October 2019 Event Presentation
Ashley Segura – Steps to Performing A Social Media Audit
Ashley Segura is a digital marketer and professional speaker based out of San Diego, California. Ashley attended Humboldt State University and earned her bachelor degree in journalism and public relations, minoring in creative writing. She is the VP of Operations for TopHatRank, a search and social agency, and travels the country speaking at marketing events.
Would you mind telling us a bit about yourself and your background in marketing?
I first got into digital marketing by accident, really. I was fresh out of college with a degree in journalism. My insurance agent at the time asked me if I could build a website for him. I had no idea how to do it, but I took it on anyway. I went through WordPress 101 and learned the basics of building a website. After I finished the site, I realized how much I really enjoyed doing it and decided I’d continue learning more about building sites and social media marketing. A few months later, and several successful campaigns later, the insurance agent invited me to come speak to a state-wide insurance board meeting about online and social media marketing. My speaking career fell into my lap and quickly became one of my favorite ways to gain new clients. To further my experience, even more, I then joined a marketing agency and started making connections as well as gaining more clients. Fast forward six years and I’m providing social media and content marketing services and strategies to businesses around the globe.
As a musician, I have to ask you…what is your favorite band or artist?
That’s a good question. I don’t think I have a particular favorite band, but I am a fan of new wave, electronic music and classic rock with a bit of ‘80s and ‘90s hip hop.
What was the coolest non-marketing job you’ve had and what was the worst non-marketing job you’ve had?
I really enjoyed working in the food industry when I was younger. In fact, I’d like to open a restaurant of my own someday. It would either be an Italian restaurant or a deli. I can’t decide which one yet.
As for the worst job I’ve had, it would have to be when I worked as an online customer service consultant for a pet meds website. I left after a week.
Who has been the most influential person in your career?
My dad. He’s always been the driving factor in my career. He’s always motivated me and encouraged me to go out on my own and have an entrepreneurial drive. I’ve never made a big decision, whether it be business or personal, without going to him for advice first.
What led to your current role with your current company?
Networking. Getting to know people in the industry, as well as going to speaking events was really a game-changer for my career. My current role as VP of Operations at TopHatRank was a mix of great timing and speaking opportunities. I had met the founder, Arsen Rabinovich, through mutual speaking engagements. We quickly learned that both our digital marketing skills and business needs really complimented each other so when he was looking for someone to help with operations and I was looking for my next project it quickly became the perfect fit.
What led to your desire to have a career in marketing?
Originally, I wanted to have a career in journalism. I had graduated from college with a degree in it as well as a background in PR. I wanted to travel the world and share people’s stories, and especially wanted to write with National Geographic. In fact, a job with them is still on my bucket list.
When my insurance agent approached me back in 2012, I quickly discovered that marketing was a way for me to continue to write, crafting stories, but for businesses and consumers.
What are some of the main aspects of marketing you do that companies should be aware of?
Analytics. They should be aware of what’s going on with their website, social media and web content always. Companies should track analytics and know what’s working and what’s not working. Have smart goals in place and make sure that those goals are met each quarter.
In your opinion, what does it take to become a successful marketer?
It takes having a basic understanding of all aspects of marketing and being able to adapt. Know what you like doing, whether that’s SEO, data, social, content, ppc, etc and what you are good at. Hone in on what you love best and what you do best. For me, that meant pursuing social and content marketing.
Where do you see marketing in the next five years?
Everything is shifting towards the ‘user journey’ and users are becoming more intelligent in how they search for things and what results they want to see. That means every move online needs to be crafted with the user journey in mind.
With all of your experience, what advice do you have for marketing students?
Be very well-rounded in your studies. Follow industry trends, blogs, and journals. Keep up with what’s happening on a regular basis and follow top marketers on Twitter. Build relationships in school.
What are some key takeaways you’d like the audience at TMC to leave with?
To really understand how to feel comfortable auditing their social media marketing and figure out which goals they can accomplish with social media marketing.