Paige Wood shares marketing and website SEO tips to Carthage College

Image Management's own Paige Wood, a force to be reckoned with in the young adult marketing conversation in Southeasern Wisconsin, recently took center stage at a panel discussion with Carthage College and Tech Prize. Sharing her expertise with a room full of over fifty senior-level marketing students, Paige offered valuable insights on website SEO, the future of marketing, and how to land that dream marketing job.

Paige's presentation tackled a range of key topics:

Strategic Marketing for Startups and Scaling Businesses: Understanding your target audience, budget, and business goals is paramount when crafting a marketing strategy, Paige emphasized. She highlighted the importance of researching competitor strategies and utilizing A/B testing to identify the most effective marketing channels.

Tailored Marketing Approaches: Paige offered industry-specific recommendations. Tech companies should prioritize content marketing (think blogs, white papers) alongside social media (LinkedIn, Twitter) and SEO optimization. Makers can leverage Instagram and Pinterest, while influencer marketing and e-commerce marketplaces like Etsy can be powerful tools. Service providers benefit from showcasing case studies and client testimonials through content marketing, along with targeted online advertising and building relationships within industry publications.

Data-Driven Optimization and Adaptability: Start with a strategic mix of channels, Paige advised, and then track key metrics like website traffic and lead generation to determine what resonates. This data-driven approach allows businesses to continuously refine their strategy and adapt to evolving audience preferences.

The Evolving Marketing Landscape: The future of marketing? Social media and e-marketing will remain dominant, Paige predicted, but with a growing emphasis on personalization and fostering audience engagement. Traditional media will still hold value, but with a more targeted approach through niche publications and podcast sponsorships. Additionally, emerging channels like virtual reality, augmented reality, and conversational marketing (chatbots) may see significant traction.

Beyond strategy, Paige offered guidance on making key business decisions related to marketing:

Building a Marketing Team: In-house teams or outsourced contractors/agencies? Paige discussed the pros and cons of each, emphasizing that the ideal choice depends on company size, ongoing marketing needs, and budget constraints.

Marketing Budget Allocation: Paige suggested a budget range of 5-10% of revenue for startups and up to 20% for scaling businesses, depending on industry and specific goals.  For companies with tighter budgets, Paige recommended leveraging free tools like social media platforms and email marketing, while prioritizing organic reach through content creation and SEO optimization. Tasks like social media management can also be managed in-house to further optimize resources.

The Rise of AI in Marketing: Paige acknowledged the potential of AI to automate tasks, personalize customer experiences, and analyze vast amounts of data to optimize campaigns. However, she emphasized the importance of maintaining human creativity and brand voice.  The ideal scenario involves using AI for data analysis, content suggestions, and ad targeting, while allowing human marketers to craft the overarching strategy and messaging.

Paige's parting advice for the aspiring marketing professionals? Be data-driven, prioritize building relationships with your target audience, and continuously adapt your strategy as the marketing landscape evolves. With Paige's insights and their own dedication, these Carthage College seniors are well on their way to marketing mastery!

Published on April 17, 2024