Corporate mergers can be difficult. It basically means that two teams of executives have to find some sort of compromise while devising a new business model, followed by a series of unsavory decisions regarding their staffs.
The first difficult merger I witnessed was while I was a content writer at PlattForm Advertising. They bought a small publishing company in the mid-2000s so they could start print publications directed at for-profit education corporations. Professional titles were altered, duties were shifted and toes were stepped on until they were bloody nubs.
Change is tough for professionals who are accustomed to certain game plans. This was much more evident to me after the small marketing agency I contributed to called SPIDERtel merged with In10sity Interactive. In10sity was different; they were hungry and they demanded results. The economy in 2010 was tough, yet every industry report published spoke of rising spending ceilings for online marketing; confusing, but invigorating to agencies willing to put in the hours. In10sity was game. I took the plunge.
In10sity's business model was based on their content management system, InPower 2.0. The back end resembled your regular WordPress interface, with much more versatility. They were also dedicated to search engine marketing, mobile apps, digital marketing tools and paid placement. My duties at SPIDERtel became much more diverse once the In10sity client stable demanded a new level of performance. At In10sity, I continued to develop SEO strategies, but was able to get back to duties more attuned to creative writing and on-page SEO. We had a broad range of clients and an intimidating workload. My duties there lasted until late summer 2011.
So, to recap-
This is what I learned:
- SEO
- PPC
- Google AdSense
- Content management systems
- On-page optimization
- Corporate mergers are tough
- Long hours
Around 2004, PlattForm Advertising figured they had better learn the real deal about optimizing their corporate and full-service client sites. There was much to be gained from providing SEO and PPC to private education corporations looking to boost profits and leads, while minimizing advertising costs. They hired a small, but talented firm from Overland Park, KS called SPIDERtel.
SPIDERtel had been on the ground with search engine optimization since the early years and they understood the importance of White Hat SEO. PlattForm got caught early on bending rules of search engine marketing which got them behind in the game, so they re-focused their business model by hiring the consulting firm and regained their profit margin by doing so.
By 2010, the assembly line structure of PlattForm's marketing initiatives had put a stale taste in my mouth and I wanted to add another skill set based around a more diverse client list. SEO was less creative, but it was something that made sense to learn. SPIDERtel made an offer and I took it. They were a small agency with some big clients and even bigger budgets. I dove in.
What I learned early on was that the fields of SEO and social media had a lot of talking heads which made for a loud noise floor. Everyone had advice, but it was tough to align yourself with people who were able to prove results. SPIDERtel was pretty good at getting results.
This was also my introduction to social media as an actual service package, rather than as something to annoy friends with after working hours. I learned that social media can be more about client and customer engagement than simply another medium to broadcast an agency's activity. I also learned that there are a lot of talented people in Kansas City that know how to make social media compelling and profitable.
In late 2010, mere months after I injected myself into SEO and PPC campaigns, SPIDERtel merged with an agency out of Knoxville that had big ideas and a lot of raw talent to move things into overdrive. They were called In10sity Interactive.
So to recap-
What I learned:
- SEO
- PPC
- Google AdSense
- Local business listings
- Link building
- Social media
- Client Service
- Corporate merger logistics
- Long hours
Corporate mergers can be difficult. It basically means that two teams of executives have to find some sort of compromise while devising a new business model, followed by a series of unsavory decisions regarding their staffs.