Get busy learning,
or you won’t be busy at all.
You might think that’s a bit brutal, but the truth of the matter is that change happens exponentially fast. New technologies, new legislation and new trends rise and fall in weeks and months, not years and decades.
Let’s take just the past five years – we’ve had GDPR, Instagram, electric vehicles and brexit – all things that alone could have fundamentally changed the way marketers sell and share products.
That’s not just a list of search engine-friendly terms designed to hook people in off the internet (but actually it will help), not a list of buzzwords designed to make this article seem relevant (but actually it will help with that, too) – it’s four things that have been sea changes in the opportunities for marketing vehicles, both positive and negative.
In fact, SEO isn’t really a thing anymore. Things move so quickly that the previous paragraph is already out of date. Back in the dark ages of, oh, 2014, you could make a very tidy living as an SEO specialist, helping brands get their WordPress-based sites to the top of the rankings, thus guaranteeing visitors and revenue.
But just to really hammer home this point, SEO doesn’t work like that anymore. There is no ‘front page of Google’ now, there are, instead, 40,000,000 different front pages of Google. Search engines now take huge swathes of context into account when you search for something as simple as ‘new car deals’ into the bar.
They now factor in your location, age, history, prior searches, your theoretical income levels, whether you like watching videos or reading blogs, whether your previous search was ‘how much is a 1 series?’ or ‘How fast is a Ferrari?’. They look for your exact location based on GPS, to see who you’re near, and what online presence that dealership might have. All of this, and a thousand other things, happens in the blink of an eye.
That’s just in SEO, one small aspect of the modern digital landscape. So how do you keep ahead of every single trend and every change? You don’t. You can’t. You shouldn’t try.
Instead, you should work smarter, not harder. Use the experts and the analysis out there to keep ahead of the prevailing trends, and to clear out space in your brain by abandoning the things that aren’t working anymore.
Now, of course, we do want you to come and sign up for our training courses, which work whether you’re the sole marketing exec at a group, or part of a bigger team with wider responsibilities. But we’re also going to share some things that you should read, learn and sign up for as well.
Best of all, they’re all free.
What can you do to improve your digital marketing knowledge in 2018?
1) Google Academy for Ads – Search Certification
Why?
Because it’s Google, they own everything and they’re actually ruddy good at it, too. There’s no better way to learn about the capabilities for marketing than from the search engine with 80% of the market. Search is where purchase trends tend to start, so it’s a great foundation for your knowledge.
Who is it for?
This is a great introduction for new starters, and for execs and owners who’d like to have a broad landscape overview of the Google advertising options, but who perhaps aren’t going to be the everyday users of the platform.
Where?
https://landing.google.com/academyforads
2) Facebook Blueprint – Creative Inspiration
Why?
If Google own the search space, it’s no contest who owns social media – and that’s Mark Zuckerberg. With control over Facebook, Instagram and WhatsApp, they’re the kings of digital social. But having access to delivery is nothing without the content – and sometimes the hardest thing is getting the messaging right. This is why we recommend this bloc of courses.
Who is it for?
The everyday users, perhaps people who know how to run a campaign, but are looking to add some sparkle or inspiration. Want to know what the best of the best do, and improve your conversion and brand image? Sign up here
3) Hubspot Email Marketing
Why?
Because email is still the cheapest, easiest and often the most effective format of marketing. Others are more fun, but email should never be overlooked. It’s often done badly, or sporadically. A lead nurture campaign can deliver devastatingly good results if you do it properly. And Hubspot are a market leader in automation, so they have the stats to justify their opinions.
Who is it for?
With 10 courses, the early ones are great for an introduction for business owners and team leaders, while later ones cover lead nurture and GDPR in detail, making this a must for everyday users, planners and marketing managers as well.
Where?
https://academy.hubspot.com/courses/email-marketing
4) 8Cats Automotive Marketing Academy VIP Launch
Okay, this one is the soft sell. We’ve distilled over 9 years of digital expertise in automotive lead generation into one, easy to follow, step-by-step course that will teach you EXACTLY how get leads for your dealership.
We’re so confident that our digital marketing training will work, that if it doesn’t, you can have your money back. Yep, you read that right, if it doesn’t work or if you’re not happy, you can have 100% of your money back.
Who is it for?
Analytics and BI managers, content execs, social media managers, business owners and more.
Where?
https://www.8catsautomotive.com/academy/
