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Agency Life: My Top Tips for Thriving at a Bustling Digital Marketing Agency

When I tell people that I work for a digital marketing agency, I’m sure they envision a version of the scenarios below:

Photo Credit: The Hotel Marketing Blog
Perception of what you do, versus what you actually do are two completely different things. For most of us, our time isn’t spent sipping martinis and developing large-scale ad campaigns for major B2C brands. Realistically, we’re all juggling many tasks and clients, trying to do the best work that we can. While working for a top tier agency like TopRank Marketing is hard work, it also offers some incredibly rewarding opportunities. As someone that has been fully ingrained in agency life for many years, I’d like to shed a light on five lessons I’ve learned that have helped me not only survive but thrive in an agency environment.

#1 – Love What You Do

I really enjoy the work that I do. It’s exciting, challenging and ever changing. If you’re not passionate about your career, it can be incredibly difficult to get through the tough days. If the following apply to you, chances are you might love what you do and not even know it:

  • The work days fly by in an instant.
  • Even when you’re in the weeds, you can step back and remind yourself of the end goal.
  • You constantly push yourself to be better.
  • Recruiting friends and acquaintances to join your team is a no-brainer.
  • You take immense pride in your work.

#2 – Welcome Feedback

It doesn’t matter who you are, there is always more to learn. And while accepting critical feedback can sometimes be a challenge, it will make you a better marketer. I am fortunate to work with a group of incredibly talented individuals, with varying skills. An essential part of growing is to accept feedback in stride, and even seek it out. By being open to different perspectives and approaches, you’ll begin evolving your approach and will find that your creativity and efficiency don’t suffer, you’ll actually become more thoughtful about the work that you do. 

#3 – Take an Interest in Your Teammates

We spend the vast majority of our waking hours at work surrounded by the people we work with. You’ll find that there are people you connect with more than others, and there is nothing wrong with that. However, make an effort to get to know something interesting about each person that you work with. By forming a connection you can better empathize with your teammates needs and identify the best way for you to work together either individually or in a group. Many agencies offer personality assessments for their employees as a way to discover the best way to work as a team. These assessments can be incredibly helpful in understanding the perspective of other teammates. There will undoubtedly be times where they need your help and you need theirs. There is no shortage of work to do at an agency and when it comes down to it, a strong relationship with your fellow employees can be the deciding factor in their willingness to help you out of a tough spot.

#4 – Know When to Ask for Help

Don’t ever let your pride get in the way of doing your best work. The truth is that we all experience times when we’re overwhelmed and feel that we have too much to do. And if you try to “do it all” important tasks eventually begin to fall through the cracks. Asking for help doesn’t mean that you’ve failed, it actually is a sign that you’re aware of what’s on your plate and know that there is a distinct possibility that you won’t be able to deliver everything that you’ve been given. By stepping up and communicating to your supervisor or your team that you need help, you can reset expectations and focus on the most important aspects of your job.

#5 – Own Your Failures

We all make mistakes, it’s part of human nature. However, it can be difficult to admit defeat and own it. There is nothing wrong with admitting defeat as long as you can articulate what you learned from the experience. Your failures can also be an incredible learning experience for the rest of the team. Discussions that might not have otherwise happened can occur and help the team problem solve and grow together.

Learn to Thrive in an Agency Environment

Everyone will have a slightly different mix of ways that they approach agency life. Personally, I have found that the steps above have made me a happier and more successful digital marketer. Instead of getting overwhelmed by the mountains of work in front of you, consider incorporating the advice above to work your way toward thriving in your agency environment. Now I wouldn’t be taking my own advice if I didn’t ask you (the readers) for your top tips on thriving in an agency environment. Please feel free to share in the comments below!

The post Agency Life: My Top Tips for Thriving at a Bustling Digital Marketing Agency appeared first on Online Marketing Blog – TopRank®.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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5 Key Traits of the Best B2B Influencers

Traits B2B Influencers

Traits B2B Influencers

Marketers are still asking, what is B2B influencer marketing? Here’s a definition I’ve been using over the past 5 years or so:

B2B influencer marketing is activating internal and external subject matter experts with engaged networks to advocate and co-create content of mutual value that drives measurable business goals.

As the groundswell around influencer marketing rises and becomes a normal part of the B2B marketing mix, the volume of information and misinformation on the topic also increases.

One of the most popular questions people also ask about B2B influencer marketing focuses on what makes a good business influencer? By now we all know that popularity alone does not make someone influential. It’s certainly important, it's just not the only thing.

As B2B marketers mature in their understanding of the role influence plays and how the dynamic of brand content co-created with industry experts plays out with customers, they begin to realize that other factors matter. Topical relevance matters of course as well as resonance of the topic amongst an influencer’s community.

B2B Marketing Influencers

The intersection of individual expertise, how well that expertise resonates with followers and the size of network creates a baseline of characteristics when evaluating whether a certain influencer might be a match.

But there’s more than that. Understanding what makes a great influencer is both art and science, soft and hard skills. The success of identifying, qualifying and engaging influencers is also directly tied to how they will be engaged and to what end.

Some people reading this might think that influencer marketing isn’t the magic pill some are playing it up to be. There’s a reason for that, because it’s not magic. It’s more like alchemy.

The reality is, there’s no one formula for the perfect B2B influencer, but there are some common characteristics that B2B brands should look for in varying proportions according to what’s important to a program or activation. I call those characteristics:

The 5 Ps of B2B Influence

Proficiency - In B2B marketing, the vast majority of those considered influential possess deep expertise in the field they work in. This is a significant difference from many B2C influencers who are often self proclaimed as influential with clever media creation skills.

As B2C influencer content and engagement tactics evolve, some are crossing over into B2B with a trickle of opportunists successfully creating influence amongst B2B audiences not solely for their expertise, but for a combination of adept social media content creation skills and some expertise. B2B marketers who do their due diligence will be able to filter accordingly.

Popularity - While network size is not the only thing, nor is it the most important thing, it is definitely a metric to consider. Some marketers swing in the direction of ignoring audience size altogether because of lower engagement rates with popular influencers. This is simply foolish. All things being the same, I’ll take 2% engagement of an influencer with a million followers over 2% from someone that has 1,000 followers.

What matters is how network size factors in with the type of influencer you need. For example, popular influencers aka “brandividuals” are often best for top of funnel content. Niche domain expert influencers are better for middle and end of funnel content. Engaging a brandividual and expecting conversions is just naive.

Personality - If you’ve worked in B2C influencer marketing and been exposed to all the characters there, B2B is going to seem a bit dry. Now there are some colorful characters in the B2B influencer community, no doubt. But personality is often a trait that needs to be uncovered when you’re working with some types of business influencers.

The good news is that savvy influencer marketing practitioners know how to plant the seeds that can grow and blossom within an otherwise introverted influencer. You don’t need them to be a colorful character, ripe with personality per se, but you do want them to connect with the passion they have with their craft and how their expertise can help others be successful.

Publishing - Content is the media that conveys the ideas of influence and while B2B influencers are not expected to produce the same types and quantity of content as in B2C, it is ideal when there’s a platform where the influencer publishes. At a minimum, that would be social networks but to be a B2B influencer, it’s most likely that also includes articles contributed to publications if not research, books and presentations.

Promotion - The value a B2B influencer brings beyond adding expertise and credibility to brand content is the ability to share what they helped create with their network. Trust of brand content is at a low, especially with advertising. Customers yearn for authentic content and the right kind of influencer collaboration can give them that, delivered via the influencer’s own distribution channels. That means social networks for course but also potentially blogs, email newsletters, podcast, LinkedIn Live, contributed articles or columns in industry publications.

I know some people reading this are thinking there could be even more P’s like being Prolific, Persuasive or Passion. Yes, there could be so many more but we have to draw the line somewhere! It's important to be able to manage the data and insights necessary to factor these characteristics into selection, qualification and engagement.

Some of these traits will not fully reveal themselves until you work with an influencer on a few content activations. Others will fluctuate over time and that is normal. It's important to understand that influence is a temporal thing. It is not fixed or permanent. It’s important marketers realize that before they disengage an influencer in the short term due to lower performance. The same goes for high expectations after great performance.

Organic influencer engagement is a little dynamic and what you don’t spend on paid influencers like an ad buy you will (in part) need to invest in relationship management, education and even tips that will help the influencers be more effective.

B2B brands with high influencer churn or low performance often apply “ad buy” perspectives to a what is actually a relationship driven effort. Mismatched expectations are not helpful for anyone, so think about the 5Ps as you evaluate and nurture your influencer community. Consider where of each your ideal influencers need to score on the 5 Ps in order to be a good match for the kind of activation you have in mind.

When there’s 5P alignment, there's happiness: for customers, influencers and your B2B brand.

The post 5 Key Traits of the Best B2B Influencers appeared first on Online Marketing Blog - TopRank®.

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