Welcome to the Marketing Lego Thought Leader Interview. Today, we will speak with Abdo Mazloum, Founder and CEO of WebTmize, about his journey and how he came up with his marketing agency. We will also discuss valuable insights on PPC, Programmatic Ads, SEO, and more.
Hello, everyone, and welcome to another marketing Legos thought leader interview. My name is Harshit, and I’m the Director of Business Alliances of two amazing marketing SaaS tools, RankWatch and WebSignal. Today, my special guest is a highly experienced digital marketing and analytics expert, Founder, and CEO of the marketing agency WebTmize. Abdu, a big welcome to you, buddy. I’m so happy to have you today.
Perfect. Abdu, let’s talk about your journey, man. How were you as a child, and how did you get to where you are now running your marketing agency?
Let’s talk a bit about your professional journey as well. After you’ve done college in Canada, after your graduation, how exactly did your professional journey get started? And the most important thing is to get to that key to start your engagement.
Let’s talk about the core service offerings of your agency. What good work do you do right now?
And Adu, which particular niche do you enjoy working with? Is it SEO? Is it PPC? Do you enjoy working on mobile? Or any other marketing or specific niche?
That’s true. I was asking more or less on a personal level. Do you know what? Do you enjoy learning and implementing? I know that in today’s world, omnichannel is a need because your audience is everywhere, and you want to touch base at the highest level possible. Right? As a person of preference more than anything. I enjoy SEO a lot. Even though I have no grudges with PPC, I also love it. But my personal preference is this. Anything like that with you?
Let’s talk about who is an ideal fit for your agency and who it is from a customer point of view. Is there any specific industry that you tend to work with?
Got you. And how do the client onboarding and the first 30 days look like? What processes do you have?
Got you. Abdo, any specific client management system you have in place for timely communicating with the client and anything that you use on those lines?
What’s anything specific that you’re doing for client retention? Because I’ve seen in the industry that when you have a service, especially in the agency environment, lead generation is always a problem for the agency owners. Are there any specific programs you have for customer retention?
And most of the time, for you as well.
That’s true. Let’s talk about some of the common mistakes you see while onboarding a new client, which must have been done previously when it comes to Google. You have set up and can walk conversion or anything on those?
I know a lot of agencies say that word.
And Abdu, I’ve also seen this particular model in one more vertical website design. Many agencies need to share their logins or CMS or hosting logins, but not entirely like this. We can control some aspects of it, but only partially. So, many countries like Australia and the US.
I would perceive it as you don’t have confidence in your business model; in your processes, you can be getting the customer. These problems were so irritating for them that they could not get hold of their product even after that. Something people shouldn’t do, unfortunately. Not a clear word. So yeah. Abdu, because you’re doing both, you have the omnichannel approach; you do SEO and PPC. And to be honest, in today’s landscape, both of them are like you cannot survive with just one thing. It would be best if you focused your energies on both things. How do you synergize between your PPC and your SEO effort? Are there any tips around that?
Then, the businesses that are pretty established, and we usually recommend an SEO audit, if they have a reasonable run rate, they’re already doing over a million dollars online and e-commerce sales, then if they’ve never done any SEO, ideally do an SEO audit, identify the issues. We go through a checklist of items, 40-plus items. You check all that bad stuff. Most of the time, I’d say 99% of the time, there are always optimizations to be made. So, you present that to the client, who appreciates that you’ve looked at it from multiple angles. These are some things that you can improve. The client, sometimes they say, Okay, we appreciate this. We’re going to take care of it. Sometimes, they say, Oh, can you help us with the implementation? We go on with them on a monthly retainer, implementing a certain number of hours to improve their overall SEO and UX content strategy. If they’re missing some content they want to rank for specific keywords, then we get to link building afterward. This is like a step. Let’s clean the house first before we get into external stuff. That’s generally the approach on the SEO side.
If they’re established, the assumption is that they already have a constant flow of paid media. You look at what percentage of revenue it is, like the cost of media. Does it represent 5%, 10%, 20% or more? You can make recommendations there and see how they can optimize the investment balance into media, output, and revenue. That’s generally on the e-commerce side. B2b is different. We have some clients on the B2B side, too. It’s more on the CBA side. If it’s a software company, you’re looking at booking demos, downloading white papers webinars, looking at the CPA basis, what’s the cost to acquire that lead? And then looking at the journey, if you have a platform in a place like a CRM, like HubSpot, we think it’s one of the best for the B2B space, you look at the whole cycle from acquiring that lead, becoming a marketing qualified lead, a sales qualified lead, then becoming a client, and then ideally becoming a champion that’s going to refer you more clients after and look at the ROI over time from that client.
Excellent. And when it comes to the implementation part, do you have a person in-house who takes care of all of those technical, resolving one client side, and so on?
Let’s talk more about that. How do you measure the performance of an ad? Which KPIs do you keep track of actively? And how can your improvement process work? Please tell us about that.
The Evergreen campaigns, keep doing those campaigns. You have your branded search, non-branded search, shopping if you’re in e-commerce, and remarketing campaigns set up correctly. DPA is enabled on social media. You have all those campaigns, and then you start adding new stuff, like a performance max that just came out, and you test it. You test, learn, reiterate, adjust. If you can keep 10% of your overall budget for experiments and not have a minimal ROI on that 10% of the budget, that would be the best-case scenario. Some clients invest even more in experiments.
Abdu, since you work with multiple channels, Google ads are one; Facebook ads could be another than programmatic, all of those. Is there any help with the attribution and calculating that accurately? And if there are, how do we overcome those situations?
The challenge here is that when you need to meet the correct attributes, you must make a pretty intelligent marketing decision for that channel. That is a significant burden.
It’s a big pain point, man.
That’s true. I just thought of that usually. Do you know what most of the brands still do? They leverage the agency for a specific chance. If someone is good and ready as CEO, they will outsource that operation. So, that is the agency. That was give it one say. I didn’t book ads. That you would do the second party. The idea of the brand is to diversify and get the best expertise. But then again, it becomes a big point for those individual experts and the agency that you’re trying to train that traction again. Because then there are tons of overlaps. That’s something like studying the buyer journey and trying to figure those out so that some good engine running can help you do better. That’s again what I’m trying to do just from… Yeah, Abit, just like you mentioned, you study the KPIs, whether it’s matching or whether the artist is performing well. Then, one of the most significant talks to it is a landing page experience for the visitor that helps. If that is, your conversion rate for that campaign will be terrible. Do you have any tips to improve your landing page experience? And a few tips to increase the ad quality?
Yeah, that’s true. Let’s talk about programmatic advertising campaigns. Here are a few tips for launching a successful campaign and any tool recommendations that you would do for a beginner on this page.
We enjoy our partnership with them, and the platforms they’re doing all the updates and the engineers behind the product are impressive.
And what’s the minimum budget for them to start using these platforms?
Let’s talk about one of the most successful case studies that you have had. There’s been around seven years of the agency as well for you.
Sure, there must be one good ready where you’re trying to skin it.
There’s openness over time that they’re open to try new things. They adopted new products that served us really well. For example, we started with Smart Shopping and saw excellent results in the beginning before everybody else was on Smart Shopping. With clients like that, you can make a difference and scale things up with new products and new betas and make a difference. One thing the client gets used to is excellent results; everybody else is on those new products. You can’t maintain the same profitability and the same results. We always have to keep innovating and suggesting new stuff and be at the forefront with cutting-edge technology on an ongoing basis so that clients appreciate the service from an agency and justify ourselves as agencies. You must always be on top of it at the cutting edge, or else you’ll fail as an agency.
Whatever you’re doing today will not work after the year. I completely agree with you. It would be best if you kept on innovating. It would be best to see new opportunities to deliver the best outcome.
And any horror story or lesson that you’ve learned from that these past seven years?
They may need systems to handle it altogether or resources to fulfill it.
Abdu, I won’t even call it a horror story. I know from a business point of view, excluding digital marketing agencies and the whole digital marketing niche, which we saw both. At least most of them could be more industry-delimited, say, just marketing, hospitality, industry, etc. But anyone doing broad and tapping e-commerce specifically saw both as significant, to be honest. All of that happened was good revenue, good increase, and even their remote employees. But yeah, in fact, for me as well, I’ve been fortunate enough to be part of an industry that didn’t see that decline at all. And I hope the same works for you as well.
We’re coming to an end here. And I would like to have a quick rapid fire with you. Are you ready for that?
It could be one word, could be multiple words answers.
What’s something new happening professionally in your life?
At what age do you want to retire?
What’s something you can eat for a week straight?
What did you dream of becoming?
What’s your inspiration and why?
Any one of your favourites?
What is your last Google search?
Thank you so much for all the wisdom and the tips. I appreciate your time. Thank you.
That was a brilliant session.
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