Become a Better Search Marketer

By Jeff Campbell, VP Product Development & Innovation

So, you’ve landed a job in the Search industry and have learned the basics: what’s next for you?

Our industry is full of twenty-something’s that jumped on a great opportunity. Here’s some advice for those young Search Marketers looking to stand out from the pack and join the ranks of the Sr. Management (which isn’t so ‘senior’ in age; it’s experience).

· Self-educate daily. There are tons of industry blogs out there, some tell you what to think, some tell you how to do it, and all of them intend to make you a better Search Marketer with just 15 minutes of dedication daily.
· Change willingly. When joining a smaller organization, you probably expected some change…but wow! With this industry growing as fast as it is, new positions will be developed, roles will expand, organizational structure must adapt, and goals may shift. “In a time of drastic change, it is the learners that inherit the future.” –Eric Hoffer, philosopher.
· Don’t be scared to fail; promote a test it/track it culture. Stock Analyst Jim Cramer says to put up to 20% of your portfolio in speculative stocks – and spread that risk across several strategic selections so you never fail miserably, while taking a shot to hit it big. With Search, when everyone is fighting for first place on ‘back pain’, try a scientific term such as ‘fibromyalgia’ to generate traffic. Be speculative in the name of creativity – we are blessed with nearly instantaneous results to act on.
· Become a subject matter expert. Show leadership through picking an area of interest for industry growth (mobile, local, geo, IYP), process development (technology use, research tools, MS Excel, data analysis), or company need (Where is Search going? What are competitors doing? What are clients asking for?). Make sure your manager is comfortable with your selection and that you’ll spend 10% of your time dedicated to being an expert. Find ways to spread your knowledge across your team or entire company with lunch n’ learns, writing white papers, building process, and client opportunity identification.
· Find a mentor/be a mentor. As with any “new” industry, a large amount of knowledge is in people’s heads and not on paper or in process. Further, Search is part Science and part Artwork – and the most successful folks are the artists. Find the people with the experience and learn their art. Mentor others as your knowledgebase grows; this investment will pay off ten-fold over time.

Welcome to the world of Search Marketing. Carpe Diem, newbies!

Posted by: Jeff Campbell, VP Product Development & Innovation