Unmasking the Art of Digital Marketing

When you find yourself in the company of a marketing maven like Colleen Keyworth, the sales and marketing director of Online-Access Inc., you’d best have your notepad ready! We sat down for a chat with Colleen, and she generously spilled the beans on her take on digital marketing, content writing, and automation. Her insights? They’re game-changers. 

The Only Winners Are The Implementors

In the fast-paced world of digital marketing, the ones who roll up their sleeves and get to work are the ones who reap the rewards. Success in this realm isn’t solely about having innovative ideas or groundbreaking strategies; it’s about turning those ideas into reality. It’s also about rolling with the punches when things don’t go your way.

“We saw somebody [at a trade show], their stuff barely arrived, and because it didn’t arrive, they checked out,” Colleen explained. They had their table, company name, and one box, but that company deemed it all a failure and gave up. She suggested taking the bad luck and turning it into an ice-breaker. “You have literature, you have business cards, wear your [brand] t-shirt, and be present.” Be lighthearted and joke about the situation; you’d be surprised how well you can pivot and turn a disaster into a success!

Content Writing Sucks

We’ve all heard the phrase “content is king,” but Colleen affirms this and amplifies it, adding, “especially when ranking digitally.” Her keen understanding of the role of quality content in determining digital visibility and success is enlightening. It’s not just about producing content; it’s about creating valuable, engaging, and SEO-friendly content that grabs attention, engages your audience, and boosts your digital footprint.

But here’s the kicker – despite its importance, Colleen admitted to us with a half-grin, “Content writing sucks.” And when she said, “Looking at a blank piece of paper kills me inside,” there were murmurs of agreement. Yet, these candid sentiments reflect not disdain but the acknowledgment of the challenge it represents. Yes, content writing can be tough. It’s not everyone’s cup of tea, and it does require a significant investment of time, effort, and creativity. But as Colleen reminds us, those who face these challenges head-on and craft compelling narratives make the magic happen.

In discussing various tools of the trade, she emphasized the role of AI like ChatGPT or Google Bard with a simple but impactful nugget of wisdom: “Use ChatGPT as a tool, not as a replacement.” She’s right. AI can help streamline processes, provide insights, and automate tasks, but it can’t replace human creativity, strategic thinking, or personal touch. It’s about complementing and enhancing human abilities, not substituting them. 

Dialing Out Still Needs A Person

Automation has revolutionized business operations, making many tasks more efficient and streamlined. However, when it comes to the Customer Service Representative’s (CSR) role, Colleen insists, “You can automate a lot of things in your business, but CSRs is not one of them.” The irreplaceable value of genuine empathy and originality in customer interactions cannot be overstated, particularly for those employed by a third-party company.

At times, the necessity of a personal touch is most evident. An actual phone call, dialed by a human, can be pivotal. While we can deploy automated follow-ups through text messages or emails, direct verbal communication is paramount to establishing a profound connection with a client. During these exchanges, the so-called ‘happy conversations,’ meaningful customer relationships are built and nurtured. These are the moments that truly differentiate a good customer service experience from a great one.

Get The Whole Conversation With Colleen

Ultimately, our enlightening conversation with Colleen Keyworth painted a clear picture of the landscape of digital marketing and content writing. It’s a landscape where action, adaptability, and commitment reign supreme. And sure, there might be moments that ‘suck,’ but in those moments lie the opportunity for growth, innovation, and success. 

Listen to the full conversation with Colleen, where you can hear about her past work experiences, joining her family business, and the key takeaways from being an event organizer with HVACR. We hope you enjoy the nuggets of information she shared with us.

And by the way, we used ChatGPT to help us write this article. Pretty cool, eh?

Until Next Time

Evan and Thaddeus

Play Video about Digital Marketing, Colleen Keyworth, Thaddeus and Evan

About Colleen Keyworth:

Colleen is the director of sales and marketing at Online-Access Inc., an HVAC web marketing company in Michigan. She was recognized in the 2019 ACHR News’ “Top 40 Under 40 HVACR Professionals” and more recently awarded Service Nation’s 2020 “Woman of the Year Award.” She is also part of the board of directors of Women in HVACR! Championing women in the trades is truly part of her DNA!

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