Posted by: Sarah Hurd | Posted on: February 20th, 2015 | 0 Comments
I don’t know where the time has gone, but my internship has come to a close. These last few months have been quite the adventure and I’ve learned so much about myself, both professionally and personally. I’m so thankful to the Marketing Works team for coming along side of me, patiently showing me the ropes and constantly pushing me to grow. I walked into this internship with a goal of getting my hands dirty and gaining real word experiences. I was so eager to see what this whole agency life was all about, and I can say that I have more than accomplished that goal!
Today, I want to share some of my experiences and three specific lessons I have learned:
- Language. The first thing that comes to mind is learning that marketing is so much more than just an industry and the “Mad Men” references people tend to throw around. Rather, marketing is a language. In school I learned an abundance of fascinating information and if you ever need to know about the history and psychology behind a communication theory, I’m your girl. However, this did not fully prepare me for life in the “real world.” I remember walking into my first Monday morning meeting and thinking, “wait a minute, what did they say?” Today, I feel more comfortable with the marketing language, social media, building a spreadsheet and taking care of daily detail-oriented tasks that were once intimidating to me. Conversations have become much more natural to me and marketing terms and best practices have become more like second nature.
- Confidence and initiative. The second core lesson I’ve learned is confidence and taking initiative in my professional life. When I tell people about this internship, I like to say I’m making a professional investment. I’m not only learning a great deal about the marketing industry and the nitty-gritty details that happen every day, but I’m gaining insight about myself in a professional setting. I remember my first interview. Sandy (our President) told me “Google is your best friend!” She couldn’t have been more right. I’ve learned to take the initiative to find out answers for myself. I’m confident I can manage multiple projects, prioritize my time and even find solutions when instructions are more open. Although it was intimidating at first, being thrown into the daily tasks and being trusted with projects has helped me find my own confidence.
- Working with a team. Finally, working with a team. Growing up I never really did sports or student counsel so I never got that team experience. Looking back, I always felt like I missed out on something really cool. Here at Marketing Works I’ve been able to experience being on a team — what it’s like to have people depend on you to get your work done and to be present in the moment with them. Your work is not just your own anymore, rather, you have people depending on you to arrive on time, be on task, be honest and accountable for your work and even provide insight and ideas. It’s been very rewarding and I’m so thankful I have finally had the opportunity to experience all the great things working on a team has to offer.
If I were to give one piece of advice to future interns, I would encourage you to boldly take advantage of every opportunity that comes your way. There is a reason for everything you do here at Marketing Works. Every task is meant to take you to the next step and develop new skill sets. Whether you’re supporting a team member, attending client meetings or executing a strategy through research, you’re being set up for success. Embrace every moment, make the best of each situation and enjoy the adventure. Thank you Marketing Works for a wonderful three months!
Posted by: Bill Kiefaber | Posted on: February 12th, 2015 | 0 Comments
At Marketing Works we aim to help our clients enhance their online relationships and engagement with key audiences. As a part of this mission, we’re always looking for new ideas to share.
We recently had the opportunity to speak with Martin Laetsch, formerly with Intel and now the Director of Online Marketing at Act-On Software. Martin is a marketing strategy leader with more than 15 years of experience with prominent companies guiding product management and marketing. While at Intel, Martin defined, built, and managed the world’s first enterprise-class, search marketing program. This has since become the standard for managing digital marketing programs for many of the Fortune 500 companies including Dell, IBM, HP and P&G.
Here are three key takeaways from our conversation that we want to share with you:
- Understand Your Key Audiences: In authoring great content it is important to use constructs and terms that your target audiences are expecting. Before you write or design anything, you need to understand the personas of those who will consume the content and define what information they are seeking and why. Martin shared, “As an industry, we seem to have forgotten why we are creating content and who is consuming it. Google is a very effective medium to get our message out there, but they are not the customer! Very few people make money by being ranked in Google. We make money by attracting prospects, educating them, nurturing them with content, and then convincing them we are the best solution out there for their specific needs. To do this, we need great content.”
- Key to Success = Content Must Resonate with Audiences: Great content is the key to building online customer engagement. Nothing else really matters unless the content is outstanding and relevant to the visitors. As Martin stated, “It doesn’t matter how many links you have if your content is garbage. It doesn’t matter where you rank in Google if nobody clicks the link. And most importantly, it doesn’t matter how much traffic you get to your page/site if your customer (or potential customer) isn’t happy with what they read.”
- The Language You Use Is Critical: Co-occurrence is becoming more and more important for optimizing your content. If you want your content to be found through organic searches, it must be written in a way that associates common phrases with the topic. For example, if you are promoting Apple’s iWatch, you will want to use words like Apple, watch, time, wireless, applications, iPhone, colors, etc. in the authoring the content.Tip: It also is important to use language appropriate for your audience. A good rule is to author content at an eighth grade level.
We will continue to share more tips to help you succeed and would love to hear your thoughts regarding what you believe contributes to your digital marketing success.