An Interview With Kieran Powell
Not every strategy will work the first time. Through A/B testing, we discovered that incorporating location-specific keywords in our SEO strategy performed better than the initial generic approach. This iterative process allowed us to optimize our budget allocation for maximum impact, driving a 20% increase in organic search traffic and improving the client’s visibility in local search results.
In an age where marketing landscapes are rapidly evolving and consumer behaviors are constantly shifting, Chief Marketing Officers (CMOs) play a pivotal role in steering their organizations’ marketing strategies towards success. With a plethora of channels, platforms, and techniques at their disposal, the decision on where to allocate the marketing budget is more critical than ever. We’re seeking to explore questions like: What factors influence their decisions? How do they balance between digital and traditional marketing channels? What role does data play in their decision-making process? And importantly, why they choose to invest in certain areas over others? As part of this series, we had the pleasure of interviewing Eddy Medina.
Eddy Medina is a seasoned SEO & Digital Marketing Specialist with a passion for navigating the ever-changing seas of budget allocation. From orchestrating campaigns that seamlessly balance traditional and digital channels to witnessing the critical decisions CMOs make, Eddy’s journey has been a testament to the power of strategic insights and innovative approaches.
In a standout campaign, a strategic pivot towards influencer marketing led to a phenomenal 40% increase in online engagement. This success underscores the intricate dance between data, decision-making, and campaign triumphs, with SEO consistently lighting the way.
Thank you so much for your time! I know that you are a very busy person. Our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?
Certainly! My journey into the marketing realm began fueled by a passion for SEO and digital strategies. From the early days of honing my skills to orchestrating campaigns, I’ve been driven by a commitment to staying ahead in the dynamic landscape of digital marketing.
It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
Absolutely, there’s a lighthearted tale from the early days that revolves around my initial fear of cold calls. Back then, the mere thought of making them was quite intimidating. However, I decided to challenge myself and attempt it little by little. It might sound a bit silly, but overcoming that fear and taking those initial steps was a pivotal moment for me. The lesson learned was a valuable one about daring to face fears, pushing personal boundaries, and embracing the growth that comes from stepping outside one’s comfort zone. This experience taught me that, sometimes, the seemingly small challenges we conquer pave the way for significant personal and professional development.
Are you working on any exciting new projects now? How do you think that will help people?
Yes, it is currently in its early stages, and it involves a DIY approach focused on digital marketing. I won’t delve into the details as it is still in the initial phase of development, but potentially, it can help businesses create a team in-house.
Thank you for that. Let’s now shift to the central focus of our discussion. Can you share an experience where a unique or unconventional budget allocation led to unexpected success in your marketing campaign?
Certainly, a notable instance was when we strategically allocated part of a budget to content partnerships for this particular client. The outcomes went beyond our expectations, revealing a remarkable 40% increase in online engagement. This strategic pivot highlighted the essential interplay between data, decision-making, and campaign success, with SEO consistently guiding the way for this specific client.
How do you balance investing in emerging marketing trends versus traditional, proven strategies in your budget decisions? Can you give us an example?
Balancing emerging trends with proven strategies is crucial. For instance, while exploring innovative digital channels, we ensure a portion of our budget is reserved for strategies like SEO, providing invaluable insights that contribute to sustained growth.
In what ways has data-driven decision-making influenced your approach to allocating marketing budgets, and can you provide an example of this in action?
Data-driven decision-making is fundamental to our strategy when working with clients. By meticulously analyzing key SEO metrics such as their website traffic, bounce rates, and keyword performance, we can identify areas for improvement and refine our approach. This comprehensive SEO analysis allows us to reallocate resources effectively, focusing on high-performing keywords and optimizing content for better search engine visibility tailored to each client’s needs. As a result, our clients have witnessed a significant increase in organic traffic, improved search rankings, and enhanced user engagement. This showcases the positive impact of data-driven decision-making in our SEO strategy for our clients.
How do you evaluate the ROI of different marketing channels and decide where to invest more or cut back?
Evaluating ROI involves a comprehensive analysis of such as conversion rates, customer acquisition costs, etc. Based on this analysis, we make informed decisions to either scale up investment in channels that demonstrate high ROI or adjust our strategy for underperforming ones.
Based on your experience and success, what are the “5 Things To Keep in Mind When Deciding Where to Assign Your Marketing Budget, and Why?”
1.Understanding Your Audience:
It’s crucial to have a deep understanding of your audience. In one campaign, through extensive market research, we identified that our target audience heavily relied on visual content for decision-making. This insight significantly influenced our messaging, and we tailored our web design and SEO efforts to prioritize visually appealing elements. As a result, our client experienced a 35% increase in website engagement, showcasing the power of aligning our strategy with audience preferences.
2.Flexibility and Adaptability:
Markets evolve, and so should your strategy. During a rapidly changing trend, we had to swiftly reallocate resources from traditional advertising to an immersive and interactive web design approach. Recognizing the growing importance of user experience, we adapted our strategy to focus on mobile-friendly design and intuitive navigation. This adjustment not only kept our client’s campaign relevant but also resulted in a 30% boost in mobile traffic, highlighting the impact of flexible and adaptive strategies.
3.Testing and Iteration:
Not every strategy will work the first time. Through A/B testing, we discovered that incorporating location-specific keywords in our SEO strategy performed better than the initial generic approach. This iterative process allowed us to optimize our budget allocation for maximum impact, driving a 20% increase in organic search traffic and improving the client’s visibility in local search results.
4.Balancing Innovation with Tradition:
Innovation is vital, but so is respecting proven methods. In a campaign, we combined cutting-edge digital tactics with a traditional direct mail element. By integrating a visually appealing QR code in the mailed material that directed recipients to a specially designed landing page, we created a holistic approach that resonated with a wider audience. This fusion resulted in a 27% increase in website visits, demonstrating the effectiveness of merging innovative digital strategies with traditional methods.
5.Measuring Impact Beyond Immediate Returns:
Sometimes, the true impact of a campaign extends beyond immediate metrics. By investing in a long-term SEO strategy focused on building high-quality backlinks and optimizing content for evergreen relevance, our client witnessed sustained growth in organic traffic over several months. This approach not only contributed to a continuous increase in website visibility but also fostered customer loyalty, showcasing the importance of considering long-term impact in our digital marketing efforts.
Could you discuss a challenging budget decision you faced, how you navigated it, and the impact it had on your overall marketing strategy?
Certainly, one challenging decision arose due to unexpected market shifts. In response to this dynamic environment, we navigated the situation by swiftly reassessing our strategy, reallocating resources, and prioritizing channels that demonstrated resilience amid the market changes. This adaptive approach resulted in increased efficiency and better targeting, showcasing our ability to respond effectively to unforeseen shifts and ensuring the overall strategy remained robust and aligned with the evolving market conditions.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
I believe the ongoing initiative promoting continuous learning and resilience. By emphasizing the importance of ongoing education and encouraging individuals to push through challenges (like a cold call jaja), we can create a society where everyone is empowered to adapt, grow, and contribute positively.
How can our readers further follow your work online?
Website (say hi!).
https://boundlessseo.com/
This was very inspiring. Thank you so much for joining us!
About The Interviewer: Kieran Powell is the EVP of Channel V Media a New York City Public Relations agency with a global network of agency partners in over 30 countries. Kieran has advised more than 150 companies in the Technology, B2B, Retail and Financial sectors. Prior to taking over business operations at Channel V Media, Kieran held roles at Merrill Lynch, PwC and Ernst & Young. Get in touch with Kieran to discuss how marketing and public relations can be leveraged to achieve concrete business goals.
CMO Perspectives: Eddy Medina Of Boundless SEO On Where to Assign Your Marketing Budget and Why was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.