etracks-wordpress-website-blog-wide-feature3

We are looking for a part-time digital project manager / part-time content marketer based in Burlington, Oakville, Mississauga, Hamilton or Toronto to help us manage various digital projects including WordPress web design/builds and content marketing (social media images, posts, article writing e-books etc.

It’s an amazing opportunity to learn digital marketing from an expert! 

It’s a “work from your own home/office/workspace” job as we don’t maintain a formal group office. We are a nimble digital agency doing content marketing strategy, outsourced content marketing, lead generation, demand generation and web design, web development serving Burlington, Oakville, Mississauga, Toronto and Hamilton. We’ve been in business for 9 years.

HOURS: ~2 hrs per weekday (7-10 hours/week, during business hours (for collaborating with our team via web meetings and client meetings) and some work doable in evenings and on weekends. You need to be able to correspond online at least 3x day to keep things moving: before 10am, mid-day and end of day (4-6pm).  By corresponding online I mean hop on email and respond to clients or our team in a timely manner. It won’t work if you have a full-time day job. You need to be working as a contractor with the flexibility to be managing our work several times a day, even though it might only be for 10-20 mins each time. That’s essential to keeping the projects moving.

COMPENSATION: We are able to pay in the $30-40/hour range depending on your abilities and experience.

LOCATION: We’d prefer you to be somewhere in the western GTA area: Burlington, Oakville, Mississauga, Hamilton or Toronto.

THE WORK:

We manage outsourced content marketing for clients in the GTA, other parts of Canada and occasionally the US.

We need a local, digital project manager with some design talents who can manage clients & projects to keep them on time and on budget and keep the clients happy!

In a bit more detail that looks like the following:

  • Listen to the client needs and form a clear vision of what modern digital assets should be created to engage potential leads or consumers
  • Be able to write up a creative brief for designers and content producers
  • Manage the project to the timeline and budget and keep the client and me informed frequently

THE IDEAL PERSON:

We ideally need someone who meets these criteria:

  • Able to work from your home or a quiet space and provide your own computer, phone, internet access etc
  • Trustworthy, responsible, excellent planning & time management skills, never miss deadlines, extremely detail oriented, good communicator, good problem solver.
  • You would be comfortable and good at working directly with clients to understand their needs and keep them happy
  • Available for web meetings with me or my other account managers during the 8am to 9pm window, with a preference for 8am-5pm vs only evenings.
  • Very comfortable using web tools for collaboration, design, marketing, social media etc. Quick learner of digital systems and software.

NICE TO HAVE SKILLS:

  • WordPress for basic posting and editing. (You don’t need to be an expert, we have WordPress developers.)
  • You have a sense of good design and can use Photoshop for web image editing, resizing, optimizing for web resolutions etc.
  • Posting to social media via tools like Buffer, HootSuite (or similar ones)
  • Setting up email campaigns through tools like MailChimp.
  • Upwork or other similar tools.

HOW WE WORK:

  • We’d pay you on a time basis with all your time tracked in Harvest, the online time tracking and invoicing system we use.
  • We use Asana for our Project Management as well as Google Docs, Evernote, Dropbox, Upwork, MS Office, Adobe CS etc.
  • We are all on Macs and we all work from home.

OUR CLIENTS:

We are quite picky about who we work with and as such, I believe our clients are, on the whole, quite decent, reasonable people. (I know many agencies who can’t say that).

We do a fair bit of B2B work, most lead generation and have clients like software firms, lawyers, accountants, recruiters, and consultants.

We also do B2C work mostly focused on health food and supplements.  Have a look at our portfolio and you’ll get a sense of some of our work.

HOW TO APPLY:

To enquire please send me an email with your LinkedIn profile link and associated email address at [email protected]

The role would start after Aug 21, 2017.

We are looking for a part-time, work-from-your-own-home/office, front-end WordPress web developer to help us with projects. We are a nimble digital agency doing content marketing strategy, outsourced content marketing, lead generation, demand generation and web design, web development serving Burlington, Oakville, Mississauga, Toronto and Hamilton. We’ve been in business 9 years.

HOURS: ~3-5 hours/week to start, ideally mostly during business hours but open to some evening & weekend hours. Could be as much as 10 hrs per week during busy times.

LOCATION: You can be from anywhere in Canada but we’d prefer somewhere in the Ontario timezone vs BC.

COMPENSATION: We are able to pay in the $30-50/hour range depending on your abilities and experience.

THE WORK:

We need a local, native English speaking, responsive technical lead who can do the following for us:

  • Build out sites in WordPress and sometimes Shopify & Squarespace
  • Quick fixes in WordPress, often with css or layout issues, sliders, plugins etc.
  • Technical setup, work in cPanel or on the server: backups, restores, adding SFTP users, configuring new clients. We use WPEngine for most of our sites.
  • Research into best approaches, plugins, etc.
  • Keep us current on front end best practices and trends

THE IDEAL PERSON:

We ideally need someone who meets these criteria:

  • Very strong front end LAMP stack development skills in php, js, jquery. Strong experience in WordPress. Magento or Shopify would be helpful as well.
  • Able to work from your home or a quiet space and provide your own computer, phone, internet access etc
  • Trustworthy, responsible, extremely detail oriented, good communicator, good technical problem solver.
  • Available for web meetings with our account managers during the 8am to 9pm window, with a preference for 8am-5pm vs only evenings.
  • We’d pay you on a time basis with all your time tracked in Harvest, the online time tracking and invoicing system we use.
  • We use Asana for our Project Management as well as Google Docs, Evernote, Dropbox.
  • We are all on Macs and we all work from home: one in Burlington and one in downtown Toronto.

How to apply to be our WordPress Web Developer:

To enquire please email me at [email protected] and make sure to include a link to your LinkedIn profile and links to any work you want to show me. I will only reply to those applicants I am interested in pursuing. I won’t reply to any offshore candidates or agencies – that’s not what I’m looking for here so don’t waste your time.  Thanks!

A short video I made interviewing Marcel LeBrun giving business advice for startups. Please excuse the focus issues. I was hand-holding my iPhone 🙂

Jonathan: So I’m here with Marcel LeBrun. Marcel is one of the cofounders and was the CEO of Radian 6 before it was acquired by SalesForce. I appreciate this chance to chat to you for a few minutes.

If I asked you to give advice to the owner of a software company that is at least one million in revenue, what advice would you give to them, what’s the one thing you would say to them?

Marcel: Well, I think every situation is different, of course, and so every company is going to have its challenges depending on what their vision is, how big their market is and all of that. But, if they are at a million dollar run rate and growing, a lot of software companies start with the product vision, the founders have a view of this need they want to address in the market and obviously there has been some degree of validation, some degree of sales and some degree of growth around that. And, I think that a big thing that I see separating companies that make it to 1 million or make it to 10 million or make it to 100 million is sales execution. And, being a product person myself, I always focused on having the best product, just making sure your product is remarkable, really meeting needs with your customers but I learned that sales execution is what really earns you the right to continue to invest in your product, to be able to reach those next levels. And so it’s an area where you can stumble a little bit on your product and a competitor moves forward, and you’re behind then you get back ahead and you catch up and you’ll get all of that right but on sales execution you can’t really miss and you just have to get that equation right. And, a lot of times that’s an area where I see organizations struggling, so really figuring out the discipline that you need, very much understanding your cost of customer acquisition, the type of sales people that you need, the type of sales leadership that you need, the processes that you need, and the top management focus, how much time you as a CEO are spending on customers and selling. And then the number two thing behind that is customer success, which is making sure that they stay with you after you acquire them, and then really what you’re doing with your product.

Jonathan: Some of my clients who are in this situation have said to me, can I divert money towards inbound marketing that takes the place of a really expensive sales guy so that the leads are coming into me. What would you say to someone who’s thinking of going down that path?

Marcel: Well, I’m a big fan of inbound marketing and I’m a big fan of just good sales execution. I think that you need both. Various types of market lend themselves more or less to different types of marketing. If you have a product that sells into a broad base of customers who tend to communicate with each other a lot you can generate a lot of positive word of mouth which start to become the answer. I’m a big fan of inbound marketing. I think the way you do inbound marketing is by leading with a vision, what you care about. You’re changing the world, this is how you view the world, and oh yeah, by the way, we have a product that helps you to do that as opposed to you’re out there just kind of barking around what your product is all of the time. You’re actually out there leading the community’s thinking, everybody starts to hook on to your leadership, and then they like what you’re about and what you believe and then that just tends to lend itself to people wanting to work with you. And, that drives inbound marketing and then, of course, behind it you can have content marketing strategies where you’re publishing things, but I’m a fan of publishing thought leadership, not so much product features and those kind of things. So that’s really important. But you also need sales execution. Inbound is great to bring in interest but now you have to be able to turn that into a closed opportunity and also turn it into a three times larger opportunity. So, a lot of times if you just focus on inbound, and you don’t invest in that sales skill, you might close a small transaction, but if you know what you’re doing you can really grow that into a big transaction and create more strategic relationships with customers.

Jonathan: What do you think the hardest part of good sales execution is; is it the right software to manage it, having the right process, having the right sales person, a combination of all of those. Which in your mind is the hardest nut to crack?

Marcel: I think the hardest nut to crack in sales execution is sales leadership. I think if you have the right sales leader who knows how to set the cadence, all those things that you mentioned, whether it is the technology used, the processes, all those kinds of things, the skills that you hire, but the right sales leader who knows the kind of profile of the sales person you need, how to create the cadence on the team – it’s really just blocking and tackling. But, also I think that at the top as well, if a significant percentage of time at the executive team is not spent on sales, I always see it tend to struggle. And it’s hard for some CEOs to be, if they are not naturally a sales person, but they need the team around them that can use them and make them a sales person. They may not be the one that’s doing all the blocking and tackling but they’re the one that, they need to spend, in my view, half their time or more in front of customers. And if they’re not the one that’s good at picking up the phone and setting up the meetings, they need that skill around them that they need to be engaged themselves.

Jonathan: How much time did you spend doing sales over the years from your first year to as it matured?

Marcel: Well, in the early days I don’t think there was a single customer, single significant customer, that we closed that didn’t have the involvement of almost all of our executive team just because it’s so relationship based. You’re not yet a large organization so they want to know who they are getting in business with and all that. But then as your company grows, that’s when the temptation is to delegate it to other people, you’ve got lots of sales people now; you’re not involved as much. And then you can risk losing touch with what the voice of the customer is, their needs, how you’re positioned, the feedback that you have, how you’re perceived in the market, and all that. So you can’t really ever lose that and I think I’ve learned by watching great leaders that seem to never stop visiting customers all the time, its always part of their thing. Now they might over time only get involved with the larger opportunities or the more strategic customers, that kind of thing, but they’re always selling.

Jonathan: Thanks so much, Marcel, really appreciate it.

PPC-Agency-Toronto-Jonathan-Burns

Are you looking for a PPC Agency in Toronto? Do you invest a minimum of $5,000 a month on AdWords? Then we are the right Google AdWords expert team to enable you to improve your Cost Of Acquisition.

PPC Agency Toronto

Jonathan Burns is our AdWords Strategist. He is a former Procter & Gamble Brand Manager,  AdWords Certified and has been managing complex AdWords campaigns for 5 years.

 

AdWords-Expert-Toronto-Jonathan_Burns

Are you looking for a Google AdWords Expert in Toronto? Do you spend at least $3,000 a month on AdWords? Then we are the right Google AdWords expert team to help you improve your Cost Of Acquisition.

AdWords Expert Toronto

Jonathan Burns is our key AdWords Strategist, is AdWords Certified and has been managing complex AdWords campaigns for 5 years.

As of March 2013 I have stopped running monthly workshops for Our Digital Coach in Toronto and Oakville. Although I had some loyal paying members, I didn’t have enough to justify the work it was taking me to keep the program running. I was disappointed to have to close down the workshops but that’s just part of life as an entrepreneur. You try things, and some work and other don’t. I will continue to be available to agencies and firms for onsite group training to their staff. I have some exciting new projects I’m working on and I will keep you posted as I am able.

Nick SerjeantOn February 6th I had Nick Serjeant from Facebook Canada as my special guest presenter at my Our Digital Coach workshop in Toronto. We had 14 agency executives and marketers and Nick took us behind the scenes and shared some of Facebook’s insider information. My biggest takeaways were:

  • It’s a waste of money to spend a lot of your budget on fancy third-party apps that give you extra tabs and functionality on your Facebook brand page. The percentage of your fan base that ever visits your page is tiny. Most of your fans will interact with your content (the content you post off your page) in their newsfeed. So you need to spend your time and money developing an amazing content strategy so your posts get read, and more importantly, don’t get hidden by the user. 
  • Gimmicky fans are bad for your brand and your marketing ROI. Gimmicky fans are fans that liked you, not because of who you are and your content, but because you incented them to like you. Here’s why they are bad for you: On average a brand can expect about 16% organic reach to their fan base through the news feed. This means that if a brand has 100 fans, every time the brand posts, 16 people will see the post organically in their new feed. However, the Facebook algorythm adjusts this number based on how users react to your content. If users “hide” your brand from their feed, the algorythm adjusts and your posts get shown less and less often. So that 16% drops and can drop all the way to 0%. Now why would a user hide you from their newsfeed? Because they aren’t interested in your content! So fans who liked you only to get a contest entry or something similar are very likely to hide you and this will affect your organic newsfeed exposure to all your fans, even the ones who like you for your content. So those gimmicky fans end up killing the viral spread of your branding that you came to Facebook for in the firstplace. 
  • Email marketing delivers higher organic reach and better branding opportunities than Facebook (on average). Most brands are under the illusion that when they post a fair number of their fans will see their post. I bet most brands think it’s in the 50-70% of the fans range. It’s a bit of a harsh reality check to find it’s only 16%. But if you think about your own newsfeed and how much brand content you bother to read, it’s not surprising. Many good email lists have open rates better than 16% and you get way more space in an email for brand messaging. This is why I advise most businesses to prioritize building their email lists ahead of their social media efforts. This doesn’t mean that Facebook marketing is a waste of time, just that I’d recommend you excel at email marketing first. What I wonder, and don’t have data for at hand, is whether younger people are on social media more than email and so my advice is valid if your target skews over 30 but if your target is teens and 20 year olds then social media might have better organic reach than email. Something to look into.
  • Paid media on Facebook was a key driven of brand success in all the case studies shared. The main way to increase your reach beyond the 16% organic is paid Facebook media and, not surprisingly, all the case studies Facebook shared involved brands who invested in paid media on Facebook to reach a much higher percentage of their fans than 16%. In the Facebook brand promotions I have run for CPG brands, this has definitely been the case. The implication is that you better allocate a decent paid media budget for your Facebook marketing if you want enough reach.
  • You need an inspiring content strategy that will deliver lightweight, authentic content into people’s news feeds. This topic deserves its own separate post but I found it helpful to dwell on the keywords inspiring, lightweight and authentic. So many brands violate these principles and I found them to be a nice simple guideline. Look out for a future post on developing your content strategy for Facebook.

 

 

Last week we talked about defining success with Google AdWords. Today I’m going to go into more detail on the average Cost of Acquisition and the Average Net Lifetime Value and why these numbers are so important.

When I start Google AdWords campaign for clients one of the first things I try to find out is whether the client knows what their average Cost Of Acquisition (COA) is in any other channels they are using, or the Average Net Lifetime Value (ANLTV) of a customer.  Almost always I find that clients have no idea. They have never bothered to calculate them, or on the rare occasion that they have calculated their COA, they have left out real costs like their time or staff time, especially for time intensive marketing approaches like trade shows or events. The reason it’s important to have some comparative COA and ANLTV numbers is that it helps you form a more accurate judgement about the cost of acquisition that you will pay in Google AdWords.

For example: I had one client that after a few weeks of testing discovered that their cost of acquisition for a new lead by a Google AdWord was around $20. They thought this was expensive and wanted to pull the plug on Google AdWords. After helping them analyze the data from their other marketing programs which included outdoor signage, direct mail and events, we worked out that in the previous year their average cost of acquisition was in the $300-$500 range. Suddenly $20 looked really good and Google AdWords was a positive initiative.

Check out my list of the top 9 mistakes people make with Google Adwords.