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Today’s Marketers Have to Be More Agile than Ever Before.
Before reading any further, there are 2 terms that you must first get familiar with…
Generalists: those who can do a little bit of everything. I.e. your typical “Jack of all trades, master of none.”
Specialists: those who choose a single specific route and focus their work only in that area.
Generalists: those who can do a little bit of everything. I.e. your typical “Jack of all trades, master of none.”
Now that we’re on the same page with these definitions, I want you to FORGET about becoming either of them…
…because one thing is certain in marketing in 2020 (and beyond):
Generalists are extinct, and Specialists are expired.
If that seems harsh, consider where your customers or clients are coming from:
Specialists can be expensive and are limited in their abilities to launch a full marketing campaign when they can only speak to their particular skill.
And Generalists, while capable of leading marketing teams through campaigns, don’t have the time to keep up with the expansion of knowledge in each field.
So what’s the happy medium?
Someone who’s able to link the core areas of digital marketing, has expertise in about 1-3 of them, and can create a holistic strategy…time and time again.
Otherwise known as…
What exactly is a “T-Shaped” Marketer?
Every single facet of digital marketing can be used to inform the marketing strategy of another.
For example, you can use:
- Facebook Ads to build a larger email list…
- Email to encourage joining your community…
and
- Community conversations to inform your content calendar.
In fact…
There are endless ways to connect the vast array of skills in digital marketing:
A content marketer has perfected the art of growing an audience through organic traffic strategies.
But a T-shaped content marketer can take their content and use it to build a full-fledged marketing plan by incorporating…
- Keyword research to determine which blog post topics to rank for,
- Data and Optimization tactics for updating content and staying relevant, and
- Social media sharing to build authority and brand awareness.
In another field, a copywriter is tasked with writing promotional copy for email, paid ads, and products.
But a T-shaped copywriter knows the exact language that reaches their intended audience by understanding…
- Email Marketing best practices
- The stages of the Customer Value Journey
- Community Management
And that’s where the picture starts to get a little bit clearer.
As a marketer, you already know what you’re especially good at or passionate about (this is the bottom of your T).
You might even have a broad idea of each digital marketing discipline (the top of your T), but not enough confidence to build a full marketing plan or offer those services to clients.
But T-shaped marketers have the competitive edge because they combine the strengths of Generalists and Specialists.
And this concept doesn’t ONLY apply to digital marketing. You see it in musicians, artists, and even athletes.
T-Shaped Marketers: the Jordans, Kobes, and LeBrons of Advertising
What do Michael Jordan, Kobe Bryant, and LeBron James all have in common?
If you guessed “they’re wildly popular NBA players” you’d be half right.
They’re also T-shaped athletes.
Because before becoming 3 of the most celebrated pro basketball players of all time, these powerhouses had already banked skills in other sports.
Before LeBron James signed with the Cleveland Cavaliers, he was a star on his high school football team who scored 2 touchdowns and gained 100 yards in his first varsity game…as a freshman.
Kobe Byrant will forever be immortalized as an LA Laker, but his childhood love of soccer flourished while growing up in Italy, and remained an avid fan and player of the game throughout his life.
And Michael Jordan had a 2 year minor league baseball stint, even though it had been 15 years since he played the game and was still a star player for the Chicago Bulls.
So you can see why it’s no surprise that many professional athletes have dabbled in other sports and activities before selecting the 1 (or 2 in MJ’s case) that they make a career of.
The same principle applies to marketing:
If you want your marketing to be as top-notch as possible, why not develop a FULL toolbelt before dedicating yourself to a specific skill?
AKA: agility.
It’s with that increased demand for more agile marketers in mind, DigitalMarketer created…
Digital Marketing Mastery
This course is hands down, the most comprehensive digital marketing training in the industry today.
We start by making sure you get crystal clear on the most important part of of any digital marketing plan:
Your customers.
Specifically, you’ll learn WHO your ideal customers are, HOW to speak directly to your audience, and the steps that move your customers through each stage of the marketing journey (from just learning about your product, to telling everyone they know about it!).
And to do that, we kick things off by mastering 3 foundational topics:
- The Customer Avatar Canvas
- The Core Message Canvas
- The Customer Value Journey
Then, with specialist instructors who are themselves T-shaped marketers, we’ll take an in-depth look at the core digital marketing competencies, including
- Content Marketing
- Email Marketing
- Social Media Marketing
- Community Management
- Digital Advertising
- Data & Optimization
- Search Marketing
Furthermore, the instructors relate each specialty back to the stages of the Customer Value Journey so that you can see how all areas of digital marketing do their job of attracting, converting, and ascending customers…not just once, but perpetually and systematically.
And after earning your Digital Marketing Specialist Certificate you’ll be a marketer with top-to-bottom insight into how each area has its own role to play in creating a full-scope marketing strategy.
Meaning you’ll have more of the tools to effectively reach your (or your clients’) target audience, and turn prospects into customers.
Digital Marketing Mastery: Your path to becoming a Marketing MVP (Most Versatile Professional)
Up to now, our newest and most comprehensive marketing course was only offered for a limited time to new DigitalMarketer Lab subscribers.
And now, for the first time ever, we’re making it available to purchase on its own for the lowest price it will ever be.
Meaning there will never be a better time to become a T-shaped marketer who is confident in their ability to:
- Create a marketing strategy from A-Z for themselves and their clients,
- Lead a team of marketing professionals who understand how their roles work together, and
- Collaborate with colleagues to create winning strategies that form a cohesive marketing plan
Sure…
With our engaging and instructional approach to marketing training, newly minted T-shaped marketers might be tempted to quit their day jobs for the greener pastures of SEO or Community Management.
But even if they don’t…they’ll know precisely how to implement those respective skills into their existing or desired marketing professions—gaining a competitive edge, and bigger and better opportunities.
Course Breakdown
Module 1:
Core Concepts of Digital Marketing
Learn the role of digital marketing and who to leverage it in today’s business world.
Module 2:
Knowing Your Customer
Build out a Core Message Canvas and Customer Avatar Canvas and finally get clear on who you’re selling to.
Module 3:
Customer Value Journey
Discover the steps in your marketing plan that seamlessly moves a person from lead, to paying customer, to raving fan.
Module 4:
Content Marketing
Learn which types of content to use to attract your audience and leverage content marketing strategies to grow your business.
Module 5:
Social Media
Gain a basic, clear understanding of how to use social media to build real relationships with your audience.
Module 6:
Digital Advertising
Dive into paid traffic strategies, landing pages, copy and ad design elements, and how these functions work together to bring prospects to your pages.
Module 7:
Search Marketing
Use SEO strategies to generate better rankings on search engines, and free organic traffic to your site.
Module 8:
Email Marketing
Learn how to create email campaigns that get opened, get clicked, and convert passive list subscribers into active customers.
Module 9:
Community Management
Go in depth into how to build a thriving online community that positively impacts your business’ bottom line.
Module 10:
Data & Optimization
Discover the data and optimization tactics to find which marketing techniques work best for your business and customers.
Frequently Asked Questions
How do I access the course?
This is an “On-demand” training that you can access at any time.
Once your payment is submitted, you will receive an email with your login details for our flagship product, DigitalMarketer Lab, where you’ll be able to access the training. It is a go at your own pace training so you don’t have to worry about missing anything.
Who is this course for?
This certification is a necessity for anyone who wants a better understanding of how thriving businesses are full-blitz marketing campaigns are created, launched, tracked, and optimized through the core areas of digital marketing.
More specifically, this workshop is a great fit for…
- Entrepreneurs and startup founders who want a basic, clear understanding of how marketing professionals and their teams work together
- Business owners and executives who want their marketing teams to work together to create and launch full scale campaigns
- Freelancers, solos, and marketing students who want to get ahead of the competition in their field
- Agencies looking to add offerings to their menu of services (or improve the systems they already have in place)
Why go "T-shaped" and why NOW?
Marketing isn’t getting any easier, and today’s professionals have to be more agile than ever to compete for clients, and for customers’ attention.
The T-shaped marketer understands how to turn 1 or 2 specialized skills into many. With the full breadth of knowledge that comes from learning how each role fits into the larger spectrum of digital marketing, he or she is better equipped to handle the complexities of their role.
The Digital Marketing Mastery uncovers and connects the core digital marketing competencies, including:
- Content marketing
- Email marketing
- Social Media Marketing
- Community Management
- Digital Advertising
- Data & Optimization
- Search Marketing
With a 16 hours of education and certification once the final exam is passed, this course is hands down the most comprehensive digital marketing training in the industry today.