February 17, 2015

Expert Interview: How Digital Marketers Can Use Project Management

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Jeremy Rivera is a veteran digital marketer who is Google Analytics and Adwords certified experienced in technical SEO and site audits. He has been consulting businesses and individuals on analytics deployment, digital strategy, organic search engine optimization and content strategy development for more than a decade. I invited Jeremy on the show to discuss common pain points of the modern digital marketer. We discussed how using project management software can empower digital marketers to overcome these daily challenges.

TECHNOLOGYADVICE: You’ve worked with a bigger agency like RavenTools and currently at a smaller agency 2TheTopDesign and Marketing. Where else are Digital Marketers and SEOs [today]? 

Jeremy: Well, there’s a lot of freelancers out there. Putting themselves up for individual projects, trying to build a name for themselves and trying to find their own footing, their own base of clients. And that’s a tough world in and of itself, because you’re not responsible for a boss, you’re working directly with a client and their hopes, expectations, and needs. But you also have your own life on the line, you’ve got your family if you don’t get that next freelance gig lined up in time, your electricity is going to shut off.

TA: Let’s talk about the current pain points that Digital Marketers are facing from the marketplace and the need that most customers and bosses have today.

Jeremy: With any client, if you’re working on link building, then you need to keep track of the hours that you’re spending. You need to keep track of where you are at in that process, I mean if this is a simple Quora question that’s related to your client’s business and you’re answering it in the client’s voice or do you need to find that Quora question send it over to the client to get it approve by their lawyers to actually post a reply as a comment for an opportunity to get back the link. ..There’s so much to the link building process.

TA: Do you find that there are several different tools that you have to string together to sync up with your workflow or do you use one technology solution to keep track of all that? 

Jeremy: I think that project management software definitely is the key. I haven’t found yet the right solution for me exactly, but I’m half-way there. I’ve used BaseCamp at my agency, and that’s useful from a certain perspective of keeping the discussion together, keeping together files and progress. But our time tracking is separate.

TA:  …The main thing that I’m hearing from you is the importance of being able to track everything, build that foundation, build on top of the foundation… What are [a few] solutions that you would suggest and let’s walk through each of these. 

Jeremy: You must know your specialty. …You know what’s ironic to me about software and particularly project management software? Googling and trying to find  an answer for what’s a good solution for you is really difficult. Like Google is good at answering very specific queries but when it comes to answering questions about your business, it’s really bad. And that’s because Google doesn’t know your workflow. “Oh well he needs something that connects this piece of information to his time tracking, to these pieces of presentation information and that’s going to save him time.”

Google is good at answering queries of what is project management software, and you may run across some good articles that people have talked about their experience with it. But until you identify the problems in your workflow, you’re not going to be able to fix it. So that’s the next step, you’ve got to evolve. 

TA: What is a strategy that you would suggest to other digital marketers in today’s industry? 

Jeremy: Well, first you need to know yourself. You must know your specialty. It used to be a the first problem for Search Engine Optimization in Digital Marketing was that the client expected like too much of one thing. 

They would come to you and they would expect, “Oh, I’m going to rank number 1 for every single keyword.” That was the one thing that they came to us for. And we said “No, we’re more than that.” And so, we tacked on social media and then we tacked on outreach, and we tacked on PR and we tacked on analytics. We tacked on all of these things on to the base idea of a person who optimizes online and to these for search engines to discover businesses.

We kind of took that persona and said “Oh well, you got this battle pack on your armor and you’ve got a rocket launcher and you’ve got a machine gun.” “Oh, suit it up!” But the reality is that you can’t fire all your weapons at once, you’re not going to hit anything.

So as you go through your workflow with each client, kind of create a section at the end of that new client of what did I learn. …You need to sit down and take some time to realize what did I do? Because you’re human, you learn things and pick up bad habits and good habits and you have a choice. You have a choice to evolve, you have a choice to move forward or you can keep just doing what you were paid to do and just be a machine.

TA: I like that. Taking the time to actually stop, think, review, use the data that you’ve been collecting in your workflow and your project management solution and your time tracking. That’s really a good exercise, you just track and how the time is going.

Jeremy: If you aren’t tracking your time then you don’t know. 


To learn more about Jeremy Rivera, visit his website to see what he has been up to JeremyRiveraSEO.com. You can also tweet him @JeremyRiveraSEO

Listen to the entire show above in order to hear our full conversation, or download our conversation to listen later. You can subscribe to the TA Expert Interview Series via Soundcloud, in order to get alerts about new episodes. You can also subscribe to just the Project Management category.


This podcast was created and published by TechnologyAdvice. Interview conducted by Clark Buckner.