Seasoned Online Marketer Talks True Leadership Skills, Pralines: Will Scott Q&A
Will Scott (@W2Scott) is a heckuva guy. As CEO of New Orleans-based agency Search Influence, Will brings some top-notch experience and knowledge to the table, gained from nearly 20 years of professional experience on the Interwebz. He’s a crazy-smart marketer, dedicated team leader, enthusiastic conference speaker, even a gifted storyteller (as you’ll no doubt learn with his “short-ish” biography / response to question #1). Yes, that’s right – aimClear had the pleasure of sitting down for a candid Q&A with friend and fellow Facebook Marketing Workshop presenter, Mr. Will Scott, on the advent of #SMX East… and actually, our FB Marketing Workshop.
On Monday, October 1, from dawn til dusk, Will and the aimClear team will be kicking off SMX right with a full-day intensive training. Then on Day 1 of the actual conference, Will’s speaking on the Meet Siri: Apple’s Google Killer? session. We got a sneak peek at what he’ll be discussing, and a special glimpse into the life of one of our favorite industry pals. Read on for the goods.
| aimClear: Mr. Scott! Greetings, glad to have you. Please, won’t you tell us a bit about yourself. Where do you come from, what led you to work this industry?
| aC: Phew. I love it. Polyester and all. Okay, so 1994 – that’s nearly twenty years ago. The world (wide web) has changed quite a bit since you’ve been on the scene. As a marketing team leader, what are the top three things you do every day to keep up with the times, and to keep from becoming irrelevant?
WS: 1. Yell at my teammates. No, I’m kidding. I push really hard but I seldom yell. I’ll come back to this. 2. I read. I can’t find the blog anymore, but I remember the greatest tagline for a blog ever: it was, “I read the whole Internet every day so you don’t have to.” Twitter is really helpful in this regard. By making lists of my personal thought leaders, I tend to see the really important stuff. 3. I play. We do a LOT of testing. Let me just admit right now that there’s a reason my personal blog isn’t in the first 5 pages for “will scott”.
Back to #1 for a second. Online marketing has grown so big that I have become much more of a marketer and much less a technician. What I mean by that is I can’t know everything in granular detail about canonical tags, and rel=next, and video optimization, and sponsored stories.
So, when I find myself yelling coaching the most is when I feel like we’re not taking it far enough. I may not know, in every medium, all the time what that means, but I know when we’re not there yet.
| aC: Just awesome. What’s one top secret tactic you take to the table at Search Influence, one you’d never share with anyone else in the world? (You can trust me, I won’t tell.)
WS:Focus on the KPIs and everything else lines right up. Oh, and articles and directory submissions still work. Oh, and you can use a Facebook Display ad to point to an adult Facebook page as if it were an external website.
| aC: Booyah! You sneaky monkey, you. Alright, next up: You send out the best pralines every year. A) Would you like to give some lucky vendor a link on any anchor text of your choice from aimClear blog? B) Will our blog and the lucky link recipient be blown out of Google SERPs thanks to Penguin?
WS: A. It’s Southern Candy Makers. And they don’t rank top 3 outside of New Orleans for “Praline” and they definitely should. B. I’m confident your links are clean… on this site .
| aC: Hah! Touché. On the morning of Day 1 at SMX East, you’ll be speaking on the Meet Siri: Apple’s Google Killer? session. Can we get a sneak peek at the goodies you’ll dish out during your preso?
WS: Today, it’s all about Yelp. Funny, but true, story. It’s no secret I’m not a fan of Yelp’s business practices. So it’s hugely ironic that the linked story on Street Fight was actually quoted by a Yelper in a solicitation to one of our clients.
| aC: Ooooh, quite the tease. Okay, I’ll be there for the full effect. Last but not least: If you were stranded on a desert island and could only consume one adult beverage for the rest of your life, what would be it? (Never mind the likelihood, or lack thereof, of this scenario.)
And right now, I’m leaning toward Stone IPA, to which I was introduced by David Mihm in Spokane, Washington. As Benjamin Franklin says, “Beer is proof that God loves us and wants us to be happy.”
| aC: Amen, brother. As Lauren Litwinka says, “The hoppier the beer, the happier the girl.” Safe travels up to the Big Apple. See you there :)
photo credit: ezrapoundcake.com