You know, it's funny how we often end up learning the most about ourselves when answering someone else's questions. That's what happened to me recently, during a conversation with a recruiter from an IT outsourcing company.
They threw a bunch of questions my way, and my responses turned into a bit of a career retrospective, highlighting the wild ride that digital marketing can be. Between sleepless nights fine-tuning marketing strategies and celebratory moments over a successful campaign, this career is a beast of its own kind.
So, I thought it'd be a kick to share the Q&A with you all. No sugarcoating, no business jargon – just real, down-to-earth answers. Maybe my experiences can give you a new perspective, a laugh, or even a sense of camaraderie. We're all navigating this wacky, wonderful digital marketing world together, after all. Here we go!
1. How long have you been working in B2B or B2C marketing (separately)? Which sphere do you prefer to work in?
- I began my career in B2B marketing in 2011 as a co-founder of an architectural studio, where I worked until 2015. Subsequently, I transitioned to B2C marketing at a clothing rental service and an Amazon retailer from 2018 to 2020. Currently, since 2020, I've been engaged again in B2B marketing. I see value in both spheres: while B2C tends to be more cost-effective and straightforward, I appreciate the challenge and complexity of B2B.
2. How much experience do you have in digital marketing within the IT sphere? Have you worked for IT outsourcing or outstaffing companies?
- My journey in the IT sector began in May 2020 with Efir Media, a web design studio that I helped evolve into a full-scale agency over three years. Within this timeframe, I've garnered two years of experience working with outsourcing and outstaffing firms such as Spiral Scout, which targets US enterprise clients, and Mitrix, a company focusing on tech startups from the US and Europe.
3. Can you share about your experience in digital marketing and some of your proudest achievements?
- As a self-taught professional, my experience spans various areas, including Social Media Marketing, PPC (pay-per-click campaigns), Content Marketing, Website and Conversion Optimization, and ROI optimization. My approach emphasizes empathy; I make a point to deeply understand our clients' perspectives, concerns, and objectives. Success, in my view, depends on thoughtful analysis, effective strategy formulation, and continuous optimization.
- Among my most rewarding experiences was the development of an automated marketing strategy for Efir Media, which continually attracts leads from various channels and markets, despite challenging circumstances. I am also proud of my work on a new brand for Spiral Scout, a project that received a Gold award at the New York Design Awards and allowed me to play a crucial role as product owner, liaising directly with design and development teams.
4. What KPIs do you use to measure the success of marketing initiatives?
- I rely on several key KPIs, such as the number and value of leads, their lifetime value, and their acquisition cost. Additionally, I monitor conversion rates to clients to refine sales strategy and website conversion rates to optimize the lead conversion process across various traffic channels. ROI (return on investment) and ROMI (return on marketing investment) are other metrics that reflect the accuracy of my expertise.
5. How large is your current marketing team and what is its structure?
- I work in synergy with developers, designers, sales managers, and C-level executives. Typically, my team comprises an SEO specialist, a SMM specialist, a Graphic designer, and at least one Copywriter. However, team structure is flexible and depends on the company's specific needs. I am comfortable managing diverse teams, as evidenced by my experience as a co-founder of an architectural studio, as a PPC and SEO lead at Aldico LLC, and at Spiral Scout where I collaborated with various departments.
6. What CRM tools have you used, and have you used Hubspot?
- While I have not used Hubspot, I am familiar with Pipedrive. However, I am open to learning and adopting new platforms as a self-driven professional.
7. What is the most challenging marketing project you have undertaken in the past year?
- The past year has been inherently challenging as the US and European markets are rapidly transforming. The onus is on companies to consistently provide and effectively communicate value to clients at every interaction. Consequently, we are in a constant process of adapting to the new reality, conducting research, testing hypotheses, and refining our understanding of our clients.
8. What experience do you have in social marketing, specifically on LinkedIn and Facebook?
- I began my career with Facebook content marketing, which allowed me to attract a high-profile client for our architectural studio. Currently, I leverage LinkedIn to generate leads for IT outsourcing and outstaffing companies and build brand awareness. With the aid of the Hotjar tool, I can see that potential clients are extensively researching companies via their social profiles, so even if direct conversions from social media are few, we notice many associated conversions. Thus, I place great emphasis on these marketing channels and focus particularly on content quality.
9. Do you have experience managing people or vendors?
- Absolutely. From my early days, I've adopted a leadership role, utilizing my social media presence to inspire confidence in others. I have managed teams of diverse specialists at an architectural studio and collaborated with various individuals, including influencers, models, photographers, and videographers, at a clothing rental service “SHKF”. I've also guided and managed a team of eight specialists at an Amazon retail company “Aldico LLC” and successfully collaborated with C-level executives at Efir, Spiral Scout, and Mitrix.
10. How do you stay organized and track multiple projects simultaneously? What are some of your favorite digital tools for organization, and why?
- As an entrepreneur, I understand that time is money, and I avoid wasting it. My role involves significant analysis and strategic thinking, for which I use Notes across various devices to stay connected with my team or supervisor at all times. Having significant remote work experience, I've honed my skills in estimation and implementation processes. I can manage minor delays due to collaborations, but I always ensure to follow-up on commitments and effectively manage time and deliverables. I'm familiar with tools like Trello, Jira, Asana, WorkSection, and Clockify.
11. Do you have experience working with designers on landing pages, ebooks, or working with copywriters for blog posts?
- Yes, indeed. I have collaborated closely with designers on creating landing pages and websites (get back to my achievements), as well as copywriters and technical writers on generating blog posts. I bring my personal experience to the table in creating social media posts and content plans, leveraging SEO keyword research and competitive backlink profiling to achieve superior results.
And there you have it! A hearty scoop of my digital marketing journey, sprinkled with the nitty-gritty of everyday challenges and triumphs. From my early days in B2B marketing, traversing the B2C world, and ultimately landing in the exciting realm of IT and digital marketing, it’s been quite a ride.
But remember, this isn’t just my story. It’s also the story of countless others working behind the scenes, trying to connect the dots between businesses and their audiences. It’s about wearing the customer's shoes, finding the right message, and delivering it through the right channel. It’s about analyzing, optimizing, and sometimes improvising. And most of all, it’s about learning and growing, day in and day out.
To the digital marketers out there, keep pushing, keep learning, and keep making your mark. Remember, behind every click, share, and like, there's a human being. Our job is to connect, to engage, and to make a difference. And for those of you who are just starting out or considering a leap into this world, buckle up! It’s a wild ride, but I promise you, it's worth it.
Stay tuned for more from my digital marketing world. Until next time, folks. Keep creating, keep hustling, and above all else, keep being you.
