Jordan Burleson – Executive Highlight

Jordan Burleson – Executive Highlight

Jordan Burleson
Chief Marketing Strategist – Digital Advertising at Beacon Technologies
Website Address: beacontechnologies.com


What services does your company provide?

Social Media, SEO, Marketing Strategy, Search Engine Marketing / Pay Per Click


About Beacon Technologies:

We are a full-service digital marketing agency. The heart of Beacon is best reflected in our Mission Statement, which highlights the passions, creativity, and culture of our team. So what makes Beacon the best choice? We bring legitimate experts together, from both the marketing and technology worlds, to produce creative, custom, and data-driven solutions that are in sync with your overarching brand and marketing strategy. Better yet, we all work under the same roof, collaborating passionately alongside each other, every day, to deliver the best possible products and services to our clients.


When it comes to strategy, is it more about the story you tell or your CPM? How does this affect your KPIs either way?

If it were up to me, it would be about the stories we can tell and speak to individual consumers. However, we know that many clients jump to new agencies because their CPCs or CPM weren’t aligned with their goals or budget. So we have to change our focus and tell good stories while also keeping costs low.


How important is your content/creative to your programmatic efforts?

It is very important, but not the most important. We care more about what motivates users to search, what makes them tick, build personas around target consumers, instead of just having the best possible video, image ads, or copy. If a client cares more about branding and prestige, then we focus more on creative and it moves up on our list of priorities.


Volume. What does this mean to you? Is Quality vs. Quantity still measurable in the digital space?

In the last 5 years, the volume has definitely changed in importance. We still have clients that need volume (like startups, large companies, etc) but now it is about quality. We see some clients who see 20-30% drops in volume YOY but their leads have increased and their conversion rates are up and they are still happy. And, yes, quality is still measurable with google tracking, SEO, and paid search.


What does data-driven marketing mean to you?

Data-driven marketing means that you have your website fully tracked, coded, and tagged, before implementing any marketing efforts in order to make informed decisions about ad copy, personas/audiences, keywords, on-page content, and more. We never push paid campaigns to live without making sure the Analytics/Tag Manager is implemented and overhauled.


You’ve most likely “failed” on your commitment to a client. What did you do about it? Did it make your relationship stronger or break it? On the flip side of that, have you ever “fired” a client?

We are always very upfront with clients when campaigns don’t work, or there are issues with performance. We admit that things aren’t working, take ownership, but always come up with new plans and strategies to improve performance. This helps solidify relationships as it builds trust and confidence. We have fired several clients in the past. Mostly because they constantly abused our time, asking for things out of scope, or don’t hold up their end of the contract. This especially happens with SEO clients who have to approve or post written content, paid clients that set unrealistic expectations, etc.

 

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