Careers In Digital Marketing – Career Options, Skills, Benefits

– If you are looking to make a career in Digital Marketing, then this post is personalized to you.

We will talk about all the different career options in Digital Marketing, alongside some of the jobs whose demand is going only to increase, plus we will also cover a detailed analysis of Digital Marketing Industry so that you can find out the right career option for you.

So, let us get started right away-

Introduction to the Career in Digital Marketing

In today’s world, marketing reaches a new height and involves the latest technologies as well as the latest trends.

People are using internet platforms and social media platforms more than watching television. Thus it is a more convenient and effective way to promote your brand through online platforms instead of TV advertisements.

This particular marketing strategy is known as digital marketing that includes the latest technologies and the social media platform.

A digital marketer uses analytics to know the impact of promotion and improve their strategy as per requirements. They use creative skills to perform their tasks and apply their knowledge as well as experience to promote a brand.

A client can have more options to promote a particular brand through digital marketing.

As a result, there is a high demand for digital marketers in today’s industry. And it creates a high number of job openings in the market.

Therefore a fresher or experienced candidate can build a good career in digital marketing.

It allows you to have a secure job with a high salary hike every year. This industry gives you opportunities to learn about the latest trends and technologies while working with different professionals.

Career Options in Digital Marketing

Career Options in Digital Marketing

Digital Marketing is all about developing tactics with potential customers by using digital mediums. With growing technologies, the demand for digital marketing is increasing day by day. Almost every business is using different internet-based technologies to promote their business nowadays.

This particular sector deals with technologies as well as marketing to meet client demands. There are several opportunities in digital marketing, such as blogging, data analytics, e-commerce, marketing automation, etc.

Digital marketing professionals meet with different clients and build up a strategy to fulfill client demand.

Digital marketing deals with the internet to promote a client’s business or brand. It uses vital information to provide a better solution to clients. You need to implement creative ideas to meet client demand.

Here are some general career options you can find out.

1. Digital Marketing Manager

Digital Marketing Manager

For choosing Digital Marketing Manager Career in Digital Marketing, it is essential that you already have an experience of around five years in the Digital Marketing field.

You will be responsible for managing-

  • Digital marketing executives
  • Social Media Team
  • Search marketing team
  • Analytics team
  • Inbound marketing team
  • Search Marketing team

So, you need to be aware and incorporate expertise in all these fields. Plus, having certifications from Google, HubSpot, AdWords, Bing, etc. will also help you in projecting yourself the right candidate for the Digital Marketing Manager Career option.

2. SEO Executive (Search Engine Optimizer)

This is one of the primary jobs for you when you plan to make a career in Digital Marketing.

You need to be aware of the workings of search engines like Google, plus you should also be mindful of the practices that can enable you to optimize the presence of a site on these search engines.

You should know-

  • Keyword research
  • User experience optimization
  • Use of webmaster tools
  • Managing content issues
  • Doing page indexing
  • SEO Tools

3. Mobile Marketing

Mobile Marketing

Being aware of mobile marketing strategies can also be useful to make a career in Digital Marketing.

Optimizing the presence of a company on mobile devices enables a company to widen its reach into the hands and pockets of its target consumers. Mobile marketing jobs come into play in performing these services.

You need to know how to run SMS campaigns, WhatsApp campaigns, alongside running ads on different mobile apps and devices.

4. Social Media Marketing

Social Media has become so pervasive nowadays that advertising and marketing campaigns on these platforms are becoming game-changers for the businesses.

That is why Social Media Marketing jobs can also be a good option if you are trying to make a career in Digital Marketing.

Some of the critical things of Social media marketing jobs-

  • Basic knowledge of online marketing
  • Knowledge of Facebook, Instagram, Twitter marketing and ad campaigns
  • Basic graphic design skills
  • Social media analytics skills

5. Search Engine Marketing

Search Engine Marketing

To make a career in Digital Marketing, you can also opt for SEM or PPC jobs.

For this, you need to know how to run ads on Google and other search engines. You should also know how to run Pay Per Click ad campaigns on the search engines.

Different jobs available in this field are-

  • PPC Executive
  • SEM manager
  • PPC Manager
  • PPC Specialist

6. Web development and designing

Web development and designing

In case you are well adept in website design and development, you can also think to make a career in Digital Marketing.

As the world of digital marketing revolves around the online presence, an adept design that can make Search Engine Friendly apps and websites will, for sure, enjoy unending job opportunities in the field of Digital Marketing.

7. Content Management and Writing

Content Management and Writing

Digital Marketing offers great opportunities for content writers and managers as well.

If you know how to write engaging articles, or you are an expert in your niche, you need to know the necessary SEO skills, and you will be ready to make a successful career in Digital Marketing as Content Marketer and writer.

Different jobs in Content Marketing field are-

  • Content Executive
  • Content writer
  • Content Associate
  • Content specialist/ strategist
  • Content marketing manager

8. Web Analytics

Web Analytics

The success of any digital marketing campaign is based upon their analytical report, and that is why those who are well adept in data and analytics can also think to make a career in Digital Marketing.

Some of the industries where analytics role is integral are-

  • E-Commerce Industry
  • Lead Generation Industry
  • Marketing Agency
  • Data-Driven Businesses

Some of the typical analytics jobs are-

  • Google Analytics Manager
  • Google Analytics Implementer
  • Google Analytics Reporter
  • Data Analyst
  • Business Analytics
  • Predictive Analytics

9. Affiliate Marketing

Affiliate Marketing

This one is again one of the most promising and entrepreneurial career options in Digital Marketing.

If you are well aware of SEO, content, website, PPC sorts of digital marketing practices, you can make a career in Digital Marketing as an affiliate marketer.

You can use this form of marketing for promoting products and services of other businesses of your favorite niches and can earn a good amount of money in the process.

You can opt for Affiliate programs such as GoDaddy, BigRock, Amazon, TripAdvisor, etc.

There are many other career options you can get apart from these options.

These are the most in-demand career options for a fresher in this current industry. A fresher can build a promising career in such a field with good growth in salary.

To know more about the career in Digital Marketing, you should know about the different components of Digital Marketing which we will discuss in the next section below-

Various Components in the Digital Marketing

Imagine digital marketing is a big banyan tree where you can find out several roots as a part of the tree.

Digital marketing has a significant number of components in the industry where many professionals play different roles. A few popular components are content marketing, online PR, native advertising, search engine optimization, email marketing, etc.

These different components play different roles to meet customer’s demands. Every component uses different methods and creativity to promote a specific business. These methods involve different modern technologies to achieve specific goals.

There are more components of digital marketing, like social media marketing, affiliate marketing, inbound marketing, pay-per-click, etc.

All of these components involve an online platform to connect with most of the people.

Skills of Digital Marketing Professionals ready for Top Digital Marketing Jobs

Who is a digital marketing professional?

A professional who is willing to learn about the latest technologies and trends, or an individual who develops a favorable brand image by using creative ideas and build strong relationships with clients and customers, or a digital marketer uses the internet to perform specific tasks like conducting advertising campaigns, posting blogs, creating web pages, etc.

An online platform is a compelling platform to connect with millions of people all over the world. Therefore it is a more convenient way to promote a particular business through digital marketing to maximize the profit. For this reason, there is a high demand for digital marketing in the current industry.

There are several professionals like a brand manager, search expert, web designer, online content developer, etc. involved in digital marketing. They operate in a smart way to reach maximum people connected in online platforms to promote a specific business. A digital marketer can work in different sectors, irrespective of the type of business.

Few popular positions like social media marketer, mobile marketing specialist, analytics specialist, etc. you can find out in digital marketing. These professionals promote your brand to the customers that enhance your product or service demand. If you have a business nowadays, then it is a smarter way to promote your business through digital marketing.

Some of the skills of that top Digital Marketers incorporate are

  • Creativity
  • Communication Skills
  • Analytical Ability
  • Passionate for Digital Media
  • Quest for Learning
  • Ability for Multitasking
  • Comfort with technology
  • Networking
  • Ability to experiment with new things

7 Benefits to Choose a Career in Digital Marketing

7 Benefits to Choose a Career in Digital Marketing

You can get these benefits while choosing a career in digital marketing.

1. Build A Versatile Career

If you are a professional in the digital marketing field, then you will get the opportunity to work in different sectors. In various areas, you have to play a different kind of roles that makes your career agile and versatile. You can learn new skills while having existing skills that make your job more enjoyable.

You have to fit yourself according to the situations and always ready to learn new skills. This career will create opportunities to switch your career to other sectors in the future. You can enjoy your work life more while working with different professionals belongs to various industries.

2. Makes You More Creative

In digital marketing, you will get several opportunities when you can implement creative ideas of your own. The dynamic environment of digital marketing will bring you the opportunities to make new market strategies, conducting A/B tests, etc. You need to build up plans according to the demand and implement ideas for the ongoing project.

Just like an artist, you can make your master-plan according to customer demands. You need to apply different problem-solving skills by using analytical data. Companies want different innovative ways to grow their business through digital marketing.

3. Optimized Career Options

The growing digitization creates more job openings in digital marketing, and many companies want professionals with relevant experience. With the ever-increasing digital industry, new technologies come into the market and make opportunities for digital marketers. Several large organization recruits digital marketers to promote their business.

You can search it on the internet that digital marketing is one of the on-demand jobs in the world right now. Therefore it is becoming easier day by day to build a good career in this particular sector. This specific job role will give you a high career growth along with a stable career.

4. Great Source Of Income

As we mentioned previously, the demand for digital marketers is getting higher day by day with the growth of digitization. When you have a promising career and working on a fruitful industry and money will follow you. There is a massive demand for skilled professionals in the digital marketing industry.

Some statistical data shows that digital marketers earn more than any other professionals in recent years. Digital marketers are getting a good salary hike these days with better job security. Therefore it is the right time to kick-start your career in digital marketing.

5. Opportunity to Work With Different People

This dynamic sector will allow you to work with different professionals from different countries. Hence you can meet new persons daily and can build a strong network in the industry. It will make work-life more interesting to engage with different persons belonging to various industries.

Sometimes you will get the opportunity to go to different locations for official purposes. If you are lucky enough then you might get a chance to visit foreign countries also.

6. Easy To Begin Career

Unlike other industries, you can quickly kick-start your career in digital marketing as there is a lot of job openings. You can get the knowledge from any certification course and apply current openings. Freshers can easily start their careers in this sector and can build a promising career.

As a fresher, a person can get a good salary to start a career and can learn many things. One can get a job role as a digital marketer in his or her dream company. Almost every big name in the market now hiring freshers for digital marketing.

7. Good Job Security

While we choose our career, then we are looking for job security with a good salary hike. As compared to other professions, digital marketing offers high job security with a good salary hike.

This is another principal reason that many people choose digital marketing as their long-term career option.

How to build a successful career in Digital Marketing

How to build a successful career in Digital Marketing

Here is a list of 10 steps that you should follow to kick-start your career in digital marketing.

1. Design A Professional Resume

A resume is an essential part of building your career, and you must prepare it before applying for jobs. You must make a dynamic resume that can describe your skills, education, and knowledge appropriately. You can follow some standard format available in online or can use your creativity or can contact professional resume makers.

As you want to build your career in digital marketing, you should make different types of resumes available. You can find out a guideline to make your resume especially to apply for digital marketing jobs. Be careful while mentioning details about yourself and try to mention skills that help you to get a job.

2. Gather Information About Latest Trends

The digital marketing career is a very dynamic field, and it deals with the latest technologies and trends. When you want to build your career in this particular field, you need to aware of the latest trends. You need to know about the latest technologies and their demands on the current market before starting your career.

There are several options available on the internet like online courses, virtual seminars, etc. where you can learn. You need to give your best shot to stay ahead in this competition that enhances the possibility to get a job. There is no limit to learn about new things, so keep learning as much as you can.

3. Welcome Any Opportunity

If you are a fresher in this field, then do not neglect any opportunity that comes and start your career. You can apply for free jobs or in a start-up company where you can get the chance easily. After getting your first job, show your skills and demonstrate your hard work to the top-level managers.

You need to show them that you are ready to take greater responsibility which will help you in career growth. This could be your golden opportunity where you can perform in front of some leaders in digital marketing. You will get options in the future to move to more prominent companies or multinational companies.

4. Complete A Certification Course

It is necessary to complete a certification course in digital marketing from a well-recognized institute. You won’t be able to enter into digital marketing without a proper degree certificate from a well-known institute. You can start your course online also where you need to attempt exams to get the certificate of completion.

First, you need to choose a proper platform to learn digital marketing and then enroll yourself in that course. Make sure that they will provide you with a valid certificate after completion of the course. If that institute offers you a placement, then it will be easier for you to get a job.

5. Apply Your Creativity

Digital marketing always welcomes the latest and innovative ideas that can create an impact on the market. Thus if you want to apply your creative ideas, you are free to do that in the field of digital marketing. Some standardized methods and system is available in the industry, but you can implement your unique idea to live projects.

If your idea works appropriately, then you will get recognition and can land up your dream job. This field is still developing in the current industry. Thus you get the opportunity to implement your creative ideas in projects.

6. Build Strong Connections

This is a smart way to enhance the chances of getting a good job that helps you in the future also. As a fresher, you should make a good network by creating connections with professionals working in this field. You can share your expectations and plans for making a good career in digital marketing with those persons.

They can bring you opportunities or help you to develop yourself by learning new things. They can share many experiences regarding digital marketing which will be very helpful to you. You will know the requirement of the industry and can prepare yourself better.

7. Gain Some Experience

To get any job, it is always better to have some experience regarding that job. In digital marketing also, it is necessary to have some knowledge regarding the position to increase opportunities. If you get any freelance or unpaid employment, then you should grab that chance to gain some practical experience.

You can search for live projects where you can participate and gather some practical knowledge. It will make your resume stronger that increase your chances in the industry. It will help you to improve your knowledge and rectify the errors that make you industry-ready.

8. Know About Analytics

This particular tool is helpful to analyze the success rate of your marketing campaigns by analyzing recorded data. It uses data and statistical algorithms to analyze your campaign and shows the result. It is not very difficult to learn and available on different online platforms where you can learn it anytime.

You don’t need to attend lectures to know about analytics as you can learn it through online courses. This additional skill gives weightage to your resume, which helps you to get your dream job. It creates another opportunity to build up your career in analytics where you can start your career.

9. Use Different Websites

Nowadays if you want to get your dream job, then you have to create your online presence. There are several websites where you can directly connect with recruiters and could get a call letter for a job interview.  These websites may require some payment, or you can use it free of cost.

There you can build your profile and upload your resumes then apply for jobs. You can search for job openings and also get an idea about the requirement of the industry. You can apply for premium category jobs if you get a subscription.

10. Be Ready For Entry-Level Jobs

You should know that sometimes you do not get the job you wanted and neglect the opportunity that you get. If you get the job role of a junior digital marketer, assistant, etc. at first, then you should grab that chance. Even sometimes you have to compromise in your salary to get some industrial experience.

Always take this kind of opportunity as a golden pass to land up your dream job. This kind of opportunity will offer you a platform to show your dedication to the work.

Final Thoughts about Career in Digital Marketing!

On the concluding note, we hope that from this article, you will be able to find out a perfect guideline to build a career in digital marketing.

Now, you know about benefits regarding the career option and how to prepare you to get your dream job. You can find out the choices you can have in digital marketing and the components of this particular field.

Are you also looking forward to making a career in Digital Marketing?

Share your details with the M91 team to get the most personalized assistance from us.

Read More
David Enyi June 27, 2020 0 Comments

What Digital Marketing is all About

Digital marketing, online marketing, internet advertising…whatever you call it, marketing your company online is a big deal these days. After all, internet usage has more than doubled over the past decade and this shift has massively affected how people purchase products and interact with businesses.

So, what is digital marketing? Digital marketing is like any other type of marketing—it’s a way to connect with and influence your potential customers. The real difference is, you connect with and influence those customers online.

What is Digital Marketing?

Basically, digital marketing refers to any online marketing efforts or assets. Email marketing, pay-per-click advertising, social media marketing and even blogging are all great examples of digital marketing—they help introduce people to your company and convince them to buy.

Here are some of the most common digital marketing assets and strategies businesses use to reach people online:

Digital Marketing Assets

Almost anything can be a digital marketing asset. It simply needs to be a marketing tool you use online. That being said, many people don’t realize how many digital marketing assets they have at their disposal. Here are just a few examples:

  • Your website
  • Branded assets (logos, icons, acronyms, etc)
  • Video content (video ads, product demos, etc)
  • Images (infographics, product shots, company photos, etc)
  • Written content (blog posts, eBooks, product descriptions, testimonials, etc)
  • Online products or tools (SaaS, calculators, interactive content, etc)
  • Reviews
  • Social media pages

As you can probably imagine, this list just scratches the surface. Most digital marketing assets will fall into one of these categories, but clever marketers are constantly coming up with new ways to reach customers online, so the list keeps growing!

Digital Marketing Strategies

The list of digital marketing strategies is also constantly evolving, but here are some of the strategies most businesses are using:

Pay-Per-Click Advertising

Pay-per-click (PPC) advertising is actually a broad term that covers any type of digital marketing where you pay for every user who clicks on an ad. For example, Google AdWords is a form of PPC advertising called “paid search advertising” (which we’ll go over in a second). Facebook Ads are another form of PPC advertising called “paid social media advertising” (again, we’ll get into that shortly).

Paid Search Advertising

Google, Bing and Yahoo all allow you to run text ads on their Search Engine Results Pages (SERPs). Paid search advertising is one of the best ways to target potential customers who are actively searching for a product or service like yours.

Search Engine Optimization (SEO)

If you don’t want to pay to show up in the SERPs, you can also use search engine optimization (SEO) to try and rank pages or blog posts on your site organically. You don’t have to pay directly for every click, but getting a page to rank usually takes quite a bit of time and effort (for a more in-depth comparison of paid search and SEO.

Paid Social Media Advertising

Most social media platforms like Facebook, Instagram, Twitter, LinkedIn, Pinterest and Snapchat will allow you to run ads on their site. Paid social media advertising is great for building awareness with audiences that might not be aware that your business, product or service exists.

Social Media Marketing

Like SEO, social media marketing is the free, organic way to use social media platforms like Facebook or Twitter to market your business. And, just like SEO, organically marketing your business on social media takes a lot more time and effort, but in the long run, it can deliver much cheaper results.

Conversion Rate Optimization (CRO)

Conversion rate optimization (CRO) is the art and science of improving your online user experience. Most of the time, businesses use CRO to get more conversions (leads, chats, calls, sales, etc) out of their existing website traffic.

Content Marketing

Content marketing is another fairly broad digital marketing term. Content marketing covers any digital marketing effort that uses content assets (blog posts, infographics, eBooks, videos, etc) to build brand awareness or drive clicks, leads or sales.

Native Advertising

Ever get to the bottom of an article and see a list of suggested articles? That’s native advertising. Most native advertising falls under content marketing because it uses content to attract clicks (“you’ll never believe what happens next!”). Often, native advertising can be a bit hard to spot, since it is usually mixed in with non-paid content recommendations…but that’s kind of the point.

Email Marketing

Email marketing is the oldest form of online marketing and it’s still going strong. Most digital marketers use email marketing to advertise special deals, highlight content (often as part of content marketing) or promote an event.

Affiliate Marketing

Affiliate marketing is essentially paying someone else (a person or a business) to promote your products and services on their website.

As you can see from the list above, there are a lot of different ways to market your business online, which is why many businesses either hire an agency to manage their digital marketing efforts or pay for an in-house marketing team and marketing automation software to cover their marketing needs (for an in-depth comparison of these options, check out this article).

Does Digital Marketing Work?

Digital marketing is a great option for any business. At Disruptive, we’ve used digital marketing to help all kinds of businesses grow—from mom-and-pop shops to internationally recognized universities and beyond. That’s the beauty of advertising online. If you know who you want to target, you can use digital marketing to target anyone, anywhere.

However, that being said, certain types of businesses will benefit more from certain types of digital advertising. As a quick overview, let’s take a look at which strategies tend to work best for business-to-consumer (B2C) companies and business-to-business (B2B) companies:

B2C Companies

Generally speaking, B2C companies have much lower price points than their B2B counterparts. After all, it can be a little hard to sell a $150,000 drill bit (believe me, they exist) to a harried mom. But a $10 pair of kids pants? That’s a fairly straightforward sell.

The good news is, because B2C companies aren’t trying to sell incredibly expensive products or services, they don’t need big sales teams or complicated marketing funnels. All they have to do is get their products or services in front of the right audience with the right messaging and the rest should take care of itself.

As a result, the primary goal of most B2C companies is to get people into and through their marketing funnel. For example, if you can get that harried mom onto your kids clothing website and offer her an exciting deal, there’s a good chance that she’ll buy today. You don’t need to build a ton of brand awareness or trust before you can close a sale.

With that in mind, B2C companies often see great results from higher-funnel marketing channels like social media marketing or paid social advertising. These channels do a great job of getting your business in front of potential customers who might not otherwise know that you exist.

Now, supplementing with other digital marketing strategies like paid search or SEO is always a good idea, but if you have to pick one channel to start with, paid social advertising or social media marketing are great options for B2C.

B2B Companies

In contrast, paid search is a great option for B2B companies. Most B2B companies have very specific niche audiences that can be hard to target using social media. However, if you sell $150,000 drill bits and someone searches for “diamond-tipped oil drilling bit manufacturer”, you want to be the first result they see. Yes, you might pay more for your click than you would with paid social advertising, but with a $150,000 price tag, it’s money well spent.

Read Also:Requirement for registration of

In addition, most B2B companies have a much longer and more involved sales cycle than B2C companies. If you’re selling a $150,000 drill bit, most people probably don’t come to your site, give you a call and say “I want one.” As a result, longer-term strategies like content marketing or email marketing are often necessary to close a deal.

Of course, the right blend of digital marketing tactics will vary from industry-to-industry and business-to-business, but simply comparing B2C to B2B should help give you a sense for how different strategies can be better for certain businesses. Not every strategy is right for every business, but with a little trial and error, you should be able to identify the most profitable approach for your company.

How Do I Get Started?

The good news is, getting started with digital marketing is fairly easy. Most online advertising platforms make it easy to sign up and create your first campaign (it is how they make money, after all). Here are a few tips to beginner guides for several different digital marketing strategies:

  • Paid search advertising
  • Search engine optimization (SEO)
  • Paid social media advertising
  • Social media marketing
  • Conversion rate optimization
  • Content marketing
  • Email marketing

The core of every successful digital marketing campaign, however, isn’t a guide. Regardless of which strategies you choose to use, here are 4 questions you need to answer before you get started with digital marketing:

1. How Much Do You Need to Make?

To figure out what you need to spend on digital marketing, you first need to clarify what your goals are. How you approach digital marketing can vary quite a bit depending on whether your ultimate goal is to drive clicks, conversions or leads, sales, revenue or a certain return-on-investment (ROI).

When you get right down to it, the ultimate goal of any marketing effort should be ROI. After all, if your digital marketing spend isn’t driving profitable revenue for your business, why are you marketing online?

Clicks and even conversions are great, but your company doesn’t make money from clicks (in fact, you actually spend money on clicks) or conversions. It makes money from sales.

With that in mind, the first thing you need to determine before you decide what your digital marketing budget should be is to decide how much revenue you want to drive. Once you know that, you can use that information to determine how much ad spend it will take to reach that revenue goal.

2. Who Are You Marketing To?

Once you know how much money you want to make from digital marketing, you need to identify who you are marketing to. This is critical, because different buyer personas require different marketing tactics. And, even more importantly, different buyer personas turn into different types of buyers.

So guess what? If you don’t understand your buyer personas, you can’t create an effective digital marketing strategy!

If you’ve got a sales team, talking to sales can be one of the fastest ways to get a decent buyer persona together. After all, they’re the ones who talk to your customers the most, right?

However, even talking to your sales team and doing a little research isn’t enough to really get at the level of detail you need to put together an effective digital marketing plan. To do that, you need to get on the phone and call your actual customers.

Ask how they found you, why they converted and what convinced them to pay you. This information will give you a ton of insight into your marketing and sales process that you can use to both improve the performance of your advertising and choose your marketing budget.

3. What are Your Customers Worth?

Typically, people look at buyer personas as a good way to craft an effective marketing strategy. Buyer personas are great for this, but they are also an important part of putting together an effective digital marketing plan.

For example, imagine you are advertising for a SaaS business called SaaS-A-Frass that has the following pricing structure:

AdWords Buyer Personas Example | Disruptive Advertising

In this situation, you’re probably targeting 3 different buyer personas:

  1. Small business “Steve”
  2. Mid-market business “Mandy”
  3. Enterprise business “Edward”

Small business “Steve” has much smaller and simpler business needs than Edward or Mandy, so he’ll probably choose the Starter package. Mandy will probably want the Professional package and Edward will likely need the Enterprise package.

Assuming that Steve, Mandy and Edward stick around for an average of 14 months, 4 years and 9 years, respectively (average lifetimes for a SaaS client) and buy 5, 20 and 100 licenses (again, respectively), here’s the lifetime value for each of these personas ( [licenses/mo] x [# of licenses] x [typical customer lifespan in months] ):

Lifetime Value

  1. Steve: $1,750
  2. Mandy: $72,000
  3. Edward: $1,590,000

These numbers look really exciting, but not all of that money is profit.

A normal SaaS company pays about 22% for fulfillment, 9% to sales and has a 40% overhead, leaving them with about 29% of the lifetime value of each client to play around with. That means to simply break even, SaaS-A-Frass has to spend less than the following to acquire a customer from Facebook:

Maximum Acquisition Cost

  1. Steve: $507.50
  2. Mandy: $20,880
  3. Edward: $461,100

If SaaS-A-Frass can keep their acquisition cost below this threshold, they’ll make money. If it costs more than this to acquire each of these customers, they’ll lose money.

See why buyer personas are so important to budgeting?

Of course, it’s unlikely that the market is saturated with Edwards, so SaaS-A-Frass will need a mix of these deals to hit their revenue goals. That mix will dictate their Facebook budget.

So, if SaaS-A-Frass is willing to spend $0.18 on marketing to produce $1.00 in lifetime value (for a 11% total profit margin), SaaS-A-Frass’s can afford to pay the following for each buyer persona:

Customer Acquisition Cost

  1. Steve: $315
  2. Mandy: $12,960
  3. Edward: $286,200

If SaaS-A-Frass can’t produce paying customers from a particular buyer persona at a price point below this threshold, they probably shouldn’t be marketing to that buyer persona.

However, if SaaS-A-Frass’s digital marketing efforts are currently producing buyers from each persona at these CAC (or even a CAC below these thresholds), SaaS-A-Frass can use that information to then calculate their marketing budget.

4. How Much Do You Need to Spend to Reach Your Goals?

At this point, things are pretty simple. Just take your CAC, average purchase order value and average number of purchases (if you have a subscription model, you can just use the average lifespan of each buyer persona here) and plug them into this calculator!


The default for this calculator shows the monthly budget and ROI for SaaS-A-Frass, assuming that SaaS-A-Frass wants to produce $2,425,500 in new revenue from digital marketing each month and they’ve determined that to do that, they need their marketing efforts to produce 100 sales a month (90 Steves, 9 Mandys and 1 Edward).

Per our example, a new Steve pays $125/mo for an average of 14 months, a new Mandy pays $1,500/mo for an average of 48 months and a new Edward pays $15,000/mo for 108 months.

Plugging all of that into the calculator, SaaS-A-Frass will need to budget $348,300/mo to achieve their new lifetime revenue goals.

See? I told you this part is easy! To make things even better, you can use this calculator to calculate your overall digital marketing budget or you can pick a specific strategy and use it to figure out whether or not a given strategy makes sense for your business. For example, if you need a CAC of $75, but your average cost-per-click on AdWords is $25, AdWords may not be the right digital marketing channel for you.

Now, as you might imagine, this approach isn’t a perfect estimate of what it will take to hit your revenue goals. This calculator is only as accurate as the information you can give it. But, it’s a lot better than picking your monthly at random and hoping that digital marketing will produce the results you need.

How is Digital Marketing Different on Mobile?

As you can probably imagine, digital marketing on mobile is very different from digital marketing on desktop. These days, these differences are particularly important because smartphones are now the primary device people use to interact with the internet.

With 60% of internet activity taking place on mobile devices, the shift from desktop to mobile has had a profound effect on digital marketing.

Last year, Google Ads got rid of the sidebar ads on their results pages to create a consistent experience between mobile and desktop. Facebook Ads still shows sidebar ads on desktop, but only shows in-stream ads on mobile. Shorter blog posts outperform longer blog posts on mobile…and the list of differences goes on and on.

To be honest, in today’s digital marketing world, it’s a good idea to assume that people will encounter your marketing on mobile and then adapt your strategy for desktop as needed.

In addition to optimizing your ads for mobile, it’s also important to think about your site and landing page experience. Sure, your website might look beautiful on desktop, but if it’s impossible to navigate on mobile, you’ll end up alienating a significant percentage of your web traffic.

At a minimum, you should have a mobile-responsive website, but ideally, your mobile experience should be specifically designed to facilitate an effortless mobile experience (not just an adapted version of your desktop experience).

Whether most advertisers realize it or not, digital marketing is primarily a mobile experience now. The good news is, if you’re relatively new to digital marketing, you don’t have to worry about reinventing the wheel. You can start by coming up with compelling mobile advertisements and then adapt as needed for desktop.


Digital marketing is the marketing of the future. In addition to all of the benefits we’ve discussed throughout this article, you can track the results of your digital marketing efforts with incredible accuracy, which means it is easy to see which strategies are producing profitable results and which ones need some work.

Incidentally, if this article has convinced you that you need digital marketing (or need to up your digital marketing game), but you’d like some help identifying the right approach, let us know here or in the comments! We love helping businesses grow with digital marketing.

Did I miss something in this article? Have additional questions about digital marketing? Let me know in the comments!

Read More
David Enyi June 26, 2020 0 Comments