PPC with YRV Dynamics

100+ Layoffs Already Before OMD's Acquisition of IPG

Yousaf Yunes discusses the implications of IPG's takeover by OMD, focusing on the immediate layoffs and the long-term effects on employees. He emphasizes the importance of client relationships in the agency world and the challenges faced by older employees in maintaining their positions. Yousaf also highlights the strategic motivations behind agency mergers, primarily centered around client acquisition rather than talent. He concludes with advice for younger professionals on planning their careers and considering entrepreneurship as a viable path.

takeaways

• Over a hundred employees have already been laid off due to the takeover.
• The layoffs could reach into the thousands as the merger progresses.
• It's rare for employees to retire from large agencies; turnover is high.
• Younger employees dominate the workforce in big agencies, making it tough for older employees.
• The primary motivation for agency mergers is client acquisition, not talent.
• Employees should focus on building strong client relationships to secure their positions.
• Older employees need to consider their long-term career strategies in the agency world.
• Starting your own business can be a viable option for older professionals.
• Networking and staying updated on industry trends is crucial for career longevity.
• Having an exit plan is essential for those in their thirties and beyond.

Sound Bites

• "You won't retire there."
• "Have your resume ready."

Chapters

00:00 The Impact of IPG's Takeover by OMD

02:55 Navigating Agency Life: Age and Employment

05:47 Client Acquisition: The Real Reason Behind Mergers

08:53 Planning for the Future: Exit Strategies in Advertising

OMD Buying IPG: Navigating Corporate Takeovers

Yousaf discusses his experiences in the media industry, particularly focusing on corporate takeovers, agency politics, and the importance of leadership in navigating career challenges. He shares personal anecdotes from his time at IPG and other agencies, emphasizing the need for strong client relationships and adaptability in a rapidly changing corporate landscape. Yousaf also reflects on the evolution of company loyalty and the necessity of having a side hustle in today's job market.

 

takeaways

• OMG Omnicom Media Group's acquisition of IPG is significant.
• Agency politics can heavily influence career trajectories.
• Building strong relationships is crucial in agency work.
• Being indispensable can lead to career stagnation.
• Adaptability is key in the face of corporate changes.
• Maintaining a diverse portfolio of clients is essential.
• Leadership should be demonstrated before and after reviews.
• Company loyalty has diminished in recent years.
• Having a side hustle is now a necessity.
• Visibility and proactivity can help mitigate layoffs.

titles

• Navigating Corporate Takeovers in Media
• The Politics of Agency Life

Sound Bites

• "What comes around goes around"
• "Lead an account, lead meetings"
• "I never worked at OMG though"

Chapters

00:00Corporate Takeovers and Personal Experiences

09:21Navigating Agency Politics and Career Growth

12:25Leadership and Client Relationships in Agencies

Agency Service Vendors Need to Stop Spamming

Yousaf expresses his frustration with vendors who reach out for lead generation, emphasizing the importance of building relationships and focusing on contracts rather than leads. He discusses the ineffectiveness of traditional lead generation services and advocates for a community-driven approach to client acquisition. Yousaf highlights the need for genuine connections and the value of offering expertise and advice to potential clients, rather than simply pushing for sales.

 

takeaways

• Vendor outreach can be annoying and ineffective.
• Leads are not as valuable as contracts.
• Building a community leads to client growth.
• Offering free advice builds relationships.
• Salespeople should focus on retainers, not just leads.
• Lead generation services often lack genuine value.
• Expertise and visibility are crucial for freelancers.
• Relationships with competitors can be beneficial.
• A community-driven approach is more effective.
• Understanding client needs is key to successful outreach.

titles

Chapters

00:00 The Annoyance of Vendor Outreach

06:04 Building Relationships and Community

11:52 The Importance of Retainers and Contracts

My Thoughts on Client Discounts

Yousaf discusses the complexities of client discounts in small business and freelance work. He shares personal experiences with clients requesting discounts and emphasizes the importance of establishing a mutual commitment when offering discounts. The conversation highlights the need for clear communication and the significance of negotiating with business owners rather than intermediaries. Yousaf also stresses the value of rewarding good clients and maintaining healthy business relationships.

takeaways

• Clients often request discounts, which is a common scenario.
• It's essential to have a process in place for handling payment issues.
• Offering discounts should come with a clear understanding of mutual benefits.
• Establishing a commitment from clients is crucial when providing discounts.
• Good communication with clients can prevent misunderstandings.
• Rewarding loyal clients can strengthen business relationships.
• Negotiating with the business owner ensures clarity and commitment.
• Discounts should be given thoughtfully and strategically.
• Maintaining a good rapport with clients is vital for long-term success.
• It's important to assess whether a client is worth the discount based on their potential for future business.

titles

• Mastering Client Discounts: Strategies for Small Businesses
• The Art of Negotiating Discounts with Clients

Sound Bites

• "I deserve a discount."
• "You need to negotiate with the owner of the business."
• "Make sure they're cool people."

Chapters

00:00 Navigating Client Discounts in Business

06:38 The Importance of Client Commitment and Agreements

Every Relationship Moving Forward Matters

Yousaf Yunes discusses the importance of building relationships in the industry, particularly with competitors. He emphasizes that networking can lead to profitable ventures and that being helpful and friendly is crucial for success. Yousaf shares his experiences with platforms like Upwork and Fiverr, highlighting the need to establish connections rather than just focusing on transactions. He advocates for collaboration and mutual support among agencies to strengthen the industry as a whole.

• Building relationships is key to success in the industry.
• Networking with competitors can lead to profitable opportunities.
• Imitation can be a form of flattery and inspiration.
• Being helpful and friendly attracts clients.
• Every relationship, no matter how small, matters.
• Focus on building a community rather than just transactions.
• People prefer to work with those they find approachable.
• Utilizing platforms like Upwork requires a strategic approach.
• Collaboration can enhance the strength of the industry.
• Networking can provide alternative revenue streams beyond direct clients.

Sound Bites

• "Every relationship matters."
• "Help people, my friends."

Chapters

00:00 Building Relationships in the Industry

02:59 Networking with Competitors

05:55 The Importance of Being Helpful

08:54 Navigating Freelance Platforms

12:14 The Power of Collaboration

Permanent Campaigning: Feeding Your Community

Yousaf discusses the concept of 'permanent campaigning' as a strategy for both political campaigns and marketing. He emphasizes the importance of consistent content creation and engagement to build a community and grow an audience. By sharing personal experiences and insights, he illustrates how a permanent campaign mindset can lead to collaboration and networking opportunities, ultimately benefiting business growth.

 

takeaways

• Permanent campaigning is essential for political and marketing success.
• Consistent content creation keeps the audience engaged.
• Small businesses must commit to regular posting to build an audience.
• Engagement is key to growing a community.
• Collaboration can lead to new opportunities and insights.
• A permanent campaign mindset helps in maintaining audience interest.
• Content doesn't have to be perfect; it just needs to be consistent.
• Social media presence should reflect the brand's expertise.
• Building a community is akin to nurturing plants; it requires care and attention.
• Regular interaction with the audience fosters loyalty and growth.

titles

• The Power of Permanent Campaigning
• Creating a Consistent Content Strategy

Sound Bites

• "This is an appetite."
• "You have to make sure you're there."
• "What's your permanent campaign?"

Chapters

00:00 The Concept of Permanent Campaigning

05:20 The Importance of Consistency in Content Creation

If You're Not an Expert, Then Get the F*CK Out

Yousaf Yunes discusses the critical importance of being an expert in one's field, particularly in PPC and digital marketing. He emphasizes the detrimental effects of misrepresentation and the need for proper mentorship and training. The conversation also highlights clients' responsibilities in managing expectations and the importance of following expert recommendations to succeed. Yousaf shares personal anecdotes to illustrate these points and stresses that true expertise is demonstrated through experience and results.

 

takeaways

• Being an expert is crucial in any vocation.
• Misrepresentation can harm both individuals and the industry.
• Clients must take responsibility for their own success.
• Proper mentorship is essential for growth in PPC.
• Conversion setup is vital for effective advertising campaigns.
• A CRM is necessary for tracking lead quality and behavior.
• Expert recommendations should be followed for best results.
• You cannot command expert wages without proven expertise.
• It's important to set clear expectations with clients.
• Expertise is demonstrated through experience and results.

titles

• Are You an Expert?
• The Dangers of Pretending to Be an Expert

Sound Bites

• "Are you an expert in your vocation?"
• "You need to level up immediately."
• "They didn't do any conversion setup."

Chapters

00:00 The Importance of Expertise in Business

04:35 Consequences of Incompetence in PPC Advertising

09:38 Becoming an Expert: The Path to Success

The Hierarchy of Consumers in Google Ads

Yousaf Yunes discusses the different levels of consumers in Google Ads, emphasizing the importance of targeting tier one consumers who are loyal and likely to make purchases. He categorizes consumers into gold, silver, and bronze levels, explaining their behaviors and how to convert them into loyal customers. Yunes also highlights the pitfalls of focusing on click-based strategies rather than conversion-based approaches, urging marketers to prioritize genuine consumer engagement over mere clicks.

 

The official YouTube video on this particular episode can be found here

 

takeaways

• Only 1-5% of Google Ads traffic consists of gold consumers.
• Gold consumers are highly loyal and buy regardless of offers.
• Silver consumers are brand evangelists who engage with the brand.
• Bronze consumers are price-sensitive and often window shop.
• Compelling offers can convert bronze consumers to silver or gold.
• Clickers do not add to cart; they only click.
• Conversion-based strategies are essential for acquiring consumers.
• MaxClicks often leads to acquiring clickers, not consumers.
• Building connections is crucial for agency success.
• Engagement through email marketing can enhance consumer loyalty.

 

Sound Bites

• "They buy no matter what."
• "They're loyal to your competitors."
• "Clickers are the worst."

Chapters

00:00 Understanding Consumer Levels in Google Ads

02:43 The Importance of Conversion-Based Traffic

05:33 Building Connections Over Transactions

Mastering Community Growth for Business Success

Yousaf Yunes discusses the importance of building domain authority and community in business growth. He emphasizes the need for networking and referrals, particularly in the PPC industry, and highlights the significance of conversion tracking for successful advertising. Yousaf shares insights on establishing respect and authority within the community, and the necessity of helping others to grow a referral network. The conversation concludes with a call to action for listeners to focus on community building and becoming specialists in their fields.

takeaways

• Think in terms of domain authority, not just leads.
• Building relationships with competitors can lead to referrals.
• Referral business can be a significant source of clients.
• Respect in the community is crucial for business growth.
• Conversion tracking is essential for effective PPC campaigns.
• Many agencies do a half-hearted job with client setups.
• Being seen as an expert attracts clients to you.
• Engaging with your community fosters mutual respect.
• Start helping those who are new to the industry.
• Specialize in your field to grow your network.

titlesMastering Community Growth for Business Success

Sound Bites

• "Think about domain authority."
• "Start with the basic people."

Chapters

00:00 Building Domain Authority for Business Growth

02:49 Networking and Referrals in Business

06:02 The Importance of Conversion Tracking

09:05 Establishing Community Respect and Authority

12:13 Growing Your Community and Referral Network