My Marketing Journey
I have now been here for six months, learning about all the different jobs associated with digital marketing and how a digital marketing business works. I wanted to write a blog discussing what I have learnt over the first six months and what I do on a day to day basis, so that you can understand more about the role just in case you are thinking about starting a career in digital marketing yourself.
One of my main jobs is to create content for all our social media clients and post it on to their social media pages. I try to mix it up every week so that it isn’t just the same content recycled. I create new graphics using a programme called Canva. This is a graphic design tool website. What I have learnt whilst being at Trio is that images create more engagement and social media is all about engaging with your audience and potential customers. We use Hootsuite which is a social media management system which helps to manage multiple social media networks.
On a day to day basis, I look at the AdWords accounts for all clients doing AdWords and look at the search terms. A search term is the exact word or set of words that a potential customer types on Google to look for a product or service. The reason I do this is because we want to discard any keywords that come up which are not relevant to the product or service our client provides. A keyword is the set of words that search network advertisers create for a given ad group to target a client’s ads to potential customers. When we get rid of the keywords which are not relevant we put them in to a negative keyword list. A negative keyword is a word or phrase that allows you to filter out who your ads will be served to in the search results pages.
I also create keyword lists when we appoint a new website. A keyword list is a list of keywords that link to each page of a customer’s website. We add these keywords as title tags for each page of the website. A title tag is a HTML element that specifies what each page of a website is about. They are displayed on Google’s results pages as the clickable headline, so must clearly state the service or product the page is offering. I use the SEM rush programme to find the keywords. With the right keywords, we can optimise individual web pages for dedicated keywords to ensure the user is finding exactly what they are looking for on Google.
This leads me on to talk about meta descriptions, which I sometimes write when they are needed for websites. A meta description is the short description underneath the title tags which summarises the pages content that it is linked to. If someone searches for a word that is in the meta description, Google will show that meta, this means that your meta descriptions should be very concise about what your web page offers to be able to get the clicks and conversions you are after.
There are a lot of meetings each week, so every afternoon I create briefs for the meetings the next day. The briefs include who booked the appointment, what was spoken about on the phone and I also include a website audit which will show any errors with the website. This is then sent on to who is attending the meeting, as a reminder, so they can prepare.
I have learnt many things over the last 6 months, for example I had absolutely no idea what PPC and SEO were before I started here. PPC stands for Pay Per Click and this is a form of advertising on search engine’s, for an immediate return on investment. PPC allows you to reach customers that are searching for your services. SEO stands for search engine optimisation and this is a marketing discipline focused on growing visibility in organic search engine results.
I am excited to learn and gain experience with such a brilliant company as I continue my marketing journey.
Originally posted October 24 2018