How to Get Started in Marketing (without a Degree)

Marketing stands as a pivotal force driving brand awareness, customer engagement, and ultimately, business success. Whether it’s through digital platforms, traditional media, or innovative guerrilla tactics, effective marketing strategies can catapult a brand from obscurity to market dominance. However, the pathway into this dynamic field might seem daunting, especially for those who don’t hold a formal degree in marketing.

Yet, the essence of marketing—communication, creativity, and understanding consumer behavior—does not confine itself within the walls of academia. In fact, many of the most successful marketers have forged their paths through self-learning, practical experience, and an unyielding passion for connecting products with people. If you’re enthusiastic about marketing but lack a formal degree, take heart. The internet has democratized access to learning and opportunities, making it possible for anyone motivated enough to build a successful career in marketing from the ground up.

This guide is tailored for the self-starter, eager to dive into the marketing world with or without academic credentials. It’s a roadmap through which you can navigate, learn, and apply marketing principles in real-world scenarios, carving out a niche for yourself in this bustling industry. The path may not be conventional, but the opportunities are boundless for those willing to explore!

Table of Contents

1. Learn the Basics of Marketing

If you’re a self-learner, a very highly valued trait in this field, then you’re in luck. There are loads of ways to learn the basics of marketing through free online courses and resources provided by the broader marketing community. There are also books and podcasts if that’s more your speed.

Free Resources and Online Courses

Coursera & edX: Both platforms offer free courses from universities around the world. You can learn everything from digital marketing basics to advanced strategies. Courses like “Introduction to Marketing” by the University of Pennsylvania (on Coursera) or “Digital Marketing Strategy” by the University of Edinburgh (on edX) are great places to start.
Google Digital Garage: Google offers free courses that are perfect for beginners. Their “Fundamentals of Digital Marketing” course is accredited by The Open University and Interactive Advertising Bureau Europe.
HubSpot Academy: Known for its inbound marketing and sales platform, HubSpot provides free courses on a variety of topics including content marketing, social media strategy, and email marketing.

Recommended Books

“This Is Marketing” by Seth Godin: A must-read for anyone interested in marketing. Godin focuses on the importance of building trust and creating value.
“Made to Stick” by Chip Heath and Dan Heath: This book explores why some ideas thrive while others die, providing valuable insights into creating compelling messages.
“Contagious: How to Build Word of Mouth in the Digital Age” by Jonah Berger: Berger examines why certain information spreads more than others and how to craft content that people will share.

Podcasts on Marketing Principles

The GaryVee Audio Experience: Gary Vaynerchuk shares advice on marketing, social media, and entrepreneurship, delivering it in his signature high-energy style.
Marketing Over Coffee: A weekly podcast that covers both classic and new marketing. Its conversational style makes complex topics more accessible.
The Digital Marketing Podcast: Hosted by Ciaran Rogers and Daniel Rowles, this podcast offers insights into current marketing trends and digital marketing techniques.

2. Build Practical Skills Through Online Platforms

Some of the main marketing and analytics platforms offer free or affordable courses that cover essential tools and strategies used by marketing professionals worldwide. Many of these also offer certifications, which can also help bolster your resume.

Google Analytics is vital for understanding website traffic and customer behavior. Google’s own Analytics Academy provides comprehensive training to help you become proficient in analyzing data and making informed decisions.
Meta Blueprint offers courses on leveraging Facebook’s vast network for marketing. From creating effective Facebook ads to analyzing their performance, Blueprint covers everything you need to know to use Facebook, Instagram, and WhatsApp to your advantage.
HubSpot Academy specializes in inbound marketing, sales, and customer service training. With courses on content marketing, email marketing, and social media strategies, HubSpot Academy is an invaluable resource for learning how to attract and engage customers.

3. Create a Personal Brand

A strong personal brand not only showcases your expertise and passion but also opens up opportunities for networking, freelancing, and employment.

Social media platforms are powerful tools for building and promoting your personal brand. By consistently sharing your insights, experiences, and predictions about the marketing industry on platforms like LinkedIn, Twitter, and Instagram, you can attract a following of like-minded professionals and potential clients. Engaging with your audience through comments and messages can further establish your reputation as a knowledgeable and approachable figure in the marketing world.

Launching a blog or YouTube channel is an effective way to demonstrate your marketing acumen. Not only does it serve as a portfolio of your work, but it also provides a platform for sharing detailed case studies, tutorials, and opinions on the latest marketing trends. By producing valuable content that helps others, you position yourself as an expert in your field. Plus, these platforms offer the added benefit of improving your SEO and content creation skills, critical components of digital marketing.

4. Freelance!

Gaining practical experience is essential, and freelancing offers a flexible path to accumulate this valuable experience, especially for those entering marketing without a traditional degree. Freelance projects can help you apply your skills in real-world scenarios, diversify your portfolio, and even specialize in niche areas of marketing.

Platforms like Upwork, Freelancer, and Fiverr are excellent starting points for finding freelance marketing projects. These sites cater to a wide range of marketing tasks, from social media management and content creation to SEO and email marketing. To get started, create a detailed profile highlighting your skills, experiences, and any relevant coursework or certifications. Initially, you might need to bid lower to win projects and build your reputation on these platforms. However, as you gather positive reviews and expand your portfolio, you can gradually increase your rates.

5. Network with Marketing Professionals

Platforms like LinkedIn and Reddit host a variety of marketing groups and communities where professionals share their experiences, advice, and industry news. By actively participating in these groups, you can gain valuable knowledge, ask questions, and connect with individuals who can support your career growth. LinkedIn groups are particularly useful for professional networking, while Reddit communities can offer more candid insights and discussions on specific marketing topics.

Marketing events and conferences are excellent opportunities to learn from leading experts and network with peers. Many of these events have shifted to virtual formats, making them more accessible to a global audience. Attend webinars, workshops, and panel discussions to stay updated with the latest marketing trends and technologies. Make an effort to engage with speakers and participants through Q&A sessions, social media, or event networking platforms. In-person events, when possible, provide a more direct way to establish connections, exchange business cards, and discuss potential collaborations or job opportunities.

6. Consider Certification Programs

We mentioned it briefly earlier, but it’s worth mentioning again. Certification programs can play a big role in bridging the gap between self-taught skills and formal education. They provide proof of your knowledge and proficiency in various marketing tools and strategies, which can be particularly valuable for those without a degree in marketing. This could be valuable to prospective hirers if you’re looking for agency work or to potential clients if you’re a freelancer.

There are several key certifications that can boost your career in marketing. The Google Ads Certification demonstrates your expertise in online advertising, covering everything from basic concepts to advanced strategies across Google Search, Display, and YouTube. The Facebook Certified Marketing Professional program offers credentials that validate your ability to create and manage ads across Facebook’s platforms, including Instagram and Messenger. Both certifications are recognized by employers worldwide and can significantly enhance your resume.

While hands-on experience is invaluable, certifications provide an additional layer of credibility. They signal to potential employers or clients that you have a recognized level of expertise in specific areas of marketing. Certifications can also keep you up-to-date on the latest tools and changes in the digital marketing landscape, ensuring that your skills remain relevant. Furthermore, the process of obtaining these certifications often involves rigorous training and examination, which can deepen your understanding of key marketing concepts and strategies.