Patrick Higgins
Social Media Manager, Coach, and Digital Marketing in Xenia, Ohio
I currently work at YSI, a Xylem brand as the Digital Marketing & Social Manager.
Yeah, my official title implies I do things like manage a digital team, understand KPI’s and conversions, and develop strategies. And, I do those things.
But when you get down to it, I do a lot more — I'm a marketer at heart, with an entrepreneurial mindset, a blogger, a social media and content strategist, a technical geek, an SEO...well, enthusiast, and an all-around ‘expert’ in all things marketing. Including marketing automation, e-commerce, personalization, conversion rate optimization, lead generation, social retargeting, A/B testing and more...
I also believe in the power of people. The power of brand. And the people behind a brand. I believe brands can do good and be good.
As customers make decisions based on emotion and a brand’s promise, and they continue to operate on short time frames, smaller budgets and smaller teams, they feel more pressure to make the right decision. This is where the people behind a brand come in.
What’s the saying ‘you can’t put lipstick on a pig’ cause it’s still just a pig with, well, lipstick on it. You can’t disguise the true nature of a product or the people behind it. I love finding that voice and exposing the pig for what it is – then letting people know why the danged pig is so cool.
And so I make every effort to show our brand’s personality, to promote people and have empathy with their decision making, to have our employees take pride in what we do and relay that pride so our customers know who we are – they already know what products we have.
My specialties include: technology adoption, creativity, public speaking, social media, blogging, content creation/strategy, digital presence, social advertising and retargeting, and branding. I'm also very good at beating my kids in chess, coaching soccer, collecting books and I can make a healthy houseplant turn brown in no time.
I don’t just think at that proverbial ’30,000 foot view’ – I view it from all levels and then actually execute as well. I love that part.