Finding your feet in tech as a marketing and communications newbie

My path to tech marketing and communications began unconventionally. Despite possessing skills using popular marketing tools like Mailchimp, Brandwatch, Google Analytics, etc. I wasn’t aware of the high demand for my skill set in the tech industry. This led me to settle for average opportunities, unsure of where to specialise within the extremely vast marketing and communications landscape. (You can read my Linkedin article about niching down too early in your marketing career).

Looking back, I realise those initial missteps were stepping stones. Breaking into tech can be daunting, with its ever-evolving marketing stacks, diverse specialisations, and the pressure to impress recruiters without understanding their expectations, pheew!. But fear not, my dear marketing and communications newbies! Here are some actionable tips to help you land a tech role and attract high-value opportunities:

Take courses
Of course, this has to be first on the list. The marketing landscape is dynamic, and skills can become obsolete quickly, for instance, running Facebook Ads in 2020 is different from running Facebook Ads now, the platform has changed, and there are new skills you need. It is important to invest in short, intensive courses that allow you to apply your learnings immediately. Consider options like DMSI, Hubspot Academy, social media marketing courses on Coursera, Facebook, Advertising certifications, or Google Digital Marketing programmes.

Build your portfolio
Don’t wait for the “perfect” time to showcase your skills. Start building your portfolio right away!
Choose a user-friendly platform like Google Slides, Canva sites, a self-designed website, or explore Vzy.io for a creative touch.

Here’s what to include:
Projects: Briefly describe each project and your specific contributions.Visual Proof: Include screenshots, links, and other visuals to enhance your descriptions.

Quantify Your Impact: Go beyond simply stating you worked on a project. Demonstrate the impact you made using metrics or testimonials. Highlight Skills: Showcase your skills and link to relevant articles, videos, or projects to substantiate your claims.

Remember, your portfolio is a living document. Focus on consistently adding your work and skills to create a compelling narrative for recruiters.
Gain relevant tech experience: Volunteer or Intern

I know what you are thinking, but hold on! While unpaid internships or volunteer positions might seem unappealing, they are important for gaining relevant tech experience. Target startups – they’re often on the lookout for talented yet affordable marketing support. Pitch your services as a volunteer or intern, highlighting how your skills can benefit their team. You can find the CEO or HR staff on LinkedIn, and send them a cold pitch.
Wondering what your pitch should look like? I got you!

Craft a winning cold pitch
Here’s a sample cold pitch template to get you started:
Dear (Name), I am an entry-level marketing talent looking to support tech startups with my marketing and communication skills as an intern/volunteer.
I’ve recently completed (Course Name), which provided a strong foundation in (mention key skills learned). I also have some experience with (mention relevant experience, e.g., email marketing).

See link to my portfolio (Add link to your portfolio). I am available to discuss how my skills can support your marketing team to achieve business goals.
If you have need for my CV, I am happy to share with you.
Sincerely, (Your Name).

NB: This is only a sample, you can develop your cold pitch and tailor it to your unique tone or writing style. Take note of important parts of your pitch, (i), Your very short introduction also quickly positions you as someone who wants to support or add value. (ii), invitation to explore your portfolio or any document that shows your process, results and projects. (iii) notice of availability to chat further on the subject.

You may have also noticed that I only mentioned CV much later in the pitch, this is intentional as I believe in the power of showing and not just telling; Your CV tells, your Portfolio shows.

Build an employable personal brand
The importance of having an optimised LinkedIn profile cannot be overemphasised to professionals who are either seeking new opportunities or already have one and want to maximise the platform to build thought leadership or valued networks.

You must leverage LinkedIn to document your learning journey. Share updates on the courses you’re taking, what you’re learning, and how it’s impacting your development as a beginner.

Actively engage in discussions and showcase your writing skills. Remember, effective communication is a key asset in marketing.
Generally, you are considered a smart talent when you can express your thoughts through writing so write, write, write on LinkedIn!
You can be an employable talent but do not have an employable personal brand because your LinkedIn, (or even other social media platforms) does not show anything that proves that you can be an invaluable talent to recruiters.

Network like crazy: Tell your circle
When looking for opportunities in tech also endeavour to explore tech communities and events where you can widen your network, showcase your knowledge and skill on each marketing subject and also express your interest in exploring opportunities.

Imagine joining a community, adding so much value to the community by engaging and sharing the knowledge you have, and then letting them know you are seeking new opportunities, you will definitely get recommendations and referrals. Do not take this nugget for granted, as they say, your network is your net worth.

Don’t underestimate the power of your network! Let your friends, family, and professional connections know you’re seeking opportunities in tech. People often stumble upon opportunities without realising a friend or colleague might be the perfect fit. By speaking up, you open yourself up to potential referrals and hidden job openings.

Please do not feel embarrassed about telling people that you need opportunities. No man is an island, you should not stop yourself from getting ahead and finding your feet in tech just
because you fear judgement.

Brace up! rejection loading
So you may have sent in thousands of cold pitches, and the rejection emails are rolling in.
Worse of all the ghosting! While you might not receive a positive response from every company you reach out to, don’t be discouraged by rejection or the fact that you are getting ghosted. You have to refocus your mind to know that only one yes is needed. – landing just one job offer or internship or volunteer role is literally the break you need into tech. Brace up!

Believe in Yourself: You Got This!
You are deserving of more, so do not self-sabotage before the opportunity comes. By following the steps I have outlined in this article, you’ll be well on your way to landing your dream role in tech marketing and communications.

However, this cannot happen if you do not acknowledge your potential, silence those negative thoughts, and take control of your career path. The tech industry awaits your talent! Emmanuel is a marketing communications professional with a diverse range of experience spanning Fintech, Media and Adtech sectors.