25 Feb 2020 | 03.01 pm
Interview: Tadhg Reynolds, SelfMade
E-commerce social media insights from New York City
25 Feb 2020 | 03.01 pm
Working from Brooklyn, NUI Galway graduate Tadhg Reynolds sees opportunity to assist Irish companies with social media promotion in the US market.
• How did you end up in New York?
In third year of university at NUI Galway I did 10 months of work experience with EA Sports and I loved it. I went through a stage of being interested in software development and that was my plan for the majority of college. However, by the time I left college I became really interested in IT and business and how the two complement each
After graduating I joined a digital marketing startup in Galway and got my first hands-on experience. From there, I knew digital marketing was the path I wanted to take. However, we were mostly focused on local businesses and e-commerce was the sector I was more interested in focusing on.
The issue is there are not many small e-commerce businesses in Ireland so the client pool is not big. A lot of smaller digital marketing agencies in Ireland focus on marketing for local businesses, which is also very effective if done correctly.
New York is the best city in the world for digital marketing. There are so many more opportunities here in terms of connections you can make and potential clients. I also feel that the experience I gain here will be valuable if I ever decide to move back to Ireland.
• You secured employment with SelfMade? What do they do and what was your role?
When I arrived in New York in April 2019 I went onto LinkedIn and searched for people living in NYC, working in marketing or advertising who went to university in Ireland. There were roughly 600 people and I reached out to every one of them. One person knew of an opening at SelfMade and I got an interview within days.
SelfMade is a digital marketing company in Little Italy, Manhattan. Its focus is on small e-commerce businesses, providing affordable marketing services on the channels that actually make a difference – Google Ads, email and Instagram posting.
I found paid social (Facebook and Instagram ads) to be the most interesting aspect. My role was to create and optimise Facebook advertising strategies, and I also created a step-by-step guide to bring a client from a point of zero traffic to a profitable ads campaign.
• What can SelfMade do for e-commerce enterprises that they can’t do for themselves?
Our content creation team are extremely good at what they do. The quality of content we create on a daily basis is far above any of our competitors, and we have created a platform for clients to approve content before it is used. We are also very affordable, and we work with much smaller ad spend budgets than most agencies.
Email, Paid Social and Instagram are the three main services in the world of digital marketing today that can make the biggest impact. These channels can have the greatest ROI in the shortest amount of time. With a small e-commerce business, that is the biggest priority.
• What’s your relationship with SelfMade now?
SelfMade has adopted a new business model where instead of being a digital marketing agency they are now a services hub for freelance marketing managers. Instead of being an employee of SelfMade, I now have my own company and work in partnership with SelfMade. They help me with the services I cannot provide myself such as content creation, copywriting etc, and I use the SelfMade platform for my clients to approve ads, emails etc.
• What opportunity have you spotted for your services?
I want to start devoting a lot of time to working with Irish businesses that are looking to enter the US market. As I began my career working in digital marketing in Ireland, and then saw the immediate jump in competitiveness once I began working in New York, I don’t believe Irish companies who want to enter the US are aware of how difficult it is. I believe I can offer that expertise.