Marketer Interviews

Never 'think' who your audience is, as you'll be surprised who actual engages 'best'

Jason Denny

Founder at Freelance PPC & Digital Marketing Consultant | Founder Kaffeine Digital

Learn more about Jason's work at http://kaffeine.digital

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Where are you working now, what is your role and how did you get here?

Jason Denny:

Having become frustrated with how the old agency where i worked was being run, i made the decision that i would fulfil a dream i'd had for a long time - to become my own boss.

I went freelance.

With a young family to support i won't lie and say it was an easy decision, freelancing has its risks but i knew that i had good industry contacts that i could reach out to once the decision was made. It wasn't long before i was rewarded with a major contract and subsequent projects.

After a about a year it became apparent that i needed to employ more resource to manage the increasing volume of work hitting my inbox - so i decided to start my agency, Kaffeine Digital.

Kaffeine has gone from strength to strength since its founding and is a decision i am glad i made. This does not deter me from what i love most, freelancing. I am still very much my own boss today and love consulting for local (and larger) business.

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What is your favorite marketing area? (Social, SEO, Sales etc.)?

Jason Denny:

This has to be PPC, pay-per-click, paid media, whatever name takes your fancy. I've been in the game now for 13 years and boy has the landscape changed over the years. Mostly for the better.

To this day i love the fact that you can make a small change and the impact is immediate, what i like best is that in PPC we can present clear ROI to clients in a format they understand (typically £ € $!).

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Why do you love marketing?

Jason Denny:

The buzz. You can make a change one minute and the results occur the next.

I get a real kick out of success, and even more so when the success is for the client.

As internet users we are often searching for a solution to a problem, be it a video on how to lay paving, looking for some new Nike trainers or a cheap hotel room in London. We are always engaging with marketing in one form or another, be it SEO, PPC or Social Media. Without marketing i believe solutions to our problems would be harder to find. So as a digital marketer, i like to think i'm helping someone with their problem.

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What are your favorite books?

Jason Denny:

I love Roman history so you will always find a good series book in my hand be it Simon Scarrow, Anthony Riches or Robert Fabbri (to name a few).

A few industry books i would recommend are:

I Don't Work Fridays - Martin Norbury
24 Assets - Daniel Priestly
Big Ideas for Small Businesses - John Lamerton
Profit First - Mike Michalowicz

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What marketing related blogs, magazines etc. do you read to keep your skills up to date?

Jason Denny:

Top two are Search Engine Land (preferred) and Search Engine Watch.

If your work in PPC i would definitely recommend keeping an eye on #ppcchat on Twitter. Great tips and insights shared by fellow marketers and there is also a weekly chat on targeted PPC issues.

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How do you find good content?

Jason Denny:

Good content to me has to:

1 - Answer my question.
2 - Be accurate and not guesswork.
3 - Have data behind it.

Find the above is not always easy!

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How do you get to know your target audience?

Jason Denny:

Look at the data. Never 'think' who your audience is, as you'll be surprised who actual engages 'best' with your brand rather than engages 'most'. Two very different things.

Utilise tools such as Google Analytics, Facebook Insights and Twitter Analytics to see who engages with your brand best. Then go after them!

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What tools do you use for social marketing?

Jason Denny:

I rarely use automated tools, i prefer to keep it quite grounded so i'll typically be in the platforms themselves. This is just how i prefer to work. Others i know rarely ever enter the platforms but instead favour automation. All comes down to preference.

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What tools do you use for analytics?

Jason Denny:

Google Analytics for the most part as you can pull in data from most other platforms. Often when i am making optimisations to accounts i'll typically use most the data available in the native platform, Facebook, LinkedIn etc.

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What's your #1 advice for people starting to get into marketing?

Jason Denny:

Go for it. You have to believe that you can do it, if you spend time looking backwards you'll never push yourself for fear of doing something wrong. We all make mistakes, but it is the best people who make mistakes and learn from them. If you never make a mistake you'll never learn.

Keep up-to-date with the goings'on in the industry. You don't have to know everything inside-out, you just need to know about it enough to discuss it. Only when you need that thing should you then invest time and effort learning it.

For example, i have worked in PPC for 13 years - i still don't know everything! I know of SEO, what it is, how it works, the benefits etc, but i to this day would not know the first thing on how to practice it!

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