We’re in a transformative era for the marketing world, where the old paradigms of TV and radio advertising are rapidly giving way to the digital domain. Today, with just an internet connection, anyone can launch a marketing career or start an entrepreneurial journey, armed with the right mentorship and an insatiable appetite for knowledge. The shift has been monumental, with digital advertising expenditures on platforms like Facebook, Google, and Instagram overtaking traditional advertising for the first time in recent years. This change heralds a booming opportunity for careers in digital marketing. Drawing on my decade of experience, I’m excited to share key lessons from the forefront of this digital revolution.

Who the heck am I? I am Nate Mendenhall, Director of Digital Strategy and Business Development at THAT Agency in West Palm Beach, Florida. As a full-service digital marketing firm, THAT Agency specializes in helping brands drive business with social media marketing, search engine marketing, email marketing, inbound marketing, and web design. I have been fortunate enough to work with brands of all sizes, ranging from small startups to Fortune 50 corporations. I have had a lot of wins (and losses) along the way, but here are my five best tips for a successful career in digital marketing.

1. Start NOW

As I mentioned before, anyone with internet access has the potential to start learning how to build a business using digital marketing. Whether you are a freshman in college or working on your master’s degree, you have equal opportunity to start learning the tools used to promote a brand through digital marketing. There are a lot of places you can get started. Here are a few FREE resources:

• Google Analytics 4 – This is a great training series on how to analyze digital marketing performance using Google’s measurement tools.
• HubSpot Inbound Certification – This is a comprehensive class on how different marketing channels interact with one another to work together synergistically.
• HubSpot Social Media Certification – This is a social media-specific certification offered by one of the industry’s leading marketing and sales software providers.
• Meta Blueprint – Straight from the social media giant itself, these training classes will teach you how to market on Facebook and Instagram as well as how to run ads on both platforms.

The more you can learn before applying for professional digital marketing jobs, the better. You will not only have a head start over your competition in the job market, but also be able to ask for a higher starting salary!

2. Never Stop Learning

The most challenging aspect of digital marketing is that it is always evolving. Technology and strategy change rapidly, so the learning never stops. Even after you finish different certification courses, you will notice not all your questions have been answered. In fact, despite a decade of experience, there are still aspects to digital marketing that I continue to research. The more well-rounded you are as a marketer, the more effective you will be. Get your hands on every digital marketing blog, webinar, and podcast you can!

3. Ask A LOT of Questions

When you get your first job in digital marketing, you will feel the need to prove your value immediately. This is normal. However, it is also dangerous because you don’t have the experience to back up your ideas… yet. Asking questions is the best way to learn and gain context about a situation. Listen intently, and don’t be afraid to seek clarification. We almost always need more information than what is presented initially. It is also not a bad idea to take a lot of notes. I recommend platforms like Evernote for organizing your thoughts and questions, and for creating a searchable hub of professional knowledge you have gained.

4. Shift Your Perspective

When developing your career in digital marketing, you will want to look at the world a little differently. Look at everything through the lens of a marketer. I mean, everything! When you are watching TV and see a commercial, or when you are browsing Instagram and see an ad, ask yourself the following questions:

• Who is this advertiser trying to target?
• Is this a memorable message? Why or why not?
• Would I react positively to this message? Why or why not?

Giving yourself this mini pop quiz when you see digital marketing messages will help you develop a more analytical mindset. 99% of people who consume advertising never think twice about it. Be the 1% who deliberately pays attention, so you can learn faster!

5. Test Everything

You never know what will work (or not work) until you test it. Early in your career, allow yourself to test different tactics and be willing to embrace being wrong. You WILL make mistakes, you WILL have campaigns that flop, and you WILL have times you feel like a rock star because your tactic worked. Testing things like colors, images, calls to action, text, and even different font types will help you dial in on what strategies drive the best results. Never be too proud to test!

Charting Your Path to Success in Digital Marketing with UFCJC

The journey towards a successful career in digital marketing is both exciting and challenging, offering endless opportunities for growth and innovation. As the landscape continues to evolve, staying ahead requires continuous learning and adaptability. The University of Florida’s Online Master’s in Digital Strategy program provides a comprehensive platform for those eager to dive deeper into the intricacies of digital marketing and emerge as leaders in this dynamic field. By embracing the principles discussed in this article and engaging with advanced educational resources like UF’s program, you’re setting the stage for a rewarding and impactful career in digital marketing. Explore the program today and take the first step towards mastering the digital strategy that will define the future of marketing.

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A thoughtful thank-you email is an essential part of professional etiquette. These messages should be concise yet impactful, expressing your genuine appreciation for the interviewer’s time and consideration. They also offer a chance to reiterate your enthusiasm for the role, highlighting how your skills align with the company’s needs. Additionally, if there was anything you forgot to mention during the interview, the thank-you note provides a perfect opportunity to bring it up.

Sending a thank-you note demonstrates your professionalism, attention to detail, and respect for the interviewer’s time. It can also set you apart from other candidates who may not take this extra step. In a competitive job market, every detail matters, and a well-timed, sincere thank-you email could be the final touch that helps you secure the job.

Crafting a Memorable Thank-You Letter

Following up after an interview is a critical step in the job search process. A well-crafted thank-you email not only demonstrates your professionalism but also reinforces your interest in the position. How you approach this email can significantly influence the interviewer’s perception of you. Below are key guidelines to help you make the most of your thank-you note, ensuring that it leaves a positive and lasting impression.

Be Formal

Maintain a formal and professional tone in your thank you email, even if the interview was a laid-back one. Keep in mind that the interviewer may forward your email to other supervisors to review. Do not refer to the interviewer by her first name unless she introduced herself that way. Avoid greetings like “Hey,” emoticons, exclamation points, and acronyms like “LOL.” Remember that you are still working to impress the interviewer with your communication skills.

Express Excitement

In the first sentence of your email, thank the interviewer for her time and convey your enthusiasm about the position. For example, write, “It was a pleasure meeting you yesterday. I enjoyed learning more about your company, and I would love to be a part of the team.” Include information that you learned during the interview or through your research about the organization to show your genuine interest.

Add Relevant Information

Thank you emails are an opportunity to add information about your skills, experience and qualifications. Gently remind the interviewer how you are a good fit for the position and describe specific qualifications. If the interviewer requested further information, such as the names of references or writing samples, include these in your thank you email.

Be Patient

Avoid sounding overconfident in your thank you email. Even if the interviewer implied that you have a good chance of landing the job, do not blow it by sounding cocky. Convey your professionalism by refraining from saying anything negative about your current employer or asking for a quick decision about your candidacy.

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Think of it like cookies and milk. One without the other is incomplete. A resume outlines your skills and experience, but a cover letter tells your story. It explains why you are the right fit for the job, highlights key accomplishments, and shows your enthusiasm for the position. When written well, it grabs the employer’s attention and makes them want to meet you. Skipping this step could mean missing out on an important opportunity.

Why You Should Never Skip the Cover Letter

Add Depth to Your Application

A resume gives a snapshot of your experience, but a cover letter lets you tell your story. You can highlight key achievements, explain career choices, and provide insight into your skills and passions. If you have employment gaps or have transitioned between industries, your cover letter is the perfect place to address these shifts and put them in context. It allows you to control the narrative of your career rather than letting hiring managers make assumptions.

Connect Your Skills to the Job

Every cover letter should be tailored to the job you’re applying for. It’s your opportunity to show how your experience matches the company’s needs. By referencing specific details from the job description and company mission, you can illustrate how your skills make you the best candidate. A resume simply lists qualifications, but a cover letter bridges the gap between your experience and what the employer is looking for.

Let Your Personality Shine

A resume is straightforward and structured, but a cover letter lets you showcase your personality. It gives the hiring manager a sense of who you are, what drives you, and why you’re excited about the position. This is your chance to stand out by expressing your passion for the role and the company. A strong cover letter makes you more than just a name on a resume, it makes you a memorable candidate.

Prove Your Writing Skills

Most jobs require strong written communication, and your cover letter serves as a sample of your writing ability. A well-structured, error-free letter shows professionalism, attention to detail, and the ability to communicate effectively. Poor grammar, typos, or a lack of clarity can hurt your chances, so always proofread carefully. Consider having a friend or mentor review it before you send it to ensure it’s polished and professional.

A well-crafted cover letter can be the difference between landing an interview and getting overlooked. Take the time to write one that highlights your skills, connects with the company, and leaves a lasting impression.

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Make it Sizzle

You want to write something that is different from the hundreds of other letters the hiring manager receives. Start with a power sentence, your hook, to really grab the reader’s attention. For example, if you are applying to manage a company’s blog, start with, “After winning two Hearst Awards for writing, I am confident I can boost your blog readership.” Avoid using cliches and stick with an accomplishment, an award or a skill in which you excel.

Be Persuasive

You are answering the question, “Why should I meet you?” You must sell yourself, your skills and your accomplishments to the reader. Stick with action words that are clear and concise. Instead of saying, “I was in charge of six people,” say “I supervised a team of six service employees.” Action words are powerful, effective and convincing. Don’t be afraid to be different; talk about your qualifications and background that set you apart from the competition.

Be Emotional

Write with emotion. Talk about how much you love the industry and what you’d like to do to contribute. Research the company and praise its work, awards or anything else that interests you. Talk about your passion for your work, your pride in your projects and the sense of accomplishment you feel when you see a project to completion. This will set you miles ahead of the other letters that read robotic, canned or disinterested.

Helpful Tips

• Avoid using too many “I” sentences, exclamation points, weak words
• Avoid generic statements like “I am hard working.”
• Every statement should be backed up with an example proving your point.
• Show enthusiasm, intelligence and sincerity.
• You don’t want to provide a laundry list of qualifications because your resume does that. Instead, think of your cover letter as a means to “wow” the reader with your personality and accomplishments. Even so, keep it short and to the point.

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Avoid Repeating Yourself

The hiring manager already has your resume, so you don’t need to regurgitate all of the information in it — you’ll only bore the reader. Your cover letter is a narrative, not a list. Write about your interest in the company, your passion for your work and why you are applying. You want to convey emotion. Showing your feelings will help the hiring manager separate you from all of the other candidates.

K.I.S.S.

Use the old phrase, “Keep it Simple, Stupid,” as your mantra. Your goal is to get your point across quickly. In one page, engage the reader without using jargon, excessively verbose language, or words you chose from the thesaurus. Instead of sounding smart, you’ll end up coming off as pretentious. You should keep your letter

Address a Person

Avoid the norm by not using the “To Whom It May Concern” robotic intro. Address a person. In most cases, you will know who the hiring manager is. If you do not know, call the organization and ask. Use their full name and title. Putting in the extra effort will not only impress the hiring manager, but will show your diligence and willingness to go the extra mile.

Add Some Sparkle

Choose words that illustrate your enthusiasm, using personal anecdotes to showcase your experience and background. When writing of your qualifications, write passionately and favorably about your craft. For example, “Since I was a child, I always loved writing. I began writing short stories as a ten-year-old, and haven’t stopped since. This passion for writing fuels my desire to work for your magazine, where I can work on a team of fellow lifelong writers.”

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Communication Skills

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Who to Write

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The Header and Introduction

Include your full name, address, phone number and email address in the header of your cover letter and resume. Avoid using flashy fonts and colors, and always address your letter to a person.

If the job posting does not list a contact, call the human resources department and ask to whom you should address the letter. Keep it formal and avoid salutations like “Hey.” Stick with “Dear Ms. Johnson” or “To Mr. Roberts.”

The Heart of the Letter

Your opening paragraph explains what you’re applying for and how you learned about it. If possible, put the name of mutual acquaintances in the first sentence. For example, “John Smith recommended I apply for the marketing manager position.”

Next, introduce yourself and explain why you’re interested in the company, including any details you know about its services. Showing that you researched the company shows enthusiasm for the position.

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