Interview with José Antonio Esteve, Head of Digital Marketing at Erasmusu
José Antonio Esteve is an experienced marketing and SEO specialist. Currently, he is the Head of Digital Marketing at Erasmusu, it is the biggest international exchange students community. Find useful information about the destinations and the Erasmus scholarship and share your experiences with more than 350,000 registered active users.
Your Journey as a Marketing Professional.
I started back in 2015 as a Digital Content Technician at PcComponentes (Spanish no 1 consumer electronics e-commerce). During this period I was in charge of the products catalogue where I started to optimize product pages in order to make them SEO-friendly. That was my first contact with the digital marketing world.
Then I began to learn about SEO by myself and I focused on new positioning techniques in new techniques of positioning. At the same time, I began a master course in professional SEO/SEM offered by prestigious KSchool.
That gave me the opportunity to take a job promotion with a promising project in the digital marketing area of PcComponentes. The new project consisted of creating a brand new and specialized hardware and consumer electronics blog and trying to rank it high for as many keywords as I could, and then redirect the traffic to PcComponentes. The fact is that, without knowing it, I was doing something called “inbound marketing”.
Then, another opportunity came to my professional career. I became the SEO Manager of an online school, where I was one year helping with the digital transformation of the company and also with the full migration of the old website to a new redesigned one. During that period, I learned a lot about other fields like technical SEO and UX.
One year later a new challenge appears for me: I was proposed to be the Head of Digital Marketing in a startup called Erasmusu, which had just been acquired by Spotahome. Here I started to build the new marketing team (right now we are 6 people) and I started to learn about other fields of digital marketing like affiliation, PPC, email marketing, etc.
What are the primary marketing channels you have worked on? What will be your advice to young marketers on each of these channels?
The primary channel where I have worked on is organic traffic (SEO) because thanks to my bachelor degree in Computer Science I have ease to understand and manage technical SEO projects. Here at Erasmusu (a website with more than 3 million indexed pages), that is a must.
My advice to young newcomers is to experiment as much as they can. Try, to A/B/C test every important action. Build a test-website (WordPress would be a good option to begin) and try to rank for a keyword. That will allow you to understand better the SEO-world. Also, taking a Google Analytics course would be a good option. And of course, you should always measure your campaigns (decisions based on data = success!).
What are some of the important marketing tools you have used and found to be really useful for your company?
- SEO purposes: Semrush, Ahrefs, Sistrix, Similarweb.
- Metrics: Data Studio, Analytics.
- Social Media: Socialgest.
- Affiliation marketing: Tradedoubler, Webgains.
- Remarketing: Criteo.
- Others: Google Tag Manager, Google Ads.
Which companies, according to you, are your competitors? How do you differentiate against these?
Uniplaces, Housinganywhere, and Beroomers mainly.
Our main difference is that we were born as a social network for international students. This gives us the chance to be the number one regarding useful content for students (info about cities, student rooms for rent, universities, experiences, job-offers, etc.).
Your 2 line advice to people entering in the marketing domain.
Be curious, try to always test everything. Don’t be a conformist, there is always a range of improvement. We live in a beautiful time in constant change. Digital marketing is changing very fast, so you will never get bored. Enjoy!