” What is the one thing that sets you apart most from the competition?“
We are platform agnostic, which simply means we look at your brief in isolation from any output, gather the necessary customer insights, and then come back to you with the most appropriate channel for delivering positive ROI!
“The best way to predict the future is to invent it”
Business development managers are responsible for managing expectations and developing business solutions for their organizations. They are in charge of creating effective business plans to generate more revenue, increase brand loyalty, and improve customer satisfaction.
There are a variety of strategies one can use when developing business. It is important to understand the strategies a business development manager has used in the past before you bring them into your firm. Their approach may differ from what your company expects from its business developers.
Our interview today is with Business Development Manger – Meet Carl van Heerden.
Carl has 10+ years experience working in integrated communications. He is involved in corporate, fitness and charity based industries, working with clients such as BT, Equinox, Specialized, Core Collective, Hillsong Church and AstraZeneca. Having lead various teams, Carl’s focus is very much on client service and making sure that objectives are met and results delivered. Outside of corporate life, you’ll find Carl training clients at indoor cycling studios in London.
Sharing some of his Business Development Strategies, it’s truly an honor to host Carl van Heerden in our Agency expert interview series:
1. We would like to know a bit about your career background, and how and when you got into Digital Marketing?
I joined Collider as an intern 7 years ago while doing my MsC in Marketing Sciences at Kingston University. It’s simply been a process of working through the agency from Social Media, to Account Exec, to Senior Account Manager and now Business Development Director working with existing and new clients.
Before joining Collider, I worked at Hillsong London as Head of Marketing. Again, this was a role I evolved into, but it was my original touchpoint into the world of marketing, and creating campaigns to connected with customers.
2. In constantly-changing fields such as social media, how do you regularly learn, update & improve your skillset?
It’s a team effort. Here at Collider we have a dedicated team of Social Media specialist, Digital Creatives and Developers, and Strategists. Between them they are always trying out the latest platforms and testing the Beta launches for some of the more well known channels (that’s why it pays off going with an agency, sometimes we are the first to know).
There’s also an element of self teaching. Things move fast, and to stay relevant, it’s important that you set time aside to learn and speak to people. Find out what your friends are using, why they’re using. Ask questions!
3. What’s the biggest mistake you see businesses making on social media and how can they fix it?
Jumping onto a platform without a strategy for what they are using it for. We see this regularly, brand creating accounts on Instagram, Facebook, Twitter and most recently, Snapchat, and then within a few weeks (and sometimes days), these channels become dormant with no content or engagement – all because brands think they need to be seen on every channel. Without a plan for creating content, which should originates in strategy, brand are setting themselves up for failure. Have a read of our insight piece on Snapchat for more info: https://wearecollider.com/reinvigorate-marketing-efforts-snapchat/
4. What’s the best thing about being a social media manager, and what are the most frustrating things?
The best thing is that’s a platform to engage with real people, and if you treat them as such, you will get raw and authentic insights into what people think of your brand.
The worst thing is when brands don’t understand the power of social media, and take on a robotic tone of voice. This alienates your customers! Another – social media is not the only channel and won’t work in isolation. Brands need to understand how social media fits into their marketing mix.
5. What is the one thing that sets you apart most from the competition?
We are platform agnostic, which simply means we look at your brief in isolation from any output, gather the necessary customer insights, and then come back to you with the most appropriate channel mix for reaching your customers and delivering positive ROI!
Today we got to know a few Business Development Strategies to boost up your Business from the expert – Carl van Heerden. Going forward there are many more specialists that we want to chat with. We will resume our discussion with another expert in our next post.
Until then, Happy Marketing!!