In this week’s episode of Growth Interviews, we invite you to join our podcast conversation with Luca Senatore, a dynamic speaker and digital marketing expert rated #5 Top International PPC Expert and #21 Most Influential PPC Expert 2015 and 2016.
Welcome to Growth Interviews!
Welcome to Growth Interviews, the fun, stimulating and engaging series of conversations driven by digital business growth. Our mission is to provide valuable insights from the eCommerce arena, and each episode is a fascinating quest into the best-kept business secrets and money-making strategies of an insightful world-class expert.
Author of “The Agency: BUILD – GROW – REPEAT: How To Build a Remarkable Digital Agency Business That Wins and Keeps Clients” Luca Senatore, director at multi-award-winning digital agency Genie Goals, went from speaking no English and being fired from a kitchen porter role to building and growing seven successful businesses, positively impacting thousands of people in the process.
Luca is known for his high-energy, action-packed and no-nonsense speaking style; he shares high quality content at key events worldwide such as PMI, SEMrush, Web Summit, PPC Experts, and many more helping Genie Goals establish itself as thought-leader and true authority in the performance marketing sector. Luca and his team working with top clients are one of the very few Premier Partners at Google and winners of the Ready to Rock Google award.
The talk with Luca Senatore is like a surprise gift box, full of the latest perks in digital marketing, business and leadership. The best 15 minutes you will spend all day!
Here are the biggest takeaways:
- The becoming of an expert – 00.33
- Growth ideas for eCommerce players – 03.02
- How to successfully build and grow a performance agency – 05.42
- Secrets of customer retention – 07.10
- Experience as the most important teacher – 11.20
The Birth of an Expert
Luca Senatore earned his stripes in the tough battleground of marketing even before the age of digital. In 2004, he first started experimenting with Google Ads and, many years later, in 2013, he became CEO of Genie Goals, one of the best performing agencies in the UK and Europe.
In this latest episode of Growth Interviews, Luca confesses that from the early beginnings of digital, he knew that it was the natural path for him. That special area of deep inspiration, excitement and fulfillment is, for him, digital marketing.
With Genie Goals, Luca does performance marketing for eCommerce only, a vast space that offers new challenges and opportunities every day. During our talk, he went deeper into these challenges, pointing out that the greatest are measurement and attribution with channels such as Google, Instagram and Facebook, which for e-commerce businesses are vital.
Growth Ideas for eCommerce Players
There is one word that is never far from the mind of an e-commerce player: ‘growth’. While talking with Luca, we picked up three growth ideas that no other expert has shared before.
The first of these ideas is, “Hire a brand guardian!”. A brand guardian, in essence, is the person within a brand who understands that brand inside-out, along with its mission, vision and intricacies. This kind of expert will know what the company needs to adopt, what to get rid of, and what is the best direction for development. Most importantly, that brand guardian should be the single point of contact and management for all the marketing activities, so that everything runs smoothly.
The second idea we discussed with Luca Senatore is one beyond the e-commerce realm. Our guest expert believes that it is very important to build a unique culture within the organization, one that trickles down the DNA and spreads to all employees, because it is crucial for everyone to be aiming at the same thing.
The third one is not so much an idea as a way of thinking, which begins with a question: “What can we do that nobody else is doing?” Luca Senatore’s framework goes in two directions. One direction is working shoulder-to-shoulder with the client to engage the customers and improve what is already there, in order to keep the money coming in, and which should take around 80% of the time and effort. The other is to use the remaining 20% for continuous testing and trying out new things. A permanent state of testing keeps any e-commerce ahead of the competition and, as Luca explained, from that unexplored territory, from playing with ideas, something really good always comes out.
Growing an Amazing Performance Agency
Talking about the best way of building a successful agency, Luca told us that for him and his team at Genie Goals, it’s not only about good performance but also about building a performance model for every client. His approach is one of full involvement, as a result of which they moved from being just a marketing or performance agency to being a business agency.
Communication is key in Luca’s process of evaluating the status of clients’ businesses. From customer profile, target and margins, up to the organizational structure, Luca and his team are fully involved in the entire business and always coming with end-to-end solutions. Their ultimate goal is the fixing of customer problems and helping those customers gain the best tactical position in the digital battle of smart e-commerce.
Secrets of Customer Retention
Now, more than ever, customers have a plethora of buying choices, making fidelity increasingly volatile. Retaining customers is becoming more and more important, and everything a company can do to improve customer acquisition has become a vital pillar in any e-commerce strategy. The matter is on all experts’ lips, and Luca Senatore shared with us a few of his award-winning tactics for retaining customers. “Make it easy for them to buy” is the first piece of advice. A fulfilling shopping experience that runs smoothly is the first thing a client will remember and will, therefore, be the first preference for the next time. Secondly, after-sales communication is very important in preparing the next sale and gathering important information about the customer. The deeper the communication goes and the more personalized it gets, the better. Meaningful relationships are crucial for brand awareness and customer retention, which in turn transform regular clients into true brand supporters.
Experience as the Most Important Teacher
Luca Senatore made Genie Goals into not just an agency but a digital marketing family with a unique methodology that has already signed up several global brands. Their success is evident, so we asked for the secret recipe. Empowering a team is one of the most important things a leader should do. In Luca’s vision, we only matter as a team, and the measure of the team is the measure of its clients’ success. Of what we do, 80% doesn’t matter. What individuals know is not so important. Teams do matter, and he has proved they make the difference.
Another important point is that no one, especially digital entrepreneurs, should be afraid of testing and experimenting with new ideas. It is only by creating a different perspective that people are able to innovate, and this is crucial in our fast-moving digital world. The difference is made by real experience, so instead of waiting for things to be perfect and postponing the launch of products into the market, digital entrepreneurs should delegate faster and be more willing to perfect things on the run, in ‘live’ mode.
Success is the measure of passion and passion is the measure of success. The world of digital is ever-changing. Something new comes onto the market every day. This can add more pressure – or more delight. It all depends on one’s point of view, which is one of the reasons why anyone comes into this space and becomes a digital entrepreneur. The vastness of the digital world leaves room for everything one can imagine, but whatever one chooses, it must be done with passion and true dedication to the client, or not at all.
We hope you enjoyed our video interview with Luca Senatore.
For more valuable insights, make sure you come back to check out our next Growth Interviews as well.
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