Advertising in the digital age– not everyone gets it. And that’s okay because we have our Senior Digital Marketing Specialist, Rachel Schlather, and our Social Media Strategist, Nellie Calanni, here to break it down for you!
What are your main responsibilities or, what does a day in the life of your job look like?
RS: I manage search engine optimization (SEO) and search engine marketing (SEM) strategies for all of our digital clients. This involves website optimization, copy edits, writing website content, writing blog posts, updating websites, reporting and managing paid search campaigns. Basically, I help customers or potential customers find our clients on Google and other search engines. Literally every single day is different. It’s awesome!
NC: I create, engage with, and monitor social media posts and advertisements for clients on Facebook, Twitter, Instagram, Pinterest, and LinkedIn. My day extends beyond work hours because I’m overly obsessive about responding to users who engage with our clients. No tweet left behind, is my motto. Like Rachel, my days are always different!
How do you work together to execute a digital strategy?
RS: Nellie and I work closely in many ways. We tag-team brainstorming, writing, optimizing and promoting content. Having awesome copy, resources and blog posts on your website is great for SEO but what’s the real point if no one sees it? Nellie and I work together to get our clients’ content in front of the right audience. We also analyze data to determine what works and what doesn’t for our clients. If something performs well on social media, it’s most likely going to perform well on the client’s site and vice versa. Finally, we are exceptionally good at making Starbucks or snack runs together when we need a break from staring at a computer.
NC: Rachel has taught me a lot about how social media and SEO go hand-in-hand. It’s rewarding to know that I’m not only helping my clients when I do my job but also making Rachel’s job a little easier too. We bounce many ideas off of each other; some silly, some not. But there’s no effective way to brainstorm for our jobs unless we’re weeding out (most of) the chaos.
What made you get into digital marketing?
RS: I was actually just kind of thrown into it. My first job after college was at a big digital agency and I took the job because…well…I needed a job! Fortunately, I loved it.
NC: I graduated from college in 2012 with a degree in Marketing and I remember Instagram being introduced during my senior year at Baldwin Wallace. Social media classes were starting to become a “thing” and I already loved writing and being creative, so when I saw the opportunity to work at a one-of-a-kind agency (it goes without saying, but I’m talking about Rosenberg Advertising), and get my feet wet with social media strategy for businesses, I was so convinced this was my dream job. It is, for the record.
What’s the most fun/rewarding part about your job?
RS: Results! When website traffic, keyword ranking or leads go up based on a strategy I put into place, I’m happy!
NC: I love when users engage on social media in a positive way with our brands. I feel like I’m doing my job correctly, but more importantly, that it’s having an effect on individuals. The messages that I take time to craft aren’t just being blasted out to the black hole of the social media universe with no reaction. It’s always a good sign to see users are alive out there, retweeting and what not.
What’s the most challenging part about your job?
RS: The landscape is always changing. I don’t know that it’s the most challenging, but by far one of the most time consuming parts of my job is keeping up with industry trends, algorithm changes and new ways of doing things.
NC: What Rachel said. Social media platforms are constantly changing. What could work one day could be completely different the next. That’s why it’s important to stay on top of industry trends. It’s also incredibly difficult at times to “explain” social media to clients who’ve never used it before or aren’t as tech savvy. It’s always my goal to find important, measurable criteria to prove that social media is worth the investment for any business.
If you could give one piece of advice to someone getting into the same job, what would it be?
RS: Keep up with industry trends and best practices but don’t get frustrated if you don’t know all of the answers…you can always Google it. 🙂
NC: Don’t take it personally. Sometimes it’s easy to get caught up in thinking that clients’ social media profiles are your own. Every post put out there can’t please everyone. Just try not to offend anyone in the process.
What’s one myth or common misconception about your job that you can de-bunk or prove wrong?
RS: A lot of people think that search engine optimization (SEO) is immediate, or is something you can start and stop whenever you want. However, SEO is a lot like going to the gym. The results are not immediate. It’s meant to be an ongoing strategy producing results over time. Just like a good workout routine, if you stop for a week or a couple of weeks, you probably won’t see a negative impact. However, if you stop for months, you lose that momentum and may have to start from the beginning.
NC: “So you’re pretty much on Facebook all day at work? That’s so easy and cool.” –Everyone who doesn’t work in this industry. I’m on Facebook- but not all day. I’m not just sitting around posting about the weather or stalking peoples’ profiles. It’s certainly not easy, by any stretch of the imagination. It takes a lot of brainpower to come up with creative campaigns every single day that aren’t repetitive or boring. My job is cool though. I’ll give them that.
What skills does one need to possess to master your position successfully?
RS: Some may say technical expertise, attention to detail, analytical thinking, etc. While those are important (very important!), I actually think one of the most important skills is the ability to talk to clients, potential clients and coworkers about a topic that may be foreign to them. SEO and SEM can be confusing so breaking it down to be more digestible is imperative to getting and keeping business!
NC: This is going to sound insane, but anyone who manages social media accounts for more than one type of client needs to be able to channel different voices, mindsets, and personalities. It’s the nature of the business. No one client is the same and neither are their audiences.
Name an RA project that you feel really benefited from your work/role.
RS: I created a scholarship program for one of our clients. It drove a ton of traffic to the website, built links and was a great way for them to give back to the community.
NC: I highlight stories for NEOPAT, a non-profit organization that promotes patriotism and honors fallen military heroes. One of the posts I created honoring a well-respected and lovable young man in the community went “viral” on social media. I was so happy to be able to craft a message around a sensitive subject that was taken so positively and shared over and over again.