From to Voy Media: How Kevin Urrutia Switched Careers and Broke Into Marketing (and You Can Too) [AMP 188]

From to Voy Media: How Kevin Urrutia Switched Careers and Broke Into Marketing (and You Can Too) [AMP 188]

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Stuck in a rut at work? Bored beyond belief? If you’re thinking about or wanting to change jobs and vocations, consider the following questions: How long will it take to learn brand-new abilities? Will it change your income? Are places available? Will it attain you happy?

Today’s guest is Kevin Urrutia, a onetime software programmer at Mint that now extends the Voy Media marketing agency in New York City. Kevin knows exactly how some of “youre feeling”. He shares helpful insights and pieces of vocation development ability.

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Some of the main points of the show include:

Why conversion vocations? Curiosity, inevitability, and desire to do what you do best

Mindset Shift: From tech hackathons to marketing startup and SEO abilities

Facebook Advertising: Learn by doing to grow in marketing manufacture

Career Advice and Questions to Ask: What do you experience, even in tough times?

Approach: How to do Facebook ads, SEO, Amazon–instead, start from scratch

Stay Connected: Keep up with what parties are saying via social radicals

Mistakes Made: Courses/ instructs intensify learning; avoid imposter disorder


Kevin Urrutia on LinkedIn

Voy Media



Fulfillment By Amazon( FBA )

Google Analytics


Stack Overflow

Moz SEO Software

Search Engine Land


Facebook Groups by Ryan Deiss


If you liked today’s show, please subscribe on iTunes to The Actionable Content Marketing Podcast! The podcast is also available on SoundCloud , Stitcher, and Google Play.

Quote by Kevin Urrutia:

“I was always in that tech mindset of,’ If you improve it, they will come.’ Everybody’s saying you have a cool product. People will only magically find you.”“I don’t think I’ll ever be the best programmer, and I want to do something else that is going to be more fun and enjoyable.”

“When I was programming, I desired programming. I loved the challenge of going on Stack Overflow, trying to find the answer. I find my answer.”

“The best thing that somebody should do is start their own thing and then use that skill they want to build up to do.”

[ Tweet “From to Voy Media: How He Switched Careers and Broke Into Marketing( and You Can, Too) With @danest From @VoyMedia”] Transcript: Ben: Hi, Kevin. Welcome to the show.

Kevin: Hey. How’s it get, Ben? How’s everything?

Ben: Things are about as good as they can be right now. How are things on your terminate out there in New York?

Kevin: It’s good. We’re all running from dwelling. We’ve been working from dwelling for the past 6-8 weeks, so simply living life with the new ordinary right now.

Ben: Yeah, for sure. It feels peculiar to say it, but as we were like discussing a little bit earlier, it’s funny you say 6-8 weeks because I literally can’t remember how long I’ve been doing this anymore.

Kevin: Another date is just happening and you’re only doing the same thing over and over again. It’s sort of what we’re doing now.

Ben: Absolutely. Would you mind taking a moment simply to introduce yourself to the audience and ask whatever it is you do at Voy Media?

Kevin: Yes. My name is Kevin Urrutia and I’m one of the founders of Voy Media. At Voy Media, we cure eCommerce symbols with their paid social. We mainly do Facebook ads, and then also help them with their creative production. That could be photoshoots or just making some of their existing videos and constructing them creative for Facebook. That’s what we do there.

Ben: Cool. I understand that you used to work as a make at Mint and I believe some other large fellowships in Silicon Valley. I’m curious what led you to leave your career as a make and prosecute commerce instead?

Kevin: It’s a good question. I went to […] school for Computer science because I’ve always wanted to do startups, so growing up I is ready to do a startup, and then I would read TechCrunch or the tech news and clauses about doing a startup. When I went to college in […], I knew I demanded Computer science because everything I predict was about tech tech tech. That conducted me to start my own nonsense.

Wilson, who is my friend when I’m in college, we would ever is being done projections, like small iPhone apps, small-time sports, and we just remained building stuff, but we just never certainly could figure out why things would simply never take off because I was always in that tech mindset of’ if you improve it, they will come.’ Just build something cool because everybody’s saying you have a cool product. People will just magically find you.


That was really the narrative back in the day for a great deal of nonsense. I was actually thinking about why that was the narrative, where now perhaps because I’m in the marketing field now, I’m just seeing a lot of people talk about more commerce, but back then when we were doing tech and software, it was a highly novel thing. Creating an app was like you’re the first one ever, so everybody ever been talking about it. Now, I conceive […], every industry now has a software competitor that’s the same feature, same thing, so now you need to do marketing.

Going back after college. I left to go work at Mint. I travelled for Mint because I want to go to California. I knew that was the thing I wanted to do ever since I was reading up on this material. San Francisco, Silicon Valley, that’s where the mecca is.

When I went to Mint, I was still working on stuff, like startup competitions. We earned some startup hackathons. Wilson and I were still always experiencing this issue. We’re building stuff, but we just never knew how to bring traffic. We’re like, okay what is traffic? How come no one’s employing our material? We recall our nonsense looks pretty good, designed well. Then, that’s really when we start thinking about marketing.

I have no money because I’m poor. Yes, I graduated from college but I still have no money. I don’t know what stuff is. I started looking into SEO and that’s truly the first commerce thing that I did, was look into SEO, how to get free traffic right online. Everybody time does SEO. Then, you sort of go to this black hat world, pitch-black SEO, and this crazy […] about SEO. That is my first into commerce was SEO, then all the crazy meetings, […] forms of people selling all the […], I was like, oh my God, this is crazy. So, that is funny.

Once I’d learned SEO, I was working at that time at a company announced Zaarly. They’re another Silicon Valley startup, and for them, we also were looking to get traffic. There I was able to do more marketing feel. That was because when I met that unit, I was the marketing developer to help their marketing manager, such as implementing some of the calls for Google Analytics, some of the tags for Facebook, some of the tags for some email tool or software.

I was getting more exposure to the technical side of market. That sort of really still saw me more interested in that because I ever had that trouble for my own substance. I was like, oh this persona here would be pretty good because I can learn sell. I’ve always had this issue and maybe I’ll learn something about what it takes to build a company or creating market. From there, I’ve learned more about it, […] through works and material like that, but that’s the first journeying into that because I precisely never knew how to bring traffic to my own produces.

Ben: Sure. I think it makes a lot of smell. You have a marketing problem, so you took it upon yourself to learn how to solve it. And now, now you are. Something I’m inquisitive about is I imagine that when you’re making a drastic job alteration, or maybe it’s not that drastic, but you’re making a career change from being a developer to a marketer.

I would imagine that in addition to the problems that you were trying to solve, you probably have a lot of other challenges just in terms of developing an all-new skillset. I’m strange. Were there any specific challenges that you faced early on when you were preparing that deepen? If so, how did you solve these problems?

Kevin: I think that’s a good question. I think about that, more, recently and I ever tell people I was a programmer for the longest time since I was maybe in high school. This is just me to be considered back then I didn’t “ve been thinking about” this road, but when I operating in Silicon Valley, I working together with some really smart programmers. These chaps are certainly, really gone. I don’t think I’ll ever be as good as them no matter how much program or volumes and reading. They’re just getting these Computer science concepts like nothing. For me, I’m spending hours and hours trying to study and learn them.

My boss at Zaarly was so smart and I think it’s crazy like how smart-alecky you are and I would never be situations where. For me, I don’t think I’ll ever be the best programmer and I want to do something else that is going to be more fun and delightful, sort of solve what I want to do, and that would be to start a company. I imagine I can be good at marketing because after searching the market, I genuinely affection that thing of producing people to your website or product, to learn about it and use it. I think that got me more excited than time building the produce because even then, I don’t consider I’d be good at this, but I ponder I can be really good at marketing.

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That truly cured me because I don’t belief I’d be good at it, but a challenge I see now that I “ve been thinking about” sometimes is I’ve never gone to a marketing class. I’ve seen people know all these really good tech and sell lingo. For me, undoubtedly I know more about the application of it versus the belief behind it. For me, when I do marketing now it’s for my own trash or for other symbols.

[…] tell you, Ben, “were having” the girl company. A lot of my first, unadulterated into commerce was to do SEO for my girl corporation, and that was ranking us up on Google. That’s where I learned actually how to do SEO versus reading about it.

Ben: So you start with SEO, and now extremely focused on Facebook advertising, social ad. Could you share a little bit about what maybe resulted you down that track? Going from starting with trying to get organic congestion for “free, ” pretty much time making your time and power to execute even if you’re not spending ad budget. How do “theres going” from that to social advertise, to settling on your Facebook ads truly being the one thing that you could do the best to help your purchasers?

Kevin: Basically what happened was I was doing the girl fellowship for about three or four years. After that, I got tired of doing it. Even then, “youre supposed to” still read about marketing and what’s going on. A mint of people are talking about Amazon FBA, you are eligible to originate so much money. I started more digging into eCommerce.

By then, patently, the fate of the damsel corporation at that point, we were probably around 50-60 girls. We’re in New York City, Boston, Chicago. We have a system there to just let that company flowed. Then, I certainly want to focus my intensity on something else because I feel people came tolerated and tired of things. I tell people I’m just tired. It’s fine. It’s not that I don’t like it anymore. I really crave something new.

The FBA thing got me really excited. That’s where I started searching for more eCommerce. That led me to start an outdoor paraphernalium company to do eCommerce. We sold hiking poles and moving tallies. From there, we start realizing Amazon is one set of traffic like SEO was one form of traffic. There’s likewise Facebook now. That’s really where I started doing more Facebook ads to accompany customers to our website to buy the products and eCommerce. That is really how I firstly came started into Facebook ads as seeming it as a formation of traffic.

Amazon was good, but SEO for eCommerce was going to take forever. I can never compete with REI, The North Face. All these huge outdoor gear firebrands have been doing it forever. I think that as a marketer, you realise one traffic might not be good for the type of business that you’re doing. That’s what extended me to do Facebook ads for that.

Ben: Something that’s interesting about Kevin’s story is that he went to college for Computer Science, which isn’t exactly related to marketing at all, but it did help him get his foot in the door of the startup world which was really where he should just like to. And it illustrates that you don’t definitely need a college background in sell to be successful in a marketing career, as long as you can develop the skills that you need, “youve had” the inventive drive, and the problem-solving abilities necessary to learn and to grow with and within the marketing industry.

If not having a college degree and the “correct freehold” is a hang-up or a matter of concern for you or maybe someone you know, as it pertains either going into marketing or to switching over into a different character and a different neighbourhood of marketing, I think that Kevin’s story is proof that you don’t have to let that be the thing that holds you back. Now, back to Kevin.

This sounds like being very smart about recognizing where the opportunities are and capitalizing on it for sure. If a listener to this episode, let’s say they’re considering making a career change and maybe for them, they want to get into marketing from another professing looks just like you did yourself, or maybe it’s even really shifting from one orbit of sell into another. Maybe they want to go from SEO to advertising, whatever the lawsuit may be. What are some things that you would suggest that they ask themselves before “theyre starting” gravely following making a change like that in their occupation?

Kevin: I think what they should ask themselves is if they think that this is something they’re going to affection doing or even really enjoy doing, even when things get hard-handed or are rough because that’s truly what’s going to help you through the tough times. When I was programming–I loved programming–I love the challenge of going on Stack Overflow trying to find the answer. I was like, oh turd, I find my reply.

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You experience that hard-bitten manages because eventually, things always suck. Things are not going to work out like SEO stuff goes up and down all the time. But you find enjoyment in figuring out, let’s say my website because perhap it has too much content now or my links are bad now. You have to find enjoyment in that process. That’s something hard to know in the beginning, but you still have( at least) experience that affliction. I feel that that’s the most fun part of when you figure it out.

At least for program, you figure out the system. The difficulty made me three days and yours is so good. That happens in any manufacture or anything you’re doing. I think it’s the biggest thing. You ask yourself if you like that challenge.

Ben: Yes, for certain. Let’s say they’ve gotten that far. They’ve determined something that they think that they would be better at or something then they would just enjoy more, and that’s certainly lighting a flaming under them to establish that vary. Once you’ve decided, yes this is the right step in order to be allowed to make, yes I will enjoy it or I is of the view that I will flourish on the challenge of having to figure all this substance out from scratch, what comes next?

Kevin: I reckon for what comes next, I ever tell people it’s ever enormous to read about all these huge approaches like how to do Facebook ads, how to do SEO, how to do Amazon. I still imagine the best thing that someone should do is start their own thing and then use that ability they want to build up to do.

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For lesson, I want to learn Amazon FBA. What do I do? I went to learn how to actually sell a product on Amazon. Then, you’re really able to put your sciences to the test. I visualize for myself I desire knowing, can I do it with my own money? With my own resources? Then, I know that I’ll be as efficient as possible because you’re not going to be spending $100 and you’re okay, cool, whatever, I don’t care about it. No, that’s your $100. You’re going to make sure that you’re spending it wisely and effectively.

I always tell people to put your money there. I’ll sometimes say it’s easier said than done, but if you can save some fund and experiment something yourself or sell something yourself, I think that’s the best way to learn any ability. For programming, for example, I learn more just by house my own apps than clas. I want to build this app that I received online. I’m going to go and program it. I construct it how I think it is and then go to Google and Stack Overflow. That’s to help me solve 90% of troubles. That’s where I tell people that is the best way to learn something. Just figure out what you want to build and then how would you sell it or originate that.

Ben: I think it makes a lot of appreciation. I think that example of bending on assets like Stack Overflow, makes( I guess) that super smart-alecky. I’m also curious. I think you touched on this a little bit in general. You’re following TechCrunch. You were staying well-read on the technology industry in general.

When you started making this transition into sell, you said you’re maybe going down these pitch-black hat rabbit punctures that I recall a lot of beings find themselves in, maybe somewhat unknowingly in the early goings with that. What are some other aids, though, that you read, and that you noted especially useful for you in the marketing space, that really helped you find your foothold and helped you figure things out?

Kevin: Because I’m safer with SEO in the beginning, SEO Moz was really good back in the day. That was a great resource. I use it a great deal. I too worked Search Engine Land or their search engine websites. I’m really big on Twitter. People follow this Twitter list of purveyors. I would adore just going to Twitter searching for a hashtag of digital marketing. Even right now. Actually this morning, I went to find more D2C people, so direct-to-consumer founders or direct-to-consumer marketers. I really kind in D2C and Twitter gives you a register of chronicles to follow. That’s super helpful for me.

I adore keeping pace with what people are saying. At least for the time being, what I find works really well, I’m not sure if you guys have this, Facebook groups of industries, like SEO groups, affiliate sell radicals. Those are really good. They’re the brand-new gatherings, essentially, and parties are always announcing tips or selling gratuities. I still imagine the black hats are certainly pretty interesting to look at even now and I still like looking at it because time the mode I “ve been thinking about” it, these people are in these gatherings, are trying to do$ 1 out of 50 C /. They’re truly pushing the limit on what’s working or not working.

People merely look at that. How are you able apply this in your own way that’s not seen as negative? These chaps actually have some interesting tactics that you can see what might work for you. The course they’re doing it apparently motley differently, but there’s something there. What are you able get from there to apply to your substance?

I always tell people at least for remaking SEO, everybody always wants to look at the good search results such as’ best teacups, ’ for example. This is good and every […] that you read about. But look at the black hat keywords. Clearly, we all know what some of the issue is. Those people are really pushing the limit about what’s going to work on SEO.

The is why I say that is because a great deal of these restricted periods that might be taboo , no one can advertise on Google. SEO is the only thing that they can get traffic from. The labels that are pushing it to get SEO traffic, are really doing top-notch SEO. The best of the best. Your job is not to turn technologist that. I think that’s the exciting part of SEO is reverse engineering. I repute any marketing is more like reverse engineering top labels. I’m CS, so I got some notions there.

Ben: That attains sense. Last-place question I’ll throw your highway. I imagine that as you were learning from these different marketing tricks, different commerce paths and things, and I think that this is true anytime anyone is trying to take on anything that is new to them, you’re going to make some mistakes because that’s how you learn. What are some common mistakes that you interpret amateur purveyors offsetting or maybe even mistakes that you see when people are making a career change, that you would recommend that they escape?

Kevin: Something I recommend now is even now, I still make parties sometimes avoid having managers or courses that they need to buy. I foresee trends and tutors actually is to be able to help you accelerate your learning. I think what people want is to simply speak everything for free. Okay, I really suppose free of charge. Everything available is for free, but genuinely having a course or coach is to be able to accelerate that learning.

I think sometimes beings oblige the error of, I don’t want to coach because I can do it myself. Yes, you can, but you tend to be slower at it. I’d instead if you can get a coach or a track to learn you this–sometimes they’re really expensive–I still think they’re immense.

For example, by Ryan Deiss. He’s got a ton of resources there. You can just take that for $40 a month and just learn everything you ever need to know. All the stuff he probably says is for free somewhere, but it’s there. They’re paying world-class experts to teach things.

Another thing I just tell people more of myself because it’s more of a mental obstruction is that sometimes you only feel the imposter condition, like I can’t get it on. Even for me, I still fight that sometimes. I’ve never done an busines before. I’ve never succeeded in a marketing company before. But that’s sometimes an advantage. You can come in with a new attitude, so it’s more about a mindset. You could do it.

I always tell people the person that worked in an organization probably was the same person as you. They exactly started it. So, go on and merely get it on. Know that you have the ability in the science. It already takes a unique type of person to just introduced themselves out there. Just run get it on.

Ben: I adoration that advice and I think that is probably something that was true for everybody who has ever been successful at starting something new or actually coming into this industry. At some site, you just have to take a leap. It’s truly, really easy to look at whoever it is that you hero-worship and to think that they were just born great.

Kevin: Everybody got their suspenses. Even for me, I have a company with 20 hires […] and sometimes it’s crazy that this is me that’s doing it. Everybody, it’s your self-doubts, but I’d say exert that to your advantage sometimes. It’s a skill. Even when I talk to marriages, I’m like, hey, this is who I am, this is my company, this is what we do. Either you’re going to believe in us and the action we do things. If not, disappear look for somebody else that follows what you want to do.

Also, you’re not to be right for everybody, and that’s fine because not everybody is going to be your friend. Some people might not looks just like you, but that’s okay. You have the person or persons that looks just like you and the people I don’t looks just like you, and you can do whatever you want to do. It’s your company, your firebrand.

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The post From to Voy Media: How Kevin Urrutia Switched Careers and Broke Into Marketing( and You Can Too)[ AMP 188 ] appeared first on CoSchedule Blog.

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