Art Collection 1

Why Every Marketing Major Should Toss Their Textbooks In The Trash Kenny Soto

Why Every Marketing Major Should Toss Their Textbooks In The Trash

I have a serious issue with textbooks. As college students, we have to pay for books made 2-3 years ago that decrease in value over time, yet it is still standard practice to teach us with textbooks. My frustration comes from textbooks being used in a particular field of study: marketing. Marketing majors should only get textbooks that cover the history of marketing up to the 1,990’s. After that, there is no point in making books.

They are slowly becoming obsolete

Take, for example, as a college student purchasing a textbook on Facebook marketing. As of right now, you will get information on EdgeRank (Facebook’s algorithm/add hyperlink for more research), best practices for Facebook’s Boost Posts and Ad targeting features, and useful tips on community management on the platform. However, that very same textbook can lose value over a period of just two months. The reason is that like all other social media platforms (let’s not even go into websites in general), Facebook has updates on a weekly basis. Some of these updates are announced beforehand. However, the real challenge the marketing professor who wrote the book faces is predicting the updates that Facebook will implement in response to its competition (i.e., it’s quick update of “Live Video” in response to Periscope). And this goes for Snapchat, Peach, Musical.ly, Twitter, Instagram, and every other platform that is currently used.

What are the next steps?

We need to begin thinking of new tactics in which the education of digital marketing can be deployed to college students that meet the needs of the constantly evolving market. As with business owners, educators need to understand that the market doesn’t give a damn about all the research you conducted while creating your textbooks. If the market shifts from Snapchat to an entirely new app, your textbook on Snapchat still has some value, but not as much as it used to. Our textbooks need to “evolve” at the same pace as the needs of the market, or we will continue to see a continuing trend of marketing students not being prepared to work in their field after graduation.

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emoji marketing

Emoji Marketing: Why you should take it seriously

Changes in marketing & customer service are bound to happen in 2016 due to many things. The use of Emoji marketing is one of them.

If you are selling any product today there are two things you can certainly on agree:

  1. The majority of customers are reaching your organization through mobile usage of the world wide web.
  2. A majority of them contact their friends and family using Emojis.

What does this mean for current business owners and digital marketing professionals? It means that all of us are going to have adapt to the customer’s need of being able to interpret what the emojis mean in the context of a client request—this is the core of emoji marketing today. Now there aren’t many scenarios in which an Emoji is an acceptable use of communication, such as when a customer is filling out an online form for a newsletter or an online support ticket. However, Emoji’s are commonly used when clients are interacting with brands on Instagram, Twitter, Facebook, as well as  Snapchat.

 

This, along with the other factors demand that brands be more personal (leveraging employee personal brands) in the marketplace, present a new challenge to anyone who is selling products and services online. Companies who do not hire employees who are familiar with and have in-depth knowledge of how to express themselves with emojis will eventually fall behind to their competitors. There are several reasons as to why there has to be an Emoji guideline integrated into your organization’s community guidelines and marketing strategy.

Who uses Emojis? 

An infographic found on AdWeek states that, “Emojis are used by 92% of the online population.” Emoji is the online equivalent to body language. We live in a culture where we are always pressed for time and if a significant set of eyes can convey my curiosity towards a Facebook post or an emoji of a train can represent I am in transit, I expect the person texting/messaging me to understand what I am saying. Now not everyone uses emojis on their own; there are cases in which emojis are used merely to augment a message (i.e., make it more comical or to convey current facial expressions). What is essentially happening right now is the evolution of online slang.

 

Emojis help to save the user time. Remember when we made a big deal of acronyms such as lol, smh, & lmao that are used tremendously in social media? What’s most important is realizing that this a language that is here to stay  and it has to be considered in every aspect of your online effort as a business owner. Your customers are communicating with them, and you need to as well (wait too long and your competitors will get the higher ground).

Why Emojis matter for customer service?

“Emoji use has grown rapidly since Apple added the emoji keyboard to iOS in 2011…Nearly half of the text on Instagram contains Emoji.” – Emoji Research Team

The overwhelming ubiquitous nature of this language is frightening. The sheer magnitude of how fast Emojis have integrated into our daily lives shows all the more reason as to why companies need to train their employees (especially customer service representatives) in the correct usage of emoji’s online and why business and marketing majors have to learn this in college. If you are in charge of your company’s social media marketing effort here’s something you should know: the growth of Emoji usage is now over 40%!

Emoji Usage Over Time on Instagram

If you are selling any online services or products online, you know that Instagram is a vital tool you can use for brand awareness, hence why it’s so important that your organization starts taking Emojis seriously, now. You aren’t providing your customers with the great services they need if you can’t respond to them in a creative way utilizing Emojis. A great example of how you can start can be found here.

How does this affect college students?

I always try to tie into all of my posts a common theme of sharing my knowledge and making it useful specifically for college students. The reason we are in such an advantageous position is because many of the business professionals, especially in marketing, are going to stick to old forms of copy and customer engagement. Many of them will not make the transition to using Emojis more, and the will be a hindrance to their organization’s success. That’s where we will stand out. Under rigorous investigation, I’ve found at least one university has at least discussed on teaching a course on Emoji, more will follow suit if they are forward-thinking and can keep up with consumer culture.
The times are changing my friends, are you keeping up? Bear in mind, GIFs are an entirely different beast. If you found this article useful comment below and let me know your thoughts. All feedback is welcome; it helps me develop more valuable content for you in the future.

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Sources & Recommended Articles:

  1. Report: 92% of Online Consumers Use Emoji (Infographic)
  2. Will emoji become a new language?
  3. GARYVEE’S FIRST 5 #SNAPCHATSECRETS
  4. 2015 Emoji Report (PDF)
  5. Emoji lessons to replace language courses at University of Ulster
Kenny Soto End of 2015

2015 End of The Year Review: The Experiences and Lessons Learned

This blog post is an entry reviewing some of the many experiences I had over the past year and what knowledge I gained from them.


 

First Internship Experience: SCORE

SCORE NYC is a branch of the Small Business Administration (a government entity) that helps small business owners grow their businesses through one-on-one free consultations, workshops, and online webinars.

SCORE NYC was a very special place for me this year for all of the people I was able to meet. I was able to have the opportunity to surround myself with retired business executives who came from industries ranging from corporate law and hedge fund management to digital marketing and construction. I was also able to interact with aspiring entrepreneurs who came to SCORE with questions regarding their businesses and was able to see firsthand the challenges small business owners have to endure just to serve the market. In addition to all of the opportunities to grow and learn that I gained from the people I met, I also learned a lot about two subjects I never really put that much thought into before.

What the heck is the Internet?

The first thing that I learned from my experience at SCORE is that I knew only a small amount of information when it came to what exactly the internet is. Thanks to my mentor, Maurice Bretzfield, I was able to begin to understand the importance of not only knowing the difference between the internet, www, https, FTP, mobile, and wifi but, also identifying the importance of why I should know the differences. The first month studying under him showed me how little formal education had taught me on tools that I use every single day, and it helped me understand why learning about coding, digital design, and digital marketing is vital to how I interact through the internet.

Digital Marketing and what did it have to do with me?

My primary reason for applying for the internship was because under its description it stated that all interns would learn about digital marketing. As a music major, I have learned a lot about song composition, musical theory, and performance methodology, but I did not know how I would survive in the search for a job after receiving my Bachelor’s degree. Digital marketing showed me that it’s an essential skill to at least be aware of in today’s information economy. I learned over the eight months I was at SCORE how many people were having issues just getting their businesses to be known by potential customers. Eventually, I saw that the same concerns that these entrepreneurs were facing correlated with the issues myself and some of my friends at my college where dealing with: how do we stand out from the pack? Through my eight months of diligent work, I am now able to say with confidence that I have a good grasp of Digital Marketing overall and a niche part of it – personal branding.

Buying My Name Online

In regards to personal branding, I believe another pivotal point of this past year is when I purchased my URL and built this website. The benefits of using this website are tremendous. I am now able to google myself and what I want people to see is the only thing that is shown. Controlling my online presence was one of the first things that my mentor Maurice, advised me to do. In addition to this, blogging has helped me question my ideas and develop them even more. Without this platform, I would not have been able to gather my thoughts and had others comment and provide feedback on them. I strive to not only use my website to showcase what makes me unique and why I could be of value to teams but also to help a growing community learn with me. The World Wide Web is constantly growing with pools of both high quality and mediocre content, I want to become someone who contributes to the former. Let’s not forget to mention that blogging has also helped me with my writing and grammar. Finally, it’s helping me create connections with others that otherwise wouldn’t happen. I have had the opportunity to not only interview individuals online about their experience working companies such as Google but, also get good advice on what I should do to get a job after college (which in turn provides you, the reader, with valuable content).

Starting my school year as USG President

Many challenges were thrust upon me this semester. As my college experience rapidly comes to an end, I have the privilege to lead an exceptional team as the president of the undergraduate student government at the City College of New York, and it has certainly been a role that has helped me grow as a person. From improving my time management skills, delegating tasks, making sure the entire team is aligned, managing team stress, etc. I have been exposed to a lot of real life situations that I will have to deal with after college. I consider my experience in this role as an accelerated MBA, learning how to manage a team of people and not only serve them but, serve a whole community of people (the student body) as well. I’ll certainly use the skills I am learning as president in the future, and I will be forever grateful to undergo such an incredible growth period in my life.

Reading “Think On These Things” By Jidda Krishnamurti

Think On These Things Krishnamurti

This book changed my views on our current educational system and helped me understand why it’s important to question all information was given to me, and how to integrate that process into my daily life. It was the first time I ever experience a writer pierce through the veil of what should matter most in life, which is not necessarily the answer to questions we have but, instead finding the reasons to the questions themselves first. This book is a useful resource for anyone interested in getting a fresh perspective on what it means to be essentially a creative individual.

 

As the new year begins I will continue to provide as much valuable content to you, the reader, whenever I can. It helps me tremendously if you provide your feedback and thoughts in the comments section below. Let’s have an amazing 2016 everyone.

 

Cheers,

Kenny S.

 

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Bareburger HQ NYC

Director of Marketing at BareBurger: Interview With Nabeel Alamgir

First Ever Podcast Episode!

"Youth is no promise of innovation and age is no promise of experience." - Nabeel Alamgir

Nabeel Alamgir Kenny Soto

This post is very special as it is the very first podcast episode that I have done. Nabeel Alamgir is a good friend of mine who is an excellent example of what it means to be an innovator and leader. As Director of Marketing at BareBurger, I wanted to interview him to see what his thoughts were on college and what he believes to be good advice that all college students should listen to. Given that this is my very first podcast episode, there wasn’t necessarily any particular format I was following (I just had a list of questions I wanted to ask him).

This conversation covers surviving college, what advice he would give to his children if they were starting college, tips for student entrepreneurs, and some of his childhood history when he arrived into the United States. You can follow Nabeel on Twitter here. Also, check out his startup, Linute, and start making your campus life more lively!



Show Notes:

  • Interview Starts. [0:36]
  • Nabeel’s background. [1:10]
  • It’s actually Martin Scorsese. [2:50]
  • If Nabeel could give advice to his 18-year-old self. [7:35]
  • If Nabeel had a child. [11:44]
  • Do grades matter? [14:07]
  • What do you look for in a team member? [18:03]
  • Does a resumé accurately show a candidate’s potential? [20:20]
  • What role does a person’s social media play in the interview process? [23:19]
  • The advice he would give a student entrepreneur. [28:55]
  • Nabeel’s one book suggestion… [31:33]

*The high school program he was talking about is: https://veinternational.org/

Book mentioned at the end: “The Alchemist” by Paulo Coelho

The Alchemist Paulo Coelho
I highly recommend reading this if you’re a fan of good storytelling and learning valuable life lessons.

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Recommended Articles:
  1. Are You Ready For The 2016 Job Hunt? (12 min. read)
  2. 13 Insanely Cool Resumes That Landed Interviews at Google and Other Top Jobs
  3. 10 Must-Read Business Books for 2016
 If you have any feedback please leave a comment below so I can provide better podcast episodes in the future.
Kenny Soto Derek Magill Interview

Interview with Derek Magill: Standing Out by Advertising Your Resume Online

Standing Out From The Crowd…

I chatted with Derek Magill via Quora, over a question I asked on How can college students leverage social media to get interviews at startups?. When Derek gave his answer I was astounded by the strategy he provided me: using Facebook Ads Manager to target key employers to showcase his resume.

 

Derek is the Director of Marketing at Praxis, a one-year long personal accelerator that  helps young people with getting jobs and get an apprenticeship in entrepreneurship to build a portfolio of marketable skills. We did a phone interview on December 6th on how college students can stand out today before graduation by leveraging the internet.

 

 

 

“Derek Magill  dropped out of college a year and a half ago. He had to be creative to promoting himself to get a job.”

KS: What do you believe is the biggest challenge all job seekers face today?

DM: Right now, in particular, it would be differentiation in a marketplace that is over “credentialized.” 70% of people who graduated high school are attending college this year. The degree’s quality is getting watered down. How do you show you are a valuable team member? How do you stand out from the average bachelor’s degree holder?

KS: Is there another way to differentiate yourself online?

DM: It depends on the industry. Here are the general best practices I have:

  • First, realize a degree now no longer a guarantees a job.
  • Ask yourself: What is your value proposition (this is based on some research you’ve done, similar to a class project)?
  • What is the company doing now and what do you see yourself doing with them in the future?

The most important thing to consider is this: you are not in a passive role anymore, you are being specific and showing what you can do.

KS: Would you say that taking the extra step to stand out matters?

DM: Yes. And if you have something concrete just show it, “here are XYZ things I think you can do for your marketing.” I can do these things for you, for free to prove that I can do it.

KS: Freelance work gets your foot in the door.

DM: Of course, offer your skills up for free especially when you are young. We have the ability to work for cheap; we have fewer responsibilities at our age. What can you do right now to get your foot in the door? All of this has to be done with a given timeline, so you don’t waste your time but, this shows your value prop and how you execute.

KS: What was the genesis of creating a Facebook Ad for your online portfolio/resume?

DM: I had experience with them and my experience with marketing definitely helped. Most importantly, I had to think outside of the box to showcase my abilities.

KS: What  are the disadvantages of advertising your resume via FaceBook & social ads, if any?

DM: There is always a downside to any gamble you take. You want to take into account the company, what they are looking for, the culture, what exactly are you showing? The FaceBook ads might not fit the culture. You won’t show up to an interview with a finance firm with a hoodie and a t-shirt. Similar strategies to the ads will work with the right type of organization. The ideal target would be a marketing position if you are doing social ads for your resume. This is the biggest target for that right now.

For instance, investment banking might not be the best place to target however, it’s still open to experimentation. Not a whole lot of people are doing this so there is still room for trying. You won’t know that companies won’t like that approach until you try it. There are so many people with degrees that you need to do something different, be creative, and show your value before you even enter the door.

KS: How should you present yourself online in today’s marketplace (any best practices you have outside of social ads)?

DM: Personal website or any online platform, answers on Quora, posts on LinkedIn/medium.

Personal and professional dev makes you a better writer, thinking, creator.

It helps you slowly to establish yourself in the industry because it shows people what you know and they can latch onto. It is tremendously valuable when looking for a job or a client. The best thing you can do is create a blog and share your thoughts with the world and interact with other people in the industry and showcase  your work to people in the industry.
It’s all about building a reputation. You are building your (online) resume. Compare these two candidates: A 19-year-old candidate who applies to a marketing firm and has a resume, and one has a website with 15-20 articles. The person who shows their intelligent thoughts will be miles ahead from a person who doesn’t.

KS: Ok, so this is definitely a lot of information. How can college students get started?

DM: Quickest, easiest, and best options you have to start are:

  • Pick up a couple of topics you love and care about. Side note: that’s how Derek and I connected because we want to teach people
  • Build an online presence and create a paper trail now!
  • WordPress and Blog firms
  • Amazon Reviews and reviewing books! This shows you read important books on your industry.
  • Amazon reviews get indexed on google and can help you Personal Brand.
  • A concrete example would be, if you are a developer you should be posting code on GitHub.
  • Any intellectual should be answering questions forums and Quora now.

In the end, just don’t sit around and expect your resume to do the work for you. Adapt as needed and you’ll get better through the process.

What we have now is a consuming mindset, and then we do it for four years and when we have to build stuff after college we don’t know what to do. It’s better to build stuff now, and you’ll learn faster. College students who assume they can start after graduation and they already lost.

Final Thoughts

Let me know what value you found in this interview. Please leave a comment below and join the conversation.

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Recommended Articles:

  1. How to Get a Job at Google? Answers From an Ex-Googler.
  2. 5 Tips On How To Get a Job (Or Anything Else You Want) Without a Formal Credential
  3. You Don’t Need to Get A Second Degree — Here’s What to Do Instead
  4. If You Want to Get the Job, You Don’t Need a Resume — You Need a Value Proposition
Kenny Soto Getting a Job at Google

How to Get a Job at Google: Answers From an Ex-Googler.

Brian Rabben of Growth Wizards

LinkedIn, @brianrabben

I recently had the great pleasure of connecting with Brian Rabben via Twitter who used to work at Google. He worked on the AdWords platform in 2005 and is now the CEO of GrowthWizards. We had a brief conversation on Twitter about a possible interview on his experience working at Google and what relevant advice he could give current college students who are interested in applying to Google or to any company, period. Here is the following transcript from that interview:

What was your involvement in 2005 when working on Google Adwords?

I managed the customer phone support team for Google AdWords North America, then transitioned to the AdWords Optimization Team (where I built and managed large AdWords accounts for clients to whom Google had dedicated an internal team of account reps).

How were you able to get that job opportunity?

I was referred by an existing Google employee. This is, by far, the best way to get hired at Google.

What three core principles did you gain from that specific work experience that pertains to teamwork?

“The phone support gig at Google was essentially a combination of teaching and therapy. Our angriest customers would get transferred to me after screaming at (or otherwise abusing) my team (your classic “let me speak with your manager” situation, but significantly worsened due to the complexity of the product and [resulting] frustration…). With respect to teamwork, this specific work experience helped me gain a very, hands-on, practical understanding of the following core principles:

The value of “empathy-first”:

“No matter what, we’d get a few furious customer [phone calls] every week [and] instead of being defensive from the outset, [we used] the following strategy: take 1-3 minutes to let them talk > restate their grievances > empathize with their situation > respond with a resolution [which] almost never failed.”

The value of sympathy for your team members:

“Phone CSR gigs are extremely emotionally draining…it’s even worse if you’re a sensitive person; one angry customer call can ruin your day. Sympathy, when expressed in the form of statements like “it’s not your fault, that guy is just a jerk. I know how you feel…he called in to scream at three other team members for no good reason last week”, etc. can be all it takes to re-energize a team member after an awful experience.”

The value of preparation:

“As I mentioned, a complex product like AdWords is very difficult to support because of how easy it is to misunderstand its intricacies (especially when there’s a financial punishment for misunderstanding certain intricacies). As part of their training, we made sure our junior CSRs studied every conceivable scenario (including stranger situations like how to engage with psychics and porn advertisers) so they’d be prepared to handle not only these specific scenarios, but more importantly, to learn the different psychological strategies appropriate to dealing with different customer personas (e.g. the right way to engage with a potential fraudster vs. the right way to engage with an advertiser who’s furious because she can’t figure out how to spend her huge monthly budget).”

How has your experience working at Google affected your career path? Were there any negatives from working at the company?

“Working for Google was, by far, the best career move I’ve ever made. The “I’m an ex-Googler” badge of honor has opened countless doors for me…it’s been ten years since I quit, and I’ve never needed to submit a resume.”

If a college student were to apply to Google today, what advice would you give them to help their chances in landing the job?

“Find someone who works there and figure out how to get them to refer you…I’m pretty sure Google employees still receive a cash reward if you get hired, so they’re already incentivized to help you get in, but the referral process takes awhile for them to complete, so you need to make a very strong argument that you’re the right person for the job. Perhaps even more importantly (especially for the engineers out there), if you can connect with current Googlers, you’ll learn some very important tips about how to survive the Google interview process.”

What are you looking for when recruiting new team members to Growth Wizards?

“Work ethic. My top hires are all musicians who had no digital marketing experience prior to working with me.

Intelligence and creativity are obvious musts, but, because growth marketing changes so quickly (and there are so many diverse skills to acquire before you’re proficient), more than anything, young growth hackers need to be willing to pay their dues in hours spent learning.”

I hope this was helpful and if you want to see more interviews like these just leave a comment below on the next company I should research.

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Recommended Articles:

  1. Are You Ready For The 2016 Job Hunt? (12 Min. Read)
  2. How Should College Students Properly Use LinkedIn to Get Interview Opportunities?
  3. 21 of the trickiest questions Google will ask you in a job interview
Job search tips 2016 Kenny Soto

Are You Ready For The 2016 Job Hunt? (12 Min. Read)

The Times Have Changed…. It’s time to fix your job hunting techniques.

The year is almost ending, and it’s time to start thinking about what companies we are going to apply to after graduation. However, there’s one big issue: our resumes just don’t cut it anymore. 93% of all Hiring Managers use resume scanning software to filter candidates from the application pool. I was recently told this by TopResume, a company that reviews resumes to be up to ATS (applicant tracking system)  standards.


What alarmed me the most is that I learned that most companies use these resume scanning software systems. I would love to work for, Apple, Amazon, and Google to name a few. So what is one to do when attempting to apply for a job in a time and age where just this year, college graduates have made up 40% of the unemployment population in the US? As young professionals, we need to change our job hunting strategies and begin using the internet to stand out from the crowd.Why it’s time for a personal brand.

Why it’s time for a personal brand.

There is one thing you need to stop believing and that is that a well-constructed resume will help you get the interview. Although it is still important to develop your work experience and have a crisp resume, you need to know that everyone and their mother has one as well…and she is most likely applying to your dream job as well (here’s a PDF you can read later to see why I say this). The number one way to stand out from the sea of resumes that make it after the dreaded ATS’s scan through everyone else’s is a personal brand! Creating your personal brand online can help your job hunt tremendously, and it doesn’t take that much money to start.

I highly recommend creating a website through a CMS (content management system) such as WordPress or SquareSpace that don’t require any coding skills to enable you to start putting who you are on the internet. The very first thing an employer who sees your resume does is Google you! You need to make sure that you are in control of your digital persona. People will take photos of you and build content about you via social media that you will be indexed for on Google. Either you take control of your image or others will do it for you, and your hiring manager will see it.

Kenny Soto Job Hunt Help

There are many ways to get started!

Have you ever thought to yourself, “I’ve just spent an all-nighter writing this 10-page essay, I got my B+, now what?” Well, the coolest thing about a blog is that if you don’t have anything to showcase right away, use your old homework (make sure it pertains to what you are interested in doing in the future) and use the content as an article.

The hardest part about building a personal brand and using a blog is creating content but, don’t let that stop you from using old work to kickstart your content creation. If you write about what you’re interested in, it will be enjoyable, just be authentic.

If you don’t have the money right now to set up a website, there are two alternatives you can use! Don’t give yourself an excuse not to do this today:

Kenny Soto Job Hunt Help

Use the posts option on your LinkedIn and Medium accounts to create a personal website substitute while you save up around $50 to make your personal branding website. You need to begin today to make your job hunt easier in the future.

Up next…drum roll… researching your target companies

The next step as you journey off into creating an awesome personal brand is to begin finding out more about the culture of the companies you want to work for in the future. It can all start with a Tweet or InMail (LinkedIn message) directly to someone in the business you feel may answer you. The secret to increasing your chances to getting a response is to NEVER ASK FOR A JOB REFERRAL, instead ask them:

  • What do they think about the industry?
  • Where do yourself in the company?
  • What do you believe was a contributing to your success in establishing and advancing your career?

There are more questions you can ask but ultimately the reason they will answer you is because you will always begin or end the interaction with, “I wanted to know if you had the time to answer a few questions so I can put the content on my blog to help my viewers.” Or, “…so I can get other ideas to help build new content.” This technique has worked for me and if all else fails on Twitter and LinkedIn, then just use Quora.

Kenny Soto Job Hunt Help

Quora is a platform that allows you to ask anyone in the world any question you may have as well as enable you to answer any question that they have posted. The network on this platform is full of amazing and intelligent people who, when engaged correctly, can also be asked for a short 15-minute phone call or quick conversation over a cup of coffee. This provides you the opportunity for  you to expand your network before applying for jobs. Heck, even if they don’t help you get the job you do three crucial things:

  • Help grow your content on your site.
  • Learn more about the industry you are entering.
  • Increase the size of your professional network.

Speaking of networking for your job hunt…

Kenny Soto Job Hunt Advice

Another resource you can use to help your job hunt is networking websites. It’s not what you know or even who you know, it’s who knows you! What you need to do is take the initiative to actually go out and meet other business professionals if you really want to get the needed connections to help your job hunt. I recommend choosing MeetUp as your main platform for networking. You can search via any topic you want to learn about or any industry you wish to join. At the very minimum, you will expand your knowledge around your particular field and meet new people.

The challenge you need to be aware of as you go into the new year is that a resume is no longer enough. These are a few of the many steps you need to take in order to have a better chance at landing the job you want in the coming year. I hope this was some help and feel free to click in the articles below to learn more about personal branding and job hunt techniques.

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Recommended Articles:

  1. The 6 Steps to Building a Personal Website
  2. Beat the Robots: How to Get Your Resume Past the System & Into Human Hand
  3. How I got famous executives to answer my emails when I was an unknown 21-year-old entrepreneur

		
A Digital Marketer's Most Important Asset

A Digital Marketer’s Most Important Asset: Their Curiosity

Keep up

The Internet is always changing because customer behavior is evolving. How we buy, learn about new information, and share valuable content changes every single day. The biggest issue we as marketers and business leaders face is the challenge of being able to connect with our customers on a deep level. It is not enough to just to be able to find them anymore. With the advent of the Internet, we need to connect to anyone who utilizes the tool. Whether you are marketing a service, a brand, or a product, your job as a marketer is to be able to not only sell to your customer but to bring value to them. Being able to have them see how your product or service can have a profound impact on their lives (or the lives of their friends) is vital to your bottom line.

Why many of us will fail

The former CEO of Cisco states, “Either we disrupt or we get disrupted…” If we don’t understand that we need to connect on a meaningful basis with each customer we interact with, then we will fail. Assuming that what you provide to your target market is a product/service of high quality (and that you are listening to your market to make sure they want this) your main job as a digital marketer is to communicate to them how you can help serve them. Yet, what hinders your ability to do this is the assumption that what you already know about marketing is all you need to know. There are new tools, resources, and competitors changing this marketing ecosystem every single day. It is now more important than ever to inquire about digital marketing (and the Internet as a whole). Rather than stay in the paradigm you’ve learned through rigorous study and practice. Everything we learn regarding the internet changes every 6 months to a year and the rate of change is increasing.

Building and Studying your growing library of knowledge

The best practice that I have learned from my mentor is the habit of collecting, reviewing, and then writing about the information you get from resources you attain throughout your time on the Internet (and sharing this information in networking events and forums). This database of useful information allows you to share valuable information with your network and teach them as well. The best ways for you to make sure you keep your marketing chops up-to-date is to question what you know. This is the only way you’ll be able to successfully help your clients and your company when people need your marketing skills or need to find out about your company.

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Why Should All College Clubs Have a Facebook Ads Budget?

Why Should All College Clubs Have a Facebook Ads Budget? (8 min. read)

It’s time to rev up your club’s brand awareness.

If you are involved in as a leader of a club while attending a university there has to be two things that your team has to have to be successful: a vice president of marketing and a portion of your budget allocated to online marketing. There are thousands of online tools (paid and free) that can allow you to recruit more members, gain more attendance at your events, and even begin to crowdfund from the students at your campus to grow your organization. As a club leader, you are always focused on doing the best for your team and there are many ways of doing that.

One of the best methods of achieving your club’s goals is to market its brand. We use Facebook every day, it’s time to learn how to advertise on it.

Facebook Advertising: Before You Begin

The very first thing every club should have at the very least is a Facebook Page.

To create one click here: https://www.facebook.com/business/products/pages

Once you have created your Facebook page the next step is to learn more about how you can create brand awareness using your current number of members. The two ways to do this is to first utilize the Facebook Groups that your members are all in and have them share the page in those groups. Secondly, have them invite their entire friend list in order to gain some initial traction.

One of the most important tools on your page that you will want to manage at least once a week is the “Publishing Tools” section. This will allow you to schedule posts while you or another team member isn’t able to access your site (rumor has it that if you schedule your posts through a third party applications, Facebook hinders it’s post reach).

You can also see the stats of your published posts so you can A/B test (click the link to learn more about A/B testing) your headlines to see which one’s your team can repurpose for future posts.

The primary reason for scheduling and analyzing your posts will be for constant promotion of your events and to send out crowdfunding links to potential donors whether they are current students on your campus, friends & family of your club members, and university/club alumni.

To set up the events on your Facebook page click the events tab near the status update section of the page under “Event, Milestone +”.

Once you set up the event dates for all the events you have for the semester it’s time to begin advertising them and your club as a whole.

Accessing Facebook’s Ads Manager

To access the Facebook’s Ads manager enter the URL: https://business.facebook.com

Before you can create Facebook Advertisements for your Facebook Page and it’s events, you first have to click “Claim Assets” and then click “Page” in order to utilize it (note: you can only do this if you are the admin of the facebook page).

After that, click “Ads Manager” to begin creating your first advertisement.

Creating Your Campaign

The first step to creating your campaign will be to choose the objective for the advertisement that will be shown to your target audience (this is the foundation for your call-to-action which you will be creating for your headline/ad copy).

For the purposes of this tutorial, I will be creating the example campaign using the “Promote your Page” option.

Step 2 will be to indicate how you will be purchasing the clicks/impressions for your advertising. This is how Facebook makes the majority of its revenue as a company. Once this step is completed you will then scroll down to step 3, creating your ad set.

Note: It is highly recommended that you read these 3 articles later before creating your first ad so you can get a large return on your investment:

Targeting Your Audience

When targeting your audience you first need to consider who is your client persona (the fictional representation of your ideal client) in order to maximize the percentage of engagement and shares of your ads on Facebook. The targeting is determined by multiple factors such as geo-location, age, gender, language, interests, how they are currently connected to your page, etc. The basics for geotargeting your audience are available via Facebook’s business FAQ

When targeting, if you are only looking for your audience to be students on your campus and/or in the general area of the school I suggest only targeting that specific city or specific zip codes in which it is located. This ensures your money isn’t being wasted on Facebook users who may not have any relevance to your campaign goals.

If you click the arrow next to the mile radius you can customize it to any specific target you want (note you cannot do this for specific zip codes).

Above, is the preset I use to target college students for my website articles. You can customize these settings to meet your specific needs, just make you consider the audience reach before you continue. Do you want to reach 10,000 people or 400 people for example? You can also target via other pages and interests. For the purposes of this tutorial, I used CUNY pages to specifically target the most relevant college audience for the events I’d host at my college.

You can use “Behaviors” & “Connections” to further target your audience.

And don’t forget to save your audience!

Budgeting your Ads $$$

“If you choose a daily budget, the amount you enter is the maximum that you’ll spend each day. If you choose a lifetime budget, the amount you enter is the most that you’ll spend during the lifetime of your ad set.” -Facebook Help

You can choose to either do a lifetime budget or a daily budget (to conserve your funds I highly recommend doing a lifetime budget).

The final step before uploading the content of your ad is to schedule specific times of the day to target your audience (you can only do this if you have a lifetime budget).

After you decide your budget & schedule that you can use for each campaign the last thing to do is to add your banner ad, ad copy, and to review how the ad or ad set looks on both Desktop and Mobile News Feeds.

Additionally, you can study the data and ultimately learn how to fundraise to specific targets to maximize your return that you spent after your advertisements have been activated.

*Example of how to optimize your next target audience by age, gender, and how much each audience will cost per click.

Now all of this may seem like a lot, however, after making at least 3 ads you’ll be able to do this for your club events (or anything related) and setting up the ad won’t take more than two days to plan and execute. Just remember to always monitor how your audience is reacting to your ads and to learn from the data you collect.

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