How to Create a Kick-Ass Digital Marketing Portfolio

CATEGORY: Branding | Communication | Digital Marketing | Marketing | Strategy

Digital Marketers often find it difficult to create a portfolio that accurately showcases their skills and capabilities. 

This is because their work is not easily captured in writing or with visuals but is, rather, thinking-based. Other reasons include the fact that sharing campaign details may breach client agreements. It can also be complex to compile a comprehensive portfolio that highlights their proficiency in different areas of digital marketing.

But What Even is a Digital Marketing Portfolio?

A digital marketing portfolio is a well-curated collection of campaigns, initiatives, and digital marketing work that a digital marketer or marketing agency has overseen, managed, or worked on. It enables people to assess the marketer’s skills, creativity, and the tangible impact of their work in the digital marketing field.

Breaking it Down – What Elements Make up a Digital Marketing Portfolio?

A digital marketing portfolio comprises a combination of visual elements (images), informative content (documents and descriptions), and, optionally, personal statements. These components work together to showcase the marketer’s skills, expertise, and achievements in digital marketing. The elements include:


  • Images: Digital marketing portfolios often feature visuals, such as screenshots of ads, social media posts, or campaign graphics. These images help provide a visual representation of your work and the creative aspect of your campaigns.


  • Documents: Documents in a digital marketing portfolio may include case studies, reports, or strategy documents. These materials offer in-depth insights into your approach, goals, and results for specific campaigns, demonstrating your analytical and planning skills.


  • Descriptions: Each piece in the portfolio should be accompanied by descriptions. These descriptions explain the context, objectives, and strategies used in the marketing projects. They provide a narrative that helps viewers understand the purpose and impact of the work.


  • Personal Statements: While not always included, personal statements are optional sections where you can introduce yourself, share your philosophy, and express your passion for digital marketing. This allows you to connect with the audience on a more personal level and convey their enthusiasm for the field.


  • Contact Information: your contact information allows potential clients and employers to get in touch with you. It typically includes your email address, phone number, LinkedIn profile, and social media links.

Piecing it Together- What Formats Can I Use to  Create a Digital Marketing Portfolio?

A digital marketing portfolio can exist in different formats. Here are some common formats you can use to showcase your work in a digital marketing portfolio:


  • Website or Blog: Creating a dedicated website or blog for your portfolio is a popular and versatile option. You can include case studies, visuals, descriptions, and contact information. Content management systems like WordPress, Wix, or Squarespace can help you build your portfolio site.


  • PDF Document: A well-designed PDF document can serve as a downloadable or shareable portfolio. It’s a convenient format for sending your portfolio to potential clients or employers via email.


  • Social Media Profiles: Some digital marketers use their LinkedIn, Facebook, or Instagram profiles to showcase their work. These platforms allow you to post images, descriptions, and links to your campaigns or articles.


  • Slide Deck or Presentation: Tools like PowerPoint or Google Slides can be used to create a visually appealing presentation that highlights your digital marketing projects. You can share this as a downloadable document or present it in meetings.


  • Online Portfolio Platforms: There are specialized online portfolio platforms like Behance, Dribbble, or Portfoliobox that are designed for showcasing creative work, including digital marketing projects.


  • Video Portfolio: You can create a video portfolio using platforms like YouTube or Vimeo, where you discuss your campaigns, show results, and explain your strategies. This format is particularly engaging and can showcase your presentation skills.


  • Interactive PDF or e-book: You can create interactive PDFs or e-books that include multimedia elements like videos, interactive links, and dynamic content to make your portfolio more engaging.


  • Google Sites: Google Sites is a simple and free website-building platform that allows you to create a basic online portfolio with ease.


  • Printed Portfolio: While less common in the digital age, some professionals create printed portfolios to present in face-to-face meetings or interviews.


What KPIs Should I Include in my Digital Marketing Portfolio?

When discussing your work in your digital marketing portfolio, you should consider including a range of relevant metrics to showcase the effectiveness of your campaigns. The specific metrics you highlight will depend on the goals and objectives of each project, but here are some common metrics to consider:

Traffic Metrics:

  • Website Traffic: Include data on the number of visitors, page views, and unique visitors to demonstrate your ability to drive traffic to a website.
  • Bounce Rate: Highlight a low bounce rate as an indicator of user engagement and content quality.

Conversion Metrics:

  • Conversion Rate: Showcase the percentage of visitors who took a desired action, such as making a purchase, filling out a form, or signing up for a newsletter.
  • Cost per Conversion: Discuss the efficiency of your advertising campaigns by presenting the cost associated with each conversion.

Email Marketing Metrics:

  • Open Rate: Demonstrate your email marketing campaign’s success by revealing the percentage of recipients who opened your emails.
  • Click-Through Rate (CTR): Highlight the CTR, which indicates how many people clicked on links within your emails.

Social Media Metrics:

  • Follower Growth: Discuss the increase in the number of followers on social media platforms to show your ability to build an audience.
  • Engagement Metrics: Include likes, shares, comments, and retweets to emphasize your ability to create engaging content.

Content Marketing Metrics:

  • Page Views: Showcase how many views your blog posts or content pieces have received.
  • Time on Page: Highlight a longer time on a page as an indicator of content quality and reader engagement.

Paid Advertising Metrics:

  • Click-Through Rate (CTR): Emphasize a high CTR to show the effectiveness of your ad copy and design.
  • Return on Ad Spend (ROAS): Discuss the return on investment from your advertising campaigns, which is particularly relevant in paid search and display advertising.

SEO Metrics:

  • Organic Traffic: Present the increase in organic search traffic as a result of your SEO efforts.
  • Keyword Rankings: Share improvements in search engine rankings for important keywords.

ROI Metrics:

  • Return on Investment (ROI): Discuss the overall return on investment, considering all costs and revenue generated by your digital marketing efforts.
  • Customer Acquisition Cost (CAC): Include CAC figures to demonstrate your ability to acquire customers efficiently.

A/B Testing Results:

Present the results of A/B tests that show the impact of different strategies on user behavior and conversion rates.

  • Audience Demographics and Insights: Include insights on the target audience, such as demographics, interests, and behaviors, which can demonstrate your ability to understand and target the right audience.

Customer Retention Metrics:

  • Customer Lifetime Value (CLV): Highlight how your strategies contribute to increasing the long-term value of customers.


How To Present These KPIs in Your Digital Marketing Portfolio

A good approach to showcase these KPIs is using the S-T-A-R approach. The STAR approach is a structured method for effectively communicating results and accomplishments. It stands for Situation, Task, Action, and Result. 


Here’s how you can apply the STAR approach to showcase your skills and outcomes based on the metrics mentioned in your digital marketing portfolio:


Situation (S): Start by setting the stage. Describe the context or situation in which you applied your digital marketing skills. Explain the objectives and challenges of the project.


For example: “In a highly competitive e-commerce market, our client was struggling to generate organic traffic to their website.”


Task (T): Explain the specific tasks and goals you were assigned or chose to take on within this situation. What were you trying to achieve in your digital marketing campaign?


For example: “My task was to develop and execute an SEO strategy to improve the website’s search engine rankings and increase organic traffic.”


Action (A): Describe the actions you took to address the task at hand. Highlight the strategies, tactics, and techniques you employed. This is where you showcase your skills and expertise.

For example: “I conducted in-depth keyword research, optimized on-page SEO elements, and created high-quality, relevant content. Additionally, I implemented a link-building strategy to improve the website’s authority.”


Result (R): This is the most critical part of the STAR approach. Discuss the outcomes and results of your actions. Use specific metrics and data to demonstrate the success of your campaign.


For example: “As a result of these efforts, we saw a 40% increase in organic traffic over six months, with a 20% improvement in keyword rankings. The website’s bounce rate decreased by 15%, and we achieved a 10% increase in conversion rates. This led to a 60% growth in online sales, resulting in a significant return on investment.”


The STAR approach provides a structured and compelling narrative that not only showcases your digital marketing skills but also clearly communicates the impact of your work. It is also essential to include relevant metrics and concrete results, as it offers tangible evidence of your expertise and your ability to drive digital marketing success.

Step-By-Step Guide to Creating a Kick-Ass Digital Marketing Portfolio

Creating a simple digital marketing portfolio is a great way to showcase your skills and achievements. Here’s a step-by-step guide to help you get started:


  • Define Your Objectives

Determine the purpose of your portfolio. Are you looking to attract clients, secure a job, or collaborate with others? Understanding your goals will guide your portfolio creation.


  • Collect Your Work

Gather digital marketing materials that demonstrate your skills. This can include campaign visuals, reports, social media posts, articles, and any relevant content.


  • Select a Format

Choose a format for your portfolio. Consider options like a website, PDF document, or social media profile based on your goals and resources.


  • Create a Structure

Plan the layout and structure of your portfolio. Organize your work into sections, such as “Case Studies,” “Campaigns,” “Skills,” and “Contact Information.”


  • Design Your Portfolio

Design your portfolio using the chosen format. If you’re creating a website, select a user-friendly platform and a professional theme. Ensure it’s visually appealing and easy to navigate.


  • Add Work Samples

Start populating your portfolio with your work samples. Include visuals, descriptions, and, if possible, results or key metrics for each project. Highlight your best and most relevant work.

  • Write Descriptions

For each work sample, write concise yet informative descriptions. Explain the project’s objectives, strategies, your role, and any notable results achieved. (Use the STAR approach).


  • Include Contact Information

Ensure your portfolio includes contact information. This should include your email address, LinkedIn profile, or a contact form if you have a portfolio website.


  • Test and Review

Carefully review your portfolio to check for errors, broken links, or inconsistencies. Make sure it aligns with your objectives and presents your work effectively.


  • Publish and Share

Once you’re satisfied with your portfolio, publish it or make it accessible to your intended audience. Share the link or PDF with potential clients, employers, or collaborators.


  • Promote Your Portfolio

Actively promote your portfolio. Share it on your social media profiles, website, or in your email signature. Network with peers in the industry and ask for feedback.


  • Keep It Updated

Regularly update your portfolio with new work and achievements. A current and relevant portfolio demonstrates your ongoing growth and expertise.


What Platforms Can I Use to Create My Digital Marketing Portfolio?

Depending on your goals and the type of digital marketing work you want to showcase, here are different platforms you can use to create a stunning digital marketing portfolio:

1. Website or Blog Platforms:


  • WordPress: A highly customizable platform that allows you to create a dedicated portfolio website with various themes and plugins.
  • Wix: An easy-to-use website builder that offers visually appealing templates for creating an online portfolio.
  • Squarespace: Known for its elegant and professional templates, Squarespace is great for building a stylish portfolio site.

2. PDF Document Creation:


  • Adobe InDesign: A professional desktop publishing software for creating visually stunning PDF portfolios.
  • Canva: A user-friendly design tool with templates for creating visually appealing PDFs, suitable for a digital marketing portfolio.

3. Social Media Profiles:


  • LinkedIn: A professional social networking platform where you can showcase your digital marketing work in the “Featured” section of your profile.
  • Facebook Page: If you have a professional Facebook page, you can post your marketing materials there and link to it from your portfolio.

4. Online Portfolio Platforms:


  • Behance: A platform for creative professionals to showcase their work, including digital marketing campaigns and visuals.
  • Dribbble: Primarily for designers, Dribbble can be used to showcase design elements of your digital marketing work.
  • Portfoliobox: A platform designed for creating online portfolios, suitable for various formats, including images and documents.

5. Slide Decks and Presentations:


  • PowerPoint or Google Slides: These widely used tools allow you to create visual presentations highlighting your marketing projects.
  • Prezi: A unique and visually engaging presentation tool that can make your portfolio stand out.


What to do next? Check out portfolio design inspirations on Behance, Dribbble, Pinterest or Awwwards to get you started. After that, start creating your digital marketing portfolio. You got this. 💪💪💪