What do I do all day? I work for an advertising agency!
Basically just picture Don Draper but less sexist and much healthier and that’s me. Just kidding!
I manage online marketing and advertising campaigns for brands looking to generate leads, sales and increased brand awareness for their companies.
I usually work with medium sized companies, but sometimes I get to work with famous bloggers and semi-celebrities.
Okay, I DO NOT work with Mindy Kaling. I just wish I did! The semi-celebrities I’ve worked with are much less famous than her. (Although I do manage the social media for a TV show that you might watch which is kind of cool.)
I’m the head or director of my department within the agency, but we’re a small team, so I wear many hats.
A typical day for me consists of a balance between writing strategy and executing it. Boiled down, you could say I put together ads and crunch numbers to make sure the ads are delivering a return-on-investment for my clients.
Here’s a mix of things I might do on any given day:
- Conduct market research
- Write a marketing plan
- Put together a report showing money spent vs. money made for clients
- Write copy for print ads
- Write copy for online ads
- Select images for print or online ads
- Set up online ad campaigns
- Write blog posts on behalf of a client (if you’re ever reading a blog post online for a company or semi-celebrity and it reminds you of my blog… I might have written it!)
- Reach out to bloggers about writing sponsored posts
- Write marketing emails on behalf of a client and then set those up
- Manage social media campaigns
- Optimize a website / landing page
- Review the work of other people in my department
- Etc. etc. etc.
One of my absolute favorite things to do occurs every time I put together a new online advertising campaign: I create an a/b test!
An a/b test consists of pitting two ads against each other and seeing which one performs better with the target audience.
Here’s a simple example from Twitter:
Twitter a/b tested whether the copy “Sign Up” or “Create an account” on the button would generate more new users for them.
Most of the a/b tests I could to execute are a bit more complex than that.
For example, one client of mine is in the retail pet industry. One of their goals is to build trust and credibility with pet parents, and as such they share helpful tips and information about pet care via their blog and Facebook page.
To build up their brand awareness we run community growth ad campaigns on Facebook — you know those ads you see in your Newsfeed that are about topics you’re interested in but perhaps not from brands you’re already aware of.
When I am putting together a community growth ad campaign I don’t just arbitrarily choose any old picture and pair it with a sentence I thought up on the fly.
Instead I carefully select two or more images that I think will resonate with the audience, in this case affluent pet parents, and I write several different lines of copy for the ads. I then test all possible image + copy combinations against each other to see which one delivers the best results — in this case the most Likes on Facebook.
So, for dog parents I might start by testing these two images against each other:
And let’s say image #2 achieved the best results … I would then start creating varieties of that ad to see if I could improve the results even further.
So I might go on to test these two variations of the image against each other:
You would be surprised at what a difference something like the color of the bubble could make. I can tell you that one of these colored bubbles outperformed the other one by 20X!!
After I find out which color performs the best, I might try a different color or change the copy and see if that makes a difference…. and the testing continues on until I reach a plateau. After I hit the plateau I’ll start over again with a new image and the process continues!
My job is basically all about writing hypotheses and then testing them out.
I hypothesized that the ad with the yellow bubble would generate better results than the blue bubble because the color is more eye-catching. After running the test to statistical relevance I discovered that I was correct OR I was wrong and I believe that is because _____ so I am going to test ______ next.
I love a/b testing because it iso closely ties creativity with data. It’s such a great balance for someone like me who loves both sides of the marketing world!
Sometimes I work with semi-famous people like bloggers/vloggers, former professional athletes and other ‘celebrities’ to take their personal brands to the next level. That’s always interesting and I could probably write a small book about what it’s is like! I think I better save that for another day though as this post is already getting quite long!
It can be hard for me to separate this blog from work — there are SO many things I could do for The Bar (Blog About Running) that I don’t because this blog is for FUN not my job! I try to keep things as simple as possible here so that it remains a hobby.
I hope I didn’t bore you too much with the dirty details of my job!
What is the one thing you love most about your job?
Any fellow marketers out there?
PS: HEAT NATIONNNNNN! Loved that game last night! #HeatLifer