Digital Marketing Certifications Are B$

Like every other profession these days, certifications for marketers are all the rage. Acting as the equivalent of modern-day, digital girl scout badges, certifications exist to supposedly validate our acquired knowledge. 

On its face, this seems like a good idea. After all, recruiters don’t actually know how much knowledge we have about a specific tool or subject. Much like a degree (which largely serves a similar purpose) certifications exist as a shorthand to showcase our acquired knowledge. 

The problem with certifications is that there’s no guarantee to validate real-world skills and experience. 

I’ve reviewed dozens of certification programs from the ‘self-styled’ gurus. I’ve sat in hundreds of webinars and courses they’ve put out – mostly out of curiosity – and have always been disappointed with how much practical knowledge they provide students. Should it be any wonder that their certification programs are just as poor?

That’s because these ‘gurus’ and companies aren’t out there to actually provide any real value. They exist purely to make money by selling courses and exams. 

Even when they are legit, many certifications are outdated or irrelevant. It’s just a sign of just how fast the industry moves. Considering how frequently paid advertising or SEO algorithms to get updated, does your certification from last year actually indicate how good of a marketer you are now?

What In-Demand Marketing Skills Really Matter

A few months ago I was in the process of offramping a client relationship and I was asked who should take over my role and manage paid advertising. 

To their surprise, I didn’t actually choose anyone from their marketing team. I choose the data specialist. 

Why? Because how you think about problems and how likely you are to have the right mindset for setting up tests, acquiring learnings, and iterating is more important than your ability to write copy, create images, conduct persona studies, or think about branding.

You can teach all of those skills. While you can teach mindset and ways of thinking, it’s much harder to mold someone’s brain than it is to teach them to use Canva.

Marketers who primarily move into the field of communications or journalism oftentimes lack the right mindset to achieve high-performing marketing or advertising campaigns. My experiences with recent grads who are coming from these majors are so bad, in fact, that I reckon that I can take any blue-collar salesman and turn him into a better marketer in just a week.

Certifications rarely focus on things like aptitude for strategic thinking, analysis, creativity, and problem-solving. These are aptitudes best demonstrated through real-world experience and results rather than a standardized internet test.

Focus On Your Digital Marketing Portfolio Instead.

The portfolio is more important than you can imagine. As a marketer, you shouldn’t spend too much time worrying about taking tests and earning certifications. Your focus should be on acquiring as much real-world knowledge and experience as possible. You should be a person ready to take on any challenge, filled to the brim with so much practical and strategic knowledge that you don’t flinch when you are presented with a new problem.

The only way to gain confidence in your own skills and abilities is to start marketing. Get your hands dirty. No certification will ever replace the confidence you’ll exude once you actually start getting results. Think you need a certification to pass an interview? Wrong. All you need is a portfolio and confidence.

How to Make a Digital Marketing Portfolio?

Everything which demonstrates your skills as a marketer. Take a look at the job posting and determine what types of metrics they’d be most interested in. Is it a B2B company? You might want to list your experience running lead ads and the performance metrics (along with vanity metrics) which you achieved for your best-performing lead ad campaign. Likewise, 

Likewise, if it’s a B2C app, then you should definitely add your cost per user, install, or any other metrics which you think could impress them.

One question I sometimes get is, “That’s all well and good but can I actually show screenshots from campaigns I’ve run?”

That depends. Did you sign a non-disclosure agreement? If yes, then absolutely not. If not, well, one way would be to block out any identifying information like ad campaign/ad group name (as well as the name of the ad account, of course) 

If you’re still wondering whether or not you can include it on your portfolio, just speak to your contact at the company and obtain permission. It might be a good time to ask for a recommendation letter anyways.

How Can I Get Hired as a Digital Marketer?

Chances are that if you read through this entire blog post you were curious about using marketing certifications to get hired or land the right client. Maybe you don’t have a whole lot of experience as a marketer and are looking to deepen your knowledge so you can increase your earnings.

I’ve been there. I was in your shoes once. 

And I’ve made the mistakes that all marketers make as they mature. 

Over the years I’ve coached dozens of junior-level marketers and have helped them level up their skills and perform at the top of their game. 

Nothing makes me happier than hearing that I’ve helped them avoid potential challenges and that I’ve changed their perspective on the profession.

That’s why I condensed all of my knowledge into the Marketing Ronin methodology. 

Want to know more? Just sign up for my newsletter below and I’ll send you a one-pager containing an overview of my methodology.