Want to be a Marketer? Here’s What No One Tells You

Who wouldn’t want to seize every opportunity to enhance their career, especially during the prime years of college? Many students enroll in marketing classes with the misconception that it’s simply about aesthetics—designing catchy ads and crafting witty captions. Suppose you want to be a marketer; that’s just not enough, and in some cases, that’s the purview of advertising and PR taught out of communications rather than marketing. So, let me assure you, that’s only a mere 5% of the job, especially if you aspire to be an in-demand digital marketer. The vast majority, a staggering 95%, is rooted in strategic thinking, psychological insights, and meticulous data analysis, as you can see in the image below. It’s about guiding clients away from misguided ideas and helping them understand the true potential of effective marketing. So, if you’re ready to dive deep, challenge your perceptions, and emerge as a marketing strategist, this is the path for you!

Marketing today is not just demanding—it’s an exhilarating arena that calls for multifaceted talents. Businesses are not looking for mere theoretical knowledge; they seek dynamic professionals who are like Swiss Army knives equipped to tackle diverse challenges. Imagine someone who can seamlessly crunch numbers while diving deep into human behavior, craft compelling copy that captivates audiences, and navigate the complexities of digital platforms, all without breaking a sweat. Yes, it’s a tall order, but that’s what makes a career in marketing not just rewarding but truly exciting. If you have these skills, you’re not just a candidate; you’re a game changer in the ever-evolving world of marketing!

If your goal is to secure a rewarding job, to be a marketer rather than simply accumulate a diploma that will collect dust, it’s essential to take the following steps.

How to be a marketer

Stop running from numbers

Hate math? As a business school professor with over 35 years of experience, I can tell you that students who recognize that a business degree offers a valuable future often choose marketing because they hate math. As harsh as it might sound, it’s too bad. Marketing is full of it. Every campaign, every ad, and every strategy is based on analyzing key metrics, developing insights, and making informed decisions based on that data. If a business is spending money on ads, they want to know precisely what they’re getting in return. That means tracking conversions from beginning to end, understanding engagement rates, and actually knowing what those numbers mean. In the old days of traditional marketing, we didn’t have these metrics, so we relied on theory and experience. In today’s digital world, we know precisely where each conversion originated, the process each consumer went through before making the conversion, and who they are. If you want to be a marketer, you need to understand reports like this one from Google Analytics.

While no one expects marketers to don the hat of a full-fledged statistician, mastering the art of reading and interpreting data is absolutely essential to your success. Imagine an ad that garners a staggering 50,000 views yet only earns two clicks and no conversions. Obviously, something is amiss. It’s the marketer’s responsibility to diagnose and rectify such issues rather than merely resigning to fate and hoping for a better outcome next time. Embracing powerful tools such as Google Analytics, social media insights, and marketing dashboards is not just beneficial; it’s a non-negotiable step towards achieving outstanding results in today’s competitive landscape.

A degree alone won’t cut it

Let’s confront a hard truth: in today’s fiercely competitive job market, merely possessing a marketing degree is no longer enough if you want to be a marketer. That’s especially true in most business schools, where students may take as few as four courses for a degree with a marketing focus. Almost no schools offer a true marketing major.  Graduates everywhere hold that same piece of paper. Still, your experience truly differentiates you from others who want to be a marketer, and most schools don’t have the courses or the professors capable of teaching applied marketing. This is where internships, freelance projects, side hustles, and real-world skills become essential. It’s not just about knowledge; it’s about showcasing your practical expertise.

By the same token, taking online courses in digital marketing, even obtaining a certificate, won’t help if you don’t also gain the theoretical concepts that underpin marketing and consumer behavior. If you want to be a marketer, you need both theory and practice.

Here are some ways you can gain that experience:

• managing social media for a local business or non-profit
• helping a friend promote their startup
• even launching your own blog to hone your marketing strategies

Each of these experiences not only builds your skill set but also makes you a more attractive candidate to potential employers. To truly stand out in a crowded field, you need to highlight these hands-on experiences that employers actively seek. Don’t just be another graduate; be the candidate who brings real-world solutions and proven capabilities to the table!

The stark difference between a marketing graduate who lands a job quickly and one who languishes for months in a cycle of applications is undeniable. The successful candidate showcases undeniable proof of skills, while the other merely submits a resume with no demonstration of their abilities. In today’s competitive job market, practical experience and tangible accomplishments matter far more than a list of qualifications. Stand out by proving your skills, not just stating them!

Learn SEO

If you want to be a marketer in 2025 and beyond, learning SEO (search engine optimization) is critical. Companies invest thousands of dollars in their quest to dominate Google rankings because they understand a fundamental truth: visibility equals revenue. In today’s digital age, if your business doesn’t appear near the top of search results pages, it’s as if it doesn’t exist. This brings us to the immense potential of mastering SEO – it’s a treasure trove of opportunities waiting to be unlocked. Every business is in dire need of skilled professionals who can expertly optimize content, strategically select the right keywords, and interpret the nuances of why Google elevates certain pages above the rest. Don’t miss out on this vital skill set that can propel businesses to greater heights!

Ideally, you’ll need to look into taking SEO courses from an online program or some colleges may even teach this course (I did as part of my graduate digital marketing program) since these can provide you with a serious leg up. But overall, just knowing how to drive organic traffic (aka free clicks) is a considerable skill that businesses value. And guess what? They’d rather hire someone who understands this than someone who only knows how to make “aesthetic” Instagram posts.

Writing isn’t optional, either

Think marketing is all visuals? Well, you need to think again. Remember this: words sell. Words persuade. Words turn casual browsers into paying customers. So, a campaign can have the best design in the world, but if the words are weak, nobody will buy anything.

Writing is not just about crafting novels; it’s about choosing the right words and using them effectively to drive consumers toward conversion. Understanding the decision-making process (like the one shown below), using persuasion effectively, and crafting a compelling story make a difference when it comes to making the sale. Whether it’s social media captions, persuasive ad copy, compelling website content, or impactful email marketing, each piece demands the ability to engage, convince, and convert your audience. Unsure of your writing skills? Don’t worry! The key is simple: practice. Keep pushing yourself to write, and you’ll see your confidence soar and your abilities blossom!

Personal branding matters

You’ve likely heard this since childhood, but it’s entirely true: employers actively Google candidates. This isn’t just a rumor; it’s a reality we can’t ignore. A robust personal brand is your ticket to demonstrating initiative, credibility, and undeniable expertise. Now, this doesn’t mean you need to transform into a TikTok influencer overnight. Instead, focus on maintaining a professional presence on social media and share valuable content that truly resonates. NOTHING on social media ever truly disappears, no matter how hard you try, so skip posting the pics from your friend’s bachelor party or your sorority mixer. By doing this, you position yourself as a standout candidate that employers will notice rather than someone who parties too hardy.

LinkedIn is an invaluable tool for your career. A well-optimized profile, combined with regular posts about industry trends and active engagement with professionals, can dramatically elevate your visibility and credibility. You can even publish content through LinkedIn Pulse to demonstrate your skills. Also, network with folks working in companies you aspire to and engage in discussions on LinkedIn groups related to marketing.

However, having a portfolio website takes it a step further. It allows you to showcase your work, case studies, and tangible results, providing undeniable evidence of your skills. Creating a portfolio online that shows off your best work is super easy with the drag-and-drop tools available on platforms like Wix (although never, ever use this when building a business website as you’ll be nearly invisible to searchers). Include a link and QR code (if printing resumes) on your resume to ensure recruiters can easily access it.

When a hiring manager is faced with two candidates—one with a strong online portfolio demonstrating their expertise and the other with nothing to show—the decision becomes crystal clear. Please don’t settle for less; let your achievements speak for themselves and give yourself the competitive edge you deserve.

Conclusion

If you want to be a marketer, don’t wait until you are near graduation. Work throughout your college career (or right after graduating from high school) to develop the skills that companies look for when hiring a marketing professional. Over time, scan the internet to see how the skills most demanded by companies change so you can prepare for these lucrative jobs. Places like Glassdoor are a great source of this type of information. Good luck!

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Hausman and Associates, the publisher of MKT Maven, is a full-service marketing agency operating at the intersection of marketing and digital media. Check out our full range of services.