What should you include in a promotional marketing portfolio?

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A promotional marketing portfolio is a collection of your best work that showcases your skills, achievements, and value as a marketer. It can help you stand out from the competition, attract new clients, or land your dream job. But what should you include in a promotional marketing portfolio? Here are some tips to help you create a compelling and professional portfolio that reflects your personal brand and goals.

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Danny Asling

SaaS Marketing Leader | CMO | Advisor
Lili Lorenzo

Directora de Acto Voltaje : Consultora de estrategia digital & Digital Project Manager : Experta en mkt estratégico y…
Paul Mills

Helping SMEs Accelerate Growth with Fractional CMO Services ?? Marketing Leadership, Strategy, Analysis & Execution ??…

1 Define your niche

Before you start compiling your portfolio, you need to identify your target audience and niche. Who are you trying to impress or persuade with your portfolio? What kind of marketing services do you offer or specialize in? What are your unique selling points or strengths? Having a clear idea of your niche will help you select the most relevant and impressive projects to showcase in your portfolio.

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Lili Lorenzo

Directora de Acto Voltaje : Consultora de estrategia digital & Digital Project Manager : Experta en mkt estratégico y posicionamiento de marca : Linkedin Top Voice Next Gen
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Si quieres optimizar MUCHO tu presupuesto de marketing, crea campa?as enfocadas a nicho. Segmentos determinados, mensajes concretos, beneficios cualitativos y cuantitativos destacados desde los copys iniciales hasta la propuesta final. Esto sirve para toda la parte de captación de clientes digitales y es extrapolable al proceso comercial. Crea un porfolio por nicho. Determina cuáles son sus necesidades y problemas. Identifica proyectos anteriores en los que hayas participado, que tengan una problemática similar. Destaca beneficios cuantitativos y cualitativos que obtuvieron de tu participación. Copy, copy, copy. Venta.

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Wabiner Douglas Ferrinho

LinkedIn Top Voice | Marketing | Consumer Behavior | E-commerce | Leadership | Entrepreneurship | Digital Business | Growth Hacking | Product Head | Innovation | Ux Design | ForbesBLK
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Defining your niche can be a challenging task, as marketing is a broad area and most professionals are interested in more than one area. For example, I entered university with a focus on Brand and Product Development and today I study much more about consumer behavior. So define your niche, create an impressive portfolio, and showcase your best work in your chosen areas of expertise.

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2 Choose your format

Next, you need to decide how you want to present your portfolio. You can create a digital portfolio using a website, a blog, a social media platform, or an online tool like Behance or Dribbble. You can also create a physical portfolio using a binder, a folder, or a book. The format you choose should depend on your niche, your preferences, and your audience's expectations. For example, if you are a web designer or a social media marketer, a digital portfolio might be more suitable and convenient than a physical one.

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Lili Lorenzo

Directora de Acto Voltaje : Consultora de estrategia digital & Digital Project Manager : Experta en mkt estratégico y posicionamiento de marca : Linkedin Top Voice Next Gen
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Un porfolio debe tener un formato vivo que te permita actualizarlo de forma recurrente. Mi consejo es que determines el formato en función de lo que hagas y cómo quieres que te luzca, teniendo en cuenta que a?adiendo puntos de interacción ayudarás a mantener el tiempo de permanencia en ese espacio. Dicho esto, optimiza, agiliza y no te compliques. La originalidad siempre sale bien, y ser original a veces es mandar un whatsapp adecuado. Si no puedes hacerlo perfecto, al menos hazlo raro. ;)

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3 Select your projects

Now, you need to select the projects that you want to include in your portfolio. You should choose the projects that demonstrate your skills, creativity, results, and diversity. You should also consider the relevance and recency of your projects. For example, if you are applying for a job in a specific industry or niche, you should include projects that relate to that field or sector. If you are showcasing your portfolio to a potential client, you should include projects that match their needs or goals. You should also update your portfolio regularly and remove any outdated or irrelevant projects.

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Alain Rétière-Lehideux

Fondateur | Création, Optimisation et Gestion des ventes sur Amazon et les Marketplaces en B2B,B2C et D2C.
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Le projet mis en avant doit être basé sur des innovations ou des nouvelles tendances, ou sur un ROI prouvable sur des techniques plus anciennes. Dans tous les cas il doit attirer l attention pour pouvoir sortir du lot en utilisant les 3 composantes suivantes : le Story telling, l apport de la preuve et des visuels.

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4 Write your descriptions

After you have selected your projects, you need to write clear and concise descriptions for each one. Your descriptions should explain the context, the objectives, the strategies, the outcomes, and the feedback of each project. You should also highlight your role, your contributions, and your skills in each project. Your descriptions should be factual, specific, and quantifiable. For example, instead of saying "I increased sales with a campaign", you should say "I created and executed a campaign that generated a 25% increase in sales in three months".

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5 Add your testimonials

Another way to enhance your portfolio is to add testimonials from your previous or current clients, employers, or colleagues. Testimonials can provide social proof and credibility to your portfolio and showcase your reputation and professionalism. You should ask for testimonials from people who can vouch for your work quality, your results, and your personality. You should also use testimonials that are specific, positive, and relevant to your niche or goals.

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Danny Asling

SaaS Marketing Leader | CMO | Advisor
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The (sole) purpose of any testimonial is to build trust. To remove any barriers, to throw out any doubts, and to persuade someone to move forward. A one-liner is fine. However, the most effective testimonials involve a story. Showing the reader how you created a positive change in the world. Telling them about how you discovered the root cause of the problem, came up with a solution, and helped someone execute a better plan. It’s a positive change. One that the reader is trying to solve today. This helps them visualise a better path with YOU as the catalyst for that change. The best marketers embrace this with their own testimonials because they know we’re all wired for story.

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Paul Mills

Helping SMEs Accelerate Growth with Fractional CMO Services ?? Marketing Leadership, Strategy, Analysis & Execution ?? Mentorship & Training ?? Fellow of the Chartered Institute of Marketing ?? Founder, VCMO
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When capturing the testimonial, the questions you ask should provide answers that directly relate back to the functional, emotional and ethical benefits your organisation promises to deliver. You also need to ask questions where the answers correlate with your company values.

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Lili Lorenzo

Directora de Acto Voltaje : Consultora de estrategia digital & Digital Project Manager : Experta en mkt estratégico y posicionamiento de marca : Linkedin Top Voice Next Gen
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A veces es complicado visualizar si un proveedor es adecuado para nosotros o no. Una forma de determinar este match es leyendo rese?as de clientes anteriores y sentirse identificado por uno de ellos. Traslado el ejemplo a un producto físico. Si tienes mascota y buscas una aspiradora, tendrá mucho impacto en ti una rese?a que cuente que tiene una mascota, compró esa aspiradora, y fue genial. Define tus servicios core, determina un beneficio concreto y pídele a tus clientes que hagan una recomendación, facilitándole algunas frases que podría incluir en ella. (Spoiler: A?adirán esas frases con algún extra).

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6 Showcase your personality

Finally, you should showcase your personality and style in your portfolio. You should use your portfolio as an opportunity to express your personal brand, your values, and your vision as a marketer. You should also use your portfolio to show your passion, your enthusiasm, and your motivation for marketing. You can do this by adding a bio, a photo, a video, a logo, a tagline, or a mission statement to your portfolio. You can also use a consistent and appealing design, color scheme, font, and tone for your portfolio.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What should you include in a promotional marketing portfolio?

1

2

3

4

5

6

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1 Define your niche

2 Choose your format

3 Select your projects

4 Write your descriptions

5 Add your testimonials

6 Showcase your personality

7 Here’s what else to consider

Marketing

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What should you include in a promotional marketing portfolio?

1

2

3

4

5

6

7

1 Define your niche

2 Choose your format

3 Select your projects

4 Write your descriptions

5 Add your testimonials

6 Showcase your personality

7 Here’s what else to consider

Marketing

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