Meet Paul Lim, a digital marketing trainer and expert who has built a successful career, starting as a regional sales head for well-reputed companies and transitioning into an entrepreneurial journey as a digital marketing trainer.
His passion for education and mentorship led him to become an adjunct faculty for business schools in Geneva, London, and Zurich, as well as a digital marketing trainer for over 2,500 individuals in various digital and meta-marketing areas.
With the rise of the digital age and the impact of the pandemic, Paul adapted his strategies to become more adaptable, resilient and client-focused. In this issue of the Marketing Expert Series, Paul takes us through his career journey.
Hi, Paul! Thank you for joining us in our Marketing Expert Series. Let’s kick off with some background, please tell us a bit about yourself. How did you get to where you are now?
I started my career with several well-reputed, listed companies in Finland, London & South Africa, working in the packaging industry as Head of Regional Sales for many years. I spent 70% of my time travelling, canvassing for sales from overseas customers.
The hectic and demanding schedule meant that I was neglecting my daughters. This realisation prompted me to make a change and embark on my entrepreneurial journey.
I started managing a marketing agency specialising in website development and Google marketing for 5 years and was headhunted as General Manager for Media & Publishing industry in Myanmar.
A chance encounter at a networking session with a director for a business school lead to an invitation to join them, which is how I started my educational journey as an adjunct faculty. Gradually training opportunities flowed in and I embraced these opportunities wholeheartedly.
And now, I find myself wearing multiple hats: a digital marketing strategist, Meta Blueprint trainer, entrepreneur, speaker and author as well as an adjunct MBA faculty who teaches digital marketing for three business schools in Geneva, London and Zurich.
When the COVID pandemic hit, I decided early on to book a return ticket to Singapore since many activities were standstill. It was December 2019, I returned home with no career plan.
You are an entrepreneur and digital marketing strategist. You’re also an author, and you’ve trained more than 2,500 individuals in a variety of digital and meta-marketing areas. Please tell us more about how you came to be a trainer and what your training involves.
After consulting with my mentors on business options, I decided to take on a business in digital marketing training because training is an evergreen industry.
The pandemic made people realise the need for upgrading their skills for career opportunities and business survival. With my knowledge and experience, I suppose it’s not really surprising to learn that I enjoy the satisfaction of moulding young minds.
To date, I have trained over 2576 individuals from Singapore and regional countries in the areas of meta-marketing, digital marketing, social media, Google marketing and online campaign management.
In addition, I have the opportunity to teach in these prestige courses: Masters Programs, Diploma in E-commerce, ICDL Digital Marketing, SG United Skills Program (SGUS), Career Conversion Program (CCP) and Affiliate Marketing (Lazada & Shopee).
The world has changed in the last few years, with the Pandemic and the shift in the economy, how have you been impacted by these changes?
Paul Digital Training (PDT) was established in January 2020 during the Pandemic.
PDT delivers a wide range of cutting-edge digital marketing courses. I chose digital marketing courses because of the rapid digitalisation we’ve faced in the last few years. The world has gone digital, it is the right move to ride on the trend.
I entered unchartered territory without prior industry knowledge during my initial venture. As a result, I experienced many trials and tribulations in starting my training business.
Therefore, I had to work hard to learn the ropes from my mentors to gain a foothold and respect in this competitive industry. The journey was tough but I was optimistic. I believe with hard work and perseverance, the right opportunity will come to me at the right time.
I received my first training after many months of canvassing. Gradually, my business grew via word-of-mouth referrals. With support from valued clients, PDT was able to develop digital training courses for various industries and a pocket of clients from neighbouring countries. I’m now a training partner with many established Approved Training Organizations.
How did the developments over the last few years affect your strategies?
I needed to become more adaptable, resilient and client-focused to succeed in today’s competitive landscape. To boot, I need to react swiftly to evolving market conditions and trends. We are committed to delivering the best experience at every stage of the client’s learning journey.
Tell us about some of the most effective digital strategies you’ve implemented recently. Is there a strategy or campaign you’re most proud of?
I used Public Relations as the most effective digital strategy to bring my business to the next level.
I got involved in many corporate social responsibility activities; volunteer work and helping unprivileged students in Myanmar, Nigeria, Sri Lanka & Cambodia when I was an entrepreneur managing a marketing agency.
Additionally, I was also appointed judge for the Singapore Website Awards 2017, featured for industry insight on Myanmar, Nigeria and Singapore news media and magazines.
Author of two books (my 2nd book – Marketing for a Digital World will be launched at end of February 2023) and a contributing author to several bestseller titles.
How do you stay up to date with the latest digital marketing technologies and tools?
Stay updated with digital marketing gurus, professional websites and online influencers. Build connections from LinkedIn, establish rapport and leverage the subject experts
Renew my Google Ads & Meta certification with yearly examinations; keep my credentials current with the latest digital marketing technologies and tools updates.
Furthermore, I’m a strong believer in mentorship; I have 3 mentors from India, Malaysia & Singapore who mentor me on the latest META Marketing tips & techniques to help me to optimize an Ads budget and eventually my clients benefit too.
In your opinion, what are some of the biggest challenges facing marketers and digital experts in your industry today?
In my opinion, the biggest challenges are inflation and the overall cost of manpower. Especially in light that retaining good talent and online advertisement costs are expected to go up.
In terms of business, it is increased productivity and cost efficiency that will drive earnings. PDT focuses on growth through leadership and training to combat challenges and stay ahead.
Any advice you’d give to aspiring marketers and digital entrepreneurs especially those interested in digital marketing training?
Aspiring marketers or digital entrepreneurs need a high ability, drive and desire to learn. Don’t give yourself excuses or procrastinate. Test your ideas fast with your potential customers to get feedback.
What keeps you motivated? Do you have a personal motto/saying or something else that drives you forward?
Delighted to share the latest digital knowledge, and skills and add value to my clients’ learning journey as well as witness the growth in their careers.
Every class brings new meaning to learning and every class brings new friends to my circle, thus motivating and driving me forward.