Digital marketing strategist assists 313 STRONG clients

The scope of work for TechTown Detroit’s 313 STRONG program encompasses several areas that small business strategists work with to assist entrepreneurs: marketing, management and finance. TechTown’s Bicultural Business Strategist Mayte Penman has many roles. But one of them is to provide technical assistance through the Professional Services Network to ensure business owners have the tools to succeed. Based on her experience, she recommends having an online presence on social media or a landing page/website.

To gain a deeper understanding of digital solutions, Mayte talked with Paula Anderanin, owner of Creative Outlook. She is an accomplished and passionate digital marketing solutions architect with experience helping brands increase exposure in the digital space and converting customers online. Her expertise includes website and e-commerce, search engine optimization, social media and digital marketing. Throughout the years, she has acquired the necessary skills and knowledge for targeting multiple markets, including the general market, youth, Asian, Black and Latinx folks.

Landing pages for TechTown alumni

Mayte and Paula have worked with several TechTown alumni and clients through 313 STRONG to create business landing pages. Explore their new landing pages, below!

• Angel D Upholstery: A high-quality upholstery and alterations shop for cars, sofas, chairs, boats, restaurants and barber shops
• Cafecito Alvarez: Traveling coffee bar specializing in pop-up events and catering
• El 7 Leguas: Exceptional western clothing store providing the newest fashion and vintage clothing
• European Perfumes: Provides the latest and most popular scents sold at affordable prices with excellent customer service
• La Posada Restaurante: Small family-owned Mexican restaurant/mini supermarket offering regional food from the Mexican state of Jalisco
• Las Palmas Neveria y Cafeteria: Provides fast and nutritional snacks and lunches inspired by the fusion of Oaxaca and Jalisco
• Mangonadas del Barrio: Detroit’s top stop for delicious desserts and Mexican snacks antojitos
• Toss & Sauce, LLC: The hottest pizzeria in one of the most rapidly expanding areas in Detroit’s fashion art district

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Q&A with Paula

How did you get into the digital marketing space?

I studied graphic design and started working with digital media. I used to design interactive experiences for kiosks and CD-ROMs.

As the web became more prevalent in early 2000 I was more interested in designing websites when Flash came out. I was able to animate my designs for the web and found that exciting. I worked for several companies building website banners for prominent clients including microsites. As technology advances, I always make an effort to stay on top of the latest trends.

As a woman in a predominantly male industry, do you face challenges?

When I started my career, I was required to create the whole project, design and code. Now, people are doing each area independently. Women tend to execute the design and men perform the coding. Since I’m cross-trained in both areas, I execute both ends. In the past, I encountered challenges where other team members and clients doubted my technical skills because I’m a woman.

Why do you think having a landing page/website is essential?

It is critical for any business to have at least a landing web page. Websites can benefit a business by showcasing their product and services. A website about the business, phone number and location is significant in being found online. Having a website also affects your search engine positioning on Google and mobile searches.

How should a landing page interact with social media?

Social media profiles should always be linked on a landing page, and vice versa. It is important to link all marketing channels together. If your business is active on social media, the feeds can also be embedded in the website.