Welcome to Marketer Interview!
With over 20 years of experience in all areas of marketing, Holly is a thought leader in the digital marketing space. She focuses on healthcare, B2B, B2C, and nonprofit sectors.
She has helped clients in all industries stand out in media, such as USA Today, Yahoo, Bloomberg, and national trades.
In this interview, we’ll dive deep into Holly’s expertise in SEO, PPC, backlinks, and programmatic marketing.
- 1 How did you get interested in marketing?
- 2 What have been the biggest challenges you’ve faced in your career?
- 3 How do you stay current with the latest digital marketing trends and changes?
- 4 What are the most essential qualities for success in the digital marketing industry?
- 5 Can you share an example of a successful SEO campaign you led?
- 6 How do you approach PPC campaigns?
- 7 What role do backlinks play in digital marketing?
- 8 How do you approach programmatic marketing?
- 9 What are some of the tools and software you use in your work?
I was always interested in advertising and how goods and services are marketed. That led me to study marketing and graphic design in college, and all of my jobs involved some type of marketing.
Launching my own business during a divorce when I had a young child was undoubtedly one of the most challenging times in my career.
At that point, I’d freelanced while working for others, so I took that experience and book of contacts to start a PR/marketing firm.
How did I do it? Passion for marketing and a passion for putting food on the table.
Continuing education in the industry, from subscription-based blogs to spending a couple of hours each month staying up to date on industry trends. For instance, we just did a deep dive into AI and ChatGPT.
Love for the craft and industry, keeping abreast of the latest technology trends, responsiveness, and focusing on data-centric strategies and tactics.
We conducted an offsite SEO campaign for SERVPRO, focusing on their response to COVID via best practices for cleaning offices.
This entailed a survey and infographic on how companies initially responded to COVID. It gained good traction and coverage via many articles and posts.
One of the main reasons our PPC campaigns are successful is that our Lead PPC Guru used to work at Google and manages a very ambitious and conscientious team to achieve the best CPAs and conversions via their campaigns–for our clients.
We produce organic backlinks through intensive discovery and data mining for voids in the industry’s content.
We analyze the best keywords and then perform outreach to high-DA sites with content, quotes, survey data/and infographics.
We’ve been integrating programmatic advertising into our clients’ marketing for a more holistic approach, with excellent results. It offers highly-targeted results, with little to no waste in ad dollars – to reach specific demos.
We use many tools: From SEMRush and Surfer SEO for assistance with SEO and content to Hubspot for email campaigns and Contently for social media planning and posting.
It’s helpful to continually canvas and audit existing tools and be on the lookout for new and improved tools. We then use the most optimized tools to give our clients optimal customer service.