Value added

Well that didn't take long! After being locked away in a room feverishly building our new website it was important that I got back out into the business. Of course, rather than just acting as an online brochure our website now intelligently contributes to both lead generation and supports existing contracts and bids. It's now up to me to prove that all the time spent has been worth it!

So by reaching our to key business units I'm now making sense of data outlining current, key and prospective clients which the website will monitor. This is a bigger task than I first thought - not just because it's always changing! Each business unit and region have very specific goals to meet. All of the manual work I'm now doing to should make it easy to automate specific reports which hit these goals. I'm not expecting to get it right first time but soon we will get a really good idea of who is engaging with which content and when and mapping this against our current pipeline. This is where the website can really add value!

I've also been out and about reminding people that I exist by seeing practical examples of the amazing work we do. There's only so much you can see when resizing project images for the website!

So last Monday we tackled the 4 hour drive down to Somerset. Currently we're expanding our 'Shaping Your World' campaign to partners so by meeting them in person we're showing them the range of resources available to them. With our original aim being to change the perception of the built environment the more businesses we can get to champion the cause the better. This has meant we've expanded the website to include two extra pages on partners and how to get involved which also launched this week.

After a successful meeting we headed to nearby Hinkley Point C for an awe inspiring site tour. Kier are currently working towards completion of the ground works and the scale was immense. As we were taken around the 2km site I couldn't help feeling that I don't have a proper job! These people are building things which will leave a legacy for hundreds of years.

Being a digital marketing generalist means that I frequently flit between tasks. This was evident during meetings in London the following day. I began talking social media strategy, followed by CRM/lead generation topped off with training colleagues on targeted advertising.

The one thing these activities have in common is that they all have clearly measurable outcomes. For me, this is why I find digital marketing both a terrifying and rewarding role. Tangible results are essential in being able to constantly prove the reason a job role exists. For example, when discussing our social media strategy we were able to actually commit to key measures of success along the way.

With all of this goal setting it's important we get the buy-in from everyone. This communication of our strategy means that we can be prepared to provide the guidance needed on where we do or don't see engagement.

Having done this job for 15 years I have to regularly tell myself not to make assumptions. Of course I have an opinion on how a website should be structured or how often we should post on social media but I need to be open minded enough to let the audience help define this from the data we collect.

All of this works towards proving that we are a valuable asset to the company. Getting recognised as the expert in your area increases your contribution as you help others meet their targets. Currently there are lots of opportunities for us to do so as our new digital strategy kicks into gear.

It's a shame the same can't be said for my home life as there's no doubt my wife adds the most value there! I am the chief contributor when it comes to loft trips or using power tools though...
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