I majored in English because I love my questions to have multiple choice answers. As long as you can prove your hypothesis about a book, poem, story, play, or other written work with textual evidence, your answer is valid, even if it goes against conventional wisdom. This is why I love being the Chief Operating Officer (COO) of Crunchy Links. Generally, a COO is the second-in-command to the Chief Executive Officer (CEO). Whatever high-level responsibilities the CEO cannot perform, or wants to delegate, go to the COO. This is especially true in early-stage start-ups or small companies that cannot afford a full complement of C-Suite executives. What does the title mean for me specifically? A bunch of responsibilities that seem unlinked but are vital to our operations. I get to rewrite my duties as the company grows, giving my career as a business owner multiple choice answers. Here are the most significant responsibilities I currently have on my plate.
Outbound MarketingMy biggest responsibility is creating content that helps with our organic outbound marketing. We wouldn’t be much of a digital marketing agency if we didn’t practice what we preach. We’d also be fucking broke, cuz how would clients find us if we didn’t have excellent content that ranks well? How do we do our outbound marketing? Let’s take a look under the hood.
Blog postsWhen we started Crunchy Links, we knew content would be our biggest differentiator after our first year. As a new player in an abundantly crowded industry, word of mouth and referrals from happy clients were going to get us more work in the short-term. Creating a blog filled with helpful content that would rank well for key terms would take us to the next level in terms of getting clients. It’s a long term play, one that I’m in charge of…no pressure, right?
Landing page contentFrench philosopher Blaise Pascal once wrote, “I would have written a shorter letter, but I did not have the time.” Landing page content needs to sell your company, your expertise, your quality, and your services as quickly and clearly as possible. Brevity isn’t everyone’s strong suit, and you need brevity to write good landing page copy. You also need a good eye for how to place additive information on your landing pages without making them bloated. Case in point, we are slowly adding FAQs to our service pages to quickly answer questions visitors might have that we don’t want to cover in our above-the-fold content. It’s great to see your landing pages rise in the SERPs and start converting. Makes all the hours of agonizing over a single sentence worth it (at least that’s what I tell myself).
Social mediaYep, that’s me running our company’s social media channel. Well, occasionally, Jack tweets, but it’s mostly me at the helm. You’ll find that we rarely tweet about ourselves, as that isn’t the best use of our social media channels. What’s a good use of our channels? Supporting the digital marketing community: Amplifying Black people and Black stories: And entertaining with some awesome memes:
OnboardingThis is a new responsibility for me: onboarding new clients. What does it entail?
- Creating dedicated Slack channels for direct client communication
- Building Asana boards so we can manage tasks and report progress to clients
- Filling our Asana cards for all Content service clients, as I run that department
- Joining onboarding calls to get additional information and approvals from clients
Public RelationsYep, my bombastic ass is the public face of Crunchy Links. Ta-dah! Beyond what I do on social media, I also make appearances on podcasts, panel discussions, and provide quotes for expert round-ups or industry tips posts.
- Make SEO Simple Again hosted by Daniel Cheung
- Agency Ahead hosted by Garrett Sussman
- WP-Tonic hosted by Jonathan Denwood
- Being Black in Digital Marketing by Luke Davis
- Salary review meeting: Agenda, tips, and advice by Hiba Amin
- How to Hire a Digital Marketing Agency for Small Businesses by Curtis Davey
- Diversity and Inclusion in SEO: BIPOC and LGBTQ+ SEOs Share Their Experiences by Nicole DeLeon
- DeepCrawl’s Why Diversity Matters Panel hosted by Ashley Berman Hale
- MobleMoxie’s Changes in Agency SEO Panel hosted by Cindy Crum