I’ve always been fascinated by technology and communications – especially the psychology behind how we communicate.
For almost a decade I lived and breathed this passion while working for mobile companies in their technology and training development divisions, and while serving the Air Force on the technology front.
You could say that digital marketing was always on my mind, especially while growing up in the high-tech “Start-up Nation” of Israel.
I established a software company with my friend which then evolved into a digital marketing agency and then I left the place I was born and moved to a new country, joined an exciting startup, promoting multi-million dollars investments for green energy projects in Central America and Africa and then started working with causes I really care about (such as the Heart and Stroke Foundation, Unity Charity and education).
Looking back, the career I have today is thanks to every small step I took along the way – and here are the most important things I’ve learned.
1. Keep your eye on the bottom line
In your career, just like in business, you have to keep your eye on the bottom line – what you want to achieve.
With new (and very tempting) marketing platforms and automation solutions popping up every day and changing the landscape – you have to focus on the bottom line and what will contribute most to your company’s success.
Using a new marketing automation tool won’t necessary bring more leads (nor conversions) or increase your subscriber base. It will probably make a certain task easier; however, it won’t necessarily contribute to the bottom line that you’re accountable for in your company.
Whether your goal is to increase your app downloads by 50% or grow your subscriber base to 1M it doesn’t matter. What matters is you know where you want to go and take only the necessary steps to get there.
Some of the biggest companies we know are not using marketing automation tools and are still successful while for others it’s a huge factor with their marketing efforts.
2. Never stop learning
I’m a big mountain bike enthusiast and on the weekends you’ll most likely find me outdoors, riding my bike and discovering unknown trails. It’s the thrill of the unknown that excites me in my career too.
Digital marketing has changed so much in the past year so you have to love learning. It has to drive your every move.
For me, that means continuing to test everything – subject lines, landing pages, call-to-actions, follow-up times with prospects, etc. and looking at analytics to see what is working and what’s not.
You don’t want to be left behind – make learning a part of your job too.
3. Choose your CEO
If learning is part of being a digital marketer (and in my humble opinion, it’s a part of every aspect of our lives), you will be successful by having learning enthusiasts around you.
I’m lucky to have worked with Kaizen believers – CEOs who truly believe in continuous learning and enable you to experiment and get ahead of the game in the very competitive marketplace these days.
Whether you’re thinking to expend your reach with a new marketing advertising channel, go “back” to a direct mailing print campaign or co-campaigning to decrease costs and reach a common audience – having the support from your CEO is critical.
You might hit a home run or not… being able to have your plan reviewed, metrics to show the campaign’s performance, along with your insights are important too, as good CEOs are always eager to find new opportunities and that’s done by being open to new ideas and learning.
Finally, it’s not easy being a digital marketer. We tend to juggle a lot of different work. In one day, I might be developing a new content piece, designing a lead nurturing email program, launching social media advertising on Linkedin and Facebook, managing over 1.2 million dollar paid campaigns through Google AdWords or working with clients and freelance writers – the list goes on.
Let’s face it: sometimes when you’re launching another PPC campaign that seems to be costing more and more money every time, or when you’re trying to grow your organic reach and there are simply way too many items to optimize on the site, you might want to throw your computer in the air and wonder why we work so hard in the first place.
The truth is this work isn’t easy but I wouldn’t want to be doing anything else – I want the challenge because the biggest rewards comes from the hardest challenges. Bring it on!