Marketing as a calling: Real job or a fun hobby?

Marketing as a calling Real job or a fun hobby The Digital Wolf

If you’re interested in marketing just because you’ve heard it’s easy money, you’ll be a crappy marketer. Am I saying that marketing is as important as brain surgery? No, but it’s not so naive, either. 

Marketing as a job

Whether you work from 9-5 or as a freelancer at your own pace, marketing, and especially digital, needs almost constant engagement. It’s like you have a very demanding pet

As the industry changes, it is very important to stay up to date with the newest techniques, tools, and media you use to implement a marketing strategy you’ve created for your company or a client. Or, we use the pet analogy, it needs constant grooming.

Experience is really important in marketing, but you’ll need some knowledge, too. You have to understand the basic principles and theories to be able to see the wider picture.

Also, it’s not the formal education that only counts if you want to be a digital marketer. Informal education, in our analogy – petfood, can be very useful, too. 

Courses, workshops, practices – all that can change your mindset, improve your creativity, and boost up your marketing skills. Yeah, you’ll be feeding this pet very often.

Marketing as a calling

What differs a calling from a job? You absolutely can’t run from your calling. Let me tell you my story.

I went to a public university to study economics and business. My module is Trade Management and marketing (not graduated yet). I liked this field of study very much, as I wanted to become a warehouse manager, and then later to have my own distribution company. 

Throughout the years, I’ve been very good at courses like channels of distribution, trade management, logistics, and similar, and desperately wanted to start working in a logistics company.

My final year came to an end. I’ve got the recommendation letters from a few of my professors for an internship in logistics, but never got it. Back then, Marketing was never my field of interest, but I started reading some blogs and e-books about social media. 

I’ve landed my first job in a publishing house where I showed some knowledge about email marketing and Social Media, so I became a Digital Marketing Manager. I was preety good, but I ignored it. When I quit after a year, still having the love for logistics and warehouse management, I applied for a job in that field. I was still getting job offers in the marketing sector, but I wanted to try to exit.

I went all in: showed all my knowledge of the industry and the company on 2 rounds of interviews and brought my recommendations. I was sure that I’ll get the job. Unfortunately, I didn’t. They took someone who doesn’t even have a clue about the industry. My motivation was crushed.

That was the second time I failed to enter the industry. Then and there, I made the decision: I will dedicate my time to improve marketing skills and to become a proper digital marketer. I just couldn’t ignore that calling to use my knowledge and experience to help businesses grow. 

Marketing as pure love

After almost 5 years in the marketing and advertising industry, I can say it was a rollercoaster ride. Some of the clients are confused and don’t know what they want. Some of my collaborators don’t know what they’re doing. In the end, it is a struggle, but I am sure that this is a path form me.

It’s like it is in my nature to just help promote and grow businesses, and it always was. It just grew to its full potential when I stopped denying it.

Yes, marketing was my hobby in the beginning. Ye, it is my job now. It cant be both at the same time. If you want to be a good marketer, you have to put your heart and soul to it. Of course, don’t forget to find a healthy marketing – life balance

Employer Branding: The Bermuda triangle of Marketing, PR, and HR

Employer Branding The Bermuda triangle of Marketing, PR, and HR

Although the work supply in some industries is very high, recruiters can have a problem finding high-quality staff. One of the ways to outrun the competition in the race to the best employees is to use Employer Branding.

What is Employer Branding?

Employer Branding is a marketing discipline whose goal is to share the values, mission, and vision of an organization, in order to attract and keep high-quality employees. 

We can also say that it is a way to build and maintain Employer Brand. According to Hubspot,  “Employer branding is how you market your company to job seekers, as well as internal employees“. They also say that “an employer brand is your reputation as a place to work, as well as your employees’ perception of you as an employer.”

Pay attention to the first Hubspot’s definition – it will be useful later.

The whole idea of Employer Branding is to make the organization appealing to future employees, but also to strengthen the bonds between employer and employees. 

Why do I say organization and not just company? Because Employer Branding strategies can be used in other forms and industries like non-profits, sports team fan groups, NGOs, etc.

What is Employee Generated Content (EGC) and how to use it

You remember that definition I told you? Well, now it’s time to take a better look at it. It says that Employer Branding is a way of how you market your internal employees

If your organization has a decent work environment, it is normal for your employees to share something about it on Social Media, or even on their blogs. That content that shows the values of a company, and that workplace in general, we call Employee Generated Content.

Let’s take a team building for example. The company organizes a team building  – a 2-day staycation to the ranch, where the main attraction was horses. Employees made numerous selfies with the horses, and post them on Social Media with funny captions. That is a great piece of EGC and you should repost some of it on the company’s profiles.

Some other activity that can give great EGC:

  • charity work,
  • workshops and seminars,
  • business trips.
In-house workshops can generate great EGC
In-house workshops can generate great EGC

Keep in mind that it how you use EGC depends on the industry. If the organization is, for example, a serious international audit company, maybe they can make different accounts on Social Media just for that informal content.

Who should work on Employer branding campaigns? 

There is a burning discussion which department should make and implement Employer Branding campaign. That’s why I call it the Bermuda triangle of marketing, PR, and HR. Those 3 departments should work together to bring the best employer experience and then also the branding.

  • Marketing: decide where (which channels) and how to promote the campaign, support the campaign and monitor the EGC.
  • HR: organize team buildings, seminars, and education, as well as make the work environment as good as possible.
  • PR: turn the EGC and other material into a viral story about the company as a workplace.

Podcast recommendation

This topic sparked my interest maybe a year ago, so I looked and find some podcast about this topic. My favorite definitely is The Employer Branding Podcast by Link Humans. I really enjoy listening.

Hope you find some useful information about Employer Branding and EGC in this article. This is a great topic and I sure will write more about it.

3 reasons your company needs an online presence

3 reasons your company needs an online presence

As a traditional business owner, you don’t have time to find the newest marketing techniques – I get it! In this internet era, you find yourself lost in this digital world, unable to find the right way to advertise. You’re not even sure if you need all those Social Media pages or a website. Let’s see why it’s so important to have an online presence and how your business can benefit from it.

#1 Increase in sales

If more people know about your product or service, the more sales you’ll have – simple as that. Online platforms like the company’s website, some forums, Quora, and Social Media, will make it easier for you to connect with your target customer.

Even if your business is strictly B2B, you can find a way to reach your potential clients. In fact – online presence can help you approach only ones who showed interest in a field you work in.

#2 Brand building

Companies like Coca Cola, Armani, or Apple are more likely to keep their customers and acquire a new one, because of the added value of their strong brands. Buyers and clients recognize them and are more prone to buy from them. 

Nowadays, it is easier than ever to build a brand your customers and clients will love, with some help of the internet. People love Social Media because they can follow news and stories about their favorite brands and interact with them. In the long term, it strengthens the bond between your company and its buyers.

Fun fact: Did you know it is 5-25 times more expensive to acquire a new buyer than to keep an old one? 

#3 Employer branding

Attract and keep the best human resources to your company by spreading your company’s vision all across the internet! When you have an online presence, high-quality professionals from your industry will find about your company.

As they know your business better, they will be able to connect to your idea, mission, and vision. As a result, you will get a wide range of candidates for your future job postings.

To resume:  strong online presence will make more potential customers know about your business, which will bring more sales and profit to the company longterm.

Do you now have enough pros of online presence? 

What a client doesn’t know about his Social Media Manager

What a client doesn't know about his Social Media Manager

Dear Client,

It’s five AM and I haven’t slept much. I woke up long before my alarm made its annoying beeping sound. But I’m okay with that. There is always something to do when you are a Social Media Manager.

As I drink my morning coffee, I sit with my paper planner and try to remember every tiny thing that I should do for you today, especially ones that are time sensitive.  Do you know that I have a special part in my business planner dedicated to your business? In that section, I write some meeting notes, a rough sketch of your advertising budget and ideas for your content on your Social Media.

After that, in about an hour later, I open my laptop. It’s time to face all those people across the internet. My checklist says I should publish an article on your website, schedule some posts, check the analytics and run some Facebook Ads for you. It’s a well-defined path of every Social Media Manager!

I must admit, I am very stressed. I’m a bit overwhelmed, too. Although I try my best to keep myself organized, I feel like the amount of “to do’s” is so big it could knock me down. For example, the numbers and statistics annoy me sometimes, and I would rather write you a piece of good skyscraper content than to make these reports for you.

Sometimes I would schedule all posts ahead of time, and don’t even worry about that, except for the comments I answer. Those days I spend mostly traveling or just enjoying nature. I think it’s healthy for me, and for you, to find a good work balance. We need to recharge our work batteries to get your product out there the best we can. 

On the days like these, you are the one who gives me a headache: you change your mind one hundred times, you don’t send me those photos and data for the new campaign you told me you would. Sometimes it’s so hard to be the only one that cares. 

In only a few hours the campaign for your new product will start. I worked until late in the night to make everything perfect – from visuals and copy for the Social Media, to meta description for some videos on your YouTube channel. I am so nervous about the result of this campaign – I’ve put so much of myself into it.  I always try my best, but digital marketing is based on technology so it can fail sometimes. You never know, do you?

That’s it for now – I hope you’ll be glad hearing from me. You can write me back, it’s always nice to speak to you.

Best regards,

Your Social Media Manager

Why you should never be a Digital Marketer

Why you should never be a Digital Marketer

From the outside it looks great: creativity, brainstorming and pitching, but from the inside, it is 70% of hard work and 30% of espresso coffee. From a digital marketer brought directly to you: this is why you should never be one!

The good, the bad and the ugly of digital marketing

I remember the time when I had a “mission” to write a complete Social media presence strategy for one company I worked for. As the deadline was approaching, I gathered all my sources and structured some steps towards the complete Social Media growth strategy. I just had to note down my conclusions in a Word document.

But when it got to the last night of my deadline, I was overwhelmed with stress. Couldn’t finish for the life of me. I had to finalize and call it a night. But I couldn’t.

I stayed up until 5 a.m. and took a bus to work only 2,5 hours later. I had my written strategy, but I was sick, tired, and burned out. The result: one successful presentation. Oh yeah, and passing out when I came home. That was definitely The Good, The Bad and The Ugly at the same time. 

Stressful, but worth it

Digital marketer: The calling

A bit creative and technical oriented, a digital marketer is truly a multidisciplined person. You have many ways to express only one thought, goal or product, whether it be through text, photo, video or an app. 

Because of the nature of the industry, we are condemned to be always on top of things, testing the new algorithms and implementing them. If you are not keen on doing this constantly and also not so great in organization and time management, you should never be a digital marketer.

As a person who developed a digital marketing skillset from nothing, and started a marketing consultancy for SME, I guarantee that you can forget all of the above when your work starts paying off. For example: when your client gets the first sale on his e-commerce website, or when you manage to publish your client’s PR text on a popular online media portal. 

Small wins counts.

That feeling when you realize that you actually helped someone grow their business can’t be compared with anything. At least, that is how I work and that is what drives me.

If you don’t like to dive into the field of digital marketing until it becomes your world, you should never be a digital marketer. Yeah, simple as that.

Have any thoughts on this topic? Write them down in the comments! I love to hear from you.

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