Oct 3, 2016
As someone who loves digital marketing, change is what keeps digital marketing ahead, when you think about it, no other aspect of a company, whether it is accounts, human resources, and so on, face the rapid change that digital marketing does, in particular, paid search. As a passionate paid search marketer, we have to keep our skills up-to-date and adapt to change frequently.
What I believe is, what separates a job from a career is how you adapt to change in your industry. My favourite quote about change is by Scottie Somer’s, “change is the heartbeat of growth”. If this is true, then through growth we develop. Change isn’t foreign to paid search markers or digital markets for that matter. Most of us read blogs, attend training and follow official articles. But let’s face it, the pace at which paid search marketers need to adopt is abundant, but it is one key factor that affects digital marketing.
Companies need to appreciate the rapid growth that exists in digital marketing and should not only budget for marketing spend – but think bigger. They should be investing in resourcing their human capital through tools, skills, and nurture the development of their team, regardless of whether they work at an agency or client-side. But what qualities should you seek to invest in? How do you find a proactive paid search marketer? On that note, let’s explore four traits that make an exceptional paid search marketer:
Questioning
‘How?’ and the 6W’s, well this is important. Paid search marketers need to understand your business before they can even get started on a digital strategic plan. Sometimes they need to turn into a consultant to be inquisitive to develop marketing strategies and tactics to meet your marketing goals.
Objective
Paid search marketers need to remain objective. When it comes to their strategies, data analysis and relationships they develop. Anyone who has studied science, math engineering will have a fundamental understanding of how to remain objective. They will be able to separate themselves like a consultant would.
Open Minded
Paid Search marketing tools and mediums are forever changing. The first mistake is not being open- minded and saying no without trying new mediums and tactics. The fact is A/B split testing should be how we function. Never assume without data, and the only way you can get proof is by conducting A/B split tests. Data-driven marketing is a movement, and one every paid search marketers should embrace.
Ready to Implement
Knowledge is one thing, but understanding, delivering and implementing another. New features are constantly available, but is your paid search marketer open to testing? There is only one answer: yes.
Going Forward
In all, paid search is where science, math, and marketing are aligned. It’s the world that many people are quite foreign to, but it’s one that is close to me. Next time you meet a paid search marketer ask them “how’re all the new features/changes going?” they probably won’t stop, but that’s the person you want – the one that is exciting and ready to adapt to change!
But remember, paid search marketers and digital marketers, in general, can only be as good as the people that make the team, digital is the future, and it should be embraced by passionate people that you want to invest in.
So, what have you experienced, whether as a paid search marketer or a customer – what do you think? Feel free to comment below.
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