The various faces of Digital Marketing
By Marion Hirtzig - Head of Digital Marketing.
To say that Digital Marketing is challenging is an understatement. I can totally see why people come to companies like us at Orantec to get help and advice - and I'm glad for it, because otherwise, what would we do? Working in Digital Marketing is exciting but demanding, and if you want to develop a career in our field or to optimise your own website, here are some things you need to be prepared for. What I'm going to talk about is valid mostly for small companies like ours, where everyone does a bit of everything, rather than in bigger companies where Search Engine Optimisation, Social Media, Pay Per Click and Blogging are divided – and where a common problem which arises is the lack of communication between the various teams. It does make sense at some point to have specialised teams, but it is also so much nicer and interesting to do a more varied job!
Digital Marketing gets your brain working
As I mentioned above, at Orantec we do everything from SEO and Social Media to PPC and Blogging – all in one place, by a qualified team which keeps learning (and improving!) every day. I admit, sometimes, it is hard to concentrate on writing a blog when you know you also have some social media updates to schedule, some online conversation to maintain, and some Meta Descriptions to check up on. But where would be the fun in doing only one of these things, all day, every day? At the end of the day, sure, we are sometimes mentally exhausted, but we can’t say we ever get bored!
Multi-tasking: a requirement
While I’m writing these lines, I have on the back burner a blog to write for a client, a report to create, some Meta descriptions to rewrite and others to proof-read, a text to optimise and turn into HTML to upload on a static website, without forgetting a couple of social media related things… I’m not complaining, I love it, but working in Digital Marketing means that you always have a thousand things to do (even more, or different ones, when you’re a manager like me), and if you want to succeed you have to hold on tight and be organised. It goes without saying that if any of my clients ask for anything, I will - if necessary - drop this blog and tend to their needs! The sure thing is you’re always multi-tasking in our line of work.
Not curious? Forget it
Another challenge of Digital Marketing and SEO is that it’s an ever-changing environment. What makes it particularly challenging is Google and its zoo, Panda, Penguin, Hummingbird and Pigeon (OK, the latter is not so much zoo material I must admit!) which are the many algorithm updates that rule the world of SEO and make some marketers cringe at every update. Methods of improving websites are always changing, and with Google updating their algorithms to give increasingly relevant results, it can be hard to keep up to date. If you want to stay safe, just build a nice website and use simple, honest processes: write your own content, don’t buy links, be present on social media, etc. Common sense is generally a good way of avoiding Google’s wrath, but if you want to go that one step further and try and become more visible, then you have to keep up-to-date with what’s going on. A good way of doing so is to follow webinars (time allowing!) and to go to conferences, like SES London or Brighton SEO, where industry experts exchange their views and share their experiences.
One for all, and all for one
When you go to SEO conferences, as I mentioned previously, you often hear about how important it is for the various SEO/Social media/PPC teams to communicate in order to work together towards better results. This is undoubtedly true, and team work and communication are paramount for things to work, but it also important to get on well with the web developers that create and manage your website(s), as you often need their help to improve user experience. It’s good to have ideas, but if you can’t implement them it’s a bit of a shame. We are quite lucky I must say as we often create the websites for our Digital Marketing clients, which makes life so much easier when it comes to changing website features! We even improve the CMS we’re using, Webcharge, to fit our requirements and needs, and that can definitely be considered a luxury!
If you’re interested in working in Digital Marketing, I hope I didn’t scare you, as there is no reason to be afraid if you are prepared to work hard and learn new things on a weekly if not daily basis. Digital Marketing is an exciting world which allows you to use most of the skills you’ve learnt at school and in life, from creating/nurturing relationships and writing to organising your workload and understanding numbers (if you do reports!). What is certain is that Digital Marketing is one of the only professions I know that requires so many different skills on a daily basis, and that’s why I love it. If you’re looking for some advice and help on your website and would rather leave it to professionals, don’t hesitate to contact us!