Social media has taken over everybody’s lives to the extent that actually meeting real people and talking to them can seem, well, weird. But while tweets, blogs and posts have become a kind of ethereal Esperanto for the planet, the real impact of social media is being felt just as strongly by businesses, big and small.
That’s why the Marketing & PR sector is such a hotspot for organisations seeking the digital expert who can transform their online presence and boost business – and we don’t mean by posting videos of pets playing piano. Though, that Nora the Cat one is actually very funny!
Annie Boyd is a Glasgow-based Marketing Consultant, who specialises in social media strategies. Her client sectors UK-wide, include Sports, Food and Drink, Finance, Retail, Green Energy and Transport. Occasionally, she partners with digital or PR agencies, but the majority of projects involve working directly with clients, joining their in-house marketing or communications team.
Primarily, she is contracted to create or develop social media strategies, providing training and supporting the in-house team which manages campaigns and can include Digital Marketing Executives, Marketing Managers and Communications Officers.
“I also spend a significant amount of time with Chief Executives and Senior Managers, who now see the potential of Digital Marketing and want to better understand the opportunities available to their business or organisation,” she says.
“My skill set and experience include B2B and B2C comms, digital PR, project management, content creation, marketing, blogging, and sales and business development.”
We wondered whether it is daunting to come into a brand new operation each time?
“No, that’s my favourite part,” says Annie. “There is nothing routine about my job, I love people watching and I’m fascinated by how we communicate so I find it really interesting to work in a variety of environments. I have clients who are very corporate and traditional in their approach to business and others who bring their dog to work and encourage their staff to have ‘walking meetings’ in the park to promote a healthy lifestyle and inspire creativity. Different strokes for different folks.”
Perhaps it’s all those healthy walks in the park that sees the Marketing & PR jobs sector in Scotland in such good shape?
“Yes, it’s fantastic. Look around you, everyone is online updating their status, live streaming interviews, blogging, booking a fitness class or purchasing their weekly food shop. How we communicate with each other, how we market products and how we engage and influence consumers has completely changed.
“Businesses have to constantly review their online offering to keep up with technology and to provide a quality service for current and potential customers. The number of SMEs, start-ups and entrepreneurs in Scotland is phenomenal and that creates jobs and opportunities. When I left school digital didn’t exist, there was no such thing as a Social Media Consultant or a Web Editor, SEO specialist or App Developer.
“It’s anybody’s guess what the future looks like but digital is an exciting place to be and there are plenty of opportunities to get involved.”
For graduates or those changing career Annie recommends building a portfolio of work to back up your claim of being ‘passionate about digital’. She points out: “If you can’t get paid experience then volunteer a little time. There are literally thousands of start-ups, sports clubs and charities who are crying out for support in this area but don’t have the funds to buy expertise.
“Entry-level applicants might want to volunteer to create videos, write blogs, design websites or manage their Facebook pages. Share your creativity and knowledge in exchange for work experience which you can then use in interviews to talk about the challenges you faced, failures and successes and what you learned along the way.”
She adds: “This also helps you to grow your business network which is a great way to find opportunities and open doors.”
Annie’s top tips for growing your career in Marketing
Network, network, network!
The more people you talk to and build relationships with, the more job opportunities appear. It’s up to you to turn an opportunity into a new client.
Ask for feedback
Working in the sports sector has taught me so much about improving performance, identifying strengths and identifying areas that need more time invested. My work is constantly evaluated and the feedback has been fundamental in growing my career and boosting my confidence. I notice that other sectors are less vocal about performance so don’t be afraid to ask for feedback. The response is worth its weight in gold in developing your skills and building lasting relationships.
Be prepared to work really hard but also remember to have a life.
Rest and time away from work are just as important for your creativity as they are for your wellbeing!