In this first of a periodic series of profiles of Triangle marketers, TIMA content officer Kelly Johnson interviews Greg Hyer, owner of Hyer Media in Four Oaks and client engagement marketing manager for Facility Dude.
What attracted you to marketing?
Greg: “I have always been fascinated with the Web, going back to when I had my first Hotmail email account before they were acquired by Microsoft, and with GeoCities before they were acquired by Yahoo. But it wasn’t until about 10 years later that I discovered Joomla and how powerful it was to create a website you could use to bring in visitors from all over the world. Using this technology to generate business led me to digital marketing.”
How would you characterize the Triangle as a place to work as a marketer?
“I think the Triangle is ripe with opportunity. Finding a stable job in marketing may be more of a challenge, but from an independent standpoint, you can find a niche and succeed, even if it’s competitive.”
How is the increasing focus on digital and more specifically, mobile, changing your approach?
“I’ve only done digital marketing, but with regards to mobile, it needs to be part of your business. Websites, email, video, ads and more need to be ready for mobile devices. When we replaced the website at KnowledgeTree, responsive was a requirement. We even replaced all of our landing pages and emails to be responsive. We didn’t need to know how many visitors were viewing on mobile. It was a decision that was made because that’s how the Net is currently evolving.”
What favorite new tools are helping you do your job better?
“Google Chrome and its immense directory of apps and extensions. LinkedIn + SalesLoft + email + Rapportive for lead generation.”
How should a company’s communication plan incorporate social media marketing?
“Communications is a campaign in itself. So there needs to be guidelines in place for sharing company news. If the company has news to share, they should be using social media to deliver that message to the company’s followers.”
What’s the most important advice you would give to a Triangle-area student?
“Learn to use the various products of Adobe Creative Cloud, especially After Effects, Premiere and Photoshop. Also learn a programming language.”
What is the biggest mistake you see marketers make?
“Suggesting a social media policy, having it put in place, then breaking the policy and getting fired for it.”
What are the biggest challenges facing marketers today?
“Knowing if the work they are doing converts to revenue, especially in B2B environments where there’s a sales team in place.”
How will marketing evolve over the next five to 10 years?
“Marketing will be more data driven than ever. This will continue to fuel the need for highly relevant marketing delivered to the right person at the right time.”
Greg Hyer is the Owner of, Hyer Media, a digital marketing and digital media company. In addition to helping clients with their marketing, Hyer creates and manages websites, including LinkingtheTriangle.com and LinkingintoSales.com.