Performance marketing is the term that refers to any online marketing efforts, including paid advertising, where businesses pay per action taken by the audience of their ad. These actions can include clicks, impressions, engagements, leads, or sales.
If you come from a field outside of performance marketing or are interested in considering this as a potential career for you, you’re probably curious to learn the exact job scope of a performance marketer, specifically in a B2B marketing agency like Brighttail.
Well, then it’s time you meet Leshea Low, our Performance Marketing Lead to find out what she does on a day-to-day basis and what it’s like to work at Brighttail.
Say hello to Leshea!
As Brighttail’s Performance Marketing Lead, I handle all aspects of our clients’ digital advertising, which mainly includes Google ads, LinkedIn ads, and Facebook ads. This means that I manage the end-to-end campaign process – from the early stage of strategy formation to researching and working with the creative and copy teams to execute a high-quality digital ad campaign for our clients.
That’s not all – once the campaign is up and running, I also constantly optimize the campaign, see if everything is aligned, and tweak things when necessary. After the campaign is completed, I then move on to work on generating a report where I dive deep into the campaign’s performance, gather insights from it, and think about how I can use the data for future campaigns.
To be honest, a career in performance marketing is demanding and fast-paced, but it’s very rewarding. In fact, that’s one of the main reasons why I was drawn to becoming a performance marketer. I find it exciting that the industry is always changing and the tactics that I use today might not necessarily be relevant a couple of months from now.
As a perfectionist, I must say that one of the hardest challenges for me to grasp in performance marketing is that there is a lot of trial and error. This means that not all campaigns are going to perform well and my optimization methods might not work for certain target audiences. So, after some time I had to accept that this is the nature of the job and all I can do is learn from it and refine my tactics for future campaigns.
Although the job is challenging, working at Brighttail has helped me push through the difficulties smoothly as I’m always offered assistance when I hit a roadblock. I also love that Brighttail prides itself as a growth-driven company and is always giving me opportunities to expand my skills set – all I have to do is ask for it.
The people here are also smart, talented, and go above and beyond to help me. I would say it’s really an inspiring environment to be in.
If performance marketing is your true calling, come join our young and dynamic team today!