Lee Trotman is a digital marketing and E-commerce expert, with years of experience working with Fortune 100 companies and medium-sized manufacturers alike. His range of expertise varies from tobacco, food, beverage, utilities, nutritional supplements, and the automotive industry, in addition to musical instruments manufacturers. Working closely with digital creative groups as the webmaster for several of these clients, he has created and implemented multiple e-commerce platforms and organic digital campaigns for progressive-thinking clients interested in 21st century technologies.
Where did the idea to become digital marketing and e-commerce consultant come from?
I got the idea to be a digital marketing and e-commerce consultant from my days as an employee with Southern California Edison and then Natrol Inc.
What does your typical day look like and how do you make it productive?
I have several longtime clients that are in the consumer products and energy industry, so I am most productive by outlining our objectives for each project/campaign and then setting timelines and milestones.
How do you bring ideas to life?
I bring ideas to life by digital renderings of campaigns, complete with creative execution.
What’s one trend that really excites you?
I am really excited by the explosion of mobile marketing via tablets and smartphones.
What is one habit of yours that makes you more productive as an entrepreneur?
I have a daily habit of visualizing the outcome of each campaign. The power of positive thinking.
What was the worst job you ever had and what did you learn from it?
I worked for a outbound telemarketing firm early in my college career. I learned that marketing must be visual for those to truly appreciate its impact. Telephones only provide audio stimulation.
If you were to start again, what would you do differently?
I would get into mobile marketing even earlier than before, and am an early adopter because of this.
As an entrepreneur, what is the one thing you do over and over and recommend everyone else do?
I strongly recommend diversifying your client base. Do not stay with one industry.
What is one strategy that has helped you grow your business?
I get a lot of referrals, so I am fortunate that I do not have to advertise. Referrals are from satisfied clients, so always make the client happy. But also know when to walk away from a project.
What is one failure you had as an entrepreneur, and how did you overcome it?
I had a failure where the client kept changing the direction of the campaign. From this, I learned to set limits to changes in concept and/or creative direction. After three changes, I stop the project and will reset with the client the expectation level.
What is one business idea that you’re willing to give away to our readers?
I do not have a business idea worthy enough of giving away. And if I did, I would probably pursue it anyway.
What is the best $100 you recently spent? What and why?
AAA premier towing service. I have several project vehicles and this service is invaluable.
What software and web services do you use? What do you love about them?
I use Bazaarvoice, Web Collage, and Amazon Media Group’s various online tools. I love these because they are very intuitive and not glitchy, especially when used for content management.
What is the one book that you recommend our community should read and why?
Ghost Rider by Neil Peart. It talks about heartbreak and not giving up.
What people have influenced your thinking and might be of interest to others?
I have been influenced lately by John Oliver, John Stewart and sometimes Bill Maher.
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