Kenny Soto https://kennysoto.com Digital Marketer | Strategic Advisor | Writer Fri, 25 Sep 2020 13:58:20 +0000 en-US hourly 1 https://wordpress.org/?v=5.5.1 https://secureservercdn.net/198.71.233.51/hhh.8c2.myftpupload.com/wp-content/uploads/2019/12/cropped-KS-Logo-Circle-Cropped-1-32x32.png Kenny Soto https://kennysoto.com 32 32 84625554 Proof: The Foundation To Any Successful Digital Marketing Strategy https://kennysoto.com/2020/09/proof-the-foundation-to-any-successful-digital-marketing-strategy/ Fri, 25 Sep 2020 13:54:28 +0000 https://kennysoto.com/?p=2272 How to promote anything (start with market research) “Nearly all companies exist to do something people want.” — Paul Graham Are you in the business of doing something that other people want? You would be surprised how many business owners, content creators, and just about anyone who is selling something tend to overlook this question. […]

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How to promote anything (start with market research)

“Nearly all companies exist to do something people want.”

Paul Graham

Are you in the business of doing something that other people want? You would be surprised how many business owners, content creators, and just about anyone who is selling something tend to overlook this question.

There are more than 8,000 MarTech tools and software companies out there that can help you scale your promotional content. There are new platforms emerging every year, where you can listen and engage with your target audience. AND the overhead costs of starting a business are becoming increasingly less as overall resources (a fast internet connection, reliable electricity, a global talent network, and cheaper computers) become more available.

So one would think, “Yeah, maybe I should start that business!”

Wait, slow down. Before starting anything and especially before you begin spending your operating budget on any of your digital marketing, you have to answer the critical question which I will repeat:

“Are you in the business of doing something that other people want?”

Promoting a product, service, or even your content begins with answering the following:

  1. Do people want you have to give?
  2. Are people willing to pay you for it?

The first question is easy to find out, a simple search on Google, Google Trends, UberSuggest, SEMrush, or any of the other search engine marketing tools out there can help you accurately measure if people want what you are trying to provide. The second question is harder to answer but, there is a proven way to get an idea of not only are people paying for what you can provide but, also an estimation of how much they will pay you.

Now as a precursor, it’s important to note that price in itself is a marketing tool. The value is embedded into the price of a product or service, so if you’re selling socks, for example, you want to price the product based on the profit margin you want to achieve and the type of customer you’re trying to build a long-term relationship with. You can find out if your idea is viable one by first discovering the competition you’ll be facing. If there isn’t any completion, then that can be a sign that no one wants what you are selling or no one wants it yet. Your idea may be needed in the future.

To figure out the appropriate price, you would need to then do some “window shopping” with your competitors. Backdoor research (pretending to be an interested customer) can help you with both determining the right price for your own products and services and it will help you get an idea for who is successful and why.

After you’ve determined your product-market-fit then you can focus on the fun stuff, which would be creating and implementing your digital marketing strategy. Just remember that a solid foundation is what makes or breaks any plan.

If you’re in the business of promoting your services or content online and need help with your marketing and SEO optimization, check out my services page. You might find a wonderful surprise if you click!

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Image Credit: Unsplash

Also, if you want a quick way to recap this idea—I started to think about this thanks to this amazing (and short) Twitter thread linked below:

https://twitter.com/jackbutcher/status/1303376950346612737

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The Beginning of my Project Management Journey https://kennysoto.com/2020/07/the-project-management-journey/ Sun, 12 Jul 2020 13:59:19 +0000 https://kennysoto.com/?p=1167 The best thing you can do for your career is to take time to reflect on what you’ve learned The beginning of my project management career began when I was managing a team of interns at a non-profit in 2016. We were tasked with building out the company’s digital marketing strategy, daily routines, and documenting […]

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The best thing you can do for your career is to take time to reflect on what you’ve learned

The beginning of my project management career began when I was managing a team of interns at a non-profit in 2016. We were tasked with building out the company’s digital marketing strategy, daily routines, and documenting the team’s processes. We were a small team of 6 people and even then, it felt impossible to manage all of the moving parts that seemed to creep in from our peripheral vision. I learned quickly that the first hurdle for new project managers is learning how to delegate tasks instead of doing them yourself.

 

In 2017 I became a freelance project manager at an agency, managing two departments that comprised of more than twenty media buyers and media planners. I was tasked with organizing all of the established workflows that they have been using and then streamlining them so that we can complete projects faster for our Fortune 500 client.

 

The honest truth is that for this specific project, our team discovered that my specific role wasn’t necessary for several reasons—primarily because the project was already being successfully managed by several other managers.

 

I learned a key lesson during those three months. That lesson being, the likelihood of you remaining as an essential part of any project relates to how early you entered the project and how much you can immediately contribute to that project. Also, taking your ego out of project management and work in general is essential to success.

 

Reflect from failures

Instead of feeling sorry for yourself whenever you’re taken off of a project, try to understand why you were removed. In most cases, the decision was made because the project takes priority. There should never be any hard feelings.

 

Now three years later I am managing several projects at once. I wouldn’t say that I am now fully traversing my project management journey just yet. I believe I’m still at the starting point.

 

Seeing as there are so many different styles of project management I still have to learn (Agile, Scrum, Lean, Kanban, Six Sigma, and PRINCE2) I am both excited and worried. In the coming years, there will be around 80 million new opportunities for project manager work. By doing my part, learning how to be a better project manager, I hope I can cut my “own slice of the pie” in the marketing industry.

 

Looking back at where I was and where I am now, I’m still in the tutorial phase and I’m okay with that. Part of the learning process is knowing how much you don’t know, right?

 


Illustration source | Idea vector created by stories – www.freepik.com

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Sometimes It Isn’t The Work That’s Got You Down https://kennysoto.com/2020/07/work-thats-got-you-down/ Tue, 07 Jul 2020 18:26:30 +0000 https://kennysoto.com/?p=1152 The missing piece could be a great team If you’ve found your passion, stick with it. Sometimes things will get hard because of the people in your ecosystem, not because of the work itself.   Don’t believe me?   There will come a time when you either lose or gain a great team that just […]

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The missing piece could be a great team

If you’ve found your passion, stick with it. Sometimes things will get hard because of the people in your ecosystem, not because of the work itself.

 

Don’t believe me?

 

There will come a time when you either lose or gain a great team that just clicks—everyone is consistently in sync on a daily basis. When you encounter a team like this, with no drama and just a passion for serving each other and the customer, enjoy the moment. It’s rare to find a job where you love what you do and you mesh perfectly with the people that you work with.

 

No amount of money or “upward mobility” can replace a great team dynamic and culture. That’s irreplaceable.

 


Image credit: Unsplash

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The Next Step After Completing The Course https://kennysoto.com/2020/07/the-next-step-after-completing-the-course/ Mon, 06 Jul 2020 13:41:36 +0000 https://kennysoto.com/?p=1146 Gaining the credentials is only the first step If you want to help your clients manage a Youtube channel, try starting your own.   If you want to learn how to successfully generate a return of 150% from paid Facebook ads, save $1,000, and run your own campaign.   If you want to do anything for anyone, […]

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Gaining the credentials is only the first step

If you want to help your clients manage a Youtube channel, try starting your own.

 

If you want to learn how to successfully generate a return of 150% from paid Facebook ads, save $1,000, and run your own campaign.

 

If you want to do anything for anyone, try doing it for yourself first. Tinkering and creating your own projects is a great way to bridge the gap from student to practitioner. It may be hard to find work when you’re fresh in the game, especially this year. So the only way to get started is to hire yourself first.

 

Patience, grit, and a clear plan of action will increase the odds. Yet, what will help you out the most is being able to showcase your usefulness.

 


Image credit: Unsplash

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When You Lose A Client https://kennysoto.com/2020/06/lose-a-client/ Fri, 26 Jun 2020 10:08:49 +0000 https://kennysoto.com/?p=1121 You Lose More Than Just Money Losing a client can sometimes come as a necessity. Perhaps the expectations at the beginning of the project weren’t set correctly, or the working relationship began to deteriorate because of miscommunication, or the client found another competitor to replace you.   Regardless of why it happens, it’s important for […]

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You Lose More Than Just Money

Losing a client can sometimes come as a necessity. Perhaps the expectations at the beginning of the project weren’t set correctly, or the working relationship began to deteriorate because of miscommunication, or the client found another competitor to replace you.

 

Regardless of why it happens, it’s important for us to consider what happens after you lose a client.

 

When a client is lost, your bottom line isn’t the only thing that suffers. There’s an opportunity cost incurred when you lose a client, for they could have been a potential avenue to gain referrals to new clients. And when you lose a client, you miss out on all of the knowledge that would have been gained through future work with them.

 

Working with clients gives marketers the opportunity to consistently challenge themselves and grow their skillset—as new problems that need solving arise consistently in marketing. When you lost a client, you lose an opportunity to grow.

 

Again, sometimes you can actually benefit from losing a client if it is clear that much wouldn’t have been gained if the working relationship continued. Yet, when you lose a great client, it can be tough to recover from that loss.

 


Image Credit: Unsplash

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