Tammy Sons, CEO, TN Nursery

This interview is with Tammy Sons, CEO of TN Nursery.

Hi Tammy, welcome to Marketer Focus! To kick things off, could you tell our readers a bit about yourself and your journey to becoming a digital marketing expert?

When I decided to start an e-commerce store, I quickly saw the need to further my education in marketing. Therefore, I took numerous marketing classes to learn how to sell my products effectively.

Your career path in digital marketing is truly inspiring. Could you share a pivotal moment or decision that solidified your passion for this field?

I realized the fruits of my labor and knowledge when my brand started building, as well as when my products, website, and category pages began excelling in SERPs and my site started pulling in organic traffic.

From your experience, Tammy, what's a significant change you've observed in the digital marketing landscape, and how have you adapted your strategies in response?

Google's algorithm is constantly changing. I believe this is to downgrade websites and force them to pay for performance with Google Ads. I have learned to keep up with the updates Google releases and adapt accordingly. I have learned to never stray too far from original content and to build a brand with reputable reviews as well as content.

You mentioned earlier the importance of social media advertising and optimizing PPC campaigns. Can you elaborate on a specific strategy you've used to effectively target your ideal audience and maximize your return on investment?

I never choose broad-reach targeting. I use my PPC campaigns to their fullest potential by creating tailored segmentation groups based on abandoned-cart users, frequent purchasers, and those who have done in-store searches for remarketing campaigns.

Building a strong online presence is crucial for businesses today. What role does a company's website play in their overall digital marketing strategy, and what are some key elements that make a website truly effective?

First of all, it focuses strongly on the brand. If the colors, ease of use, overall flow, and build are solid, that's the fundamental foundation for a strong and consistent brand. Key elements to consider after this would include offering an informative blog and a strong sense of online visibility, as well as excellent customer support and satisfaction.

You've achieved impressive results with Pinterest advertising. What advice would you give to marketers who are struggling to see a positive ROI from their Pinterest campaigns?

I do not advertise on Pinterest with paid ads. All my traffic there is organic. But what is of the utmost importance is to offer tips, how-tos, ways to help people solve problems, and easy do-it-yourself solutions. I also am keen on offering infographics, which are a big hit on Pinterest.

Many businesses, particularly in the agriculture sector as you mentioned, are embracing e-commerce. What are some common misconceptions businesses have about selling online, and how can they overcome these challenges?

The most common misconception when embracing e-commerce is that people expect overnight results. It will not happen. The only way you can achieve this is with paid ads. SEO takes time, a lot of hard work, and effort to succeed.

Staying ahead of the curve is essential in the ever-evolving world of digital marketing. What are some resources or methods you utilize to stay updated on the latest trends and technologies?

I have established a strong partnership with two highly influential professionals. One is a retired marketing professor from Vanderbilt University, and the other is an IT engineer. I believe in forming partnerships that complement my weaknesses, and I have found this approach to be mutually beneficial.

Finally, Tammy, what's one piece of advice you would give to aspiring digital marketers looking to make their mark in this dynamic industry?

Before attempting to change the world with your knowledge, it's essential to first attend a reputable university and receive a proper education. I've dedicated a significant amount of time to learning from experienced professors who have extensive expertise in their respective fields and conduct thorough research. By obtaining a degree from a top university, you will be better equipped to succeed.

Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?

I would like to emphasize that digital marketing involves many aspects beyond just link building. It encompasses creating high-quality content, establishing a strong social media presence through regular content posting, building brand awareness, and establishing authority in the industry. Achieving these objectives requires not only time but also sustained effort and trust.