ReDrew Innovations

Rebecca Drew

From my experience on LinkedIn, I usually get lots of requests to connect with people I haven’t met in real life. To help bridge that gap I decided to write my final digital marketing blog post on my brand ReDrew Innovations and what I can do for you as a digital marketer.

This Fall Quarter I was fortunate enough to take Digital Marketing and Integrated Marketing Communications (IMC) concurrently. It was probably the best unintentional action of my college career because what I learned in Digital Marketing, I was able to implement in IMC. Digital Marketing with Mark Staton introduced me to a whole new side of marketing that I didn’t know I was interested in. From SEO, organic social, paid social and inbound marketing, I learned new marketing concepts that have shifted the course of my career path. In IMC I have created my brand ReDrew Innovations. The purpose of ReDrew Innovations is to effortlessly integrate ADEI (access, diversity, equity, inclusion) into brand marketing by creating content and relationships that resonate with a consumer’s journey so that businesses can feel pride in their work.

As opposed to just telling you what I can do for you as a digital marketer, I will demonstrate how I’ve implemented some of these techniques in my work for ReDrew Innovations and Social Media Assistant for the WWU Marketing Program.

Digital Marketing Concepts & Implementation

In Digital Marketing Mark Staton taught me various relevant digital marketing concepts in hope that I would become a t-shaped marketer. Which is a marketer who has a broad range of knowledge but specializes in 1 or 2 areas of digital marketing.

My knowledge of digital marketing is evident by the many certifications I have received during my time in the course. From Google Analytics, Inbound Marketing with HubSpot, and Search Engine Optimization with SEMrush.

My most popular article GA4 The Future of Web Analytics, introduced me to the world of analytics which showed me that analytics is more than just numbers. It’s telling a story, which is why I am interested in practicing it and possibly specializing in it.

SEO, UX/UI For ReDrew Innovations

I was also fascinated by Digital Marketing when we learned about search engine optimization. What I find intriguing is that to have great SEO, you need to make your content user-centric following Google’s new algorithm which focuses on the user experience. It’s all about optimizing your content for the user. Whether that be a website, blog post, or social media content.

I find that this ties in well with what I learned about UX & UI design. UX is about the feel of the content and UI is about the design and intuitiveness of the digital content for users. When building the ReDrew Innovations website, I kept both SEO and UX/UI in mind.

Regarding SEO I focused on areas such as accessibility, responsiveness, keywords, site speed, and writing and optimizing content. Responsiveness refers to when your website can seamlessly adapt from one device to another. For example, from mobile to computer, to tablet. This also helps with accessibility as it is a website that doesn’t change from device to device making it straightforward for people to convert from one device to another. This can be a difficult task to implement when using WordPress as a beginner. However, responsiveness and accessibility contributes to rankings and therefore better SEO.  

For UX/UI design I focus on creating a great visual user experience that is also intuitive. For UX this was done by using readable fonts, and colors with contrast, and making sure buttons and links stood out and were reachable on every device. For UI I mainly focused on making sure my content is placed in an intuitive order that users could comprehend. In the future and with more time I will test both the UX/UI on my website using AB testing to optimize my conversion rate.

Inbound Marketing As Social Media Assistant For WWU Marketing Program

Inbound marketing is a marketing term that I didn’t learn until digital marketing. Inbound marketing is a method of growing an organization by building meaningful, lasting relationships with consumers. It is done by creating valuable content and experiences tailored to them.

In my role as Social Media Assistant for the WWU Marketing Program, I create content for two different target audiences. Marketing students and alumni. They use different platforms and have different motivations and different interests. Because of that, I have to create a personalized experience for both target audiences.

Our most recent event was the WWU Marketing Program’s Career Launch and Holiday Social. I was tasked with engaging both target audiences and I made sure to do that with inbound marketing in mind. Instead of producing a graphic and copy that would be promoted for both audiences I produce different graphics and copy for each group.

From putting polls and questions out on our platforms I knew students were worried about being prepared for the events. So, for our current marketing students I created content, sharing tips on how to hold yourself at a network event, how to leverage your resources to prepare for the Career Launch and how to organize yourself after a network event.

For alumni, I was focused on increasing alumni engagement at the Holiday Social as much as possible. I produced content with the help of their previous marketing professors to create engaging videos conveying to alumni the reasons they should partake in the Holiday Social. Those reasons ranged from sharing their stories, reconnecting with past relationships, and building their networks. For early career alumni, we strengthened these reasons even further by communicating that they have lost the opportunity to do this because of the isolation that the pandemic caused.

Lastly, I wanted to use the resources I had at my disposal to stimulate alumni engagement. Those resources were a live list of alumni attending the event. So I decided to use the concept of  social proof to influence alumni. Social proof is the idea that people copy the actions of others to exhibit correct behavior. I stimulated social proof by reaching out to alumni who were already attending the event and asked them to share reasons why they were attending the event, and why other alumni should too. These pieces of content received great engagement and stimulated queries from other alumni about the event.

For next time, I will also post these queries on our social media platforms. To share with alumni that other alumni are interested in and asking questions, furthering the loop of social proof.

Explore ReDrewInnovations.com

Wrapping up my course on digital marketing has shown me how influential this course has been on my education and my career path.  However just because the course is coming to an end, doesn’t mean my education on digital marketing is. In the next coming weeks I plan on strengthening my skills on HTML and CSS coding.  

Subscribe to ReDrewInnovations.com to benefit from my digital marketing tips and to view my portfolio/experience all in one place! Till then this is Rebecca Drew signing off!