"Success in any role hinges on the support system you build for yourself. Whether part of a large team or a one-man shop, never think you have to go it alone. Seek out a circle ..."
Bill Scott has worked as the General Manager for Faitheroic Generation Enterprises for over five years. Born and raised in Nigeria, Bill studied Computer Engineering at the University of Lagos before taking on a digital marketing role. He also works with clients on a freelance basis, assisting with social media and Shopify promotion.
We caught up with him to discuss recent advances in digital, what his company is investing in, and his advice for younger marketers. See what Bill has to say below -
Name: Bill Scott
Location: Lagos, Nigeria
Occupation: General Manager
Could you tell us a little bit about your background, and your career in marketing so far? What led you to joining Faitheroic Generation Enterprises?
I am Bill Scott by name, and I graduated with a Bachelor‘s degree in Computer Engineering 5 years ago from the University of Lagos, Nigeria. I chose that field of study because I've always been interested in math and physics. After that I went for training for digital marketing at Haelsoft Digital Marketing Institute.
Well, I'm currently working in Faitheroic Generation Enterprises as a General Manager in the company. The reason why I joined my company is that I have a passion and interest for digital marketing and it's the best company in my country where they deal with many digital marketing areas like:
* Video/audio production
* Interactive technology (such as AI)
* Mobile marketing
* Search engine optimisation (SEO)
* Search engine marketing (SEM)
* Social media e-commerce
* Email marketing
* Marketing automation
* Content management and curation
* Web development
* Web design
* Copywriting and editing
* Analytics business/marketing strategy.
So joining the company has made me an experienced and ambitious digital marketer having a wide range experience and knowledge in all areas of Digital Marketing.
What was your first job? What did you spend money on back then?
My first job I received was web development and web design and I made a huge amount of money from the job. So I used the money to boost my advertising on the services I render across the globe, and produced an interactive campaign to showcase my creativity. I wanted to become more memorable to prospective clients and have more of a dialogue with my audience and less of a call-out.
I also invested in new technology by purchasing tools that make my digital marketing strategies easier to execute, and can help my department run more smoothly and efficiently. For instance, investing in products and services that make creating high quality video easier, or photo editing software to make images really pop. I then planned my SEO strategy because SEO is constantly evolving from time to time, and developed strategies for my Pay per Click ads (PPC) to help my business reach more qualified leads. I later opened an account on Buffer which allows me to schedule my social post ahead of time.
I've got tons of accounts connected to Buffer. Something I really like about Buffer is their product offerings. They have both Individual and Business options, which is great for different budgets. If you’re a solopreneur, you probably don’t need the business level, and Buffer did an excellent job of considering their users here. That’s how I spend my money.
Prior to working at Faitheroic Generation Enterprises, did you gain any additional experience elsewhere? Maybe while at university?
I have not worked with any company before Faitheroic Generation Enterprises. It is the first company that I have worked for, but I am also looking forward to working in a big company like Amazon one day.
Did you always want to work in marketing? What made you fall in love with the world of digital and pursue it as a career?
Yes - because I want to be creative: not only are there plenty of opportunities for creatives to do their thing in writing, design and even in video and audio production, there’s also plenty of room for day-to-day creativity in a general sense. You’ll always be having to think of new ways to market products, solve problems, and engage audiences.
I want to be earning: when a job is in demand, that means there’s more opportunity to negotiate remuneration whether you are working in-house or as a freelancer. So long as you “show” your work through the job search process, you’ll be able to bid higher and higher the more experience you get. According to the Creative Group, content writers early in their career will likely start at a salary of at least $45,000 and a new SEO specialist will probably be earning about $50,000 to start. Promote brands, work with different people, build preference, earn money and increase sales through various digital marketing platforms.
Versatility: if you choose a career path or specialisation in this field and you decide to pivot later, you’ll likely only need a little training in order to make the switch. In this sense, I can build on existing skills while still learning new ones, but still stay in the same field. There’s plenty of choices, here, and ongoing learning opportunities, where different skills fit together in different ways.
Work with different people every day: I'm always going to find something new to do in this field - and have someone new to talk to. Whether it’s a new client, a colleague with an interesting specialty, or finding fun ways to engage and expand my audience, anyone with an interest in working with people will do well in the social and business end of this career. And if you’re a little more on the introverted side, you can stay behind the scenes doing writing or web work.
Tell us about a company whose marketing strategy you admire and why?
AMAZON. Because they have the world leading agencies like WebFX and Rise Interactive. WebFX Is a full-service digital marketing agency. Founded in 2009, they are data-focused and pay attention to bottom-line metrics like leads and revenue generated. The most appealing aspect of the firm is its results. These include over 6.2 million qualified leads, over 4.1 million qualified calls generated, over 11.5 million e-commerce transactions completed, and over 570 testimonials from satisfied customers.
Rise Interactive was born in 2004. They offer digital media, analytics, creative content and web and mobile development solutions. Their range of Amazon services includes Sponsored Ads, Amazon DSP, Organic/PDP Strategy, A+ Content and Store Management, Rise Interactive has also been recognised as a strong performer in the 2019 Forester Wave: Performance Marketing Agency category and won the Best PPC Campaign Overall US Search Award in 2019. The firm is located in Chicago, Illinois.
What’s the best marketing advice that you’ve ever received?
Marketing is not just about colours and messaging. It's being a strategic business partner that is analytical and driven by numbers. Use terms that are meaningful to the broader organisation such as sales accepted leads, opportunities generated by marketing and cost per opportunity. Work hand in hand with sales leaders to build demand funnels, set conversion goals and commit to what marketing will deliver at each stage.
Success in any role hinges on the support system you build for yourself. Whether part of a large team or a one-man shop, never think you have to go it alone. Seek out a circle – member organisations made up of other marketing professionals, experienced marketers willing to mentor, or simply coworkers sympathetic to the marketing role. It will make all the difference in your professional happiness…guaranteed.
Describe the most successful marketing campaign you have ever worked on. What made it so successful?
Digital marketing campaign:
* Know my market: this is basically my audience. As the following image from digital marketing agency Anicca demonstrates, there are seven different elements which can be mixed up into a campaign, and I know how customers, and potential new clients, feel about each.
* Determining the content: I need compelling content. Whether it’s a blog, a Facebook post, Twitter or an email campaign, the content needs to attract the target audience.
* What am I offering: this will determine what my content will be, my offer is unique to my brand or service and i make sure my website is up to date and has useful information which visitors will find helpful.
* Where I campaign: determining the type of campaign is as important as creating the content so i plan for the length of time the campaign will run, have an action plan which incorporates all the different channels and which content is being used on each one and set Key Performance Indicators and metrics which can measure and track once the campaign ends.
Have you ever made a decision that went against your gut feeling? What was the result? What did you learn?
NO. I haven't made any decision that went against my guy feeling.
Can you tell us a little more about Faitheroic Generation Enterprises. What’s Faitheroic Generation Enterprises’ mission?
Our mission is to be the experts in marketing and sales alignment and empower businesses and content creators to maximise their success. We aim to be earth's most customer centric company.
Storytelling is currently a big buzzword in marketing. How does Faitheroic Generation Enterprises tell stories? What is the brand story you are trying to tell?
We tell stories by summarising the achievements of others. Our brand is trying to let people know that, though it might be difficult, it's possible.
What does a typical day at Faitheroic Generation Enterprises look like?
Always fun and amazing.
Tell us a bit about your martech stack. What couldn’t you live without?
Is the collection of technologies that marketers use to optimise and augment their marketing processes throughout the customer lifecycle. I can’t live without my phone and laptop.
What are three components of a successful inbound or digital marketing strategy at Faitheroic Generation Enterprises?
* SEO (search engine optimisation)
* Social media
What is the biggest digital marketing challenge your organisation faces?
Finding the best professional digital marketer and creating consistent branding.
What does data-driven marketing mean at Faitheroic Generation Enterprises? How do you leverage data to inform your decision making?
Is a process by which marketers gain insights and trends based on in-depth analysis informed by numbers. I can leverage my data to inform my decision making by:
* looking at my objectives and priorities
* find and presenting relevant data
* draw conclusions from the data
* planning my strategy
* measuring success and repeating
How have you and Faitheroic Generation Enterprises structured work since the COVID-19 pandemic?
* Working in a more agile way
* Expanding sanitation procedures
* Support anxious employees
* Expand digital workplace resources
In terms of the recent shift towards working from home, do you think this is long overdue for many organisations or unsustainable in the long run?
I think this is a long overdue for many organisations. Many of them have adapted to the changes which I believe is a great idea.
What are some digital marketing trends that you believe we should watch over the next 12 to 18 months?
* Artificial Intelligence
* Programmatic advertising
* Influencer marketing
* Video marketing
What advice would you have for young professionals working in digital?
My advice is that they should develop an interesting and relevant skill and also get a mentor and they should surround themselves with people who admire and ditch the one who breeds negativity.
In the ever-changing digital marketing environment, learning is a constant cycle. Which websites, blogs, and/or courses, are your go-tos when it comes to staying up to date with industry developments?
If you had the time, what marketing skill would you like to improve? Why?
Teamwork. Because collaborating with multiple teams to complete a project is more successful than doing it alone. Being a team player is an important marking skill and I want to improve on it.
What are you currently reading? Are there any marketing books that you’d recommend to someone fresh out of university?
Contagious, Why Things Catch On by Jonah Berger
What did you last watch on Netflix? Any recommendations for us?
The Old Guard. Try to watch the movie as well.
One website we should visit?
My new client's site: bose-com
What do you do to push yourself out of your comfort zone? What did you learn?
I always say ‘YES’. Saying ‘yes’ always opens up huge opportunities in my career.
Thank you Bill!