Lessons from a Life in Digital Marketing
  • Oct 25, 2021
  • EOE Digital

If you have been in this industry long enough you probably had to do cold calling as a younger advisor. Maybe you even went door to door selling insurance. Siddharth Lal who is an expert in marketing recalls being one of those pesky knockers. He stated that he had to tolerate tough weather days just to be on the receiving end of words that you can only imagine. These events can certainly make you question your profession and why you are in it. Here is his story.

Turn to online platforms

Upon creating an inbound marketing model. His strategy was simple: people are searching online therefore that’s where I will be. He developed a website that proved to be unsuccessful. The main reason why it proved to be unsuccessful was that he was advertising to the wrong market. It's the same as selling hot chocolate in the middle of a desert. Despite his failure, he did not feel discouraged.

He changed up who he was targeting, and it was like selling something in a busy street. How did he figure out where to focus his methods? He discovered how to work with search engine optimisation. This was done with research alone. Search engine optimisation is the process of bringing more traffic to your website by improving the quality and quantity of your website. This placed his website 3rd out of nearly a million searches on the Google rankings. Instead of him going to people and requesting them to buy his product, they were calling him. The man had to open a call centre to respond to everyone. When the cash started flowing, he invested in paid search ads on Google. This just doubled his chances. Here are the biggest lessons he learnt:

Make use of your phone

The video world is blowing up the internet. That is a subject on its own, but there is frequently the assumption that video marketing is costly and time-consuming. This couldn’t be further from the truth. Most people utilise their mobile phones to do their videos and if there is editing required, they use free apps to do so. When Siddharth started to take advantage of video marketing, it was like petrol to fire.

He then incorporated vernacular content on his site. We live in a country that is very diverse so why wouldn’t your website have the feature of changing the content language to Zulu, Afrikaans, Tshwana etc. You would be surprised to know that English is not the most spoken language in South Africa. According to BusinessTech, it's Zulu with 11.6% speakers.  Although this feature is more costly and it does take time, it is worth it for a country like South Africa. Remember that clients want to feel connected to you in some way. Why not connect to them in their mother tongue.

Siddharth learnt a lot of lessons from these experiences on a personal level as well. Here are the lessons:

Don’t procrastinate

Time feels like it moves at such a velocity. Whether it’s a course you want to do, the gift you want to buy or that business venture you have been dreaming about, do it now. Life is too short. 

Save a little money

Save a little money every month and invest it. By this, I mean invest in what will bring your business leads. This will allow your money to work for you and for you to make money while you sleep.

Nothing is handed

Siddharth lost his parents at a very young age. Moments like these will define us, either in a good or a bad way. When his parents were present, he lived like a prince and then suddenly, he had nothing and had to fend for himself. These moments could lead to our growth or our detriment. Grow from your hardships.

Once you decide to take the leap of faith we will be here every step of the way.