PAY PER CLICK (PPC) 2
Target Market Research: Career Changers
For this LinkedIn campaign, the target audience is Career Changers who want to learn to be Digital Marketers so they can transition into working remotely. This is because the Digital Marketing job is an ideal fit for that lifestyle.
How career changers are perfect prospects for JobPrepped
Career Changers can be from any profession, any seniority position, and can be any age.
Internships are not readily available to Career Changers because to qualify, they have to be enrolled in a college or university program.
College education may not be necessary because Career Changers have plenty of work experience and transferable skills. They will add on JobPrepped training to their professional and life skills. Digital marketing evolves continuously and requires on-going learning, so employers are interested in demonstrable skills, not just paper qualifications.
Career Changers may be from any job-type or job description, and LinkedIn Groups "looking for work" "digital nomads" "remote work" etc... groups may be something to target.
"Most people start their digital nomad journey at 29. Ironically, the average age of burnout is 32 years old with most people starting to feel the negative effects of corporate work-life balance at the age of 29. "
- www.twoticketsanywhere.com
The primary target for this campaign, is the 29-39 age group, the largest age-group for potential career changer prospects (47% of digital nomads are in this age group!). However, it is recognized that anyone in their 30's on up are candidates with the means, time, life situation and inclination to want to start a new career better aligned with their desired lifestyle goals.
These candidates will most likely be from professional settings who can add JobPrepped Digital Marketing training to their existing experience and transferrable skills. They are more likely to have some form of higher education. "According to an online survey conducted in 2022 in the United States, one third of LinkedIn users held a bachelor degree or equivalent. Additionally, 23 percent of LinkedIn users in the U.S. held a masters degree or equivalent.Mar 7, 2023" - LinkedIn
The pain points addressed here are
a) the need to quickly learn Digital Marketing skills to qualify for an entry-level position
b) get a new remote Digital Marketing role
c) to meet their work-life balance goals
LinkedIn Target Audience
Who is your target audience?
Include people who have ANY of the following attributes:
Fields of Study that may indicate they have the professional skills to make an easy transition to Digital Marketing, but their areas of study as a Career Changer could be anything:
BUSINESS, MARKETING, SALES, GRAPHIC DESIGN, EDUCATION, JOURNALISM, NURSING, HEALTH, HEALTH ADMINISTRATION, COLLEGE PROFESSOR, OFFICE ADMINISTRATION, BUSINESS ADMINISTRATION, EXECUTIVE ASSISTANT, PERSONAL ASSISTANT, TECHNICAL SCHOOL, CUSTOMER SERVICE, ACCOUNT MANAGEMENT, PROJECT MANAGEMENT, GOVERNMENT ADMINISTRATION, ARTS AND DESIGN, EDUCATION, MEDIA AND COMMUNICATION, OPERATIONS, INFORMATION TECHNOLOGY, ENTREPRENEURSHIP, CONSULTING, RESEARCH, MANAGEMENT, REAL ESTATE, LAW, LEGAL ADMINISTRATION, INSURANCE, LIBERAL ARTS
AND also have ANY of the following attributes:
Education/Degrees
Some College, Associates Degree, Technical Associates Degree, Bachelor's Degree, Higher Professional Degrees (Nursing, Teaching, etc...) All higher degrees.
AND also have ANY of the following attributes:
Job Seniorities - NONE
Any job title on LinkedIn might wish to change careers and learn Digital Marketing. For this sample, we don't want specific titles, occupations or business types narrowing the reach.
Where is your target audience?
By country, separately: United States
Also consider Canada, United Kingdom, Australia (English native speakers)
Exclude Locations (Permanent)
None.
AND also have ANY of the following attributes:
Member Traits - This can be a separate campaign on its own. Too narrow for this search.
Job Seekers, In training, Looking for work, ready to hire, changing careers, job changers, remote worker
Groups: keywords include digital nomads, remote work, work from home, digital marketing remote
AND also have ANY of the following attributes:
Member Age - 29+
If this sample size is too broad, the "hot" age for career dissatisfaction in an office is 29-39 and is the largest group of digital nomads currently (47% of digital nomads).
AND also have ANY of the following attributes:
Job Functions - ANY
LinkedIn Groups: This campaign target audience for LinkedIn Groups was a keyword search for Remote Work, Digital Nomad, Work From Home, in LinkedIn groups, and the campaign size only resulted in about 13,000 members in the United States alone. (LinkedIn recommends at least 60,000 for a good campaign but perhaps this could be a good smaller target to focus on a brand awareness campaign amongst remote and remote-wanna-be US workers).
A JobPrepped PPC Google Network retargeted display ad popped up on Digital Nomad Explorer while I was researching this target market!
Research
Percentage of Digital Nomads by Age
https://www.twoticketsanywhere.com/digital-nomad-statistics/
20 to 29 14%
30 to 39 47%
40 to 49 16%
50 to 59 19%
60 to 69 3%
70 and above 1%
Digital Nomad Age Statistics
https://blog.gitnux.com/digital-nomad-statistics
"Nearly half of all digital nomads worldwide are in their 30s, according to Statista. The survey also showed that the age range of 40-59 was well-represented, making up 35% of digital nomads globally.
The younger generations, Gen Z (17%) and Millennials (47%), comprise most digital nomads, as they generally have more location flexibility due to their life stage. Gen X’s share stayed stable in 2022 at 23%".
The Older Digital Nomad
https://digitalnomadexplorer.com/is-it-possible-to-be-a-digital-nomad-when-you-are-older/
"However, the reality of the matter is more people are seeking to embrace technology and rethink life after retirement. Older people are no longer happy with a boring and uneventful life after retirement. Most of them want to see and witness new experiences before their bodies call it a day. As digital nomadism becomes even more popular, the diversity within this group of professionals is increasing by the day. "
Examples of the older over 50 career changer: Empty-Nesters, retired military, realtors, teachers, nurses, and similar "burned out" professions.
Best US Cities to work remotely
https://nomadfinanceandfreedom.com/best-us-cities-for-digital-nomads/
1. Pensacola, FL
2. Charleston, SC
3. Ashville, NC
4, Austin, TX
5. Brooklyn, NY
... and more.
https://www.earthtrekkers.com/best-places-to-work-remotely-in-the-usa/
1. Boulder, CO
2. Austin, TX
3. Seattle, WA
4. Boston, MA
... and more.
A broad assumption is that familiarity and comfort level with the remote lifestyle in these "hip" cities and states means there are others who live there that want this remote lifestyle too. Remote work is accepted. Perhaps target these areas familiar with and accepting of a remote job.