Interview Conducted on September 25th, 2024 by Angel Larson
Click Rain is a people-centered digital agency based in Sioux Falls, South Dakota. The company provides web solutions and digital marketing strategies that make a difference in any type of business. I had the pleasure of sitting down with Bailey Wood, the associate director of marketing at Click Rain, to ask her about her experiences in the marketing career field. I wanted to learn more about what she does in her position, how she got there, and what is takes to pursue a career in marketing.
Angel: How did you get into the marketing field?
Bailey: I first went to school for music education. Being a musician has always been my passion, but I found out that it was just a passion and not a career. At the time I was planning my wedding, and I enjoyed the wedding planning process so much that I was wondering how I could turn it into a professional career. Jobs that deal with people planning, organization, and marketing were one of the first results. I jumped into a program at Iowa State and then discovered how complex and strategy-driven it can be. I love data, research, science, and numbers learning, but I also love to design. I dabble in arts and music and think creatively. With marketing, specifically marketing strategy, those things come together. We rely on the foundation of data, but we also think creatively. How does the message come across? How do we get the look right when we bring all those pieces together? So that’s how I landed here.
Angel: Since you’ve gotten into the marketing field from college, how has it changed?
Bailey: It changes every quarter, like what platforms there are. When I first got out of college, Tik-Tok didn’t exist, X was still called Twitter, and we used Instagram differently. Facebook demographics were completely different from a younger millennial generation to now. It changes constantly, and that’s the nature of marketing. There’s also a difference in technology, so there’s a big focus on AI right now that is absolutely impacting the marketing field, and it also impacts things from a privacy perspective. Across many industries, we’re seeing an increase in consumers caring about where their data is being stored, how it’s being used, and what happens when there’s a data breach. How marketing works right now relies heavily on consumer information, so we want to track people from opening an email to clicking on a website. How we interact with that data has changed quite a bit. We have more information, but it also has gotten to the point where, when you think about how you go to purchase as a consumer, it’s not very straightforward. You might see an ad, and then you see a billboard. You might click on something on Facebook, but you don’t make a purchase. So how do we determine which one of those things was the right thing? We used tools like Google Analytics that can see those different paths, and we try to understand which were the most impactful and which of them is the right one for whatever the case is.
Angel: What drew you to working at Click Rain?
Bailey: I’m from Omaha. I moved from there about a year and a half ago. I worked remotely for Click Rain for 2 years and then decided that I loved Sioux Falls and the community. I also love working with creative people. I think the thing that drew me in also was the mantra of ours, “metrics that matter.” Sometimes in the marketing field you get a lot of fluff like “We’ll increase your followers by 100%,” but what does that really mean? How does that impact somebody’s business? How are we contributing and making a difference to an overall business? Click Rain really cares and focuses on the metrics that matter, so does it matter to you to increase followers, make sales, or increase customer loyalty? That’s what’s making a real impact on business.
Angel: Has it been easier to work at a company surrounded by the tools they have and the other people, or was it easier to be freelance?
Bailey: I’ve worked in in-house marketing, and I’ve done consulting for several different businesses. I would say each comes with unique pros and cons, and it could differ by person and the stage of life you are in. As far as which ones were great for me, I felt like I was hitting a bit of a ceiling when I did 20 things okay by myself. So, what I wanted to do was to focus on an area. When I was a consultant, I would do the strategy, design the ads, write the copy, build websites, and do the tracking. I did good at some, but I’m not a trained designer. I’m not as well versed in media placement as our media team is. So, I focused on the marketing strategy because that’s where I have a competitive advantage. Having the team at Click Rain has helped me learn and grow.
Angel: How did you know when you wanted to switch positions or companies?
Bailey: I think it feels like there’s something in your gut saying that you’re ready for a change. I wasn’t seeking; I was just open to possibilities. I saw a Facebook ad for Click Rain, and I read through the description of the role thinking, “Wow, that seems like that would be a great fit that would suit my strengths well.” So, I decided to throw my hat in the ring, and after my first conversations with our HR person, Carissa, who is an amazing human being, I also recognized how amazing the culture is at Click Rain. That was another important component to me, and Click Rain is very top-tier.
Angel: What is your typical workday like?
Bailey: It varies a lot. I meet with clients and work through campaign strategy, where we are looking at what our goal is, how we accomplish that goal, and getting the right people and pieces in place on a timeline and budget. I spend time estimating how much things cost. I spend time working on new business initiatives, so I’m looking at if we’re trying to acquire new clients or new partnerships. I also work on department initiatives. As a leader in my department, I help to make sure that the people on my team have their proper tools, resources, and guidance. It’s usually a packed day at a fast pace, which I enjoy.
Angel: How do you manage your busy workflow?
Bailey: The key is prioritizing and focusing. Knowing when something can be pushed to a later time or when it’s urgent. We have a project management system that helps us organize our work. That keeps everybody on track with due dates and file management. I also always think hard. I’m very thoughtful and make sure I’m finding the right timing and momentum. Sometimes we might need to turn the heat up on a project, and sometimes we need to turn it down. It’s an art and a science. Utilizing your team is also important. Knowing should I get other people to help with this or can I train somebody, and they can take this on. Sometimes you must let go of the reins. I’ve learned that I can’t be everywhere at once, I can’t do everything all at once, and I can’t see everything.
Angel: How can you make sure that those goals you’re making are specific, measurable, and attainable?
Bailey: We use an organizational system called traction, which provides us a framework for how you can operate as a business. As part of traction, we develop an organizational vision for 2025 and how we’re going to work towards that goal. We call it a rock because it takes everyone to push a boulder up a hill. The idea is that everybody takes their part, and we’re able to move really big things. Then we develop your personal rocks. Every trimester I work with my manager and then the people that I’ve managed to come together to figure out how we can collectively contribute to our department and organization to reach those goals. We develop a due date and specific expectations for what we’re going to do to accomplish those goals.
Angel: How can we as marketers try and keep up with the advancing technology and the growing digital landscape?
Bailey: We take advantage and stay up to date with several different marketing e-newsletters from companies like Spark Toro. They send a lot of information to your inbox. It’s up to you if that’s relevant or interesting. I’ve gained a lot from conferences and seminars. People love or hate conferences, but I’ve gained so much from them. Getting together with industry professionals, hearing from people who have put together thoughtful presentations, and finding other professionals in the marketing field to interact with are great resources. We do a great job here at sharing between our departments as well. Following people on LinkedIn and keeping up with news can also be helpful.
Angel: Are there any groups or societies for people in marketing that you would recommend?
Bailey: The American Marketing Association has a lot of people involved with it. I stay really present with schools. I teach a class at Augustana right now. I’ve presented at student days, like career fairs for SDSU and USD. Sometimes it’s just great to feel like you’re staying connected with marketing professors, and up-and-coming talent is great.
Angel: How do you manage a good work-life health balance?
Bailey: Click Rain has a couple of core values, and one of them is balance. Your human well-being comes first, then your family, and then work. Click Rain does a great job of ensuring that we’re not asked to work outside of normal working hours. We’re able to leave work and go home. That’s #1 of work-life balance—having a company that helps to accommodate that for you. Another thing is not taking things personally. Thinking the best, assuming the best of people, and taking breaks. I’m a person that wants to be obsessed all the time, but I have to walk away sometimes.
Angel: What tips do you have for progressing a career in the marketing field?
Bailey: Try to build a community of people in business. Sometimes that’s a vulnerable thing to do. Sometimes we want to do our job and go home, but you gain so much by expanding the people that you know. I got my master’s degree fully funded because I went into an open house at Creighton and I said, “Hey, I’d like to get my MBA, and I’d like to get it for free. Who do I need to talk to about it?” I talked to the lady while she was there for about 40 minutes and gave her my pitch, and two weeks later they called me and said somebody dropped out of the program and would you like to take their spot as a graduate assistant? That would have never happened if I hadn’t put myself out there. Believe in yourself.
Angel: Do you have anything else you want to add?
Bailey: If you have a spark to do something, explore it. Do it even if it’s not always super feasible. Sometimes we’ll have a little whisper that will say I’m really interested in this, or this is my dream job or role. Go and pursue it! It takes a bit of courage and vulnerability, but I think you’re so rewarded for taking those risks and doing it. You can get far by working hard and having your products as polished as possible. I try to take a step beyond, and I have seen where that pays off. There’s a lot of opportunity and a great future for marketers.