Create an Effective Digital Marketing Portfolio in 2024
Summary
TLDRIn this insightful review, Ed, the Chief Marketing Officer at Career Foundry, evaluates digital marketing portfolios, emphasizing the importance of including a portfolio with job applications. He outlines six key components for an ideal portfolio: personal introduction, skills and services, familiar tools, work samples, proof points, and contact information. Ed stresses the need for portfolios to be purposeful, specific, and clear, reflecting on three diverse examples that demonstrate varying approaches to showcasing digital marketing expertise.
Takeaways
- 😀 Ed, the Chief Marketing Officer at Career Foundry, emphasizes the importance of digital marketing portfolios, highlighting that they give candidates a significant advantage.
- 📚 He suggests that an ideal digital marketing portfolio should include six key elements: professional identity, skills and services, tools and systems expertise, work samples, proof points, and contact details.
- 🎯 Ed advocates for a shift in the industry where every digital marketing application is accompanied by a portfolio, similar to how designers and developers submit portfolios.
- 🔍 When reviewing portfolios, Ed looks for three principles: purposefulness, specificity, and clarity, which help determine if the applicant is a good fit for the role and company.
- 🤔 The portfolio should demonstrate the applicant's understanding of the target company and role, whether it's a broad skill set for a small company or a more specific expertise for an established one.
- 📈 Ed stresses the importance of including proof points in a portfolio, such as marketing collateral, client testimonials, or data from successful campaigns, to showcase the impact of the applicant's work.
- 📘 He reviews three different digital marketing portfolios, noting the strengths and areas of improvement for each, such as the clarity of the portfolio's navigation and the depth of the project details provided.
- 💡 Ed appreciates portfolios that include video overviews of projects, as they offer context and depth, helping to understand the applicant's thought process and the results of their work.
- 📊 The inclusion of metrics and results in a portfolio is crucial, as it allows Ed to assess the impact of the applicant's marketing efforts and their understanding of those impacts.
- 🛠️ Portfolios should be intuitive and easy to navigate, with a clear hierarchy that guides the hiring manager to the most important or impressive projects first.
- 💼 Lastly, Ed encourages digital marketers to reflect on their work, as shown in one of the portfolios, demonstrating a willingness to learn and improve, which is highly valued in the industry.
Q & A
What is the primary role of Ed in the video?
-Ed is the Chief Marketing Officer at Career Foundry, responsible for reviewing digital marketing portfolios and hiring for various roles including designers, developers, product managers, and marketers.
Why is submitting a portfolio with a job application advantageous for digital marketers?
-Submitting a portfolio with a job application gives digital marketers a significant advantage as it allows hiring managers like Ed to review their past work and understand their experience, which is not as common in digital marketing applications compared to other roles like designers or developers.
What are the six key components that Ed suggests should be included in an ideal digital marketing portfolio?
-The six key components are: 1) Introduction about who you are, 2) The skills and services you provide, 3) The tools and systems you are familiar with, 4) Samples of your work, 5) Proof points such as testimonials or data from successful campaigns, and 6) Your contact details.
What are the three principles Ed looks for in a portfolio regardless of the profession?
-The three principles are: 1) Purposefulness - knowing the kind of company and role they are aiming for, 2) Specificity - being clear about the exact skill set and value provided, and 3) Clarity - ensuring the portfolio is presented in an intuitive and clear way.
What does Ed mean by 'purposeful' in the context of a portfolio?
-A 'purposeful' portfolio is one where the applicant knows the type of company and role they are targeting, such as whether they are aiming for a freelance or in-house role, and the size and nature of the company, which influences the content and presentation of the portfolio.
What is the importance of including 'proof points' in a portfolio according to Ed?
-Proof points are crucial as they provide tangible evidence of the applicant's work, such as marketing collateral, testimonials from clients, data points from successful campaigns, or a combination of these, which help validate the skills and experiences presented.
Why does Ed recommend including a mix of well-known and lesser-known company logos in a portfolio?
-Including a mix of company logos helps to showcase the breadth of the applicant's experience and avoids giving the impression that they only work with large, well-known companies. It can also reassure potential employers that the applicant would be interested in working with their size or type of company.
What does Ed suggest about the hierarchy of projects in a portfolio?
-Ed suggests that the most important or most impressive project should be front and center, with other projects ranked in a lower hierarchy. He recommends not featuring more than two or three projects to keep the hiring manager's attention focused.
What is the significance of including a case study in a portfolio, as per Ed's review?
-A case study in a portfolio provides a detailed account of a project, demonstrating the applicant's process, approach, and the results achieved. It helps hiring managers understand the applicant's work methodology and the impact of their work.
What feedback does Ed give on the importance of including personal reflections and project reports in a portfolio?
-Ed appreciates personal reflections and project reports as they show the applicant's ability to learn from their work, be responsive, and improve. This level of self-awareness and willingness to learn is highly valued in the hiring process.
What advice does Ed offer for those starting out in digital marketing and considering a career in this field?
-Ed recommends signing up for a free short course to understand if digital marketing is the right career choice. For those ready to start building their portfolio, he suggests the full Career Foundry digital marketing program, which helps beginners become job-ready and assists in job placement.
Outlines
📚 The Importance of Digital Marketing Portfolios
Ed, the Chief Marketing Officer at Career Foundry, emphasizes the value of digital marketing portfolios in the hiring process. He notes that while designers and developers commonly submit portfolios, only 20-30% of digital marketers do, giving them a significant advantage. Ed outlines six key components an ideal digital marketing portfolio should contain: professional identity, skills and services, familiar tools and systems, work samples, proof points, and contact information. He also highlights three principles a strong portfolio should fulfill: being purposeful, specific, and clear. Ed reviews portfolios with these criteria in mind, seeking evidence of a candidate's strategic approach, skill set, and industry fit.
🔍 Reviewing a SAS Copywriter's Portfolio
The review delves into a portfolio by Diana Mayfield, a SAS copywriter specializing in conversion-based copy. The portfolio effectively communicates her value proposition and showcases her work with recognizable brands like Drift, demonstrating her experience. It includes a mix of well-known and lesser-known companies, which appeals to a variety of employers. Ed appreciates the inclusion of proof points, such as company logos and video overviews of projects, which provide depth and context to her work. The portfolio also features clear navigation and a strong emphasis on results, aligning with the principles of being purposeful, specific, and clear.
🎮 Portfolio of a Games Industry Digital Marketing Manager
The portfolio for Victoria, a digital marketing manager with a games industry focus, is reviewed next. It stands out with its creative headline and emphasis on the marriage of creativity and data analytics. Victoria's portfolio includes a broad range of skills and services, with a focus on content creation and strategy. The portfolio features a mix of company logos and blog posts, indicating her involvement in content production and thought leadership within the industry. However, Ed notes a lack of clear navigation and a specific focus on the games industry, suggesting a need for more industry-specific examples to align with the portfolio's headline.
🌿 Green Gatherings' Product Launch Campaign
Adelina's portfolio centers on a single case study for a product launch of Green Gatherings, focusing on branding and content creation. The project showcases her comprehensive approach, starting with market analysis and continuing through to the creation of brand guidelines, messaging, and marketing materials. The portfolio details the unique value proposition of Green Gatherings and includes a product landing page, email campaign, and keyword analysis. It also features technical SEO optimization and reflections on the project, demonstrating a willingness to learn and adapt. While comprehensive, the portfolio could benefit from additional context and success metrics to fully convey the impact of the campaign.
🚀 Building a Digital Marketing Portfolio for Entry-Level Roles
The final portfolio reviewed is that of a recent digital marketing graduate looking to specialize in branding and content creation. The portfolio focuses on a product launch campaign, highlighting the importance of market research, target audience identification, and distribution channel selection. It includes a detailed approach to creating marketing materials and optimizing for conversions. The portfolio also provides a technical SEO analysis and an automated email flow, showcasing a broad understanding of digital marketing. While impressive, the portfolio could be enhanced with more visual explanations and specific success metrics to demonstrate the campaign's effectiveness.
🛠️ Tips for Building an Effective Digital Marketing Portfolio
Ed concludes the video with a summary of the key principles for building an effective digital marketing portfolio: being purposeful, specific, and clear. He commends the portfolios reviewed for adhering to these principles and encourages viewers to apply them when developing their own portfolios. Ed also invites viewers to explore more portfolios through a provided link and offers resources for those starting in digital marketing, including a free short course and the full Career Foundry digital marketing program. He encourages viewers to subscribe for more tips and to share their interests in further portfolio advice in the comments.
Mindmap
Keywords
💡Digital Marketing Portfolios
💡Chief Marketing Officer (CMO)
💡Professional Focus
💡Skills and Services
💡Proof Points
💡Purposeful
💡Specific
💡Clarity
💡Case Studies
💡Conversion Copy
💡SEO
💡Product Launch
Highlights
Ed, the Chief Marketing Officer at Career Foundry, emphasizes the importance of digital marketing portfolios for job applications.
Portfolios provide a significant advantage, as they allow hiring managers to assess past work and experience.
An ideal digital marketing portfolio should contain six key elements: professional identity, skills, tools, work samples, proof points, and contact details.
Portfolios should be purposeful, specific, and clear to effectively showcase an applicant's fit for a role.
Ed reviews three digital marketing portfolios, evaluating them based on the three principles of purpose, specificity, and clarity.
The first portfolio reviewed belongs to Diana Mayfield, a SAS copywriter with a focus on conversion-based copy.
Diana's portfolio effectively communicates her professional background and includes a mix of well-known and lesser-known company logos as proof points.
The portfolio includes video overviews of projects, providing depth and context to the work showcased.
Ed notes a discrepancy between the initial messaging and the services listed in the portfolio, suggesting a need for alignment.
The second portfolio belongs to Victoria, a digital marketing manager in the gaming industry, with a focus on creative strategies.
Victoria's portfolio includes social media templates and a strategy that could be useful for companies looking to improve their social media output.
Ed suggests that the portfolio could benefit from clearer navigation and a more defined focus on the gaming industry.
The third portfolio is from Adelina, who focuses on a single case study for a product launch, demonstrating a comprehensive understanding of digital marketing.
Adelina's project includes market analysis, brand guidelines, and a clear unique value proposition for the product launch.
The portfolio showcases a range of marketing materials, including a blog article with a conversion point, an email campaign, and keyword analysis.
Ed appreciates the reflections and project report in Adelina's portfolio, which demonstrate a willingness to learn and improve.
The review concludes with a summary of the importance of being purposeful, specific, and clear in a digital marketing portfolio.
Ed offers additional resources for those interested in digital marketing, including a free course and the full Career Foundry digital marketing program.
Transcripts
hi my name is Ed Chief marketing officer
here at career Foundry and today I've
been told I'm going to be reviewing
three digital marketing portfolios from
around the web
now my role as Chief marketing officer
I've interviewed for a broad range of
different jobs whether it's designers or
developers or product managers or
marketers and I find with a lot of the
different roles and techs such as
designers and developers they almost
always submit a portfolio with that
application and with digital marketing
applications typically it's more like 20
or 30 percent but those 20 or 30 percent
have a huge advantage over their peers
because obviously I can dive in to the
portfolio and really see the kind of
work they've done in the past and the
kind of experience that they've got so
for me this is a shift that I'd really
like to see in the digital marketing
industry that every time I get an
application there's also a portfolio
attached exactly the same way that as if
I get an application for a ux design
role or a UI design role then there's
always a portfolio to reference so that
begs the question what should an ideal
digital marketing portfolio actually
contain well I think it can be broken
down to six things first of all who you
are so this means a specific sentence
about your current professional focus
and maybe a couple of sentences about
your profession National background
secondly the kind of skills and services
you provide thirdly the kind of tools
and systems that you're acquainted with
or an expert in next up are samples of
your work and this could be from your
educational background it could be from
work that you've done for a freelance
client it could also be work that you've
done in-house potentially and this
generally makes up the body of the
portfolio and is the most important
thing as it's the thing that the hiring
manager and potential clients really
dive into to see how you work next up is
proof points and this can also take a
few different forms it could be the
actual marketing collateral that you
produced during these projects it could
be testimonials from Happy clients it
could also be data points from
successful campaigns or it could be a
mixture of all of those things and
finally the contact details so how is a
hiring manager or a potential freelance
client ideally going to reach out to you
so when I'm reviewing portfolios
regardless of the profession whether
it's a ux designer or web developer or a
digital marketer then I'm always looking
for three things or three principles
that are fulfilled
one of them is that it's purposeful
another that is specific and another
that it's clear so what does purposeful
mean purposeful means that the applicant
knows the kind of company and the kind
of role that they're aiming for are they
aiming for a freelance role or an
in-house role and the company that they
are applying to they're looking for
startups and small companies or
established companies because this is
really going to change the nature of the
portfolio they're going for a small
company for example you're probably
going to want to show off a broad skill
set and if you're aiming for a more
established company they're going to be
looking for much more specific more
fragmented roles and expertise in those
roles so the second principle is being
specific you want to be specific about
the exact skill set that you provide and
the value that you provide and
potentially also about the industry that
you want to get into so whether that's
edtech or econos again these factors
really influence the kind of messaging
that you have in your portfolio and
potentially the kind of projects that
you want to showcase as well and the
final principle is being clear or
Clarity just making sure that the
portfolio is presented in nice intuitive
and clear way and that it can be readily
navigated by the hiring manager if
there's any complexity or unnecessary
complexity there the hiring manager is
going to bounce and it's going to start
looking at other portfolios you have to
consider they might have 60 or 70 to
review for any application so now you
know as a hiring manager what I want to
see in a portfolio and the kind of
principles that underlie the production
of a good portfolio let's dive in and
look at our first sample
okay so I have a um career-friendly blog
post here entitled nine awesome
marketing portfolio examples to inspire
you uh what should I do next just uh
scroll down to the third one
so three of nine okay uh then they yeah
Diana Mayfield yeah just click on that
and just review it okay uh so I've hit
the the home page here on the index page
here I'm seeing emotional analytics I
mentioned the kind of purpose and uh
specificity is important
um here like I'd say emotional analytics
I mean marketing is all about marrying
the creative side with the analytical
side in order to do an impactful and
good job this really alludes to that so
it's kind of speaking to my my soul as a
marketer and then underneath I guess we
get a bit more specific I'm a SAS
copywriter who discovers what converts
so immediately I'm told uh saso software
as a service copywriter who discovered
so conversion based copy so we're
probably talking about website copy or
ad copy
and who discovers what converts two ways
of doing that potentially is kind of
upfront with qualitative research
um or off the back of uh of testing so
this is providing me with quite a lot of
information
and underneath I have some proof points
so some company logos I guess of the
companies that she's worked with and
here's a really nice mix actually
because drift is a company that's very
well known within the marketing industry
so that's a chatbot kind of invented
this category of conversational
marketing and the other companies I'm
not aware of I think but I have to say
that is a really good thing to have a
mix of companies some that are very well
known and some that are lesser known
because there's a company like career
Foundry that's 120 people or so we're
not obviously at the size of Google or
Facebook and if you only see those logos
that kind of uh might leave you a bit
starry-eyed then maybe we doubt whether
this person will have the interest of
working with us so this is a good start
if we scroll down we have this uh this
this this aspect that I think is super
important to include in the portfolios
who are you
um and here the simple way of doing it
obviously is to provide a photo a few
lines of the professional background we
don't have that so much until in terms
of the professional background but we
have the image and then we have a kind
of opinion uh or bold statement to open
up which is pretty eye-catching and
obviously it fits the copywriter so
listen up copy is powerful the ability
to disrupt your prospect stop them in
their tracks
maybe this uh already biases me towards
a certain kind of industry so it's more
kind of attention grabbing potentially
kind of aggressive messaging so I'm
thinking more e-commerce or something
like that as opposed to our industry
which is edtech which is more about kind
of gradual trust building and more of a
softer approach typically scrolling down
then we have the skills and services
provided so as I mentioned this is
something that's kind of bread and
butter for the portfolio and here
actually uh looking at this is a little
bit surprising because we're talking
about SEO web copy so this is longer
form also on the right hand side we have
guides that generate uh leads so again
longer form and then in the middle we
have outbound messages that get
responses so here uh this is potentially
more conversion oriented copy so here
for me based upon the kind of messaging
at the top of the page versus what's
here there's a little bit of a of a
conflict
um and I'm realizing now that the
services that she offers are broader
than first expected and as we scroll
down further perfect we have proof
points
um also BP of marketing someone with
status and credibility we scroll down
further
um then we see actually what look like
video overviews of the projects that
she's worked on
um maybe I can click into one of those
in a moment but that's fantastic because
I can really show you a lot of context
and a lot of depth and potentially the
kind of thinking that went into the
different projects now ultimately
through the portfolio you want to see
who this person is but you really want
to see and understand how they work to
get an idea of whether you would work
well together and then obviously you
want to see the results of the work and
all these things can be very readily
covered and communicated through through
videos and then finally ending up with
the social icons here
um one point is that I do actually often
click through to the social profiles
because I'm kind of interested
especially as a digital marketer whether
this person has built up a personal
brand and also I think it's a bit of a
negative sign if this person has their
social media profiles featured but has
done very little there so it's really
important just as a very specific
example to uh to have that attention to
detail throughout your portfolio
everything that is a link could be
clicked on so keep that keep that in
mind then if we scroll back up again we
have work samples case studies
testimonials I'm guessing it'd be
interesting to see what the difference
is between work samples and case studies
some case studies it's much more clearly
structured and shows our process if
that's the case then if both is featured
that's really really good and on this
page
uh we have a lot of different video
overviews one thing I'd recommend here
if you're building out your portfolio is
just to give the hiring manager a bit
more Direction and a bit more uh
hierarchy so what's the most important
or most impressive project what's the
the project that you're most proud of
and put that front and center and then
if you want to feature more projects I
don't think you need more than two or
three because the hiring manager isn't
typically going to go into more than
that but just put them a bit lower down
in the hierarchy however you want to
treat that in your your UI and maybe
provide a few sentences to explain why
this headline project is the headline
project then finally we click through to
the case studies perhaps if we click
through to one of these I would say or
conversion copywriting for travel perks
that's been featured a couple of times
and then we open up a PDF
and in this PDF we have increasing
conversions for Europe's fastest growing
SAS startup
so super interesting again this suggests
that she's used to working within a SAS
environment within a high Growth Company
already conversion focused so that's
um
really good background for coming into
other growth oriented companies and then
we have a description of the company a
description of the problem and then the
outcome so what happened afterwards and
really good we also have actual metrics
so what was actually achieved by making
these changes that's fantastic because
in any marketer you really want to see
the impact of their work
an understanding of that impact so what
led what action led to this impact so
this is really good and just one thing
one takeaway here is that I think any
case study needs to include
um a number of different steps it needs
to include the brief
um maybe a bit of information about the
company that you're that you're working
for as well and then it needs to include
the required outcomes of that project
and then basically the method and
approach that you took in order to
fulfill those required outcomes then
obviously the results so that could be
marketing collateral that could be the
the kind of images that you've generated
or video content but it could also be
the ads that you run or as we've seen
here the conversion copy implemented on
the website and ideally and what's also
really really good here the results as
well of those changes so just to wrap up
on that portfolio I think it I thought
it was really strong if I were looking
for someone to improve the conversion
copy across the website she would be a
great either applicant or in-house for
sure given all the experience with
different companies or a great
freelancer to work with
Okay so that's the the first portfolio
reviewed
um what should I do next
um which I really like more five or six
I mean we just did three three plus
three or six so could do six yeah go
ahead and click on it and just review it
for us
although five does look quite cool it's
a nice nice retro image there yeah
anyway let's move on to six that's uh
Victoria uh games industry digital
marketing manager so anyone in the games
industry obviously immediately this is
going to appeal to so have you you know
hiring or applying to a specific
industry then just dropping in something
like that right at the top immediately
thinks okay this this is the kind of
person I'm looking for this is more
specific and therefore more relevant
than someone that just puts digital
marketing manager if I'm in the games
industry and then uh we have the the
image so answering that question of who
you are to an extent
um and a headline making people disable
Adblock one ad at a time
um which is uh yeah has some personality
to it
um and has the the highlights on
disabled ad block these are all kind of
I know it shows a bit of creative
copywriting that captures attention it
points to a kind of particular pain
point of the digital marketing industry
and very likely specifically or or more
so for the games industry again no
expert in the games industry but I can
imagine that's a bit more of a problem
there so let's scroll down further this
is me uh well traveled with experience
of living in multiple countries so then
we have uh I guess a lot of cultural
awareness and diversity is what inspires
my work level things come or not so
they're really just setting the scene
um and here again the different areas
that I'm guessing she works on we have
that context scrolling down I create
engaging content and Empower companies
with creative strategies yeah
still at quite a broad level so I'm
still asking myself what's her area of
focus and what value can she provide
really specifically
um to my business yeah again we have the
marriage of creativity and data
analytics really pleasing to see that
kind of dichotomy or assume the
dichotomy coming up over and over again
do more than beautiful copies are more
than more than a copyright and study
measure continuously improve okay so you
have that analytical aspect also
referencing the kind of cyclical process
of digital marketing and of so many Tech
roles as well we can see projects and
collaborations
again here we have a few logos a bit of
low contrast there on the logo on the
background
and some blog posts as well I always
think it's cool if there's some kind of
content production also not only does it
show a kind of interest in content
production and in maybe building a
personal brand but it also suggests that
this person is trying to kind of stay at
the Forefront of their industry and
maybe even be a bit of a thought leader
in the industry as well navigation isn't
quite as clear I think as on the
previous site always good I think to
have that top nav because people are so
used to to going there to get where they
need to go if we enter the portfolio
section you can see some different
marketing collateral and then you can
see the various different projects that
she's worked on not so much hierarchy
here a little bit like in the the
previous portfolio as well
um always good just to help the hiring
manager and navigate them where they
need to go uh let's click on this
slightly kind of distorted Facebook logo
here
um my finally Financial uh creating
social media templates so this is
something that would be super useful for
a lot of companies to facilitate their
social media output and if we dive into
the first page of the case study then it
gives some context as to the aim so the
required outcomes they were looking for
someone to not only produce these
templates but also to generate a
strategy and do keyword research to be
honest like with the the connection
between good research and what looks
like Instagram content
is potentially a bit tenuous versus
other ways of doing research for
Instagram that might be a bit more
impactful looking at what other content
is really performing well in that
particular category what's gaining
traction which formats are working might
be an approach that I would take
um and then if we scroll down a little
bit further you see the different kind
of templates that she's created what I
like here I mean
everything looks very consistent there
seems to be a pattern behind what she's
doing
um and then she has a few words here
about the the kind of strategy that she
implemented
um and the result here is kind of very
generic the client was happy completely
believable but again especially with
social media that the data is quite
readily available once the strategy has
gone live so uh what was the result of
this what kind of optic engagement was
there uh how many followers maybe what's
the kind of before and after as we saw
in the previous portfolio would be
fantastic to see as well
um generally if we go back to the
portfolio site my feeling is uh that
this person
has this broader scope
um
and
one potential criticism is as I
mentioned it's kind of positive that she
was focused on the games industry in the
portfolio section that didn't seem to be
so much or so much that it was obvious
that was uh directly tied to the games
industry and I think that's obviously
quite quite important
um but yeah has this kind of broad scope
um so for a smaller company just
starting off
um could be a really interesting person
to bring on as a freelancer or a hire
um but doesn't show to me this level of
kind of specificity that we saw to a
larger extent in the previous portfolio
and definitely something as your career
develops that I'd really encourage that
you show off these kind of deep
expertise in one particular area in your
portfolio okay so that's uh that wraps
it up for that portfolio so I'll come
back to the to the blog post uh and then
you can tell me what uh
what I'm obliged to do next
okay so let's uh click through to
adelina's project so this is I guess a
little bit different to the portfolios
that we looked at before in the sense
that this really focuses on a single
case study or single project rather than
the entire portfolio introducing the the
person the digital marketer behind those
projects there are a few sentences here
um describing the backgrounds added in
this background that she used to be a
safety advisor has made this career
change into digital marketing graduated
back in 2021 why she decided to take the
career founder digital marketing program
then uh what she most enjoyed about it
and what she most enjoyed about creating
this portfolio project
and then what she wants to do in the
future and that's to uh get this Focus
or develop this focus on branding and
content creation so more by the sounds
of it on the kind of non-technical side
of marketing as opposed to the more kind
of uh rigidly performance or analytics
side
um so that's super interesting
background let's dive into the project
itself and see what it's all about if we
scroll down a little bit further we can
see that the portfolio project itself is
focused on a product launch for a
company called Green Gatherings front
launch is an interesting area to choose
because I think uh it's very different
to building a channel if you're building
organic traffic through a Blog you build
a kind of system that then just repeats
through a curse and when the product
launch is a little bit different because
you have to produce content that
increases awareness dramatically and
also
um inherently within it it kind of
increases excitement around this product
release and I think that's in many
always a lot more difficult to do than
building out these systems first of all
to give some context that looks like she
has a brand overview a few words about
green Gatherings
um even its position as a company and
apparently what they do
is produce a product line of sustainable
and biodegradable picnic supplies then
we have her approach so the fact that it
started with market analysis this is
fantastic shows that she's acquainted
with the process I'm laying down the
foundation of strong qualitative and
quantitative research again a few more
words about market research the target
market which seems pretty specifically
defined
um and also defining and this is super
interesting the ideal distribution
channels are the most popular platforms
because this immediately tells us okay
we're going to launch a product and
we're going to produce marketing
collateral which are the channels that
we want to go live on are not already
starting to shape this this early on in
the case study
then
um talking about some secondary or
third-party research industry research
obviously you don't have to do
everything yourself there's already
almost everything there's already a ton
of information uh carried out by
different companies different
institutions and things which is already
public on the internet that you can go
to to give you that Foundation then we
have the uvp unique value proposition of
green Gatherings which is to make
biodegradable products that are
accessible fun and give back to the
mother nature and are perfect for
picnics and outdoor gatherings
um brand guidelines and messaging so
this is all very clear nice color scheme
that obviously
harmonizes with their uvp
then some brand messaging information
by our personas so this is building on
the target market to personify it a
little bit to help with the creation of
that those marketing materials
then we have uh what looks like the kind
of marketing materials that she then
produced a long-form Blog article for
example
um and what's very nice also a
conversion point on that article is so
often missed when people write blog
articles the whole point of writing a
Blog article is to bring traffic next
question is what do you do with the
traffic often those two areas of a
company are siled so uh someone writes
the blog it brings traffic but then
nothing is done with that traffic
because the page itself isn't conversion
optimized so there's some good thought
going into this product landing page so
this is detailing the product itself an
email campaign to go with it and even a
keyword analysis as well difficulty
score is a super important metric and an
interesting metric to look at
essentially tells you the amount of
competition there is on certain keywords
but there's also red or relatively easy
to get metrics on on keyword volume and
things like that and how those two
interplay is quite important so that
would have been nice to see here to get
a more holistic perspective
and even here this is quite impressive
looking at technical SEO metrics by the
looks of it
um before and after it looks like
technical SEO optimization so this is
again a really broad reaching
um page view report in the spike maybe
uh is the point of the product launch so
as I mentioned that's kind of what
you're aiming for with a product launch
um it'd be nice to have a little bit
more context as to whether that's the
case with a bit more text to explain
that
here actually we have one example
welcome email
um an automated email flow I guess
and the emails themselves again really
nicely branded
okay here as I mentioned earlier on with
the first first portfolio there's
actually uh some Reflections so what
would have
um if she were to go back and do this
again then what would she do differently
um I think these kind of Reflections
whether you're an interview or in your
portfolio and things really show a level
of kind of responsiveness and
willingness to learn that's only
becoming more important
um in in our highs it's something that
we really really look for so if you can
demonstrate that up front in your
portfolio something really really
positive
and then a project report as well so
really showing that she's looking back
on uh the different deliverables what
was delivered and uh to what level of
success and off the back of that some
recommendations so this is super super
comprehensive
um and obviously it's really kind of an
end-to-end campaign that it looks like
she uh did individually which in itself
is impressive as well again I think uh
if I were to add to this a few
explanations
uh to help out with the visuals would be
good and then finally also if possible
um some of those success metrics some of
those metrics to give them more context
to what worked well so what were the
kind of email open rates uh what were
the purchases off the back of that if
it's possible to give that information
then it's always good to really detail
the impact but otherwise
um a really interesting project and I
think it shows a really broad range of
knowledge across digital marketing so
perfect for someone that's kind of
looking for that Junior stroke
entry-level role and is now choosing
which area they would like to specialize
in
that brings us to the end of the
portfolio reviews as you can see those
three principles that I mentioned before
are pretty important to be purposeful to
be specific to be clear I think the
three examples here did a really nice
job but you can see if you keep those
three principles in mind when you're
developing your portfolio then you might
avoid some
so if you want to check out those
portfolios and more then check the link
to the blog post in the description
below if you're just starting out in
digital marketing and are unsure if it's
the career for you we have a free short
course that I recommend you sign up to
and if you're at the stage already that
you know it's the career for you you're
ready to start building out your
portfolio then the full career Foundry
digital marketing program is perfect
because it takes you from beginner to
job ready and we help you land a job too
if you're enjoying this video be sure to
subscribe to the channel and if you want
more tips on how to build out your
digital marketing portfolio then just
let us know in the comments below and
last but not least check out this video
here to find out how I would start over
in the digital marketing industry if I
was starting from scratch all over again
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