Jan. 8, 2018 began my foray into the digital marketing world. The year unfolded much differently than I anticipated, and that is not a bad thing. I want to share some digital marketing lessons I learned in my first year as an entrepreneur who left a secure job for the unknown. So, sit back, grab an iced coffee (Dunkin’ is the preferred drink of choice), and I will give you a glimpse into my world as owner of Wooster Media Group LLC.
The Vision: Narrowly Defined Digital Marketing Agency
The roots of Wooster Media Group can be traced back to late 2016 when I was planning to conduct search engine optimization audits as a side business. For my day job, I worked as a reporter for a local newspaper. However, when the newspaper was sold, the new owner had its own digital marketing agency and did SEO work. I would not compete against the company, so NavigateSEO was shelved. I resurrected it about a year later with a different business model. This was my vision:
- Search engine optimization audits;
- Create content for websites; and
- Handle social media for companies.
That was it, in a nutshell. I wanted to drive more traffic to business websites to raise awareness about the company, build relationships with potential customers, and increase sales. By doing an SEO audit, you will know if the website is technically sound. If the site is not technically sound, it doesn’t make sense trying to send traffic to it. If it doesn’t perform well, then visitors will leave. Fresh content, written and formatted properly, can help a site rank higher in organic searches on Google. Social media posts are another way to drive traffic to a website.
My intent was too keep the scope of the work narrowly defined and not be all things to all people. As one serial entrepreneur told me: There’s riches in niches. Another one told me: Keep it small, and keep it all.
Digital Marketing Lessons Learned
- Listen;
- Be flexible; and
- Be open to learn new things.
Lesson 1: Listen
Prior to the launch, I did a lot of listening. I worked with a number of people to lay the groundwork for the new company. Two local business leaders gave me advice on how to set up a limited liability company, and a digital marketer taught me what I needed to do technically and how to pitch clients. Then I launched.
While en route to what I hoped would be a fantastic career choice, the president of the local chamber of commerce told me there was a market for small, inexpensive websites. The last thing I wanted to do was to build websites. But, I listened, and it led to a number of opportunities. It was a smart decision and helped me with revenue during my early months.
Because I realized I didn’t have all the answers, listening to others opened up additional streams of revenue.
Lesson 2: Be flexible
When I started Wooster Media Group, the focus has been on serving the needs of my clients and the money will follow. I focused on those areas where I could do well, as outlined above. But, my clients needed other services, like keyword research; developing a content strategy; content marketing; editing, formatting books, writing press releases; shooting video; graphic design work; optimizing specific blog posts; writing meta descriptions; hosting websites; and a variety of other things.
While my intent was not to be all things to all people and pursue a narrow focus, my focus expanded not to attract new customers, but to serve my existing customers. As their needs grew, so, too, did my offerings. And, where it was needed, I tapped like-minded business owners to help deliver services.
Lesson 3: Be open to learn new things
Because I was willing to listen to the advice of others and to be flexible in the services I provided my clients, Wooster Media Group was able to finish its first year in business on a high note. It has often been said about half of new businesses do not survive the first year. This was something I believed. However, the Small Business Administration says about 80 percent of new businesses make it through the first year. Nearly half are gone by the fifth year (see here).
I found myself doing a lot of things I never dreamed I would do, and it was a fun year. Wooster Media Group is not out of the woods yet, but business projections show a stronger year in Year 2. Where it all ends, who knows. However, I am beginning to explore long-range planning and business succession. As I told a friend, I don’t want to sound presumptuous, but the biggest challenge my digital marketing agency faces is what will happen when I step back (in about 10 to 15 years)?
What About Those Digital Marketing Lessons Learned
OK, as you read this post, you might say: What you listed are not necessarily digital marketing lessons learned. To a degree, I would agree with you. But, as a digital marketer, you definitely need those skills. I hope in the coming years, I will still be able to listen, be flexible, and be open to learning new things.
If you would like to see your website traffic increase, set up a free consultation to see how Wooster Media Group can help your business grow. Schedule an appointment here.