social media advertising

With students graduating this summer, we’ve been giving careful thought to the essential skills Marketing Companies look for when recruiting graduates.  And we all agreed that it comes down to a combination of academic ability, soft skills and sheer determination!

‘Academic Ability’

It’s not just about getting a First or 2:1 – employers are going to be looking for evidence of your ability to problem solve, understand complex information, work as part of a team, multitask and work to deadlines. Phew, that’s a long list and you thought it was just about writing essays.  Make sure you show how you’ve developed these skills whilst studying or gaining work experience.

Working in Marketing is often all ‘hands on deck’ so having good IT skills is also important. Knowledge of packages such as Photoshop will enable you to create an image for a post quickly. Equally, understanding basic HTML / CSS so that you can make a quick amend on a website will also help your cause.

‘Soft Skills’

This is an industry all about communication so great skills in this area are a must.  Marketing involves a lot of writing; blog posts, press releases and pitches, so good writing, spelling and grammar skills (please, no mistakes on your CV!) are critical. Interpersonal skills are also key.  You’ll be working with a team so evidence of work experience, or involvement in events or committees all help to show you have a good grounding in this area.

You will also need to show that you can think creatively.  You don’t need to be an artist, just show you can ‘think outside the box’.   For a start, don’t just send in yet another standard CV – be creative to stand out.  Different paper textures, infographics, layouts – be distinctive.  Can you show how you took a different approach to solve a problem?

Sheer Determination

It goes without saying that an interest in people and an awareness of the world around you is vital, Marketing, after all, is all about understanding people’s aspirations and challenges to foster relationships.  Be aware of what’s going on in the news and read widely.   

As a new Graduate, nobody is expecting you to have loads of specific company experience but you can demonstrate your skills by marketing yourself.   

• Get involved with the marketing of a College Club or local event.
• Show you can write by having your own blog or contributing to a magazine.
• Be visible on social media – show your understanding of the essentials of social media but carefully consider what you post and choose to share as more and more employers will check these channels.

You’ve got yourself an interview?  Congratulations!  Make sure you’re prepared. Do your research on the company and the marketplace they work in. Read trade publications, press releases and immerse yourself in Google Search! What about marketing campaigns that have caught you eye, why was that?  What’s memorable and what was a real stinker – again why?  This shows prospective employers that not only do you have a commercial awareness but also are happy to create your own opinions.

Additional Study

Another option is to keep studying! A professional Marketing qualification or a postgraduate course will certainly add to your academic portfolio.  Ideally though, it is worth getting some experience with the different aspects of marketing before taking the plunge. Many in the marketing industry will take these courses whilst working to further their promotion prospects.

The Chartered Institute of Marketing (CIM) offers an Introductory Certificate in Marketing. This can be followed at a later stage by other qualifications leading to chartered status.

The Institute of Data and Marketing (IDM) also offers a variety of qualifications for both graduates and industry professionals ranging from masters and postgraduate degrees to professional diplomas.

You can also find affordable online marketing courses on sites such as The Digital Marketing Institute, Hubspot, Coursera, and Copyblogger.

All we can say is good luck! It’s a great industry to work in!

What do you need to know about boosting posts?

Many companies use Facebook as a tool to engage with their target market and to drive traffic to their websites.

Before 2014 Facebook was the best platform to reach as many people as possible with the minimum amount of effort. Great! Times were easy, engagement was high.

But in 2015 Facebook reduced its efficiency, drastically! The reason was simple, developers realised that reducing the efficiency of Facebooks reach would encourage more people to pay for boosted posts.

Great for Facebook, not so great for the rest of us who were left scrabbling for a new social media budget.

Fast forward to today and, whilst Facebook may no longer be as easy to promote from as it once was, its boosted post option is still one of the cheapest and most effective ways to reach its one billion members.

Example:

The account below is an excellent example of the effectiveness of post boosting.

By targeting this post directly to their customers and providing content which is both useful, attractive and linked to their site this recruitment company were able to increase reach from an average of 250 to nearly 6,500. This boost also resulted in a peak in website visitors and therefore improved applications to this job.

What should I boost?

Boosted posting is something which requires your direct attention, not simply because you want to make sure you are reaching the right people in the right way, but also because a mistake can really take a bite out of your pocket.

There are really only two types of post which warrant boosting with your cash, content which is rich in useful information, such as blogs or jobs, and existing posts which already have great engagement.

Boosting allows marketers to target specific customers by geography, employment sector and interests ensuring that your post appeals directly to your exact customer base.

When should I boost?

As with all aspects of social media timing is not only key but also completely subjective.

Go back through older posts and search for a correlation between the time of the post and the level of engagement.

Put yourself in the shoes of your target client, if they are teachers they may be more likely to be using Facebook during lunchtimes or evenings, whereas office workers are likely to have access to social media all day and start to surf later in the working day from 4pm onwards.

Be logical and gather data before you jump in.

Post boosting is certainly an advantageous way to target your customers and builds on Facebooks already beneficial structure to reach as many people as possible.

Key Points:

– Posts are eyecatching

– Posts link to a website

– Posts contain useful information or rich data such as video or imagery.

– Boosts are targeted effectively using the boost building tool

– Boost at a time which relates to your target market