There are plenty of people who have developed an expertise in digital marketing. But few of them have developed that expertise on top of more than 25 years of traditional marketing communications experience. And that traditional experience not only helps employ these new tactics in a more strategic, integrated way, but it also – through the implementation of time-tested marketing principles – ensures that they are used most effectively.
I believe that these new tools can be tremendous force-multipliers for marketers who know how to leverage them as part of a multi-channel communications program. I also believe that, while “likes” are likable for basic brand awareness, these new tactics need to be linked – and, ideally, tracked – to a course of action in order to achieve an adequate return on investment. And that’s where an experienced marketing mind like mine can really shine.
I consider myself fortunate to be a seasoned communications professional who also has hands-on experience across much of the digital marketing landscape. During my agency days, I was always an early adopter of emerging technologies, eager to find new and more efficient ways to support my clients. And at Asphalt Green, I led the organization’s digital marketing transformation, employing Facebook, Twitter, YouTube, Yelp, Google Analytics, SEO, and other tools for the first time.
Over the years I have created and managed websites as well as produced daily online content. I have regularly written blogs and email newsletters. I’ve also managed day-to-day social networking activities, using a variety of social media and other online tools to engage customers and generate results. And I have even driven sales through e-commerce.
To better understand how the digital world is affecting journalism, I created an online soccer magazine, Total Footblog. This helped strengthen my content marketing and social media skills, which I relied on heavily to build my audience. The venture also gave me a chance to learn how to use WordPress, one of the most popular content management systems, and helped me hone my SEO and Google Analytics skills.
Among my more recent assignments, I have been creating customized monthly email newsletters for real estate agents. I use content marketing to put the agent in front of their contacts on a regular basis, strengthen those connections by positioning them as a knowledgeable source of information, and engage these targets whenever possible. You can see some examples of these newsletters – which have been consistently delivering open and click rates that exceed the industry averages by 47 and 83 percent, respectively – in the Portfolio section of this site.
I also recently developed a simple website for a real estate team. And I have been providing ongoing social media support for another.
While I still use social media professionally, I am no longer very active on a personal level. There are a number of reasons for this, ranging from the increasingly polarized society we live in to the negative impact that some of these sites have on both society as a whole as well as the individual user (as noted here and here). But I have been active on Facebook, Twitter, YouTube, Yelp, Pinterest, Manterest, Goodreads, Google+, Medium, and a few other niche-market social networking sites over the years. And I still remain fairly active on Ello, Tumblr, Instagram, LinkedIn, and Flickr.
As you can see, I have a long track record of employing the latest marketing technologies to engage customers and generate sales. And I remain eager to discover and explore new tools that can help me better serve my clients as part of an integrated communications program.