If you feel lonely as a digital marketer, you are not alone.
According to an ongoing survey conducted by CareerExplorer, marketing managers rate their career happiness at 3.1 out of 5 stars, which puts them at the bottom 40% of careers.
Why would a job that involves the most entertaining and fun aspects of business, that being growth, change, and interaction between business and customer, lead to such an unsatisfactory rating?
Further, how could a job that is perfectly suited for remote working still rate so low?
Why Marketers Are Unhappy
There are lots of reasons why someone could be unhappy with their job, but for now, let’s focus on the five core factors that generated a 3.1 star rating for marketing management. We’ll expand it a bit to accommodate soloprenuers/consultants and marketing agency owners as well:
Compensation & Revenue
Marketing Compensation & Revenue
Marketing Managers aren’t happy with their salary, even though they rate very high according to CareerExplorer’s survey. With an average of $135,000, marketing managers are the highest among similar careers like management consultants, investment fund managers, online merchants, operation managers, advertising managers, human resource managers, and project managers.
On the marketing business side, marketing agency revenue has continued to increase as well. According to Statista, digital advertising agency revenue grew from $5.69 billion in 2012 to $30.6 billion in 2022, an increase of 437% over 20 years (22% average annual increase).
Even so, they’re not happy!
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Do marketing managers find their work meaningful? Most of them don’t according to the survey. They ranked meaningfulness at 2.7 out of 5 stars.
How about the personality fit of people who are marketing managers? According to the survey, marketing managers rank fit as 3.8 out of 5 stars. Not bad considering! Still not great.
What about the work environment of marketing managers? That’s not bad as well, with a rating of 3.5 out of 5 stars. Even so, it could be better.
Finally, let’s talk about skill utilization. Do marketing managers feel that they’re using their skills to an adequate degree? They have skill utilization a 3.5 out of 5 stars. Again, not bad but not great either.
Overall, marketing professionals are missing on a lot of the key factors that lead to job and life satisfaction. Could there be a root cause for the disconnection?
Why the Marketing Profession is Awesome
We now have some insights into why the marketing profession may not be ideal, now let’s examine why it’s a really, really good job for some people. Let’s use those same survey factors to discuss.
Marketing Compensation & Revenue
Marketers make GOOD money. The survey by CareerExplorer said $135,000 average, which sounded high to me, however, Salary.com confirmed the range with the median being $113,582. No matter how you look at it, that is a great paycheck.
This is an abstract measure, but I think marketers have a huge opportunity to find meaning in marketing. Your job directly impacts the success of businesses. Businesses provide goods and services for their customers, while also providing paychecks for 47.5% of the population of the USA. What’s more meaningful than helping 58.9 million people to get paychecks?
The marketing profession is perfect for people who like networking, extroverts that like building relationships, number-heads who love analytics, creatives who like constantly creating new media, attention-seekers who love interacting with audiences, and business people who like money. If your personality fits into any of those groups, you can find a good fit with marketing.
Marketers to work pretty much anywhere, PLUS there are tons of networking groups, expos, masterminds, courses, and other events to attend all year long all over the planet. You can work from home, work at an office, travel to clients’ locations, or take your laptop to the beach. A marketer can create their own work environment if they want to!
Few professions utilize a more dynamic list of skills than marketing. From technical to analytical to creative to relational, marketing requires the utilization of vast, complex, and evolving skillsets. You will never get bored with a marketing career because you never know what you’re going to need to know next. Better yet, you have the opportunity to create entirely new skillsets that no one has even considered before!
Loneliness is Bad for Productivity
With all that said, why are marketers still unhappy? I believe that the majority of marketers are more socially-minded than your average person. They crave connection between people. That could be connection with other marketers, connection between companies and their customers, and connection between owners and marketing professionals.
Problem is that since marketers can work anywhere, they often default to working remotely. As of mid-2022, Linkedin reported that jobs offering “remote work” increased 457% year over year. Remote working for marketing roles working remotely increased 177% in just the first half of 2022.
What do you get when you have primarily “social” people working remotely? You get lonely, and loneliness hurts productivity, creativity, and health.
Research by Dr. Vivek Murthy showed that loneliness and depression cost employers $44 billion a year. A study of remote workers found that one in five said “loneliness” was their biggest struggle.
So, while marketers are generally well paid and provided with challenging work that engages their personalities, they are faced with loneliness which greatly impairs work satisfaction. How do we fix the issue?
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How to Fix Lonely Marketer Syndrome
The fix may seem obvious, but it is usually missed or approached too casually in most cases. Marketers need to become part of marketing communities. Not just any communities however, the ones that will truly impact their business and mindset will have the following characteristics:
#1: Formal Education Systems
Ideally, your community should have a proven set of frameworks that other marketers (preferably hundreds or even thousands) have used to succeed.
#2: In-Person & Online Events
Online events are great, but if there is no planned in-person event, you’re going to be missing an important part of connecting with others: seeing them “for real.” Your new community should have plans for in-person meeting opportunities, even if it’s just once a year.
#3: Broad & Narrow Specialty Groups
If you can find a network with a significant amount of people in your specific marketing niche, great! Just note that they should also be connected to broader topics so that you can learn more about interacting with entire marketing teams, not just people do the exact same work as you do.
#4: An Established History
Brand new groups are great, but there’s nothing worse than committing to a brand and having it disappear on you. Ideally, look for marketer communities that have been around for at least 5 years, but preferably longer.
#5: A Hierarchy for Ascension
The best communities provide opportunities for their members to grow and contribute, with the possibility of becoming a thought-leader, teacher, or contributor to the knowledge contained within an organization. Look for groups that have positions, awards, and prizes for top community members.
Where to Find the Right Marketer Community
Lucky for you, you’re already on the right website! DigitalMarketer has been growing their marketer community since 2008. With over 120,000 marketers completing courses, thousands of contributors, and over 1 million email subscribers, DigitalMarketer is the community of choice for marketers in over 60 different countries.
Whether you’re a beginner looking for your first certification with a Lab Membership, an agency owner looking to scale with our Certified Partner network, or a successful business owner looking to scale with the M3 Mastermind, DigitalMarketer is the place to be.
This afternoon, HubSpot announced it would be making cuts in its workforce during Q1 2023. In a Securities and Exchange Commission filing it put the scale of the cuts at 7%. This would mean losing around 500 employees from its workforce of over 7,000.
The reasons cited were a downward trend in business and a “faster deceleration” than expected following positive growth during the pandemic.
Layoffs follow swift growth. Indeed, the layoffs need to be seen against the background of very rapid growth at the company. The size of the workforce at HubSpot grew over 40% between the end of 2020 and today.
In 2022 it announced a major expansion of its international presence with new operations in Spain and the Netherlands and a plan to expand its Canadian presence in 2023.
Why we care. The current cool down in the martech space, and in tech generally, does need to be seen in the context of startling leaps forward made under pandemic conditions. As the importance of digital marketing and the digital environment in general grew at an unprecedented rate, vendors saw opportunities for growth.
The world is re-adjusting. We may not be seeing a bubble burst, but we are seeing a bubble undergoing some slight but predictable deflation.
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.
He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.
Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
Happy customers love to share their experience, but sometimes they need some encouragement to do so. The cool thing is, once they do, they become even more loyal to your brand.
So, at this stage of the Customer Value Journey, ask people to share their positive experience with your brand by writing a review or sharing a social media post.
Once you get to stage seven, the Customer Value Journey is going to get a whole lot easier for you. This stage is all about learning your customer’s experience, and building up your testimonial database.
The most important part of this step is asking these four questions.
What Was Your Life Like Before Finding Our Solutions? What Challenges Were You Facing That Caused You to Consider Us?
These questions are great not only because it gives you some really good stories, but because it gives you some insight on how you can provide similar prospects with that AHA moment. Understanding the average day of your clients is important in reflecting on your Customer Value Journey, and helps you understand what really set you apart from your competitors.
What Key Features Had the Biggest and/or Fastest Impact?
Not only is this going to get you to really specific stories, you will understand the specific things you provided that gave the biggest impact. The answers to these questions will not only give you great insight and testimonials, it will provide you with ideas for new lead magnets. This part is a new Entry Point Offer goldmine!
What Has Been the Impact or Results in Your Life or Business Since Using Our Product or Service?
This is a fairly broad question, and that’s why we put it after the others. You will have already gotten all of the specifics out of the way with #1 & #2. But when you ask this question, this is where you get the most valuable stories. You can use this part as testimonials, as an order form, as a sales page, this part is testimonial gold.
If You Were Asked to Justify this Purchase to Your Boss or a Friend, What Would You Say?
This is our favorite question by far. If you had to go back in time and justify this purchase, what would you say? I promise you what we’re going to find is a lot of great ideas for the jobs that your product or service has done. You’ll get a lot of great ideas for your core message canvas. This question is about backfilling all of the assets that you may not have. Here you’re going directly to the customer who are already happy, and using their justifications to help you sell to new customers.
Hopefully you now understand just how valuable the Advocate stage could be, as well as the key questions you need to ask to get your customers talking. Here’s how it works for our example companies.
When it comes to fashion we all love to show off our outfits. So a good example for Hazel & Hems would be to have customers write reviews for a discount code or points towards their next purchase.
Better yet, follow up with the customers to ask them to share and tag themselves wearing the items in a social media post and providing them with something valuable as a reward.
For Cyrus & Clark Media, hopping on zoom meetings or a streaming service for live talks about them and their business could generate valuable awareness for them, and a live case study for the agency. They can use the questions Ryan provided during this lesson to conduct the interview.