The social media field is continually changing, and having in-depth knowledge of
the field is essential when it comes to succeeding in this competitive industry.
However, experience is just one part of the equation when it comes to thriving
in a social media-focused workplace. In other words, there are some essential
skills, best practices, and tips students and young professionals need to grasp
in order to be marketable in the dynamic field of digital and social media.
In a recent interview on our podcast, Dennis Yu discussed these new expectations, best practices for marketing yourself using social media, and the future of work in social media.
Karen Freberg: What type of advantage do young professionals have in the current social media space?
Dennis Yu: Young adults understand social media so they have a natural credibility as users, and that's something that they can lend towards starting social media agencies. That's the advantage you have with young adults. They grew up with social media; they grew up with cell phones, making videos, doing funny things, and if they just leverage that in the business, into helping businesses actually talk to customers that are under 30 and be in those channels, that's a massive opportunity to make significant money and do something that's good.
KF: What are some of the other trends that you are seeing from the social media specialists who are coming into the industry?
DY: They are able to tie branding and entertainment with commerce. In marketing, you typically have two sides of the house. You have direct marketing, which is driving sales and you have branding. They're able to bring both together because what works is these short video clips they are used to seeing that are entertaining enough to get the attention — like in Facebook's news feed or in YouTube and to get people to continue watching yet also drive a sale. My friend is 19-years-old, and he runs an agency for high-end aftermarket automotive. So, high end sports cars. He’s got a team of people. He's making seven figures per year doing his agency and all he does is follow the same process that we teach, which is setting up remarketing pixels, learning how to work with clients to measure those results, creating videos like interviewing the business owners, interviewing customers just like you would do in a podcast or as a journalist, and then putting that across Facebook, YouTube, Twitter, Google, TikTok, Snapchat, LinkedIn. That's something that young adults have a huge advantage doing.
KF: Can you explain a little bit for the audiences about what is repurposing pixel? Could you clarify that a little bit more for our audience?
DY: When you're on a website, all of these different tracking codes will fire at you. Some of them are for things like Google Analytics, but most of them are advertising. You can use different tools like Ghostery and other Chrome plugins and see the average site has 50 to 60 of these little targeting pixels. When you do some online shopping, like you're on Amazon or you're on some other site, you see red shoes, those follow you around. The way they're able to follow you around is off of something that's called the remarketing pixel.
By dropping remarketing pixels on clients' sites, you leverage the power of all the platforms. Anybody can do that. This is what we teach in the dollar a day process. So by putting all those pixels in place, anyone who comes to a website when they leave, you can follow them around. If their next website is LinkedIn or YouTube, then you can follow them around with another ad. Imagine how much extra revenue can be generated or how much revenue is being lost by 99 percent of websites that don't have a remarketing pixel.
KF: How much do social media marketers or managers make and what do you charge clients?
DY: There are two ways of charging. One is charging by time or retainer. X dollars per hour or X dollars per month. The other way to charge is by the result, which I think is actually the best way because you end up earning a higher hourly rate. Young adults who are just out of school can easily charge anywhere from $20- $50 per hour. Do you want to implement the remarketing pixels that I told you about? That might be six or seven hours. You might charge $300-$500 to implement that and then the ROI on that depends on how many additional sales that you can drive per month off of that initial setup and the advertising that goes into that.
If you charge on a performance basis, you could say “I'm going to charge you 20% of all the sales that I'm able to drive” and most business owners will go for that, right? We have a fitness equipment company as a client and instead of them paying us a fee, they pay us 20% of all the sales that we're able to drive because we put the tracking in place. We put the remarketing pixels, we can track exactly how many phone calls, how many sales, how many people walk into the store.
KF: What works and what doesn't work running a digital agency?
DY: The number one thing that agencies are missing is a lack of process. You've got to have a clear process on how you're able to collect the goals, content, and targeting for that client and then execute that into measurable results. What's working is having very clear processes and starting with measurement and goals first.
More About Dennis Yu:
Dennis Yu is the chief executive officer of BlitzMetrics, a digital marketing company which partners with schools to train young adults. He’s an internationally recognized lecturer in Facebook Marketing and has spoken over 730 times in 17 countries, spanning 5 continents, including keynotes at L2E, PubCon, Conversion Conference, Social Media Marketing World, Gultaggen, and Marketo Summit. Yu has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CNN, CBS Evening News and co-authored “Facebook Nation” – a textbook taught in over 700 colleges and universities.
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