Apparently the recession is here. For a long time. Apparently.
As an agency dude, I’m worried about clients slashing budgets sometime in the near future and forcing my employer to look at how to cut its own costs.
So as an Internet communications consultant, what can I do to prove my worth to my clients, my potential clients and my employer?
Lots has been written on the recession, on recession proofing your job, your role, your department, your business, your aunt’s cat and whatever else will take a hit and for the most part, advice centers on proving value. Yes, it’s that concrete.
Esoteric, conceptual advice aside, I read some excellent, concrete advice (for me and my role) in an interview with an executive recruiter called Bruce Powell on One Degree.
Bruce, co-founder and managing partner of IQ Partners Inc, gives this sage piece of insight which easily turns into advice for digital marketers looking to recession proof their jobs:
Without a doubt, the most sought after skill sets over the past year have been:
- SEO & SEM
- Specialized email marketing skills (i.e. dynamic content & CRM integration)
- Social Media
Search, email and social media. Data and analysis, more data and analysis and something shiny which can also generate, you guessed it, data and analysis.
Search engine optimization and marketing both produce and rely on a tonne of data – what keywords are you using? how are they performing? why are some doing better than others? how is my ad testing? why is this copy doing better than this ad? what keywords drive the highest conversion rate? All of this data can be analysed and fed back into the cycle to prove ROI and to safeguard your job.
Email marketing demands segmentation upon segmentation. Data used and analysed to generate more data to be used and analysed to generate more data ad inifitum. How can I get this segment to click-through more often? does this segment open more emails – why? how can I apply this to another segment? how can I get more people to send to a friend? why did this segment have a larger conversion rate than that segment? how can that segment be drawn into this segment? Data begetting data which can be analysed and fed back into the cycle to prove ROI and safeguard your job.
Social media is a bit more difficult. It’s still relatively new and relatively shiny. It’s still more fun than email marketing and search – but harder to prove ROI. Monitoring for people bad mouthing your brand, and knowing when to reach out to them in a correct and smart way can allow you to prove ROI and safeguard your job.
As McKinsey’s latest quarterly update said:
“The Web is the most measurable medium in the history of marketing. Now all that’s left is figuring out how to measure it.”
If you can figure out what to measure, how to measure it and then how to improve on it, you will have recession proofed your career. Not just your job.
I was trying to focus on more on output, not input, but it is a point well taken.
“Not being afraid to take risks and refusing to stand still. The work is out there – you just need to adapt to what’s needed. “
In a moment of symmetry, Danny is owner of Press Release PR, which provides SEO press release and SEO friendly content.