In the ever-changing world of digital marketing, innovation is key to standing out and making a lasting impact. Jillian Keel, the founder of Keel & Co Digital Marketing, has carved a niche in this dynamic field with her groundbreaking approach to faceless marketing. Her company specializes in creating digital campaigns that captivate audiences without relying on traditional branding techniques. In this interview, Jillian shares her journey.
Interview:
Can you tell us a little bit about yourself and your background before starting Keel and Co, and what led you to starting it?
I began my career in banking and later became an office manager for a local small business. When my second child was born, I needed a way to work from home (even part-time daycare is CRAZY, y’all!). I found an Indeed listing for a virtual assistant position. After working with that company for several years, I decided to branch out and start Keel & Co when I was ready to take on more clients.
You just rebranded, which is so exciting! Can you tell us more about the rebrand and what you are now focusing on?
K&Co started out as a virtual assisting firm, but we’ve now fully transitioned to a digital marketing company due to demand. Plus, I love the creative and social media side of things so much it was a natural move! More importantly… who doesn’t love all things disco balls? We do (everything K&Co touches? Disco ball). In all seriousness, we’re also focusing on something called Faceless Digital Marketing.
So, what exactly is faceless digital marketing?
Have you ever looked at someone’s feed or watched a TikTok and thought, “I wish I could do something like that, but I don’t want to show my face”? I have! Faceless marketing is for those of us who are introverted, shy, and don’t enjoy being on camera. It’s a way to grow your brand or business's social media presence while keeping your anonymity. Or it’s a way to share little snippets of your everyday life without having to perform for the camera.
How does this bring unique value to the digital marketing industry?
Faceless digital marketing offers a unique advantage: it allows content creation without being on camera, maintaining anonymity while engaging with your audience. It prioritizes content quality over personal appearance, easing the pressure of camera performance and fostering diverse, innovative marketing strategies. This approach shifts the focus entirely onto the brand rather than the individual.
How do you stay current with the rapidly changing trends and technologies in this industry?
It's almost a full-time job on its own! Scrolling through TikTok is incredibly informative. My top resources are Moolah Marketer on Facebook and Faceless Method on Instagram. For creating content, I rely heavily on Canva, where I'm a Canvassador. That allows me to test new features before they're released, and Canva keeps us ambassadors well-informed about platform updates.
What strategies do you find most effective for building and maintaining client relationships?
It might sound like a marketing cliché, but it's crucial: understanding their pain points—whether it's avoiding the camera on social media or standing out in a crowded digital space—and finding solutions that fit them AND their brand. This shows I'm really listening to them and helps us connect better, building a solid relationship.
How do you approach the creation of a digital marketing strategy for a new client?
Taking on a new client is always exciting. Before our first official meeting, I ask them to share what inspires them for their digital presence—keywords, images, posts from other companies—anything that gives me insight into their vision. I brainstorm ideas based on this inspiration, so when we meet, we can craft campaigns and strategies together.
What are the most common misconceptions clients have about digital marketing, and how do you address them?
I've had clients expecting instant viral fame or a flood of customers from one post. While that can happen, building a strong digital presence is really about trust and recognition. Research shows 61% of consumers prefer brands they recognize. I use social media to build this trust. When they need your services, they'll already know who to choose.
Can you share any resources that have significantly influenced your professional development?
Professionally, HubSpot Academy and Coursera have been my go-to resources for diving into the 'behind the scenes' of digital marketing. Creatively, inspiration strikes from everywhere—like creating a color palette from a dress I once wore (that’s a true story). When I need to brainstorm or refine ideas, YouTube and Pinterest are my first stops. And believe it or not, ChatGPT is a lifesaver for planning content once I've nailed down the brand's vibe and specifics.
How do you balance the demands of running this business with personal time?
It's been a struggle! Working out of my bedroom and the kids bouncing around—it can get chaotic. At first, I was working every spare second, answering client messages at all hours, even making revisions on weekends. But I was getting burnt out and fast. I've since set firm boundaries so that when I'm off, I'm truly off, just like clocking out of an office. Realizing that just because I can work 24/7 doesn't mean I should has been a game-changer.
If you could work on a dream project or with a dream client, who or what would it be and why?
Scrub Daddy or Duolingo! Their feeds are completely unserious, unhinged, and downright hilarious. It's their creativity and the sheer fun they inject that make them so memorable!
What do you think will be the next big trend in digital marketing?
This is a completely personal anecdote - but I think we’re going to see X disappear and Threads takeover as the new Twitter.
What are your future business goals for Keel and Co?
I just hired my first employee in the last month (hey Maggie!) to help with the client side while I shift gears to focus on growing K&Co overall. The rebrand has sparked a ton of new ideas—it's been a whirlwind! One big goal I'm (slowly) tackling is creating an ebook. But ultimately, I want K&Co to be known as the go-to experts in faceless marketing, teaching brands how to use it to stand out in the digital landscape.
Conclusion
As we wrap up this interview with Jillian, it's clear that her journey that led to her founding Keel & Co is driven by a passion for creativity and a deep understanding of client needs. Her emphasis on faceless digital marketing offers a unique solution for introverted entrepreneurs and brands seeking to maintain a strong online presence without constant personal exposure. She is poised to lead Keel & Co towards continued success and innovation. Stay tuned as she embarks on new ventures, including an upcoming ebook, and further establishes Keel & Co as a trailblazer in the digital marketing landscape.
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