, but also improve your online SEO, giving you more visibility to potential customers.
• Follow-up and perseverance: Once you’ve made contact with prospects, make sure you follow up. A simple reminder email or an adjusted proposal can sometimes convert a prospect into a paying customer.

Tips and tricks

Let’s end this article with a series of tips and tricks that should help you maximize your income, avoid some common mistakes, and above all achieve the success you deserve.

• Optimize your daily routine: Establish a work routine that promotes productivity without causing burnout. Incorporate regular breaks and set clear working hours to maintain a healthy work-life balance.
• Use project management tools: Adopt tools such as Trello, Monday and Asana to organize your projects and keep track of your tasks. This will help you stay organized, prioritize tasks and meet deadlines, while providing transparency to your customers on project progress.
• Develop a strong personal brand: Work on your own branding. A strong personal brand will set you apart in a saturated market, and build trust and recognition around your name.
• Specialize in a niche: While versatility is valuable, specialization in a specific niche can make you indispensable. Choose an area you’re passionate about, or where there’s a distinct lack of expertise, and become the undisputed expert in that field. If you’d like to know more about marketing niches, read my article here.
• Offer free audits: Offering a free digital marketing audit can serve as a gateway to new customers. It shows your ability to deliver value even before the customer makes a financial commitment, and it can lead to larger, more lucrative projects.
• Keep up to date with trends and legislation: Digital marketing evolves rapidly, as do the regulations that surround it. Stay abreast of the latest trends, changes in search engine algorithms and data protection laws (such as the GDPR in Europe) to offer compliant services to your customers.
• Create strategic partnerships: Establish collaborations with fellow freelancers whose skills complement your own, such as web developers or graphic designers. This enables you to offer more comprehensive services and broaden your market offering.
• Ask for testimonials and references: After every successful project, ask your client for a testimonial. Post these testimonials on your website and social networks. Referrals from satisfied customers are extremely powerful in attracting new customers.
• Learn to say no: Avoid the trap of taking on too many projects, or projects that don’t match your values or rates. Learning to politely decline certain work can give you the freedom to pursue opportunities more aligned with your career and financial goals. This is especially true if you have enough clients and work. Avoid being picky when you’re just getting started.
• Host webinars: Offer free or paid webinars on specific topics of your digital marketing expertise. This can be a great way to demonstrate your expertise, attract a targeted audience and convert attendees into customers. I also wrote an article on this subject.
• Use automation intelligently: Integrate automation tools for repetitive tasks such as social networking posts or email marketing campaigns. This will enable you to focus on more strategic aspects of your projects while maintaining a constant online presence.
• Create a podcast: Launch a podcast to share digital marketing insights, interview other experts or discuss the latest trends. This can reinforce your authority in the field and connect you with a wider audience. Read my article on this (yes, I write a lot 😋).
• Develop partnerships with agencies: Rather than just targeting direct clients, consider forming partnerships with agencies that can outsource digital marketing projects to you. This can provide a steady stream of work without the constant effort of canvassing.
• Offer digital marketing coaching services: If you have in-depth expertise, offering coaching services to other marketers or business owners can be a potentially lucrative source of income while positioning you as an expert in your field.

Conclusion

In conclusion, we’ve explored the qualities and skills essential for success in this field, the various ways to educate yourself and stay on top of trends, and effective strategies for attracting customers and maximizing revenue. We also discussed the importance of adopting automation tools, developing a strong personal brand, and exploiting specialized niches to stand out in a competitive market.

I believe that, with my other article on digital marketing, the one I mentioned at the beginning of this article, I’ve covered all the important topics pointing you in the right direction to become a digital marketer and start a successful freelance career. Now it’s up to you to do what it takes to get there.

With the ever-increasing digitalization of businesses and the expansion of online markets, the demand for qualified digital marketing professionals is set to continue growing. Furthermore, the opportunities for innovation and professional development seem limitless, especially with the emergence of new technologies like augmented reality and artificial intelligence that are redefining marketing strategies.

So, if you’re competent, you shouldn’t have any trouble finding customers. You should, however, try to specialize in a particular niche if you wish to avoid the fierce competition in certain sectors.

Finally, it’s crucial for any marketer who wants to survive in this sometimes hostile environment to keep learning and adapting. And this should be done throughout your freelance career. Be curious, stay engaged, and don’t be afraid to experiment with new ideas and technologies. Most importantly, don’t forget to build strong relationships, both with your customers and with other professionals in the industry.

What about you? Are you ready to take the plunge into freelance digital marketing? What strategies do you plan to adopt to stand out from the crowd? Do you have any other tips to share or specific questions about how to get started? Leave your comments below to share with other readers.