17MAR2015

Darrell Keezer, CEO of Candybox Marketing

Posted in: Interviews

Darrell Keezer, CEO of Candybox Marketing, is considered a leading expert on generating new customers using Search & Social Media Marketing. Darrell has helped many large franchise organizations by creating lead-generation programs that actually work. Author of 37 Ways Your Website Died, Darrell has launched over 300 websites, trained over 1000 business owners in Social Media and spoken at over 100 events on Digital Marketing. Darrell is able to use his experience to teach businesses how to attract, engage, and convert clicks into customers.

  • 1. When did your interest in internet marketing start?
    In my first job I worked in an IT company that helped companies sell printing services online. We’d spend a lot of time building these online stores, and I couldn’t help but notice that most companies had no idea about how to advertise online. A lot of projects failed because the lack of quality traffic, and I started learning about digital marketing to help them get better conversion rates. The first few campaigns that I launched were very successful and I decided to start a company helping other companies do the same thing.
  • 2. What recent activities have you of your company initiated in internet marketing, particularly through social media? What initiative are you most proud of?
    We build a community site for Meccano, a 150 year old toy that had a static website with no user interaction. After launching the community, we saw hundreds of users submit their own Meccano builds, and sharing them on Social Media. We were excited to see one of the oldest toys in stores become social worldwide.
  • 3. In terms of good social media marketing strategy, who do you think is doing it right? Why?
    I’ve recently seen a lot of successful Tweetchats done by Tangerine bank. They spend time asking people good questions and have a team to carry the conversation and discuss money matters in a very engaging way. Who knew that a bank could get people excited about RRSP’s!

All social networks are working to become more relevant for their user base, but I think the most successful networks will figure out better algorythms to make this easier.

  • 4. What social media platform do you use most in your role? How has this changed over the last 5 years?
    I used LinkedIN over any other tool. Since my customers are typically CEO’s / Marketing Managers, I need to connect with a small number of people, but in a very meaningful way. When we have looked over the last 5 years of success, most of it has been through good LinkedIN Connections.
  • 5. What do you foresee as the next “big thing” in internet/social media marketing?
    I believe that all social networks are working to become more relevant for their user base. They are studying what we are interacting with and need to make sure that they don’t pollute our feeds with content that doesn’t matter to us. Some networks try to give us control over these dials and switches, but I think the most successful networks will figure out better algorythms to make this easier.
  • 6. What is your greatest challenge when marketing online and via social media platforms?
    Time! There is only so much time in a day, and if I had clone I’d dedicate him to listening and interacting on Social Media. There are a lot of tools that I use to make my time on social more efficient, but sometimes it’s hard to cut through all of the clutter.

Don’t assume that customers will love your offer or contest because you love it, ask them first.

  • 7. What advice would you give companies that might be considering an internet marketing and/or social media strategy for the first time?
    Think about your customer and what motivates them. Don’t assume that they’ll love your offer or contest because you love it, ask them first. Think about your end goal and work backwards.
  • 8. Is there anything else you would like to tell us about?
    As much as I love Social Media, I also like unplugging every once in a while. My unplugging time falls into a few categories; sleeping, reading to my kids at bedtime, sailing and at the barber. Everyone needs time away!

Silvia Marti Ferrer

Marketing and Customer care Easypromos’ team

Publication date: 2015-03-17