Blake Smith, Marketing Manager, ClockOn Australia

This interview is with Blake Smith, Marketing Manager at ClockOn Australia.

Welcome, Blake! Could you tell us a bit about yourself and your journey to becoming an expert in the digital marketing space, specifically focusing on SEO, SaaS, and Product Marketing?

Currently, I serve as the Marketing and Sales Manager at ClockOn, a rostering, attendance, and payroll SaaS. I lead the marketing initiatives to optimize our sales process and drive our digital marketing strategies forward. My responsibilities include overseeing marketing campaigns and ensuring they deliver measurable results in terms of leads, sales, and brand equity.

My journey in digital marketing began with roles at GoDaddy and later, Netregistry.

At GoDaddy, I worked as an Internet Sales and Service Consultant, where I was introduced to domains, web hosting, and DNS. I applied this new knowledge of internet technology to resolve issues and consult customers. I helped develop customers' business strategies, recommending the right online products and services to meet their needs, from SEO to email marketing and web design.

This prepped me for my role at Netregistry, where I managed substantial SEO and Google Ads campaigns and collaborated with businesses to develop their online marketing strategies. I utilized analytics to optimize conversion funnels and increase targeted traffic, developed content strategies and crafted tailored link-building strategies to boost search engine rankings.

Overall, my diverse experiences have equipped me with a deep understanding of digital marketing, particularly in SEO, SaaS, and Product Marketing. I'm passionate about leveraging this knowledge to drive growth and success for the businesses I work with.

Your career path, particularly navigating the ever-evolving landscape of SEO, sounds fascinating. Can you share a pivotal moment or decision that significantly shaped your career trajectory within this field?

One pivotal moment that significantly shaped my career trajectory was during my tenure at E-Web Marketing. In this role, I had the unique opportunity to consult with a diverse range of clients across various industries. This exposure was invaluable as it allowed me to understand the nuanced role of marketing and sales across different business models.

Working with so many different clients and industries, from e-commerce to professional services, taught me that a one-size-fits-all marketing approach simply doesn't work. Each business has its own unique set of challenges and opportunities, and understanding this was crucial to delivering effective marketing strategies. I learned to tailor my approach to meet the specific needs of each client, whether it was increasing brand visibility through SEO, driving conversions through targeted email campaigns, or leveraging social media to engage with their audience.

This experience not only broadened my understanding of digital marketing but also enhanced my problem-solving skills. It taught me how to quickly adapt to new industries and market dynamics, and how to implement innovative solutions that drive results. Moreover, it reinforced the importance of staying up-to-date with the latest trends and technologies in the ever-evolving field of SEO and digital marketing.

You mentioned the impact of Google's SGE on SEO strategies. Can you elaborate on a specific tactic you've implemented to adapt your content for SGE and share the measurable results you observed?

Absolutely, adapting to Google's Search Generative Experience (SGE) has been crucial in maintaining and enhancing our SEO strategies. One specific tactic I've implemented involves optimizing our content for semantic search and enhancing our entity-based SEO approach. Using NLP techniques, we ensure our content aligns with the way people naturally search and speak. This includes optimizing for long-tail keywords and question-based queries that match conversational search patterns facilitated by SGE.

That's a great example of staying ahead of the curve! Speaking of adaptation, many businesses struggle with content creation. What's one unconventional content strategy you've used that surprised you with its effectiveness, and what advice would you give others looking to implement it?

One unconventional content strategy that has proven surprisingly effective is the use of interactive tools, such as our on-costs calculator designed to help businesses find their "true" payroll costs. This strategy not only engages users more deeply but also provides them with valuable, personalized insights that foster trust and loyalty.

We developed an on-costs calculator to help businesses understand the "true" cost of payroll. This tool allows users to input various payroll-related data points and receive a detailed breakdown of additional costs beyond basic salaries, such as superannuation, leave entitlements, and other statutory obligations.

Turning to your experience with freelance marketing, what's the most valuable lesson you've learned about attracting clients in the digital age, and how can other freelancers apply this lesson to their own businesses?

One of the most valuable lessons I've learned about attracting clients in the digital age is the importance of building a strong personal brand and leveraging social proof. Establishing a clear niche and showcasing your unique expertise helps you stand out in a crowded market. Consistently sharing valuable content, insights, and case studies on platforms like LinkedIn and your personal website builds credibility and positions you as a thought leader. Leveraging testimonials, reviews and case studies from satisfied clients provides social proof that can significantly influence potential clients' decision-making. By focusing on these strategies, freelancers can effectively attract and retain clients, demonstrating their value and expertise.

Building on that, many freelancers dream of launching their own startups. From your experience, what's one SEO strategy that was instrumental in driving traffic to your startup's website during its initial stages?

One SEO strategy that was instrumental in driving traffic to our startup's website during its initial stages was securing mentions and backlinks from reputable publications. Getting featured in well-known industry blogs, news sites, and authoritative publications provided several key benefits.

Firstly, these mentions significantly increased our website's visibility and credibility. When a reputable source talks about your business, it builds trust with potential customers who are more likely to visit and engage with your site. Secondly, the backlinks from these high-authority sites greatly enhanced our domain authority, which is a crucial factor in Google's ranking algorithm.

This boost in domain authority helped improve our search engine rankings, leading to increased organic traffic. By focusing on PR efforts to get featured in top publications, we were able to drive substantial early-stage traffic and build a solid foundation for our startup's online presence.

Startups often face unexpected hurdles. Can you share an instance where you encountered a significant SEO challenge, how you addressed it, and the key takeaway other startups can learn from your experience?

One significant SEO challenge I encountered was dealing with legacy URLs losing link equity as pages became obsolete or were removed. This issue can severely impact a website's overall search performance, as valuable backlinks pointing to now-defunct pages can no longer contribute to the site's authority.

To address this, we implemented a comprehensive strategy to identify and redistribute the link equity from these legacy URLs. We started by conducting a thorough audit using tools like Google Search Console and Ahrefs to identify all the broken or obsolete URLs that had inbound links. Next, we set up 301 redirects to relevant, existing pages on our site, ensuring that the link equity was preserved and redirected to the appropriate content. In cases where a direct replacement was not available, we created new content that closely matched the intent of the original pages and redirected the old URLs to these new pages.

Navigating the digital marketing world requires continuous learning. What are your go-to resources or communities for staying updated on the latest trends and advancements in SEO, SaaS marketing, and product marketing?

My go-to resources for staying updated on the latest trends and advancements in SEO, SaaS marketing, and product marketing include a mix of social media platforms, newsletters, and online communities. LinkedIn is invaluable for connecting with industry experts, participating in discussions, and following thought leaders who share insights and updates. YouTube is another excellent resource, offering a wealth of tutorials, webinars, and conference talks that provide in-depth knowledge and practical tips.

In addition to these platforms, I subscribe to key newsletters like Marketing Brew, which provides a concise yet comprehensive overview of the latest news and trends in the marketing world. This helps me stay in the loop with general industry developments.

Finally, what advice would you give to aspiring digital marketers or entrepreneurs looking to make their mark in the industry, especially concerning SEO and product marketing in the age of AI?

For aspiring digital marketers or entrepreneurs looking to make their mark in the industry, especially concerning SEO and product marketing in the age of AI, a strategic approach is essential. These days, I don't feel like you can start as a "jack of all trades" as many of us did 10–15 years ago. I'd say start with a specialized focus on a particular tool or area within digital marketing that holds significant value, such as a specific CRM platform.

Become an expert in that tool, get certified, and leverage that expertise to secure your starting role. Once in the role, broaden your skill set and take on more responsibility over the marketing process. Stay updated with the latest trends and advancements by engaging with others in the industry.

Continuous learning and adaptability are crucial, as the digital marketing landscape is constantly evolving. This strategic, focused approach will help you establish a strong foundation and navigate the complexities of the industry effectively.

Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?

Subscribe to my newsletter and check out ClockOn for your rostering, time and attendance, and payroll needs.