paid social

Joining Host Chris Mechanic on today’s episode is a passionate, data-driven marketer with over 20 years of experience in marketing and communications. They’ve won 12 marketing awards including "The Innovator" award for the most creative use of Gong. Aviv Canaani is the VP of Marketing and Sales at Datarails. Aviv shares how to make B2B marketing less boring, the nuances of creating funny content your prospects love, and the unique marketing opportunities that startups have in SaaS verticals.

Takeaways:

• Note to marketers: B2B content does NOT have to be boring. Even if the brand or product you’re working on growing seems boring, the content you create for your prospects should not be boring.

• Marketers need to avoid falling into the trap of only sharing standardized messaging or a limited palette of content formats. 

• The key to getting your prospects excited about and engaged with your solution is to create fun and engaging content that your prospects want to give their attention to. Without this in mind, your marketing efforts become lost in the noise your prospects ignore every day. 

• In order to earn your potential customer's attention, what you create must be remarkable. For example, past Datarails’ content focused on highlighting product features, however, they have seen better ROI since building an internal media company to create amazing content. Datarails began producing memes that were relevant to professionals involved in FP&A (Financial Planning & Analysis) in target companies.

• Maintaining a certain level of quality in the ads and content you create is very important because, according to Aviv, “you need to create content that is good enough that your employees really want to share it.” Oftentimes, marketers have to beg their own co-workers to share online. Once employees are sharing content on their own, you know that you’ve created good-quality content. 

• Humor is not universal, meaning what is funny to you may not appeal to your ICP’s sense of humor. Achieving great results with content that is meant to be funny and relevant is reliant on how well you understand your audience. 

Quote of the Show:

• “I'm a strong proponent of the fact that B2B doesn't have to be ‘boring to boring’” - Aviv Canaani

Links:

• LinkedIn: https://www.linkedin.com/in/avivcanaani/ 

• Twitter: https://twitter.com/avivdc 

• Company website: https://www.datarails.com/ 

Shout Outs:

• Jonathan Marciano - Director of Communications at Datarails - https://www.linkedin.com/in/jonathan-marciano-b9328a1b/ 

• Hod Sivan - Director of User Acquisition at Datarails - https://www.linkedin.com/in/hodsivan/ 

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo 

• Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560 

• Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17 

• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz 

• iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/ 

• Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/ 

• YouTube: https://youtu.be/1dj7xfHo_QI 

The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/ 

The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth.

VISIT OUR WEBSITE: https://www.efficientspend.com/

CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/

CONNECT WITH MAOR: https://www.linkedin.com/in/maorsadra/

Having immigrated to Toronto from Lithuania as a young child and moved multiple times, Akvile is no stranger to adjusting to new situations. She’s taken those life experiences and the skills she learned from her many mentors over her career and turned them into numerous awards and a thriving social media advertising agency. Learn about the path that got her there and how she was gifted a client list to start her agency journey.

Episode Highlights

• [1:45] Akvile shares how her upbringing and educational background taught her how to communicate, demonstrate empathy, and help others overcome challenges.
• [8:23] What is a mentor to Akvile and where did she find her mentors?
• [11:34] A key mentor in Akvile's career took her under her wing and gave her a head start in focusing on her marketing career which culminated in founding AKvertise.
• [17:20] Akvile shares her insights on how she learned she was underpricing herself, and how a major mentor helped her restructure.
• [21:35] Why does Akvile think it’s important and fulfilling to mentor college students? How is this key to the continued success of the digital marketing world? 
• [25:58] Akvile shares the beauty and challenges of social media advertising: Finding ways to reach an audience that will most likely be interested in the products and services you’re trying to sell and getting that audience into your funnel. She defines this as targeting people instead of keywords.
• [29:54] Attribution and targeting options within the Meta advertising space have changed significantly over the years., and although the attribution in Meta is more model-based than true data, Akvile still confidently recommends it to her clients. 
• [33:30] If you’re a service provider and/or running your own agency, Akvile would recommend that you take part in both running and implementing campaigns as well as consulting.
• [39:18] Akvile shares that overcoming stage fright with Toastmaster led to the award she's most proud of and keeps within reaching distance on her desk - Toastmaster of the Year in 2017.

Episode Links

• AKvertise
• Akvile DeFazio’s LinkedIn
• Pamela Lund | That Pam Chick
• John Doherty
• Toastmasters
• Podcasts
  • Criminal
  • Sold a Story
  • The Daily by The New York Times

Follow The Digital Marketing Mentor:

• Website and Blog: thedmmentor.com
• Instagram: @thedmmentor
• Linkedin: @thedmmentor
• YouTube: @thedmmentor

Interested in Digital Marketing Services, Careers, or Courses? Check out more from the TDMM Family:

• Optidge.com - Full Service Digital Marketing Agency specializing in SEO, PPC, Paid Social, and Lead Generation efforts for established B2C and B2B businesses and organizations.
• ODEOacademy.com - Digital Marketing online education and course platform. ODEO gives you solid digital marketing knowledge to launch/boost your career or understand your business’s digital marketing strategy.

In this episode I’m joined by Sophie from our paid social team, to talk through the topic of account turnarounds. 

No matter how good you are, everyone working in paid media will at some point be faced with an account that has either gone a bit stagnant, or perhaps inherited an account that just isn’t performing as well as it should. 

So how should you approach these situations? Take a listen to this week’s episode to find out!

If you have a search around for information on how to approach paid social, you’ll be met with thousands of resources detailing the latest and greatest fancy strategies you can use. 

But rarely do we hear from the frontline team members that keep the day to day running, or even those who are starting their journey in paid social. 

For this episode we’re fixing this and speaking to one of our latest recruits, Halli Biggs who was brave enough to join the podcast to talk through her experiences.

Hey GrowGetters!

In this week’s episode, we are hosting a super useful, practical, and highly relevant Masterclass with Aussie business babe, Chelsea Berman.

Chelsea is the face and brains behind the super successful Social Media Marketing powerhouse, Blossom Media.

Blossom Media focuses on building go-to brands and creating vibing online communities using social media strategies that actually work (and won't take over your life!).

Chelsea has worked with dozens of brilliant brands in Australia, specialising in taking e-commerce brands to the next level through social media. And the coolest thing is that this whip-smart young Millennial has grown up living and breathing social media herself in real-time.

She has generated amazing results for her clients (like turning 1k into 100k through strategic Facebook advertising ), and crucially, teaches them to feel confident on social media.

Blossom Media has a bunch of kickass offerings, including Blossom’s signature e-guide “Paid Ads to Product Sales” which you can easily find at blossommedia.com.au and via the Gram @blossommedia. But most exciting Chelsea has just launched a Facebook ads course that’s guaranteed to get you started along your paid ads mastery journey.

Today we are so stoked to have Chelsea give GrowGetters listeners the 411 on all things Facebook Advertising - and how to use this marketing tool successfully for your organisation or business.

This episode is for you if you are thinking of, or have just started on your Facebook Ads journey, as you’ll get some secret sauce insider tips, advice, and strategies to help you to reach your goals!

So make yourself a cuppa, get comfy, and don’t forget your notebook.

PLUS

We have been building something super exciting...and that is the brand new GrowGetters Club. Are you looking to learn the most in-demand skills of the future! Do you want to join a circle of like-minded GrowGetters and be part of a movement of women ready to rise up, skill up, and be future-fit? Then if your answer is heck yes - join the waitlist today as the Club officially launches out of BETA in Q4 2021.

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