Interview with the founder of the digital agency OMNICA
Performance marketing has become a key tool for companies looking for tangible results from their advertising campaigns. For those who manage coworking like Changes, generating targeted leads is crucial to support the growth of affiliates. In this talk between Lorenzo Grillo, co-founder of Changes Coworking, and Andrea Fiore, founder of the agency Omnica, we explore how to leverage performance marketing platforms and best practices to maximize conversions and business opportunities.
What is Performance Marketing?
Andrea describes performance marketing as a marketing strategy that aims to be results-oriented, measurable and traceable, to allow companies to accurately evaluate the return on investment (ROI). It is an approach that differs from traditional marketing precisely because of its ability to constantly optimize performance based on real data. The platforms used range from Google ADS to Meta ADS, through TikTok, LinkedIn and many others, but all with the aim of generating clear conversions, whether they are sales, contacts or qualified leads.
Andrea emphasizes that performance-based marketing is based on five fundamental pillars:
- Measurability: Every action can be tracked, allowing you to calculate the exact return on investment (ROI).
- Results oriented: All activities are carried out with a single purpose, to achieve business objectives.
- Targeting: Campaigns are designed to target a specific audience, thus improving the likelihood of conversion.
- Continuous optimization: The ability to adjust campaigns in real time is a big plus.
- Multi-channel approach: Leverage multiple channels to maximize visibility and engagement.
The importance of Changes Coworking for Start-Ups like OMNICA
Omnica is a young agency, founded in January 2023, that deals with performance marketing for a wide variety of clients. As Andrea points out, being a client of Changes Coworking has had a positive impact on the success of the company. Having a ready-made workspace, with all utilities and services included, has allowed the team to focus exclusively on growing the business, without having to worry about logistics or operational aspects. This type of approach, ideal for start-ups and small businesses, represents a huge advantage, especially in a phase in which resources and time are particularly precious.
Google ADS vs Meta ADS: Which is better?
One of the most common questions Andrea receives concerns the choice between Google ADS and Meta ADS. However, he emphasizes that asking which is better between the two is a mistake. It is not about choosing one or the other, but rather about adopting an approach multichannel that allows you to cover the entire customer purchasing journey. The main difference between the two tools is in the conscious question And latent demand.
Google ADS is perfect for intercepting users who already have a clear intention to purchase and who use the search engine to find a solution. On the other hand, Meta ADS (which includes Facebook and Instagram) is excellent for stimulating latent demand, that is, for creating interest in users who perhaps are not aware of having a need or who were not actively looking for a specific product or service.
Despite these differences, platforms are evolving to offer more flexible options. Google, for example, has expanded its tools to include YouTube and Gmail, offering the ability to reach users who are not just actively searching.
The Importance of Lead Management and the Role of CRM
Another key aspect that was discussed was lead management. In Changes, Lorenzo explains that every lead is contacted within the first two hours, which is essential to maximizing conversions. The speed at which a lead is contacted is often crucial to determining its effectiveness. A CRM (Customer Relationship Management) plays an essential role in this, helping companies track the lead lifecycle and ensure that each contact is handled in the right way, at the right time.
Andrea confirms the importance of CRM, especially when it comes to Lead Generation campaigns. Automation systems can keep contacts “warm”, preventing them from being forgotten or overlooked, while sales teams can focus on the most qualified leads and those most likely to convert.
TikTok ADS and the new Video Marketing scenario
TikTok has radically changed the way companies communicate through social media. Andrea explains that TikTok has revolutionized creativity, pushing other platforms to introduce shorter and faster videos, such as Instagram Reels. This platform, which initially had a very young target, is starting to become relevant for other audiences, but it is essential to understand if your target is present on this platform before investing.
Offline and Online Strategies: A Comprehensive Approach
Despite the focus on digital, Andrea emphasizes the importance of not underestimating offline marketing strategies. For Changes, for example, organizing events and networking among coworkers represent an added value. In fact, many times, direct and human contact can make the difference in converting a lead into a customer. Andrea himself says that he became a Changes customer thanks to the human interaction with Giulia, community manager and point of reference for the center of Rovigo.
Common Mistakes and Tips for Performance Marketing
In the final part of the talk, Andrea shares some common mistakes in performance marketing and offers advice on how to avoid them. One of the main mistakes is to think that there is a “magic formula” for the success of a campaign. There are no technical tricks that guarantee explosive results, but rather the key is to have a solid strategy based on real data. Another common mistake is not diversifying the channels and not optimizing the user experience post-click, such as poorly performing landing pages that fail to convert despite a good advertising campaign.
The talk between Lorenzo and Andrea offers a clear and comprehensive overview of the dynamics of performance marketing. From choosing the right channels to effectively managing leads, to the importance of human relationships, a complex but essential picture emerges for any company that wants to grow and succeed. Changes Coworking and Omnica are a practical example of how digital marketing and logistical support can work in synergy to achieve great goals.
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