What is your background experience as an Account Director and what did you do before joining SteadyGo?
I studied Creative Advertising at Leeds Art College and always wanted to work in an agency, ever since my first trip down to London as a student visiting leading creative agencies and attending a workshop with the advertising wizard Dave Trott.
My first role in digital was working at Home Agency in 2011 as Account Executive where I worked with Jo and Jonny (both are now Directors here at SteadyGo). During my time there I learnt from the ground up all about the in-depth process involved with UX, design and building websites and how complex projects are managed from start to finish, ensuring the client is involved and happy throughout the journey. I joined twentysix in 2015 as an Account Manager where I developed my experience further working on some blue-chip brands within the Hair & Beauty, Retail, Travel and Finance sectors managing web projects and multi-channel strategy accounts involving Paid search, Organic search, Social Media and Affiliates.
What does the role of Account Director entail?
My role involves building relationships with our clients and supporting the client services team in providing excellent service to help our clients grow from strength to strength. SteadyGo has a range of clients across numerous sectors, each with their own digital objectives and goals – whether this is helping them find ways to enhance user journey across the website to increase conversion, or the best approach to drive more traffic to their site, my role is to ensure our clients are aware of what opportunities are available to help them define a strategy for success.
What methods you find particularly useful?
Often clients don’t have a plan or a clear roadmap to work to which is aligned with their goals. Whilst there will always be re-active pieces of work which land on the schedule, I like to work pro-actively with clients by producing an annual roadmap to define what tasks needs to happen right now to get to where they want to be in the future. Doing this also helps our clients get an idea of the budget they’d need to assign to these projects and help them plan more effectively.
- Major design changes should be data driven and to help inform this, I’d recommend having the basics in place as soon as possible to help you gather valuable ongoing insights. A best practice Google Analytics setup which is tracking your KPI’s and the ability to observe what your site users are doing (through session recording tools or heatmaps) are key to influencing change that can be backed up with facts rather than assumption.
- Maintaining an outdated version of a CMS which will soon become unsupported may be cost saving in the short term but in the long term this could cost clients significantly. Ensuring budget is available for regular upgrades and security patches are in place will provide our clients with the latest features and protect against any site compromises. The Upgrade path from version 7 to version 8 is major with a migration required, so it’s key to plan ahead.
- If you’re looking to invest in SEO and drive more traffic to your site, there’s more to it than just writing optimised page copy and meta data. Technical best practice must be followed to ensure your pages can be indexed and crawled by the Search Engines. Google has indicated site speed as one of the signals used by its algorithm to rank web pages and it’s also super important for user experience. Consider having a technical audit as early as possible so you can scope out what development changes you need to focus on in priority order. They might not always be a quick fix!
What do you find to be the most rewarding aspect of your role?
It’s a great feeling as I tick a project off the list and look back at what’s been achieved through the digital journey of all my clients. Whether this is seeing a seeing a client launching their first website on a platform which has made huge time efficiencies for their team or gaining significantly more YoY revenue through PPC, it’s always a nice feeling to know I have contributed to that success.
What advice would you give to anyone wanting to follow your particular career path?
I like to be kept up to date with what’s happening in the digital world so I can advise my clients and recommend things which will make an impact to their business. Digital is evolving so quickly so make sure you are kept up to speed – there are great resources online such as e-consultancy filled with super interesting stats/reports and news sites such as Search Engine Land to stay on top on those infamous Google algorithm updates.
Learning skills outside of just account management can be really beneficial too – Google academy has some free online courses available for beginners to help you get up to speed with the basics such as reporting in Google Analytics. I love to attend events like Leeds Digital Festival which hold so many interesting events hosted by leading marketing agencies and business in the Leeds area.
If you’d like a chat with Amy to see how she can help your business, please give her a call today on 0113 320 1302.