What goes on in a digital marketing specialist’s day? Helping businesses attract more leads and customers, setting inbound marketing strategies and more.
Nearly seven years after majoring in poetry, I find myself looking at Excel sheets and creating SmartArt versions of the digital marketing cycle, applying inbound marketing strategies that are attractive, delightful and non-instrusive. The journey has been long and, in retrospect, makes a lot of sense.
Delivering Experiences
From studying poetry, I learned to write effective copy, which I initially did. Surprisingly, it also taught me the value of great customer and Client services. U.S. Poet Laureate Robert Pinsky said:
A sentence is like a tune. A memorable sentence gives its emotion a melodic shape. You want to hear it again, say it—in a way, to hum it to yourself. You desire, if only in the sound studio of your imagination, to repeat the physical experience of that sentence.
Because of this, my day usually begins with coordinating with Clients, updating them on the latest results of our marketing efforts and letting them know that we are working to meet their branding needs.
Solving Problems
Whether it’s for a simple social media image or a full-scale campaign, I or one of the members of the inbound marketing team am always at hand to help improve creative work. Does this poster apply design thinking, i.e. does it speak to the brand’s customers? Does it make it easier for a Client’s social media followers to avail a discount or attend an event -- or is it just cute?
We can find out whether these solutions actually work with the help of analytics and A/B testing. We also sometimes create smaller campaigns to nurture potential customers who aren’t ready to make a purchase or sign a contract; this maximises our digital marketing efforts and provides businesses with a steady stream of leads in their pipeline.
Catch us at the start of every engagement and find us creating presentations, plotting each inbound marketing detail – from research on the brand’s buyer personas, to SEO analysis and recommendations, to a calendar of blog post topics, social media channels and posting frequencies, plans for email marketing campaigns to move customers through each step of the buying cycle, to suggestions for content marketing offers that provide value and information to a particular business’s customers. These offers vary from webinars, to infographics and eBooks.
Aligning Creatives
Once these presentations are ready, we meet with the rest of StraightArrow’s creative teams - designers, writers, social media managers, SEO specialists, analysts and web developers - to help them understand the Client’s goals, marketing message, and branding and to constantly make sure their creative output reflect these. This requires clear internal communication, a knowledge of their creative processes - from their turnaround times to their tools - and the occasional box of donuts to foster team spirit.
It then becomes a matter of following up on requests and following projects as they develop. Of course, in that eight-hour day, it’s always good to find a spot of poetry (and the all-essential cup of coffee!) to keep myself grounded as a creative.
If you think that managing attractive, delightful digital marketing campaigns puts you on the right career track, join our Inbound Marketing team at StraightArrow Corporation! Email your resume to hr@straightarrow.com.ph.
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