Dear digital student, you’re not curious enough

dear digital student

As a growing digital company in the university town of Louvain-la-Neuve, we’re meeting a lot of upcoming young workers willing to start their career in the digital marketing world. We’re always welcoming them for a first discussion. But in 95% of the cases, we’re disappointed.

Dear digital marketing student,

You are meant to work in a booming digital world, which is a challenge for all sorts of companies. You have this incredible potential to understand what your employer doesn’t. You have a huge opportunity to grow fast, get responsibilities, impact the strategy of your company and get tangible results.

But in order to achieve this, you need to be creative and curious.

If you’re a digital marketing student or ex-student and you don’t know words like UTM, CRM, API, tracking pixel, cookies, CMS, ROI, SEA, SEO, opt-in, opt-out… then you’re a not the kind of digital student we’re looking for (yet).

But keep smiling! You often don’t learn those things on your school/university benches. You learn those things by being curious.

Here’s one of the multiple ways you can become the marketing profile a lot of companies are looking for:

1- Create a website

We don’t care what it’s about. It can be a blog where you share what you’re learning. It can be a website about your football team, the house of your grandmother, the association in your street, a fashion website… We don’t care. You just need to build, publish, and nourish this website.

You’ll learn how to

  • Use tools like WordPress, Drupal, Wix etc.;
  • Purchase an URL and select a hoster;
  • Download and install plugins;
  • Create a backup (yes, you’re going to crash this website in your tests);
  • Start to code basic HTML stuff;
  • Write content people actually want to read.

2- Get traffic on this website

You are now producing content. You want people to consume it.

You’ll learn how to

  • Create & update a Facebook Page, Instagram, Twitter etc. from a business perspective;
  • Use basic design tools to boost your posts like Meetpablo, or more complex like Gimp;
  • Better your SEO with plugins like Yoast;
  • Manage an Adwords or Facebook Ads budget.

You will also discover that creating an audience takes time, months, years. On a daily basis, you’ll discover how to automatize some tasks by using tools like Hootsuite, Buffer, and many more.

3- Understand who visits your site

You have a website and you invest time to bring traffic on it. You want to know if people are really visiting your site: how, who, when? and who is sending traffic to your website: partners, seo, ads etc.

You’ll learn how to

  • Create and customize a Google Analytics account;
  • Add a tracking code in the source code of your website;
  • Use UTM in your URLs to track the origin.

4- Events, Goals, Conversion

Then you’ll want to evaluate yourself and start thinking about KPI’s: if someone stays longer than one minute, you get one point. If someone subscribe to your blog, you get two. You’ll do this with events and goals.

You’ll learn how to

  • Create your own dashboard and KPI’s;
  • Use Google Tag Manager to centralize all of your goals;
  • Start thinking about your website’s ROI;
  • Create contact forms and opt-ins.

5- Emailing

You’ll realize that people appreciate your content and want to get notified about it. They are filling your contact form with opt-ins to subscribe to your newsletter. You’ll discover that, based on their personality, people don’t want to receive the same content per email, so you’ll start customizing your content.

You’ll learn how to

  • Use emailing tools like Mailchimp;
  • Embed contact form from emailing platforms on your website;
  • Deal with opt-ins/opt-outs, double opt-ins & legal aspects;
  • Manage groups, segments and A/B testing;
  • Work around concepts like open rate, CTR, tracking pixel etc.

6- Start coding?

Finally, one day, you’ll realize you want to do stuff that are not generic. You’ll start using hidden value in your emailing forms, you’ll want those new contacts in Mailchimp to be automatically pushed to a Google Spreadsheet shared with someone else, you’ll need to have a Login Section on your website, you’ll start changing things in folders like home.php, you’ll start talking about div & class…

All these change requests will come naturally —and Google is always there to find the solution. You’ll see that it’s very exciting to find the solution to a business issue. And it’s even more exciting as a marketeer to impress real developers with a few digital skills.

So go for it. It’s really addictive. Good luck!


What is Qualifio?

Qualifio is the leading platform for interactive marketing and data collection. It allows you to easily create and publish viral content (quizzes, contests, surveys and 50+ other formats) to all your channels.Learn more