Marketers get clients by showing non-marketers what they know. An impressive body of work or a wall of advanced degrees usually does the trick, but what if you’re just starting out? Those degrees and certifications are expensive, and P&G has yet to hire you to head the social media campaign for their newest mint-flavored dogfoodsoaprazor.
So, where to start? How about with two easy-to-acquire, cheap certifications with snazzy badges you can put on your Web site that are completely relevant to today’s marketing trends?
Google Analytics Conversion University and Google AdWords Learning Center provide easy access to Web based education that leads to the Google Analytics Individual Qualification and the Adwords Qualified Individual certifications.
The tests are $50 each – far less than the thousands you’ll pay for other certs. And, if you’re a determined, Web savvy individual, getting through these programs should be cinch (almost).
“I already know my way around these programs. Why bother?” you say.
Well, there are thousands of decision makers in businesses around the country that can barely use a mouse. They rely on the expertise of people like you to help them market their products in a technological landscape that they don’t understand. A certification isn’t necessary to consult on the use of Adwords and Analytics, but to someone that doesn’t know a thing about Web marketing it says, “This person is in the know.” (did I mention the cool badge?)
Developing yourself as a marketer is a land grab. These two certifications make a great first small plot.
Recently, I had the opportunity to hear from Peter Roberts, CEO of the Chicago based Jones Lang LaSalle Americas, about his rise to the top in one of the nation’s leading real estate investment and management companies. Though I pondered not attending the early breakfast presentation to continue enjoying the comforts of my new sheets, I’m glad I went. He had some wise words for his audience of young professionals and his closing four suggestions on how to succeed at your organization were incredibly valuable.
One point struck me, as it’s something that can make or break you in a job and is also incredibly difficult because requires a skill that many of us have yet to develop: managing your attitude under stress.
Mr. Robert’s called on listeners to breed confidence in superiors at work in order to remain top of mind when it’s time to draw straws for special projects or promotions, his reason being that if you become your manager’s go-to person, you’ll likely be the lucky duck.
Sound advice. Why is it so difficult? Because it requires you to be “always on”.
What’s “always on”? It’s being on point and ready to go every time you’re called on despite the negatives that may be going on in your life or the stressors that can sometimes make it hard to roll out of bed in the morning. Unfortunately, major career moves are often based on a single decision, and that decision is usually someone else’s to make. Maintaining the can-do attitude expected of a top performer will increase the likelihood that you’re on the business end of those decisions.
Luckily, attitude is a choice. Sure, it’s easy to be snarky when life gives you lemons, but that’s because focusing on the lemons is so much easier than thinking about what you’re going to do with those lemons (sorry, that saying is far too overused for me to actually finish it.)
Are you going to grumble all the way to work in the morning or be thankful for your job?
Will you focus on the last time you dropped the ball at work or move on and do it right next time?
If you’re unemployed, is a string of rejections going to make you quit or are you going to be self confident and persevere?
Focus on the right attitude and I guarantee it will manifest itself, even on your worst days. With a little practice, “always on” is easily attainable, and with it: easy progress.
Tip: When you need to regroup, focus on your desired mindset by writing it down. The pages of my To-Do book are littered with words like “gratitude” and “proactive”. It works.
