{"id":10143,"date":"2018-10-27T12:35:26","date_gmt":"2018-10-27T07:05:26","guid":{"rendered":"https:\/\/www.rankwatch.com\/blog\/?p=10143"},"modified":"2023-05-31T14:35:52","modified_gmt":"2023-05-31T09:05:52","slug":"get-to-know-joe-schaefer-marketing-director-of-digital-marketing-training-group","status":"publish","type":"post","link":"https:\/\/www.rankwatch.com\/blog\/get-to-know-joe-schaefer-marketing-director-of-digital-marketing-training-group\/","title":{"rendered":"Get To Know Joe Schaefer, Marketing Director of Digital Marketing Training Group"},"content":{"rendered":"
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Tell us something about yourself and your role at your company.<\/h2>\n<\/div>\n
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My name is Joe Schaefer, and I\u2019m the Marketing Director and Lead Instructor of Digital Marketing Training Group<\/a>. I\u2019ve been a full-stack marketer for about 12 years now; my main focus for much of that time was as an SEO Manager and SEO Agency owner.
\nThese days, I love to share my knowledge and insight at DMTG. Our program is designed to help people run their own digital marketing company even if they have less or no experience in the tech and marketing field.<\/div>\n
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From being a full-stack marketer for about 12 years to being a lead instructor now, tell us about the challenges you faced in your journey.<\/h2>\n<\/div>\n
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The challenges are too great to list in one single answer; but the biggest challenge that comes to mind, at the moment, is finding the right team with the right culture and the right frame of mind.
\nMaking sure you find the right team of people who have a common goal of delivering the best results, results based on measurable strategies, results based on actual data that means something, can often be a challenge. We aim to help our \u2018graduates\u2019 have the frame of mind that we believe is best: deliver excellence and meaningful results \u2014 and the financial success follows. I like to call this \u2018Agency Karma\u2019; do great work, and great things will follow!<\/div>\n
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What made you think training people in digital marketing would be a good idea and turn out to be profitable, was there any risk involved?<\/h2>\n<\/div>\n
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One of the biggest reasons people come to us is the desire to own their own business. We are also aware that there is, traditionally, no barrier to entry into this field \u2014 so, it\u2019s full of people who claim to be experts, but can\u2019t deliver the promises of their strategies.
\nPart of what we do and why we do it is to give back to an industry that gave us so much. Plus, the excitement of the marketing \u2018wins\u2019 that comes with this career is infectious \u2014 we get to double that excitement by helping other people do it too.
\nAs for risks, sure there are \u2014 for us and our trainees! Whether you learn a trade like plumbing or go to school for many years and incur a tremendous amount of debt to become a doctor, there are risks in everything. But, we do everything we can to minimise any risks for our trainees. Mostly through ongoing support at no extra cost. Even for us, the same risks of starting or owning a business exists; however, what we did is we took everything that is working in this training niche and brought it into the mix while doing our absolute best to \u2018fix\u2019 any of the pitfalls that exist out there. And, with our experiences and ingenuity, we\u2019re able to launch agencies for everyday people who come with built-in value propositions, such as the ability to finance their clients\u2019 marketing campaigns. Typically, that\u2019s unheard of in this industry.<\/div>\n
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How do you think digital marketing, more specifically SEO has changed over the last 10 years and how has it impacted you?<\/h2>\n<\/div>\n
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Generally speaking, digital marketing has progressed naturally. I\u2019m glad the overall industry is better focusing on conversions rather than page visits.
\nAs far as SEO goes, it\u2019s a similar parallel; instead of obsessing about whether a site ranks or doesn\u2019t rank (that is challenging these days), I\u2019m glad we\u2019re all getting onboard the sales and conversion train, rather than the traffic numbers caboose.
\nPlus, with that goal more at the forefront, I think the SEO community is making more of a positive contribution to the overall quality of websites, content, experiences, and the Internet in general.
\nThere\u2019s much to say about this topic, but I do want to add that I\u2019m happy that entrepreneurs are becoming more savvy and open to hearing about the solutions SEO can bring to the table. There still are \u2018bad eggs\u2019 out there that are more akin to \u2018snake oil salesman\u2019 than a serious marketer, but that\u2019s one of the reasons we do what we do at Digital Marketing Training Group: we try giving back to an industry that gave us so much and do our little part to improve the industry overall.<\/div>\n
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You don\u2019t seem to care much about the ranking of your website on SERPs, don\u2019t you think your competitors ranking above you will steal all the traffic or potential clients if you don\u2019t rank?<\/h2>\n<\/div>\n
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No. At least not at the moment. In fact, the audience we seek and those who most often convert (concerning volume) are not necessarily the same audience in organic search. Trust me; if I thought we had an issue with lead generation, we\u2019d be all over the organic SERPs. We have a lead generation strategy that doesn\u2019t require us to rank high in organic or paid search results. I teach about \u2018fish where the fish are\u2019 in class \u2014 the proverbial \u2018fish\u2019, for us, are on specific platforms that we cater to, concerning paid ads and placement. And, coming from me, a seasoned SEO, I know as well as other digital marketers who believe in a multi-channel approach, organic isn\u2019t the only way to generate leads \u2014 maybe that\u2019s opposite of what an everyday SEO expert might say. I\u2019m not saying that we won\u2019t focus on organic later, it\u2019s just that we have a solid amount of manageable leads flowing in now, without the need to rank high in the SERPs.<\/div>\n
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How are you and your team managing through the uncertain and challenging state of regular Google and Facebook right now?<\/h2>\n<\/div>\n
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We\u2019ve always been good at staying two steps ahead. Part of what I\u2019ve learned over the years is to not just \u2018listen\u2019 to what Google says but to extrapolate from those statements and actually listen to\/recognise what they are not saying.
\nWe all know that link development is still an important aspect of a working, quality SEO campaign\/strategy \u2014 it\u2019s just that the statement causes alarm and it\u2019s really, in my estimation, just saying, \u201cDon\u2019t rely on that as your SOLE strategy.\u201d We all know that UX, quality content, meaningful value propositions and CTAs are the other ingredients in the overall recipe. Of course, there\u2019s always more than one way to bake a pie! In other words, there\u2019s no single approach or \u2018recipe\u2019 that applies to all sites, niches, challenges, and opportunities.
\nAs far as your question about Facebook, the same applies. We always have one finger on the pulse of what\u2019s working in a meaningful manner, but also another finger on what\u2019s coming down the pike. Then again, we\u2019re firm believers in the mantra, \u201cIf you can\u2019t measure it, should you bother doing it?\u201d<\/div>\n
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Everybody knows what you have achieved, I would like to talk about your failure stories and how they impacted your professional life.<\/h2>\n<\/div>\n
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So, I suppose if I had to share a marketing failure that impacted my professional life, it\u2019s my personal experiences and feelings of failure with my own agency. Though, and it wasn\u2019t a financial failure, it just didn\u2019t become what I hoped it would be \u2014 partly from my own mistakes and partly from external issues. All in all, I fully embrace how terrible I felt when I closed up shop, and I\u2019ve taken all of those lessons learned, and I apply them and teach them today at DMTG.<\/div>\n
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Who are some of the remarkable people you look up to within the industry who\u2019ve made a memorable impact on you? (And how they have helped you stay up-to-date with what\u2019s happening in the industry).<\/h2>\n<\/div>\n
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I speak of the importance of having mentors in our training programmes. Our attendees are provided unhouse mentors with the support team behind them for the life of their marketing business. So while I speak of the importance of mentors, I do list a few in class \u2014 but I explain how most of them probably don\u2019t know they are mentors of mine (and I\u2019ve had many)!
\nHere\u2019s a brief list (those I know personally):<\/p>\n
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  1. Lisa Barone (Overit)<\/li>\n
  2. Jon Christopher (Iron to Iron)<\/li>\n
  3. Kevin Richardson (Iron to Iron)<\/li>\n
  4. Kris Roglieri (DMTG, Commercial Capital Training Group)<\/li>\n
  5. Alex Vasilakos (DMTG, Finance Marketing Group)<\/li>\n<\/ol>\n

    I\u2019ve worked with all of these people.
    \nThose I don\u2019t know personally:<\/p>\n

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    1. Rand Fishkin<\/li>\n
    2. Avinash Kaushik<\/li>\n
    3. Barry Schwartz<\/li>\n
    4. Neil Patel<\/li>\n
    5. Matt Cutts<\/li>\n<\/ol>\n

      I really just followed them over the years on blogs, at conferences, social media, etc.<\/p>\n<\/div>\n

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      What do you think makes your business so unique from your competitors?<\/h2>\n<\/div>\n
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      Just look at what we offer: Full training Marketing FOR the grads\u2019 digital agencies Ongoing Support Clients included Our grads can FINANCE their clients\u2019 marketing campaigns A CRM\/Marketing Automation dashboard Forward-thinking\/results-driven marketing fulfilment<\/p>\n
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        <\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

        Tell us something about yourself and your role at your company. My name is Joe Schaefer, and I\u2019m the Marketing Director and Lead Instructor of Digital Marketing Training Group. I\u2019ve been a full-stack marketer for about 12 years now; my main focus for much of that time was as an SEO Manager and SEO Agency […]<\/p>\n","protected":false},"author":215,"featured_media":10153,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","footnotes":""},"categories":[11],"tags":[],"class_list":["post-10143","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interview","entry"],"acf":[],"yoast_head":"\nGet To Know Joe Schaefer, Marketing Director of Digital Marketing Training Group - RankWatch Blog<\/title>\n<meta name=\"description\" content=\"Joe Schaefer, Marketing Director & Lead Instructor of Digital Marketing Training Group, has been a full-stack marketer for about 12 years, focusing as an SEO Manager.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rankwatch.com\/blog\/get-to-know-joe-schaefer-marketing-director-of-digital-marketing-training-group\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Get To Know Joe Schaefer, Marketing Director of Digital Marketing Training Group - 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