How did you come to know about starting a blog as a career option & how has your journey been so far?
I wouldn’t consider my business a “blog”. It is a digital publishing company. My first business was sweetspot.ca which I launched in 2004. The first of its kind in Canada, Sweetspot was a daily digest of lifestyle trends and happenings across Canada. It became the go-to email and site for Canadian women to stay in the know about what was trending in their city.
The journey has certainly been a roller coaster! While I don’t believe there is such thing as an overnight success, Sweetspot grew quite quickly and was acquired by Rogers in 2010 which was a major high. From there I ran an eCommerce business that was much more challenging, and then in 2016 decided to go back to my true passion, which is content, and developed The Bullet, which is now in its third year of business and growing rapidly.
How do you see Digital Marketing is impacting enterprises in Worldwide? What are top trends you see are entering the marketplace?
Obviously social media has had a major impact on how people promote their businesses. But I feel it has reached a tipping point and more “traditional” methods are regaining popularity, such as email. I’ve always been a huge fan of email since I believe it delivers just the right amount of content directly to your audience who have put up their hand and opted to receive it (which is unlike the current social media experience).
Why is social media marketing important for small and big scale business?
Despite what I just said I do think social media is important! That is where many people go to learn about businesses so if you’re not there then you don’t really exist and you aren’t able to compete.
Why we need to do A/B Testing in any campaigns?
Because we don’t have all the answers. You don’t know until you try things, and A/B testing is a beautiful way to learn what about your audience in real time.
Highly Visited Page: 8 of the Best A/B Testing Tools for 2019
What do you see as the biggest challenges for marketing professionals over the next year?
It’s the same challenge they always have which is how to break out of the clutter and create strong, long lasting relationships with their customers.
What are the essentials of getting customers to think differently when you’re promoting a new solution to a market with established products?
Keep it simple.
I have a phrase I often use, “The Marketer’s Curse” where marketers use lingo that only they understand (and/or care about). Brands often fall down when they ram information down customers/prospects throats that they want to share, not what the person needs or wants to hear.
Good brands provide information that entertains/educates/enlightens and if they’ve done a good job, then they accomplish all three.
According to E-commerce Industry, Which is more important, data or content to the future of marketing? Why?
Am I allowed to say both? My roots are in content so I obviously believe the good content is the key to success. But without the data/results to back it up then it’s meaningless.
Would you do anything differently for B2B versus B2C when you promote a new business?
No. In the end, they are all just people.
Something you do better than others – the secret of your success?
I keep it simple. The consistent theme/promise across all of my businesses has been taking information and giving it a voice that is fun, authentic and informative. And the simpler the business model, the more successful I’ve been.
Premium Interview: Interview with Katie Barber, Content Writing Specialist
Thanks a lot, Joanna Track for sharing your valuable journey.
We really appreciated this remarkable answers!