As part of the ‘Inside Track’ series I’m running this year, I lift the lid on various roles in the industry. Everything you ever wanted to know about an IA / PM / UX etc (we love our acronyms) but were too afraid to ask.
This time around is Michaela Laubscher, Marketing Consultant and Director of Fuelled by Social Alchemy.
Since 2010 she has offered a variety of advice and management services to businesses looking to market themselves effectively on the internet.
Your Granny is on an elevator : can you explain your role in a sentence?
You’ve heard of the internet, yes? On computers and phones – yes, phones! Well, I help companies be seen by their customers on the internet.
We’re chatting over coffee : what’s the expanded explanation of your role in the brand development or campaign creation mix?
Basically, I’m a multifaceted internet marketer and my role is flexible around the needs of my clients. For instance, a lot of the creative agencies I work with have a lot of interesting (and often beautiful) things to talk about but lack the time to publish it online, so I help to manage the out-going comms like social media and email newsletters. Or I am approached by small brands who know their product but not their customers, so we develop an industry position and the best approach to getting on their customer’s radar; which can be anything from developing their website for more organic search visits, to designing content for sharing on social media.
How did you get here?
By accident… but maybe it wasn’t. When I was a teenager I was really keen to get into the music industry, and I did quite a bit of street promotion for bands and gigs. Around the time Myspace was big, I wanted to be a photographer so I learned how to code my photos (quite crudely, may I add!) into pages. I also started my first blog. I knew I had to drive visitors so would share links on Twitter and Stumbleupon, and in my search for self-promotion I inadvertently became an early adopter of the big social media platforms we use today.
I suppose the ‘crux’ of being a professional happened when I was the office manager of a London creative production house; we had some really cool artwork for big brands coming through the door. One day the creative director handed me a book on ‘Creative Marketing Communications’ and I began merging traditional techniques with my knowledge of social media. It started with a blog and twitter account, and quickly developed into monthly newsletters – which I’ve been managing now for 6 years!
When the recession hit, I knew it was time to leave the city. I moved to Leeds and continued to manage social media and newsletters as a freelancer, and eventually set-up Fuelled by Social Alchemy. The last 4 years have really developed my knowledge of internet marketing – both what to do and what not to do!
… And what keeps you doing it?
The challenge. The internet is constantly changing. I recently looked back on some of my earlier projects and realised that the technique I used then would not work now. It’s on-going personal development as a marketer – you can’t be complacent in these times!
How do businesses typically engage with you – e.g directly or mediated through an account handler?
A bit of both. I tend to work directly with my B2B clients and start-up B2C brands, mainly due to the fact they are small/medium sized businesses with modest budgets. I also do a lot of brand work through other agencies, who act as account handler; in those instances I’m just a small part of the big project.
I’m a tight marketer – why should I pay for you (and not just skip your input)?
These days there are a wide range of solutions for different budgets, and plenty of free advice available on the internet. If a marketer is serious about marketing and wants to improve how they communicate with their customers, they would see the value in investing in a marketing consultant. I tailor my advice around the needs of their business, and provide a completely bespoke service.
Seen any cool new techniques or approaches coming on board?
The only thing that springs to mind currently is the creative development of css and html5. Over the last few years they have been used by designers in an increasingly interactive and inspiring way. I’m looking forward to seeing what happens next.
Grab your crystal ball – how do you see marketing evolving in the next 12 – 24 months?
Tricky one. There are a few legislations in the pipeline both sides of the Atlantic which look to shake up IPs and internet companies, particularly in relation to ‘privacy’, which could have a knock-on effect with all users both inside and outside of marketing. I think the legacy of the decisions made will always be greater than the policy makers actually realise, and probably not for the greater good.
I also expect Google to throw a few more ‘curve balls’ regarding search, and for advertising to become a bigger part of social media. More cash to spend – more hoops to jump through! I still see good quality content as reigning king for a few more years, which is always a good thing for the end user.
How do you keep current and up to date?
I follow a few hundred (no exaggeration) blogs across different industries. I like knowing what is happening outside of marketing because sparks of creative inspiration can come from the most unlikely of places. Specifically for internet marketing, Mashable and Econsultancy provide some great insight.
Have you got any advice for wannabe consultants?
I think confidence and conviction are really important and these will get stronger over time; the more you understand or experience in marketing, the more you have to give. Try to be honest and provide advice for the right reason, as your clients will grow to like and trust your judgement – and that goes a long way.
Make like a magpie : what website / app / service has caught your eye recently.
http://bompasandparr.com/ These two guys are calling themselves modern Willy Wonkas. They use food science to create amazing, beautiful experiences. They don’t believe in limitations. I would love to apply that kind of philosophy, freedom and adventure to the creative work I do.
Blog post image:
LHS: creative commons usage via PLACE Built Environment Centre (http://www.flickr.com/photos/60052216@N07/8901050412/)
RHS – Michaela Laubscher