Q&A with Celina Guerrero
Why do you work in digital and social media communications?
I love the dynamic nature of cross-channel marketing and bringing it to its fullest potential for businesses.
Who are your clients?
I work with small businesses, arts organizations and personal brands.
Small businesses are often run by independent, ambitious and passionate people. I love to work with these clients to expand their knowledge into the benefits of digital and social media marketing.
I have spent many years of my career in the arts. Any time I can help sell a ticket, or help to build loyalty for an organization that brings culture and vibrancy to our cities, it feels terrific.
Helping someone translate the essence of their personal brand into a unified body of work and cohesive digital message provides an opportunity for my client to reflect on their work. Through the process of reviewing all that they’ve already accomplished, often, a new spark of inspiration is ignited.
What do you love most about your job?
I love it the most when my client is willing to invest in the process of understanding the potential of digital and especially social media marketing. Then, when they see the positive results of that investment, it’s very satisfying. It’s satisfying because you know they’re going to need digital and social to stay competitive for the future.
What do you hate the most?
Well, I definitely dislike reinventing the wheel. I feel successful when the client has a system for success in place. The digital and social media landscape is so dynamic and getting a handle on how all the parts are working together can be a challenge. No matter what new software we’re using to track the results, the fundamentals of organization remain the same and harnessing those can make determining success easier. When I provide my clients a strong organizational foundation to work from, they can more easily adapt to new opportunities.
Why do you think it’s important for a business or organization to have a social and digital marketing plan?
You don’t have a business if you don’t have awareness of your product or service. And if you are presented with new ways of creating that awareness and closing sales, then it behooves you as a business owner to at least begin the process of understanding and integrating those new channels into your marketing. Most importantly, I believe in the importance of people understanding the cultural changes digital has brought us and the changes it will bring us. I want people to not fear these changes, to be able to stay competitive and promote their work successfully.