The Influence Podcast was created with the idea to have engaging conversations with some of the marketing industry’s most entertaining, honest, and all-around awesome human beings. Check in with us weekly as host and The Influence Agency partner, Tom Yawney, chats with marketing professionals, influencers, managers, and digital personalities. The Influence Podcast is the must-listen podcast for marketing professionals everywhere.
The Influence Podcast is back for a special second season in collaboration with Collision, North America’s fastest-growing tech conference that will take place in Toronto June 20-23, 2022. Our host, Tom Yawney, is joined by Collision’s GM, Keith Wallace as they sit down with some of the conference’s most exciting and engaging main stage speakers in this special 7 episode series. Each week,Tom and Keith will be joined by a different guest discussing a range of topics including NFTs, the evolution of crypto, Influencer Marketing, Canada’s role in the start-up ecosystem, sustainability in tech and more.
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In the final episode of The Influence Podcast, Collision Edition, Tom and Keith are excited to welcome Toronto Mayor, John Tory. With Collision Conference right around the corner, Tom and Keith sit down with the Mayor of North America’s 4th largest city and discuss why Toronto was the perfect candidate for Collision Conference. They also discuss Mayor Tory’s vision for a post-pandemic Toronto- now the 3rd largest tech hub in North America and how conference’s like Collision play a key role in supporting this thriving tech scene.
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What is the difference between disinformation and misinformation? How is social media controlled in Russia? What happens in a cyber war? Today’s very special guest answers these and more in The Influence Podcast, Collision Edition Episode 5: The Digital Aspects of War.
Tom & Keith sit down with Garry Kasparov, a former Chess Grandmaster Champion turned Political Activist and outspoken Putin critic. Tune in as Garry discusses how Putin weaponized social media with the use of misinformation and how he predicted Putin’s invasion of Ukraine in 2016.
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What does Influencer Marketing look like in 2022? Once a novelty in the world of social media marketing it has evolved into a lucrative business model that has become ubiquitous across so many brands across many industries. So what’s the difference between Influencer Marketing vs Content Creator Marketing?
Anna Andersen is the Director of Influencer Marketing at Conde Nast, where she and her team work to marry the right influencer with the right advertising partner and the right publishing platform to deliver amazing results. Today on the podcast, Anna, Tom and Keith discuss how an Influencer has the potential to cross-over and become a ture content creator and develop successful partnerships with global brands.
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Keith once read somewhere that “if Web 1.0 was “read” and Web 2.0 was “write” then Web 3.0 is “own”, where users can collectively take ownership of their presence and assets on the internet.” If that’s still confusing to you, don’t worry, today’s guest is a mega-leader in the world of Web 3.0. Holly Zheng is the President and CEO of Blue Focus, a marketing technology company that runs on the inner workings of big data and social networks. On today’s show, Tom and Keith sit down with Holly to better understand the shift from Web 2.0 into Web 3.0 and discuss its impact on businesses across diverse sectors and how they can position themselves to thrive in a Web 3.0 environment.
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What does sustainability look like for the largest industrial manufacturing company in Europe? When you’re Peter Koerte, Chief Technology Officer and Chief Strategy Officer for Siemens you recognize it’s about innovation, which is achieved when you combine invention with commercialization. Today in episode 2 of The Influence Podcast, Collision Edition, Tom and Keith sit down with Peter and discuss his unique role at Siemens, how they are prioritizing sustainability through a number of diverse initiatives and what he thinks will make Digital Transformation successful in the future.
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Are you aiming to increase web traffic or grow your social media presence? Figure out why you’re leveraging paid media in the first place and build your strategy from there. Having clearly defined goals in mind will help you focus on your brand’s key priorities.
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Do the landing pages on your website effectively push visitors further down the sales funnel? If not, you’re letting potential customers slip through your fingers. Optimize each of your landing pages so that they nudge users towards converting.
The options are plenty when it comes to paid advertising, including Google, Meta, TikTok, LinkedIn, Microsoft, and Pinterest among others. Analyze who your target demographic is, research where it’s best to connect with them, and then target the platforms where you wish to build awareness.
If you’re ready to build your paid media ad campaign, you’ll find that it will be further broken down into “ad groups” to ensure more effective pay-per-click advertising. These ad groups house one or more ads that have similar targets or categories. Let’s say your brand’s website features categories such as clothing, shoes, and accessories. Creating ad groups according to keywords that fall under these categories will help the PPC system decide when to show ads for these products.
Retargeting ads are bound to succeed because it’s a second shot at a conversion. Visitors have shown interest in the product/service once before, and sometimes all it takes is a little reminder to push them to the checkout page. So don’t forget to retarget and aim better this time.
In the world of paid media, what works and what doesn’t? You’ll have to run A/B tests to find out! Whether you’re testing which keywords bring more traffic or which social platforms earn more ad engagement, you won’t find out what really works for your brand until you test it.
Revisit your initial goals. Did your efforts bring about the results you expected? Tracking results is an essential step in your brand’s paid advertising campaigns. The data you collect from currently running ads will help lay the foundation for your future campaigns.
After tracking your results, you’ll be able to see where adjustments are necessary. There’s always room for improvement, so keep striving to consistently resonate and build trust with your audience—it’s how to create paid ads that pay off.
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