Meet Karen Duarte | Digital & Multicultural Marketing Strategist | Founder of KD Digital

We had the good fortune of connecting with Karen Duarte and we’ve shared our conversation below.

Hi Karen, what was your thought process behind starting your own business?
During one’s tenure in college, at least in my experience, the majority of professors and advisors are inclined to advocate for pursuing internships, fostering connections, engaging in campus activities, maintaining updated profiles on platforms such as LinkedIn and Handshake, and utilizing the university’s career center as a resource for resume workshops and mock interviews. These are some of the strategies recommended to enhance one’s standing among potential job applicants. However, throughout my undergraduate years, the topic of how or why students should embark on entrepreneurial endeavors never seemed to surface.

So, after graduating with my bachelor’s degree in Media Communication Studies and Editing, Writing, and Media in 2019, I did what I learned and immediately began career searching. It never occurred to me during this time to consider the prospect of initiating my own business venture. Simultaneously, I found myself grappling with the decision of whether to pursue further studies in graduate school, and I ultimately resolved to take a gap year. This was very unlike me. I always had a plan and knew my next steps–but not this time around. After an initial period of hearing nothing but crickets, I received a response from a digital marketing agency based in Fort Lauderdale regarding a social media position for which I had submitted an application on Craigslist. Yes, Craigslist–job searching on LinkedIn and Handshake was very competitive.

While working for the digital marketing agency, I initially assumed the mantle of a Social Media Specialist before transitioning into the role of Content Strategist, where my primary focus became search engine optimization (SEO) campaigns. My responsibilities encompassed content creation and optimization, keyword research, and the formulation and execution of strategies geared toward enhancing the online presence of our clients. While I enjoyed working alongside a great team and gaining a wealth of experience in digital marketing, I realized I wanted to dive deeper into the realm of Hispanic and Multicultural marketing. So while the world was shutting down due to the pandemic, I took a leap of faith and applied to Florida State University’s Integrated Marketing Communication graduate program.

During my time as a graduate student, I had the privilege of immersing myself in a spectrum of enlightening courses, including Hispanic Marketing, Multicultural Marketing, Diffusions of Innovation, Environmental Social Marketing, and more. I actively contributed to the creation of marketing campaigns for real-life clients, such as a nonprofit organization based in Colombia, and even received recognition as an Outstanding Hispanic Marketing Student. This was all achieved while I continued to maintain a part-time commitment with the digital marketing agency.

Upon the completion of my master’s degree, I struggled to secure a position within the Hispanic and Multicultural Marketing sector. It was a very trying moment, and I found myself questioning, “How could this happen again, especially now that I have a master’s degree?” So as the SEO strategist that I am, I commenced an exhaustive job search across a diverse array of platforms, and it was through TikTok that I stumbled upon a multicultural marketing agency. I promptly reached out to them via email and secured the position of Multicultural Marketing Associate. I was excited to collaborate with the multicultural marketing and advertising team on projects designed to connect with diverse markets. However, as I immersed myself in my new role, I soon realized I missed working on SEO projects.

While working as a Multicultural Marketing Associate for six months, I learned so much about the importance of culture and how it truly operates in digital and multicultural marketing.

Now, understanding how culture affects search behaviors on search engines like Google and social media platforms to help clients build trust and grow an online presence, is my favorite part about the work I do at KD Digital.

I strongly believe without the experiences acquired during both my undergraduate and graduate journeys, the notion of establishing my own agency would have remained an elusive aspiration. The five years of marketing experience gained at Florida State University, along with marketing agency experience, have helped me bring KD Digital to life. I now take immense pleasure in offering a comprehensive array of digital marketing and multicultural marketing services to businesses and brands alike.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Here are a few valuable insights and lessons I have learned along my journey thus far:

1. Readiness for Business Launch: You will never be 100% ready to launch your business; there is no perfect moment. I spent several months deliberating on announcing my agency to the public. Various concerns, such as the absence of professional headshots and a fully developed website, had been holding me back. Until I finally said, “I can’t keep making excuses and need to just post on social media; and essentially, get the word out.”

2. Dealing with the No’s and Getting Ghosted: It is imperative to understand that not every potential client will readily embrace your marketing services. Experiencing rejections or being left without a response is part of the process. The key is not to take it personally, as new opportunities will naturally present themselves.

2. Effective Discovery Calls: In conducting discovery calls with prospective clients, it is crucial to ask the right questions. This practice ensures that your time is not wasted on preparing proposals for clients who may not be ready to commit to your services. Careful selection of inquiries during these interactions can streamline your business development efforts.

With that being said, if your business is ready to go digital, I would love to learn more about your marketing goals! At KD Digital, we mold your digital marketing content to resonate with diverse cultures, capturing the essence and emotion of your message across all platforms.

We are here to help businesses grow in today’s digital world with a full range of digital marketing and advertising services, including:

🔎 Search Engine Optimization
📲 Social Media Management
🎯 Paid advertising (Social and Google)
🌎 Multicultural Marketing

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Welcome to Fort Lauderdale Amiga 🌴🌞 Let’s have a great time 💃

Day 1: Welcome to South Florida
Pick up from Fort Lauderdale-Hollywood International Airport and head over to Shooters Waterfront Restaurant for a nice welcoming brunch. After, we can walk along Fort Lauderdale beach. Once we walked off our brunch meals, I would take my best friend to my house for them to unpack and relax.

Day 2: Nature Awaits
Visit Everglades Holiday Park for a 60-minute Airboat Tour and Gator Boys Alligator Presentation. At night, we can explore the Hard Rock Guitar Hotel for dinner, casino time, and maybe even go to one of the nightclubs to dance and have a couple of cocktails.

Day 3: Grab Your Bikini
We’ll have lunch at the Versace Mansion. After lunch, we’ll head back to the car to collect our bathing suits and enjoy the beach.

Day 4: Carne Asada Time
This will be a relaxing day. We’ll invite over family and friends for a carne asada (aka BBQ/Cookout). This will give my friend a chance to hangout with everyone.

Day 5: Appreciate Art
Walk around Wynwood Walls and grab a bite nearby.

Day 6: Shopping Day
Drive over to Sawgrass Mills for a full day of shopping. My friend will enjoy the great prices at this indoor and outdoor Premium Outlets Mall.

Day 7: It’s Not Goodbye but See You Later
Recap our week over a delicious breakfast and plan our next trip together 😌

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
It was during the difficult phase of seeking employment that I received encouragement from my supportive partner and parents, who posed the question: “Have you ever considered starting your own marketing agency?” Initially, I dismissed the idea, thinking that I needed further experience in the realm of Hispanic and Multicultural marketing.

My unwavering faith in my intuition ultimately proved to be a guiding light. Over the course of six months in my role as a Multicultural Marketing Associate, my understanding of how culture impacts digital and multicultural marketing deepened considerably.

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Linkedin: https://www.linkedin.com/in/karenaduarte/

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