The #MarketingMinds series share real-world stories from marketers showing how digital marketing has helped them develop their careers or businesses.
Florence is a tech startup that helps freelance nurses find shifts through the use of a website. By bypassing recruitment agencies, nurses are able to earn more and find work that fits around their lifestyle.
My role is managing the complete marketing mix. We use multi-channel marketing including social media (paid and organic), email, content, AdWords and offline events
What is your background in Marketing, and how did you come to be in the position you are in now?
By building my own websites. Marketers are great at talking up their skills but I was able to secure this role by building my own WordPress sites and figuring out ways of driving traffic and getting users to convert.
Which technical skills do you believe are most important in your role?
Digital marketing generally. But more specifically because Facebook is our main acquisition channel – a good understanding of Facebook’s features (e.g Power Editor and Ads Manager) is essential in my role.
Which soft skills prove most useful in your role?
A growth marketing mindset. Constantly reading and learning from other marketers but also being able to run marketing experiments and learning from successes and failures.
Which markets does your organization operate in?
Healthcare in England
Which Marketing or Business related book would you recommend to a colleague, and why?
The Hard Thing About Hard Things – Ben Horowitz. Awesome read but gives us brutal insight into how hard it is to start and scale a business.
What can be one of the biggest challenges Marketers face in the industry you operate in?
The industry is very old fashioned and not digitally enabled. Trying to get users to engage with a digital platform is difficult. Also given that we are working with healthcare institutions and nurses, they are naturally risk-adverse which means they are very reluctant to try new things.
How do you and your team overcome the aforementioned industry challenges?
At the moment we do things that don’t scale. In other words we visit all of our healthcare institutions and train them and for the nurses we have a customer success team that walks them through every part of the registration process.
Describe what a typical day at work looks like for you?
- Morning meeting with the team
- Examine Facebook ads and see how they are performing. Tweak as necessary
- Start/Finish a piece of content
- Meetings throughout the day with various stakeholders
- Check on the team’s progress: Customer success team and social media and content marketing
Please share digital marketing tools that help you and your team accomplish your goals every day.
- Buffer – ensures that we are posting content across social media at the most opportune times
- Tweetuncover – for finding content that resonates with a specific Twitter audience
In your opinion, what are the most valuable skills a marketer in your role can have?
Being able to run experiments. Also, having a growth mindset and always looking to learn more
What is your biggest career goal?
Leading a world-class growth marketing department
What are your most important KPIs (Key Performance Indicator)?
- The number of new nurses signed up and working
- The number of healthcare institutions that are posting shifts
What is unique about the organization you work for?
We are the only organisation connecting nurses directly with healthcare facilities via an online platform. Furthermore, whilst there is a huge shortage in nurses we have been able to acquire more than 8,000 nurses in less than a year.
What are the most important attributes you look for in a Manager?
Empathy, cultural sensitivity, positive attitude and leadership
Across the marketing mix, what medium has brought your organisation the best results?
Paid Facebook ads
What do you see as the most exciting future opportunities in digital marketing that you are working on?
Voice search. The ability for a healthcare employer to be able to book shifts via Alexa and Google Home