I believe in providing results and measuring objectives. The saying goes, “That which is measured sees results.” It’s true. You have to know where you’re starting from to know where you want to go.
I apply the above to how I interact with co-workers, friends, clients and oversee projects.
If you believe the same, then we’ll be great friends.
What do I do?
I’ve worked in media and marketing since I was about 14. I started out designing graphics for my church’s website as a teenager, moved up to creating their weekly TV show through the cable company’s Local Access channel, then found my way into broadcast television as a “tape roller” and shortly thereafter, a technical director. I literally walked across the stage as a high school graduate and started working in media. I quickly moved into scripting, shooting and editing broadcast TV commercials for local clients in my hometown. When my company needed someone with web experience I jumped in and managed their web news and sales workflows. This is when I discovered my love of digital marketing. Fast forward a few more years and I now happily help coordinate the digital marketing efforts for two of the most influential broadcast TV stations in Central Texas.
TV Stations and Digital Sales?
Yes, you read that correctly! TV and Digital Marketing can be used in the same sentence. Who better to help local businesses reach potential customers than organizations that have been successfully doing it for over 60 years. Broadcast marketing is still king. Seriously, it reaches more people than cable and satellite. Research guided agencies spend billions on broadcast marketing for their clients, which includes the likes of Google, Amazon, Microsoft, and even Apple.
I chased a rabbit there as they say. I started in broadcast and migrated to digital not because I felt broadcast was dwindling, but because I realized the importance of multi-platform marketing. Gone are the days of running on radio, print, and TV only. You have to reach people as they make buying decisions. It’s often referred to as a sales funnel. You want to be there as they become aware of their need all the way through the process of completing the transaction.
Here’s a perfect example: “Bob’s Adirondack Chairs is advertising on the local CBS affiliate. Elizabeth sees the ad while watching “Criminal Minds”. Elizabeth is later talking to her husband about sprucing up the patio. (Keep in mind men, your wife or girlfriend is who marketers are targeting because they make the buying decisions. Read this book.) Back to Elizabeth and… let’s call him David. She mentions sprucing up the patio to David and says, “We could buy a few Adirondack chairs. There’s this place in town that sells them. Let me see (as she pulls out her phone) I’ll Google it. “A-d-i-r-o-n-d-a-c-k chairs, near me”. If Bob’s Adirondack Chairs is correctly implementing good web design and Search Engine Optimization, then he should be fairly high on the list. From there Elizabeth may visit his site, make a trip, or may order online if he offers online ordering.
The key is to cover multiple platforms such as:
- Having a website.
- Implementing SEO
- Implementing a modest PPC campaign in addition to good SEO
- Serving ads to users based on search history, sites they visit, and their behavior. (Imagine being able to reach someone when they need you and sometimes before.)
- Retargeting ads to users who visit your site (Think about the “Stalker Ads” from Amazon.com)
- Watching where customers spend their time away from home and serving ads based on physical stores they visit.
- Reaching consumers where they spend their time online like on YouTube, Facebook, and Instagram.
- Reaching customers on Connected TVs or Set-Top-Boxes.
It’s a mix. No, you don’t need everything above, but think about the major brands out there. They’re everywhere for a reason.
I probably got a little carried away there again. Sorry, it happens. It’s just what I do professionally.
You’ve heard about my professional life, here’s some insight into my personal life. I’m married to my beautiful wife, Jacqueline. I have three sons, Alexander, Joseph, and John. John is the one in my lap. He has a trach. You can read all about his journey and condition known as Catel-Mazke syndrome on my wife’s blog, MillerSheWrote.com
When I’m not working, I’m reading. I read to myself and to my boys. I may also be writing or looking at “tech toys” online. I try to go camping when I can, and have recently ran (more like briskly walked) in a 5K. I like to teach whenever possible and I try to leave things better than when I found them.
So what’s with the website?
I’m glad you asked! It’s just an outlet for me to express my thoughts. I liken myself to a “wordsmith”, or at least I try to. Oh, you’ll see multiple run-on sentences, comma splices, and even a dangling participle or two. In the end it’s where I may hopefully brighten someone’s day with a few positives words of encouragement. Perhaps something I learned that I think everyone should know about, or maybe one of my sons did something very awesome I want the world to see. Overall, think positive and remember these life truths.
- Make it count.
- Don’t look back on your life and wish “I should have said…”
- Others should look up to you for guidance, not see you as a nuisance.
- Be a leader, stand up, and stand strong.
- Take initiative. Be proactive, not reactive.
- Take responsibility for the good things you do, and the bad.
- Have morals, and stick to them. (Be consistent)
- Remember: Integrity is doing the right thing, even when no one is watching.