So you want to be an email-marketing rock star. Does having email groupies when you travel around the world and speak at events get your motor running?
If you are a brand-side email
marketer, building your personal brand as a thought leader can be one of the best ways to enhance your career and your industry stature. Don't schedule that world tour just yet, though.
have to be good -- make that great -- at what you do. You must be able to back up your industry reputation with solid results. You also need a few other qualities.
What a Rock Star
- Desire. You need it if you're going to achieve your goals.
- Commitment. If you aren't prepared to add more hours and potentially some travel to your
already long work week, fuhgeddaboutit.
- Point of view. Stand for something and be known for it.
- Focus. Concentrate on your expertise: responsive design, B2B
automation, testing, retail, deliverability, etc.
- Support. It's hard to become a thought leader if your boss doesn't support your efforts by allowing you to speak at events,
talk to the media, and do case studies.
Channels to Build Your Rock Stardom
Following are several channels or activities you can use to build your personal brand. Unless
you're superhuman, you probably can't tackle every single one. Instead, focus on a few that you enjoy, are good at, and can expect your boss to support:
- Speaking: Presenting at
industry and vendor events is one of the best ways to build your brand and tell your story. Get started by being part of a panel or co-presenting with an experienced speaker from your agency or email
- Writing: Writing articles and blog posts is the way to go if being on stage doesn't float your boat yet. Write for one of your vendors' blogs, contribute to an industry
publication, or even start your own blog.
- Case studies: Vendors and publications are always looking for case studies, so get buy-in from your boss and PR team to tell your
company's story. An approved case study can become the basis of your story platform.
- Media interviews: Let your agency or vendors know that you are available to speak with the media.
If you aren't an experienced interviewee, get tips from your PR team, and practice. Outline your key points and messages, and stick to them.
- Association involvement: Join a marketing
association, and get involved with a committee. Not only will you work with other industry movers and shakers, but you might also get to own or contribute significantly to high-visibility
- Vendor advisory boards: Many of your vendors have advisory boards or user/product committees and groups. Ask to join one or two and then be active. This exposure can
bring speaking or writing invitations.
- Industry/vendor communities: The email-marketing industry has several active communities where you can rub shoulders online with the best and
brightest. Learn from influencers, and share your experiences, POV and expertise.
- Awards: Winning an award can raise your visibility and boost your confidence. Your chances might be
better than you think. You might compete with 10 or 20 others, not thousands. One place to start: your email vendor's awards program.
- Networking: Reputation, trust and relationships
build your personal brand. These friendships can open doors, whether for speaking opportunities or association committees. So, attend or offer to help organize local meet-ups or networking
- Social media: If you create value, engage with others and focus on select areas and networks -- a Pinterest board, LinkedIn group or Twitter -- you can build a solid
What is your path to email-marketing rock stardom?
Until next time, take it up a notch.