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Stephen Chaloner

Digital Marketer & Developer

SKILL SET

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I have a unique and diverse skill set shaped over years of interdisciplinary study and experience.

Search Engine Optimization

SEO is a critical element of any successful online marketing strategy. Organic search traffic often represents the highest quality, most relevant traffic to a website. As such, it is key to maximize visibility for the most valuable search terms and phrases.

I’ve been helping companies improve their SEO for over 7 years. This experience includes in-depth research into the customer’s business, their competitive climate, where their current strategy is falling short, uncovering what opportunities exist in the market. I consistently see 30-50% organic traffic increases year-over-year for clients from my SEO initiatives.

At the heart of any successful SEO program is high-quality content. This is why the development of relevant, keyword rich content is imperative for the sustainable success of an organic search initiative. I center my SEO strategy on strategic content creation. Content and topic selection is based on research not instinct, and positions the business as a thought leader in their respective industry, driving qualified, relevant traffic to the site. This traffic is ideal for marketing opt-ins to, or other means of guiding valuable action from their visit.

Pay-Per-Click

As part of any comprehensive search marketing program, search and display advertising is one of the best ways to quickly compete for impressions for key competitive terms or topics and direct highly relevant messaging at a user’s point of need.

A certified Adwords specialist, I’ve managed 7 figure advertising budgets always focusing on the client’s bottom line and keeping ROI the most important metric when determining the success of a program. It’s easy to waste money with PPC ads, tying analytics in with call tracking, marketing automation etc is critical for capturing the entire picture, and an end-to-end view of the program effectiveness.

Email Marketing

Email is one of the oldest digital marketing techniques, and it’s still on of the most effective, when done correctly. I’ve worked with clients with lists from a couple hundred contacts to tens of thousands. The correct email strategy with list nurturing tactics like automation sequences, demographic segmentation, e-commerce and goal tracking integration can help a business fully realize the value that’s contained in their lists and how to unlock it.

HTML/CSS

I discovered my love for programming during undergraduate when one of my assignments was to build a basic portfolio website using Adobe Dreamweaver.

To me, there is nothing more satisfying than to watch your markup changes translate into an interactive element. As a marketer, it’s been invaluable for me to have the ability to quickly make changes to a website’s front end. Much of my coding skills are self-learned using sites like teamtreehouse.com and css-tricks.com. I have a strong passion for actually building the interfaces that  users interact with. To me, that is something very special.

UX Design

Nothing in the inbound marketing world matters as much as user experience. You can drive as much traffic as you want to a page, but if it has a poor design, a bad interface or it doesn’t take into consideration user intent, than it is worthless. UX design and optimization has always been the foundation of any marketing initiative, ensuring that the user has a consistent, relevant experience end-to-end.

I’ve wireframed and designed some very complex websites and applications, from desktop sizes down to mobile. These designs were always the result of pain staking research and full consideration for the goals of the web initiative. Once live, these designs were tested, re-tested, and continuously fine tuned to maximize engagement, retention and action.

Social Media

Like it or not, social media is a key component to any online marketing initiative. It fills a major gap in the way brands interact with their audience. It also is a major signal for search engines as to the quality and relevancy of your brand.

Growing up in the age of social media growth, I am naturally well versed in many of the platforms currently in use. In addition, I have a deep understanding of how to use Twitter, Facebook, Instagram, Periscope in a business setting to engage with your audience and to effectively promote your brand.

Graphic Design

Design is an area that I find extremely rewarding. From graphics for an opt-in offer, or display ads, to email template design. Knowing that this is the actual visual element that a user will interact with is very powerful. My prowess with Adobe creative suite, allows me to create designs from the ground up or tweak designs from another designer and manipulate them when needed to test performance in a marketing initiative.

This is one of the more creative outlets for a marketer, and I relish the opportunity to make use of my design chops in a marketing environment.

Analytics

Before I do anything with a new client, I look in their site’s HTML to see what they have in terms of Analytics, do they have Google Analytics installed (good), do they use Tag Manager (better), do they have Tag Manager with various other tags for automation tools, call tracking, email marketing (best).

Sadly, more often than not, there is no analytics installed and the client has lost years of valuable performance data, and we’re starting our program in the dark.

The absolute biggest value of digital is that everything is trackable. There is no excuse to not know what the end result of an email blast was, even an offline physical mailing can be tracked to a large degree and integrated into an analytics platform.

Google Analytics has been my go-to tool for analytics. I’ve integrated all types of platforms into it to measure end-to-end performance and I derive the greatest pleasure from checking my clients live traffic performance after an update or start of a new program.

Technology

Technology sits behind everything that I do as a digital marketer and practitioner. It’s what drives all the integrations that allow me to follow prospective customers end-to-end in the marketing/sales funnel.

My obsession with tech has been a lifelong one. The main reason I love digital marketing is the fact I am able to test and experiment with so many different applications and tools. In such a fast-paced world, you have to have a zeal for experiencing new things or else you’ll be left behind.

Some of my favorite (current) tech:

  • CRM – Salesforce, Highrise
  • Automation – Hubspot, Pardot
  • Design – Photoshop, Illustrator, InDesign, OmniGraffle
  • Team collaboration – Basecamp, Trello, Slack
  • Analytics – GA, GTM, SEMRush, CallRail, Optimizely, CrazyEgg
  • API Integrations – Zapier, Cloudflare
  • Email – Mailchimp, Constant Contact