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Make the most of your marketing with tips and tricks from marketing thought leader Lorrie Thomas Ross. An author, speaker, and CEO of her own online marketing agency, Lorrie shares candid advice from her years of developing successful online marketing campaigns, and explains how to personalize your brand while finding new customers and clients. This course, another in our Insights series of interviews with industry thought leaders, covers vital considerations, such as building your brand, working within the confines of a small budget, tackling social media, and knowing when to hire a consultant to conduct your online marketing.
Jeff Layton: How does one start a career in online marketing? Lorrie Thomas Ross: First, you want to know what area of online marketing that you want to get into, and then the best thing you can do is just get experience. I heard Anthony Bourdain speak years ago. He actually came and did a lecture in Santa Barbara, where I live, and he was saying that, just get an internship or be willing to work for free or do dishes or do something that you can do to get your foot in the door. I find that in order to build a career in the online marketing world, you need experience. And you don't have to have necessarily twelve degrees.
It's still a fairly new industry. But what you do need to have are some success stories behind you. And that can mean that helping your dad with his website for his business or doing social media marketing at your local nonprofit as a way to build your credentials, offering to do an internship. But especially in the online marketing world, you can create a lot of positions and you can network and connect. I mean shoot, you have got LinkedIn and all these social networking sites to see what kind of jobs are out there.
And you can connect with people in your world. But, I would encourage anyone who wants to start in online marketing to figure out what area that they want to work in, whether it's email, online advertising, content creation, online public relations, social media, and then you know understand it, self-educate, and be ready to apply and get to work. Jeff Layton: You know, thinking about that, doing it for free, a good friend of mine started out just by doing his own videos and blogging. I think it was originally about dating.
And then he did a video for the Harvard Graduate School of Education, a thank-you video. Well, he ended up parlaying that into getting a career as a video online marketing social media person for the school. Since then he has gotten to interview Oprah, he has gotten to interview Arne Duncan, several notable people. But, he just started out by doing it for free because he was passionate about it. Lorrie Thomas Ross: Absolutely, and when you have those success stories, and you can leverage that.
And whether you build your own personal website or whatever it is. I mean, LinkedIn can be a great way to build your resume and to have those key words and phrases. My husband was actually recruited off of LinkedIn. His bio had all of these descriptions of the types of expertise he has, and he was not looking for a job, but he was recruited that way. So, yeah! I mean you can build a career you want. And just the beauty of today's social web is that it is social, and it is about making connections. So, if you want to connect with someone professionally, you don't just send that LinkedIn connection.
You send a message with that connection that says, "I watched your courses on lynda.com, blah, blah, blah. Here's the work I'm doing, I'd love to connect." Just a little bit of that extra personal touch. You know, there's folks that I've met who've asked for me to make introductions for them, former students who've done things like that, and you know it works, but yeah I love that video. That's how it works.
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