Lessons from Tim Soulo, CMO at Ahrefs, on Andra's podcast.
I think Ahrefs is hands down, one of the best tools if you aim to grow your business through SEO and content marketing.
The irony in that statement is that I've actually never used Ahrefs, but Tim Soulo and his team did a heck of a job marketing his company.
So I was very interested in his backstory and what he thinks about being a great marketer.
One common advice from marketers I respect is that you really have to know your product inside and out, and that you really ought to understand your customers.
You have to put yourself in a position where you can communicate with your customer, hear about their issues, help with their challenges, be at the forefront.
And that's exactly what Tim Soulo did.
He was a technical support for 5 years before he started a career in digital marketing.
He's also an advocate of hiring a marketing person from the support team, instead of hiring outside.
Once you're an expert of your own product and your customers, then you can:
- Write content that resonate with your customers.
- Write copy on your home page that speaks to your customers' pain points.
- Work with guest bloggers who your customers and audiences will like.
- Influence your product to support your customers' need.
The best way to gain digital marketing skills
The best way to learn digital marketing is to start a blog or launch a product and grow it.
You can start a blog of your interest.
Tim (who used to part-time DJ) launch an electronic music blog and built a community around the music he liked.
Growing a product or blog from scratch is a huge learning curve and if you manage to do it, even if you'd only have moderate success, you'd learn way more than working any company.
On creating your own opportunities
One book Tim credits to have an immense influence on his career is Outliers.
One of his biggest takeaways is that a lot of the success in this world is predicated on luck.
You have to be at a certain right place, at the right time, with the right people, with the right skill in order for that success to happen.
And that you can increase your exposure to luck by putting in the work.
Which was what Tim Soulo did, he
- launched a blog, and a product
- promote himself online
- reaching out to people for consultation work
He reached out to Ahrefs and that effort eventually landed him a marketing role in the company.
Although, all these hustle don't always translate to results as there's an aspect of luck.
The goal is to create more opportunities for luck to kick in.