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Corporate Canada Needs More Entrepreneurs

We have all heard about how entrepreneurial the top digital organizations are such as Google, Facebook, Amazon and the list goes on and on. These companies encourage their employees to come up with new ideas, show innovation and be entrepreneurial all while working in a corporate environment. This is after all how these companies have taken over the advertising and marketing world by consistently reinventing themselves along with innovation. So why is it that traditional media advertising doesn’t follow this model? And when I say follow the model I mean be more entrepreneurial.

I for one see myself as an entrepreneur working for a corporation. I did after all start up my own company (FlyerMail) and sell it to Metroland in 2012 less than 3 years after its launch. I like to move quickly in a fast paced environment. You could say I am always on with a brain that is always thinking of a better way to do things. As an entrepreneur I like to think I can always find a solution regardless of the current challenge I am facing. I have taken this approach my whole career whether it’s the company I work for or the company I’m running.

For much of the corporate world from what I have seen we tend to look for corporate experience, experience managing people, experience with a similar product or service, you know all of that stuff we can easily put in a box and pass it around the company. In a nutshell I am talking about those skills that we can teach. The message this sends is that we are happy with the status quo. In the traditional media advertising biz nothing could be further from the truth. We do need to get better, we need to find innovative solutions so we can compete with the Google’s of the world well at least eat into media buys which they are getting a huge chunk. To do this we need to think outside the box, bring new ideas to the table, do things differently, think advertising 24/7, devote at least 1 hour per week to new product development ideas, find the most skilled/driven/passionate staff, come up with efficient systems, and most importantly be more entrepreneurial. What I would love to see is my industry follow the lead of Google and Facebook and hire more Entrepreneurs, let them free and watch the positive impact this has on the traditional advertising industry.

Follow me on Twitter @GeoffJosey

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Does Pay Per Click (PPC) Advertising live up to the hype?

By now whether you sell online advertising or you are an advertiser we have all at some point come across pay per click (PPC) advertising most commonly Google pay per click or ad words. Just in case you require a definition I am talking about those ads at the top of Google that no one ever clicks on. Well maybe you do but I definitely don’t.

As recently as last week I was meeting with a client who works with a SEO/website optimization agency and I was told that the agency was recommending that they cancel the online advertising with me and increase their Google AdWords/PPC budget. My response was “so to them it’s only about clicks when people are searching through Google”? I then went to explain that from talking to the agency myself I had learned that the advertisers click through rate with my platform is equal to the PPC program and I didn’t even let him in on my secret now that we have added audience extension/retargeting to their campaign we are now at least doubling the PPC click through rate which I will share the next time we go over stats. I am not trying to say that online marketers should not have this presence or it is not valuable because it is especially since these are high quality clicks. What I am saying is if this is where an online strategy stops you will be left out in the cold.

First off I am going to explain what this client (a local car dealer) is doing with Metroland. They have a content marketing strategy with monthly content, online business profiles on our local news site and goldbook.ca, IP targeted video overlay impressions and a lot of them, audience extension/retargeting targeting those in the market for a new or used vehicle. Overall the program is performing very well with about 250,000 impressions being served up over the course of the year (yes that’s 250,000 sets of eyeballs) with a click thru rate between .2 and .7 percent depending on the month and promotion that we are running. The click thru rate is 2-7 times the national average so performing exceptionally well and of course there is the content on a high traffic local news site all searchable through Google which separates them from the competition and increases the brand awareness. I could add in the social media benefit but that is another blog. The early stats are showing hundreds of reads, the articles showing up on page one of Google and yes even more click thru’s to their site. You can’t get a more engaged click than one that comes from an article that was just read on a product or service their company provides. We also have profile views and yet again there have been hundreds of them and YouTube views on the video we produced and yep in the hundreds at this point.

I am not picking on Google I am actually a huge fan but if your online strategy is 100 per cent pay per click advertising you are missing out on online marketing platforms with many benefits such as the ones illustrated above. You are missing out on sales and valuable loyal customers that your competition who does have a strong platform is getting. Online advertising is about more than just clicks (read my previous blog “it’s about more than just the click”). Potential customers go online to find out information so they can become a more educated buyer, go to sites looking for online Flyers/Deals/Coupons, are reading news stories and this is just the tip of the iceberg. You need to have a platform where you become part of this experience and that includes platforms such as content marketing, video marketing, audience extension, retargeting, deal sites, mobile marketing, impressions the list goes on and on and yes Pay Per Click.

If PPC is all you are doing all you have is a deal so in other words you are looking for price shoppers selling based on price. Google‘s biggest strength after all is the content it provides so focus on becoming part of that experience more so than the paid ads. Isn’t it more likely that potential customers are typing in key words looking for more information so that they become a more informed buyer than to see who simply has the best price? I will end on this note as a business owner looking to attract customers who are surfing the web you will obtain loyal customers by getting them engaged in your product or service and the internet is the perfect place to do that. What you need to do is plan a well thought out online marketing strategy.

Follow me on twitter @geoffjosey

Previous Blogs

https://geoffjosey.wordpress.com/2015/01/22/online-advertising-click-thru-expectations/

https://geoffjosey.wordpress.com/2014/11/26/is-cross-border-online-shopping-becoming-canadian-retailers-biggest-threat/

https://geoffjosey.wordpress.com/2014/09/20/print-advertising-is-dead-i-guess-i-missed-the-memo/

https://geoffjosey.wordpress.com/2014/09/03/tis-the-season-if-you-work-in-advertising/

https://geoffjosey.wordpress.com/2014/08/23/online-advertising-its-about-more-than-just-the-click/

https://geoffjosey.wordpress.com/2014/08/17/multimedia-blog/

https://geoffjosey.wordpress.com/2014/08/17/have-local-business-interests-get-involved-in-the-community/

https://geoffjosey.wordpress.com/2014/08/12/using-twitter-as-a-business-tool/

https://geoffjosey.wordpress.com/2014/08/07/extreme-couponing-in-canada/

https://geoffjosey.wordpress.com/2014/09/27/why-all-small-and-medium-size-businesses-need-a-content-marketing-strategy/