How to Write a Cover Letter for Marketing Jobs
When companies are looking to fill marketing jobs, they’re likely to scrutinise your cover letter and CV more than most. Marketing professionals need to be born communicators, with attention to detail, vision and specialist knowledge. If your cover letter comes across as generic or contains spelling and grammar mistakes, don’t expect to be called in for an interview.
It’s therefore sensible to spend a good amount of time on your cover letter – this is your opportunity to show why you’re the best qualified candidate, and what you could bring to their company.
If this is your first job or you haven’t written a cover letter in a while, it’s worth refreshing your memory on the best points to include. We’ve developed our marketing cover letter example to help you on your way.
How to write a marketing cover letter
Marketers know the importance of good messaging better than most. In many ways, your cover letter is literally a piece of marketing for yourself – so get the hiring manager intrigued with a great hook, make sure you focus on the benefits of having you work for their company and include a call to action that makes getting in touch hard to resist.
Build your personal brand narrative
As a marketing professional, you know that stories sell, and the same is true for you. Paint a picture of yourself as a marketer by explaining your particular strengths and showing what drives you. You don’t have to back everything up in the cover letter – your marketing CV can act as evidence – the important thing is to craft a story that leaves your reader dying to open that attachment.
Whether you’ve applying for a role that’s similar to what you’ve done before or something totally new, now’s the time to sit down with pen and paper and work out a coherent story.
Perhaps you’re applying for a job as a Digital Marketing Executive. Your cover letter needs to explain why you find SEO, content marketing and display advertising so fascinating while cherry-picking some key achievements in the field. Or maybe you’re applying for a Head of Marketing position in a B2C business but have only worked in the B2B sector until now – your cover letter needs to convey the message that you are able to bring a new perspective to the business.
As a professional marketer, you wouldn’t send out direct mails to any old address. The same logic applies to your marketing cover letter, except in this case your market is your potential new employer. The purpose of this research is for you to be able to show how your experience can complement and enhance what the company is already doing.
Spend a good couple of hours reading up about the company to get a feel for what they do and how they work. If you’re applying to work for an agency, learn who their clients are – especially any big-name brands. If you’re applying for in-house jobs, get a feel for who the customers are.
It’s also worth investing time in getting to grips with the company’s own marketing – do they advertise? Are they active on social media? What style and tone do they go for? What’s the wider strategy – how do the marketing, sales and operations functions work together?
Match your experiences to their needs
Just like in a typical marketing campaign, your marketing cover letter needs to show how the product (that’s you!) can respond to the customer’s needs. Your cover letter needs to show very clearly how you respond to the listed requirements with clear, empirical facts. Yet, it also needs to inspire and impress – to make them really see the value in investing in you.
Say you’re applying for a marketing role at a well-established business that’s looking to modernise its marketing activities. Yes, you want to mention your knowledge and experience of digital marketing, but you also need to excite and inspire. Give a concrete example of how you helped a similar business improve sales by 50% in nine months after the implementation of your new digital strategy.
Marketing training and qualifications
Not every marketing job requires a certificate from the CIM or even a degree – but if you have such a qualification it’s certainly worth shouting about. What’s more, since the world of marketing is constantly changing as new technologies are introduced, you should certainly mention any courses you’ve attended in fundamental SEO, social media or PPC, for example.
Show how you fit with their culture
Study the job ad and the company’s website to get a feel for the kind of culture they have, and the marketing that mirrors this. For instance, some marketing agencies will focus heavily on statistics – such as how many pairs of eyes saw their latest ad campaign, or the impact it had on quarterly sales. Mirror this kind of language in your cover letter, using solid facts to back it up.
On the other hand, some marketing departments talk much more about wider strategy. In this case draw on a case study of a marketing plan you developed for a previous employer, one that brought together teams across disciplines for maximum results.
This is all about showing you understand how they work and what is important to them.
Marketing cover letter example
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Re: Application for VT Games Marketing Manager role
Dear Mr. Kumar,
As a fluent Mandarin-speaker whose passion for online entertainment is only matched by my interest in boosting awareness for exciting brands, I believe I have what it takes to be a great asset to VT Games as a Marketing Manager.
With a career spanning three continents, I have extensive international experience and understand the complexities of promoting games and entertainment in different cultures (I am Australian of Chinese descent) – skills which I believe would be essential in the advertised position.
For example, during my time as Marketing Assistant at FYI Entertainment in Sydney, Australia, I helped develop the company’s marketing strategy as the business expanded into Asia. My highly structured plan generated wide awareness of their offering and resulted in 200,000 sign-ups in China and Taiwan for the company’s online streaming service, all within the first month of implementation.
I have just completed an advanced course in international marketing at the UK’s Chartered Institute of Marketing and this has provided me with invaluable theoretical knowledge which I am keen to put into action.
I believe I have the skills and experience to boost VT Gaming’s presence in in China and Taiwan – contact me today to discuss how we could work together.