How to go from "intermediate" to "expert" quickly
Career Management Series
By Laura Lee Rose
Hello, this is Laura Lee Rose – author of TimePeace: Making peace with time – and I am a business and efficiency coach that specializes in time management, project management and work-life balance strategies. I help busy professionals and entrepreneurs create effective systems so that they can comfortably delegate to others, be more profitable and have time to enjoy life even if they don’t have time to learn new technology or train their staff. I have a knack for taking big ideas and converting them into smart, sound, and actionable ideas.
At the end of the day, I transform the way you run your business into a business you love to run.
This question came from a busy professional and entrepreneur:
How to go from "advanced intermediate" digital marketer to "expert" digital marketer?
I am a marketing communications pro who offers a wide range of services, including both traditional services dating to pre-Internet days and inherently Web-based services like social media strategy and content development.
I would rate myself as an expert where content development and strategy is concerned, as well as B2B messaging across many platforms.
However, when it comes to digital marketing specifically, I know enough to realize that my skills are somewhat limited in this area. This hasn’t been an issue with my small-business clients, but it is becoming a concern as I seek larger contracts.
For example, I understand basic SEO principles but don’t know enough to take on SEO-only assignments. I can run an email marketing campaign but can’t say I’m thoroughly familiar with the processes and tools needed to perform advanced campaigns. I can read a Google Analytics report but don’t consider myself a PPC expert. And so on.
I know there’s a lot of ways to improve by reading tutorials online — and I’ve done that many times — but some of these skills seem better acquired by practice.
Do you have any suggestions as to how I might acquire that practice most efficiently, or other ideas as to how to round out my digital marketing skill set?
Whether you own your own business or work in a corporation and regardless what skill set you want to improve, the steps are the same. The below steps are using the digital marketing to better illustrate the steps, but any skill set can be substituted. If you need additional help with your specific situations, please email me at LauraRose@RoseCoaching.info
Step 1: Illustrate your skill-set on your own projects.
· Use your own services on your own business or projects. Demonstrate all your services (as well as creating advanced campaigns) for yourself.
· Using your practice as a Case Study and ROI presentation will not only give you that practice that you want – but a nice proof of results.
· Design the appropriate metrics to clearly demonstrate the ROI (return on investment).
Step 2: Create a portfolio and proposal for your services for your own situation
· Create a sample proposal for your company, with all the appropriate services and all your business end-goals.
· Outline how your services are going to accomplish those goals for your company.
· Include your FMV (Fair Market Value) of your services that is supported by your collected data.
· Treat your company as an external client. And you will have a great Case Study and "real-life" story for your future clients.
· Include the appropriate metrics, growth and revenue increases because of your marketing services. This data is used to support your eventual pricing.
Step 3: Consider hiring an expert in the areas that you are not comfortable with.
· Taking online classes and certification courses are always an option. But the question here was “how to do it the fastest”. Hiring an expert for a short-term project to help get you and your company where you want it to be with those services is the fastest route.
· Demand ROI metrics from this expert as well.
· Part of this short-term project is to train you on how to maintain and support these activities on your site.
· This would be the most effective way to both learn and gain practice. You won’t have to look for a client to "learn and practice on" – because your company would be that client.
Step 4: Branch out to external (current) clients
· Offer these new services as a “show of client appreciation” at a low/beta price or “no-price”, to some of your more loyal clients.
· Include metrics in your client reports to illustrate results.
· Once you are achieving the appropriate results with this client, increase your pricing toward your desired pricing.
· Continue to include testimonials and referrals from clients (internal and external) on your results and their ROI.
The bottom line – when you can do this for your own company, more people will feel comfortable hiring you to do it for their company.
See what you think about those ideas.
I know your situation is different. If you would like additional information on this topic, please contact LauraRose@RoseCoaching.info
I am a business coach and this is what I do professionally. It’s easy to sign up for a complementary one-on-one coaching call, just use this link https://www.timetrade.com/book/WFSFQ
With enough notice, it would be my honor to guest-speak at no cost to your group organization.