If you find yourself flipping through a copy of the January/February 2016 edition of Cityview, you may see a familiar face—VIEO's chief marketing officer, Holly Yalove!
Holly was featured in "Movers & Shakers: East Tennessee Entrepreneurs 2016" alongside Cathy Ackermann of Ackermann PR, Mary Beth West of Mary Beth West Communications, Susan Shelton of Shelton Group, Kelly Fletcher of Fletcher PR, and Cynthia Moxley of Moxley Carmichael.
In addition to this formidable group of Knoxville media mavens, the piece highlighted impressive entrepreneurs like Teddy Phillips, Jr. of the civil construction firm Phillips and Jordan and Blackberry Farm creator Kreis Beall.
During her interview for the article, Holly reminisced about the early days of VIEO, when the web design industry had a reputation for providing poor customer service. "You had to convince prospects back then that they needed a website," she said. "...previous vendors had sold them and were never heard from again. I vowed we would never let them experience that again."
So much has improved since that time, for VIEO as well as for the industry. We've grown from a web design company into a full-service agency, which led Holly to discuss the inbound marketing approach with the piece's writer, Mark Spurlock. She pointed out that inbound marketing relies on buyer personas and content creation to build a genuine relationship with potential customers, a far cry from the days when you could "control information about your product or hide customer-service snafus."
When asked about the most common mistakes we see in marketing, Holly pointed to lack of proper research. "All the marketing in the world won't help you if you don't [do the research]. ... Even with social media, it's getting harder and harder to get people to see your message. So you have to measure what the return is."
For the full story, and to read more about the Knoxville's other women in media, you can read the article on Cityview's website.