Coming to the end of my two-month internship in Archmon, I have got such a great insight in digital and performance marketing. Although I have studied digital marketing as a module in my Master’s degree, there are so many new subjects to me which open my eyes to this exciting world. Here, I would like to share my 5 discoveries as a new entrant in digital marketing:
1. Marketing is complex – Distinguish and simplify it
One of my responsibilities in Archmon is to support the founder, Simon, to build out collateral and one-page summaries for partnerships. Through partner calls and researching, I have got to know different areas of marketing within Archmon’s Collective such as affiliate, biddable tracking and media, lead generation, mobile marketing, native advertising, social media management, SEO and offline direct response. This opens up a massive marketing world to me. However, each company have their USP and strength. It is important to capture the key outcomes that the company can bring to their clients (Archmon’s “Spotlight”) What is their service? How can they benefit? Why choose them? Make it easy for people to understand.
2. SEO is not just keywords
During my internship, I have joined 2 week mini-internship and graduate scheme held by SEO Traffic Lab (Google Premier Partner) and the partner of Archmon. The training gave me a closer insight of SEO, bringing the theory into practice. By learning SEO recipe and real life case studies, I found out that the key to improve organic ranking is to understand your client and get the insight of their target audience. What is your clients’ pain? What do their customers want? How can your client help the customers?
3. Make your WordPress site work harder
One of my achievements in Archmon is to build up a landing page with WordPress (Launching Soon!). Even though I have set up my website with WordPress before, landing page is a new project for me. I have researched several tools to find out the best way to design landing page and set up lead generation form such as ConvertKit, Elementor and Mailchimp. By integrating HubSpot with WordPress, the lead information can send into the CRM. This can enrich your customer database. Sometimes, it is better to look into the existing WordPress platform to achieve your goal, rather than try new extensions.
4. Bring fresh ideas to the industry
Archmon embrace diversity. As a new entrant in digital marketing with multicultural background and creative events degree, I have injected fresh ideas to build up SEO strategy, messaging matrix, image design, eBook brainstorming and social media posts. Having worked in various countries, I have seen the differences in digital marketing across the UK, China, Cambodia and Australia. For example, short video is very popular in China such as DouYin (Tik Tok) and WeChat video channels. By drawing the strength of different markets, I contribute to the new business development ideas for Archmon such as YouTube lead generation strategy, Podcasts series, IGTV and eBook content. Take a look at other countries’ digital marketing – you might find some interesting and fresh ideas.
5. Less is more
As I mentioned before, digital marketing is such a massive world. It is difficult to specialise every single perspective in early career. With the benefits of partnerships in Archmon, I have catalogued my work progress and have got to know different areas, making reflection on my work weekly including achievements, progress, feelings and future planning. With the support from Archmon, I have found out my own passion in the exciting digital marketing world. An advice for new entrants: knowing about everything but specialising in one or two subjects. Less is more.
With the support from Archmon, I achieve my initial goal of this internship: experience and networking. I have gained the experience of working in a media planning consultancy and have expanded my networking with marketing businesses in the UK. By working closely with the founder, I look at things at the higher level, which improves my business strategic thinking. Thanks for the support from Archmon and the University of Lincoln.
This is Carine (Yongpian Cai) from Archmon. If you would like to have a chat, please connect with me on LinkedIn. Also find out more from Archmon by requesting a call below.