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Vera K. Fischer Solocast Episode #4

Episode 37: Programmatic Media Buying Explained: How to Leverage Search Traffic to Get More Leads, with Vera K. Fischer

Vera K. Fischer began her career in residential real estate, working her way up from Leasing Agent to Property Manager. She segued to Operations Manager for the first privately held Cognitive Rehabilitation clinic in Austin, Texas.

In 1993, Vera launched her career at GSD&M, an internationally known advertising agency. After various positions within several Austin area agencies, Vera went client-side to Forgent Networks. There she managed and implemented a multi-million dollar marketing budget for several years.

In 2004, Vera founded her agency, 97 Degrees West known as The Brand Marketing Agency. Since 2004, the agency has survived both recessions and shown significant growth since 2012. Clients include: LS Tractor USA, United Heritage Credit Union, FirstCare Health Plans and several area small businesses in real estate, oil & gas and specialty medical practices.

97 Degrees West has been the recipient of 15 international creative and marketing awards including a Stevie Award from the American Business Association.

Vera is a member of the University Area Rotary Club, a member of the Advisory Board for the School of Journalism and Mass Communication at Texas State University, a Mentor at Capital Factory and most recently, was accepted to the Master’s program at Texas State University in Strategic Communications.

What you’ll learn about in this episode:

  • Inside knowledge of programmatic media buying that demystifies the concept
  • How to segment your audience for a layered approach to content delivery
  • What you need to know about your targets to get to anyone anywhere
  • The simple reason why it takes 24 advertising contacts before any action is taken
  • How you can get through the clutter of the media landscape to reach your targets
  • Why programmatic media buying can target specific users and follow them through
  • The way to use tech to find networks based on target behavior

Ways to contact Vera:

Podcast eBooks:

The Power of Two

Episodes 1, 2 and 3 collide to bring you summary of lessons learned and systems created around Vision and Key Initiatives that help drive success to companies and businesses.

The Transition to Automation

In Episode 25, Vera talks with Heidi Rasmussen, CEO and Co-Founder of one of Inc 5000’s fastest growing companies in America – freshbenies. This eBook highlights part of the conversation to bring out the best lesson in automation and on-boarding for startups.”


Welcome to System Execution. The strategy and system behind today’s successful companies. Systems can make or break your company, but here, we’ll solve your physical, technological and psychological systems issues by connecting you with experts that have succeeded in overcoming those challenges in their own business and providing you the guidelines and tools you need to implement those same strategies for immediate results. Now, here’s your host, Vera Fischer.

Vera Fischer: Today’s solo cast is sponsored by 97 Degrees West, the brand marketing agency located in Austin, Texas. 97 Degrees West serves regional and national companies in the healthcare, finance, energy and manufacturing industries. 97 Degrees West believes that an integrated approach to marketing that involves traditional and digital strategies that fit your customer’s buying journey yields the greatest impact on your bottom line. Go to www.97dwest.com to learn more.

Good morning and welcome back to System Execution. For this week’s solocast, I will be doing something a little different than I’ve done in the past. Normally, I take a deep dive into great tactics you can use to help streamline your business and develop systems that help drive your company to the next level.

This time, I want to give you some insights into what we do here at 97 Degrees West and what drives me as a business owner myself, I will be sharing with you from the perspective of a guest on another podcast rather than as a host.

Recently, I was on Onward Nation, a podcast hosted by Stephen Woessner.

Onward Nation is a podcast dedicated to learning how today’s top business owners think, act and achieve and I was honored to be on the show. During the interview, Stephen asked me about how programmatic media buying can be leveraged into your marketing program. This is really important as programmatic media is one of the ways that you can leverage traffic to your website and get more leads.

We also had a chance to dive into Google keywords. It’s important to understand how keywords change and how you can optimize them for your programmatic media campaigns. Let’s dive in. Stephen and me on Onward Nation.

Stephen W.: Good morning Onward Nation. I’m Stephen Woessner and welcome to episode 520. Today’s episode is going to be different from any other. In fact, it is fair to say that today’s episode will be a powerful lesson into the leverage of programmatic media buying. I can make this bold claim because our special encore guest today is Vera Fischer, founder and CEO of 97 Degrees West, a rock solid awesome agency in Austin, Texas.

Her agency has been the recipient of 15 international creative and marketing awards. Vera is a member of the advisory board for the School of Journalism and Mass Communication at Texas State University and she is a mentor at capital factory. You may remember Vera in the wisdom she shared during episode 204 of Onward nation.

If you haven’t listened to, studied and applied all she shared during our first interview, I highly encourage you to add episode 204 to your list of vital priorities.

Without further ado, welcome back to Onward Nation Vera.

Vera Fischer: Hey Stephen and Onward Nation, it’s great to be back.

Stephen W.: Well, it is great to have you back and I’m so, so very excited to have this conversation about programmatic and what’s new. In fact, let’s start there. Onward Nation can certainly go back to episode 204 and learn more about your experience and journey and path and so forth, but I know that you’re always looking ahead. You’re always looking at new tech, you’re looking at new systems. Bring us up to speed with what has you excited about the next 12, 18 months and then we’ll dive in with the questions.

Vera Fischer: What I’ve got going on is I have my own podcast which is System Execution where I dive into systems and processes, a very successful companies and I’m enjoying that, that launched in September of last year and is really starting to get some traction. I’m also on the starting point of starting another company and a lot of that will be revealed at some point in the next few months.

It has nothing to do with anything that I do now. It’s going to push the boundaries a little bit for me so I’m excited about that. Having a lot of growth within the programmatic media buying space with the agency and that is really complicated in some aspects, but also very simple once you understand it.

Programmatic Media Buying Explained

Stephen W.: Well okay, let’s … I was super excited when you and I talked about doing an encore because I knew that you were going down the path of programmatic in Onward Nation just in full transparency asking questions like, “Oh, tell me a little bit more about that.” When Vera did I’m like, “Okay, I think that will be a great conversation to have in front of Onward Nation because Onward Nation business owners are going to be really, really interested in it.”

Let’s start with the definition and as we start to focus in zero in our programmatic, let’s start with the definition. Give us a foundation. When we hear programmatic media buying, what is that Vera?

Vera Fischer: It sounds really complicated and it isn’t. Let’s just take away the word programmatic and put that in the parking lot for just a second and look at media buying. Most people understand what media buying is. All I wanted was an ad space in my local magazine or in a national magazine or TV or radio or the myriad of other avenues that you have within those silos if you will.

Maybe about ten, 15 years ago, that used to be called and you’re going to have to edit this out a little bit. Programmatic or rather remnant media was all that ad space in magazines and TV and radio that nobody bought. That is often called direct response. It’s those infomercial spaces that nobody is really watching TV at 2:00 a.m. in the morning or no one’s listening to the radio typically at maybe one in the afternoon or noon because they’re at lunch.

Those types of things. Nobody ever exhausted their incomplete inventory of all of the ad space that they had available. Buyers would go in and buy what was left over which is called remnant. Fast-forward to technology and we have all these ad space online. We have it on websites all over and they can be in the form of business websites like Times or New York Times or CNN or MSNBC or FOX.

It can be in the form of blogs, really popular blogs. It could be in the form of informational websites and you’ll notice that I’m completely staying away from Google and Google AdWords or pay-per-click for a reason because it doesn’t include that. That’s completely separate.

Programmatic media buying, we’ll bring that word back in, programmatic is at a certain time during the day and I don’t know the exact time, I think it’s probably around midnight.

The millions of pieces of ad space that never got sold for online properties gets sold in milliseconds. Hence, the programmatic, it’s automatic. It’s based on your program details, what you’re looking for and as soon as that beautiful time hits during the day and whatever is left over for the next day, boom, it gets bought and there are software companies that go in and buy that. That’s programmatic media buying.

Stephen W.: Then, let’s say that I’m a publisher you mentioned like the Times or whatever. If I’m a publisher, then I need to be part of some network to essentially make my inventory available to be purchased on that auction then essentially, right?

Vera Fischer: That’s correct. What happens is there’s several types of buyers out there. There are publishers. Typically, the magazines like, there’s Hearst corporation that owns I believe Time Magazine, but they own a bevy of properties out there, a lot of magazines and even websites and things like that.

When they have their stuff, if you’re going to go to a Hearst media or Cox media or Gannett or somewhat really big like that, they’re going to sell whatever they can within their network before they go out to others. If you really want to be on a specific website, if it’s not in their network, they’re not going to necessarily say, “Okay, we’ll go out of our network and buy over there. We want to fill up ours first.” They really have predetermined inventory they need to get rid of before they go outside of it.

Stephen W.: Sure. It’s good for their margin, right?

Vera Fischer: Correct, because that ad space is just going to sit there and they’re not going to let us sit there.

Why Business Owners Should be Interested in Programmatic Media Buying

Stephen W.: Why should we be interested in programmatic media buying? Why should that be important then to a business owner?

Vera Fischer: What is happening in the world of buying and this applies to you, it applies to me and everybody else who’s out there on Onward Nation. We buy in a certain way and it typically looks like, “Hey, I think I want to go get X.”

Well, what is the first thing that we do? Well, we go and we look for it online. We might Google it. We might look for websites that we already know of. Go check those out.

We may look at similar types of websites that may have this product or service that we’re looking for and we do all of this research before we ever pick up the phone or put something in the shopping cart or reach out to get more information and that is just a fact regardless of whether or not you like it which there are those that don’t.

What happens is is when we spend so much time on our computer and doing that research, we’re doing it from a personal perspective, but we’re also doing it from a business perspective. Regardless of your retailer or you have no brick and mortar store, you do have a brick and mortar store or you’re looking for some specific thing, you will go online and you will look for it.

In order to show up in that consideration set of that particular buyer, you need to show up in that digital world and the way you do that is through programmatic. You can show up when they’re looking for that particular item.

Stephen W.: Yeah, clearly that’s important, right? When somebody’s going through the decision making path and then miraculously you’re in the right place at the right time, that’s key, right?

Vera Fischer: It absolutely is and with technology, it is completely blown out. The way that we can work within this programmatic media buying realm is that we can segment out your audience down to the types of activities that they do and look for online. We can look at their behavior, we can look at if they went to your website or not, we can look at their geographic location.

For instance, if you are a gym, 24 hour fitness and there’s a competitor a mile down the road and it’s what? Planet Go something like that. If I’m 24 hour fitness and I want to poach customers from Planet Go, I can set up the address and I can put a 500 foot radius of that front door and as soon as someone walks within that radius, I can serve them up your ad on their mobile phone in one of their apps.

Stephen W.: Yeah, that’s awesome.

Vera Fischer: Yeah, and that’s how specific we can get. We can geo target by zip code, by addresses. We can even take your physical mailing list of potential customers you want to target with their name, their business or home address, city state and zip code. We can upload that and then we can get the IP address which is the internet protocol or really their computer address in the home or the business and when any device is connected to that IP address, I can serve them an ad no matter where they are online.

How to Leverage Programmatic Media Buying for Multiple Companies

Stephen W.: Let’s say that a company … Let’s say that an Onward Nation business owner listening to you right now is thinking, “Okay, I work with clients or prospects across the country and sometimes those companies have multiple locations.”

If I give you Vera, you and your team a list of like these are my top 25 dream prospects and they all have multiple locations and so forth, what would be the next step for you and your team and strategy and so forth in being able to use programmatic as a tool in that toolbox, if you will?

Vera Fischer: What we would do is we would take the addresses. You’d have to give us, let say if it’s 25 companies and each company has five different locations throughout the US, then we would probably wouldn’t have a 125 different addresses. What we would do is we would take those and we would get the IP addresses for each and everyone of those physical addresses.

Then we would put together a strategy of what is your creative look like because that’s the other part of the equation. You’ve got the media space, but now you need the ads. You need the digital ads, banners, those tall things that are referred to as skyscrapers just because they’re tall and rectangular.

If we want to target them on Facebook at that IP address we can and then we put together the strategy of what type of creative are we delivering and what do we want that prospect to do when they see it. Now, the interesting thing about this new world that we live in is that back in the day in advertising, you had a frequency of three.

You had to hit your prospect three times through radio, through print, through TV or an event or a promotion. Today, it takes 24 times that they see your ad before they do anything.

Stephen W.: Holy bananas.

Vera Fischer: Yeah, 24 times. 98% of visitors to your website will not convert on the first visit.

Stephen W.: Is that because there’s just a deluge, a barrage of choice that it takes even longer to really saturate the mind of your prospective client. Is that why or is it maybe a different reason?

Vera Fischer: It’s because, number one, we’re a lot more savvy. We know what we’re looking for and we know when we’re ready to engage. The other half is exactly right, we are over saturated and it may take … It takes us awhile to get through all the clutter because we are hit with something like … I don’t even know the number, but it’s something astronomical that happens to us on a daily basis online. 24 times.

Stephen W.: Wow.

Vera Fischer: Yeah.

Stephen W.: Wow. Okay, let me give you maybe another scenario here.

Vera Fischer: Okay.

Programmatic Media Buying’s Role in the Sales Funnel

Stephen W.: Let’s say that you’re in a client meeting and the client is concerned about specifically lead gen, right? Obviously, we can have a conversation about funnel and this and that and the different stages and that, but really they’re essentially concerned at the bottom of the funnel, lead gen, right?

Specifically, the number of leads that are currently flowing out of their pipeline over to their sales team and so forth and then they’re also really concerned about being able to target very specific niches not necessarily geographic, but very specific niches within their industry. How might programmatic be leveraged or used to solve and granted this is a complex marketing challenge, but does programmatic have a role in that?

Vera Fischer: It does and it does it from the perspective of layering and I believe that one your past guest, Wendy Keller has written a book on platform building and it’s that very same concept is when you are putting together that marketing program, you have to layer the activities that you’re doing. From the sales perspective, it starts with content. What do you have? What kind of information do you have that your perspective prospect would want?

From the marketing perspective, have you done the work on building the personas? What do you know about them? What do you know that they like to do, read, eat, exercise, watch, engage in? When you have that type of profile, you can take that and of course, age, business titles, where they live, et cetera, but the deeper you go, the better, then we can take that behavioral category that you’ve created for that one type of prospect and you may have 15 or 20 but let’s just say one.

We marry it up with behavioral categories within all of the online networks that media is bought. We really segment. I only want business, influencers that make this much money that are 45 plus that are pretty active physically, that typically read financial times and you can list out all of that and get really deep. We can do that now with technology. We can say that. We can say, “Okay, we’re going to put you in these five networks based on the behaviors of your target.”

Stephen W.: Okay, let’s take that even deeper still and let’s say that the client in that scenario … Let’s say that he or she runs a business-to-business focused company. They might be industrial, they might be in construction, they might be … Maybe it’s manufacturing, whatever, but they’re in a business-to-business niche market.

Then how does programmatic media buying maybe fit into that because obviously it’s a more narrow slice with a very defined buying audience, how can programmatic maybe provide some leverage to that business owner there?

Vera Fischer: That’s a really good question. I really believe that a lot of business-to-business company owners, don’t think that the digital media play really pertains to them. Let’s take one of your examples of manufacturing. You have your purchasing within manufacturing, depending on the size of the manufacturing company, you may have a supplier diversity program that you have to adhere to.

You know that the buying landscape has changed, the handshake in the field or on the warehouse floor is not necessarily going to do it anymore. You have to go to the other folks that you’re trying to bring over in their purchasing departments, et cetera. I’ll go back to what I said earlier where we do not change our buying habits just because we walk into the office.

What do we do? We get online and we search. We say, “Hey, I need, I’m looking for a supplier diversity, a supplier that can give me X, Y and Z.” You start looking online and you start looking at different websites but if you know the manufacture that people that come to me are typically looking for, let’s see, design a prototype, then I know that they’re mostly likely searching for design to prototype manufacturing.

Well, now when that user puts that into the Google search box, they’re not looking for my company, but it doesn’t matter because I’m looking at that keyword and now when they click on any other property online, if it has ad space, my ad shows up. All of the sudden, “Oh, look. I didn’t you guys existed.” Now, you have a great call to action. I’m going to check you guys out. Now, you know I exist.

Stephen W.: Great. Going so contextual like that, that’s you illustrates the value here that … especially going back to one of the things you said earlier about how the fact that this is not Google AdWords and the reality Onward Nation, Google AdWords have a relatively low click-through rate. If it’s above one, you’re really rocking it. If it’s above two, dance a jig because you’re kicking the butt out of most of your competitors, but typically it’s less than one percent or less than half of one percent is what it’s typical.

Then, if somebody’s clicking beyond that and going into as Vera just described another website that is accepting ads and then miraculously, your ad appears because of the context of the search that person just did, that’s really powerful Vera.

Vera Fischer: It is and we can do that with technology and it’s getting to the point where right now in Beta, they’re testing the ability to send out digital ads based on the weather. If you are a snow plow company and it’s snowing then all of the sudden, the technology kicks in and says, “It’s snowing in Wisconsin. Start serving up those ads.”

Stephen W.: It never snows here Vera.

Vera Fischer: Maybe. Maybe.

Stephen W.: Once in a blue moon. Occasionally. Very rare.

Vera Fischer: Okay. Mosquitoes, how about that? Don’t you guys have big mosquitoes out there?

Stephen W.: We have no mosquitoes and no snow.

Vera Fischer: Okay.

Stephen W.: My nose just extended and hit my computer.

Vera Fischer: I think it did. That’s right.

How Your Programmatic Ads Change Dynamically to Target the Right Audience

Stephen W.: You’re being interviewed by Pinocchio now, but all joking aside isn’t that … That is just really fantastic where it is almost like classified secret information. You’re getting behind the green curtain of somebody’s search on a contextual basis and then being able to serve up something at the exact instant that they just said publicly. They did say it publicly of what it is that they were looking for and to be able to tie somebody’s search engine’s search keyword wise into where they landed and then serve up that right thing.

It’s pretty amazing. Let me just peel the onion one more layer potentially. Can you say that you have your ad space purchased on xyz.com and somebody’s search takes them to xyz.com?

Can you serve a different creative based on the context of whatever the keywords were or is it just whatever you’ve purchased just part of the campaign that doesn’t changed dynamically?

Vera Fischer: No, you can absolutely change your creative and you can also change it based on the pages that they’ve gone to in your website. If they’ve looked at product A and they left and didn’t convert which most likely they don’t, then your ad for that particular product page they were looking at can follow them around. You can also do that within the different keywords that you select and the behavioral targets that you select as well.

The person that wants this type of product looks like this. Person B who wants product B looks like this. We create a library of digital assets that we can serve up and tweak and we can put different messaging, different content authors, different call to action.

Stephen W.: Wow. Okay. You did such a great job of really illustrating the power that not only … Even if somebody is … Here, let me just give this piece back to you to make sure that I’m a 100% on the same page. I think I am, but I just want to make sure because this seems really, really powerful even if somebody has a super, super, super niche business-to-business industry and it might be a very small, very exclusive, very small industry on I don’t know, a very thin slice of tech. I’m just making something up, but below, let’s just say it’s a super, super niche industry.

Even if it is that, then when somebody goes into Google and they’re searching for whatever and then they go into because it doesn’t matter the size of the industry or how big it is that whatever they’re searching for in the go to website that accepts advertising, your stuff is going to show up even if it’s only showing up to five people because it’s a niche, it’s still going to show up right?

Vera Fischer: It is and it’s actually easier when it’s so niche because you know that there’s only a certain number of people that are searching for that type of product so they know what they’re doing and they know what they’re searching for. Even when you get into those really extremely niche of industries or events or whatever, they always have some conference.

What you do there is you take the conference address, you get the IP address and then anyone that’s logging in on that IP address, you can serve them up ads and the other part of that that actually gets even better results is putting it on Facebook. What do most people do when they go to those conferences? Yeah, we’re listening to the speaker but we may be trolling on Facebook. If I know they’re logged in on an IP address and they’re in Facebook, I can serve them up ads in Facebook. I can find them. Yeah, I can find them.

Stephen W.: That is really … That’s powerful.

Vera Fischer: It is.

Stephen W.: Okay, let me just give that piece back to you to make sure here I’m tracking again. Even if you haven’t gone to the conference organizers or done some geolocation with beacons and so forth at the actual conference, you can still do what you’re talking about or do you need to make arrangements with the conference organizer to set up beacons and all that?

Vera Fischer: No, you don’t, you just do it. No, not at all. I did it. There was in Austin, there was a healthcare strategy marketing summit. That’s one of dream. Well, I didn’t have $2,500 to send my team, just one person over to the conference even though it was in Austin. What I did is it was a three-day event and I had this great white paper on value-based healthcare marketing and I did the IP address and Facebook.

Facebook got a much better performance than my IP but I layered it and I had 60 folks that came over to my website that a couple of them downloaded the paper, but they’re now looking at me. I can see them when they come back. All of those people, those hospital systems, those physicians, all of those, I got some really good marketing leads out of that effort and it cost me less than going to the conference.

Stephen W.: Oh, probably substantially less right?

Vera Fischer: Yes. Yes.

Stephen W.: Yeah. Now, once you essentially pull them out of the conference, pull that mindshare, pull them over to your website or landing page or something like that, then you’re probably also setting what? A retargeting pixel? Now they’re always going to be part of your system, right?

Vera Fischer: That’s exactly right.

Stephen W.: Yeah, okay.

Vera Fischer: It’s very much that layered approach. Again, you’ve got to have something people want. It’s not like, “Hey, we’re here.” No, it’s free consultation. Let me do an evaluation. Here’s our best practices. Here’s a blog article on how to make your life easier in your job, whatever it is. It marries up with all of the other activities that you’re doing from a marketing perspective.

Now, if you’re a retail organization, it’s super easy in the sense of, “Hey, it’s memorial day. We have specials.” Okay, great. Try them. Try them out to your target market. That becomes a lot more simplistic, but with business-to-business and some of the bigger, even at Uber, they have their own “selling” that they have to do value-based.

How to Evaluate the Success of Programmatic Media Buying Campaigns

Stephen W.: This is really … This is exceptional. Thank you for so freely sharing your knowledge and wisdom. Let’s go down the path of the content as well because you mentioned that a couple of different times there.

When you think of content assets or maybe even analytics tracking or other types of tools that a business owner might need, what is the gamut of that in order to be able to be a successful at this and then really be able to evaluate for success with programmatic?

Vera Fischer: The first thing we’ll talk about is the content assets and that again falls back on developing your personas, understanding your customer in an intimate way where you know what their day-to-day life is and really giving them tools and list and ways to do their job better or look like a rockstar within the organization. That’s a given. That’s a deeper conversation.

From an analytics perspective, everybody should have Google Analytics on their website and trust me, not everyone does, but they should because that piece of that free tool gives you the ability to get insights into who’s coming to your website, where, why, how, et cetera. Google keeps making that tool more robust and more robust.

If you have seen it in the last … You haven’t looked at in the last four years. You’d be surprised how extensive they’ve gotten with their reporting. That gives you an idea of who’s going to what page and how often. From a digital or a programmatic digital media perspective, that in and of itself has its own recording.

For us, we report on the click-throughs who click-through, who clicked on the ad. We report on this fun thing called a view through. View, V-I-E-W through and what means is if I’ve served up an ad on a website and I know you’re my target, I pixel you, I cookie you. You didn’t click on the ad, you maybe … You left. You didn’t come back for a couple of days or maybe that afternoon.

Well, when you key in that URL to get to my website, since I’ve cookied you, I know you saw my ad and if you’ve never been to my website before then, I know that you got there most likely because you saw that ad. That’s called a view through.

Stephen W.: Based on their behavior, you can either change creative, if somebody ends up “converting” like if they download a something, that can then trigger a whole new series of things downstream. Onward Nation, if you’re running a sales pipeline, maybe I should just make sure I don’t misspeak here.

Vera, is that true that if somebody then converts, you can then serve up something completely different because now maybe they’re further along in the decision making path?

Vera Fischer: We can do a several different things. Number one, some clients or business owners feel really uneasy about this 24 times, they’re like, “Okay, you’re stalking me and now I’m mad. We can put a cap on it. If they do not convert, that means either they click or they land on our page and they sign up, they submit, they watch a demo, whatever it is, we call the conversation. ”

We can just stop it and say they don’t anything, show them 15 times, ten times and then stop it. We can also stop it immediately when they do convert. Then, we can start on a completely different campaign of folks that have gotten down further in the sales funnel, but by them, you should not be showing them digital ads. You’ve got the completely different part of that funnel.

It’s super irritating when you’ve gotten further and you’ve watch a demo of something or you bought something or you’ve got information. Then it keeps showing you ads, but I did that. Isn’t that annoying? It’s super annoying. You cut that off. You don’t want to make them mad.

Stephen W.: Exactly because now maybe they’re a happy customer. Either the message is maybe you just completely removed them or something entirely different, but you’re right. You need to be at the space or at the reality that your customer is right.

Vera Fischer: Absolutely. You have to be in touch and it takes time. This is not something that you just look at in five minutes. It takes a lot of time. It’s not difficult. It just takes time.

Stephen W.: Absolutely, well it is difficult. You don’t think it is because this is part of your unconscious competence. This is part of your super powers. It’s like, “Oh, it’s no big deal.” When you’re sharing it, it is complex and it is complicated and that’s why Onward Nation if you’re going to do it, you should be walking along side a partner and so forth and because there are a lot of levers and knobs and decisions that need to be made. But the point is is that if you do go down that path whether you’re trying this on on your own, you decide to work with somebody. It can lead to really big wins and Vera, you really illustrated some of those. That’s just awesome.

Vera Fischer: You’re absolutely right. This is my field so this is what I do, but the majority of business owners, this is not what they do and if you … There comes a point in your evolution of your business that you need a partner. Either you’re going to spend all of your time doing it and doing nothing else or you’re going to get that partner and you’re going to focus on growing your business, focus on sales, focus on quality delivery, focus on account management, et cetera.

Final Advice from Vera

Stephen W.: Yeah, exactly. Focus on growing the business and then potentially either hiring somebody or working with a partner who’s going to do a great job because that’s their superpower and it’s clearly it is for you, for your holy bananas, this is just really, really good.

Before we close out and say goodbye because I know that our time is running short, I just want to ask: I know we covered a lot, but is there anything you think we might have missed, any final advice that you want to share and then please do tell Onward Nation the best way to connect with you my friend.

Vera Fischer: Great. I do have one thing that a lot of people will get really hung up on. Programmatic digital media is one piece, one small piece of a marketing pie. You don’t have to do everything. You just have to do a couple of things really, really well and you start there. Don’t forget that marketing, the job of marketing is to bring awareness and to bring qualified leads to the front door.

You can define front door however you need to define it. Your sales team, they’re responsible for taking that lead that showed up at the front door and walking them through a different type of process or i.e. the funnel. That’s where I think people get really confused. Once the lead shown up, marketing did its job.

Sales, it’s now your turn to take the ball and run. The way you guys can get in touch with me, you can reach me on Twitter @verafischer97. You can also reach me on email at vera@97dwest.com.

Stephen W.: Okay, Onward Nation, extremely valuable insights and business building strategies that Vera just shared with you, but no matter how many notes you took or how often you go back and re-listen to Vera’s words of wisdom and I sure hope that you do, the key is you have to take what she gave you, the guidance, the wisdom, the expertise, take it and apply it into your business right away and accelerate your results.

Vera, we all have the same 86,400 seconds in a day and I am grateful that you would take time out of your compressed schedule to come on to the show for a second time really special encore and to be able to give us the practical and tactical like in the trench of stuff that we need in order to move our businesses onward to the next level. Thank you so much my friend.

Vera Fischer: Well, thank you, Stephen and thank you Onward Nation. I hope that episode on programmatic media buying explained was an interesting perspective for you. It is different being behind the mic as a guest rather than as a host, but it also gives me a chance to share with you in a new way about things I may not think to share. If you have any thoughts or comments, please let me know. I want to hear from you.

Be sure to come back next week for more great advice on the strategies and systems behind today’s successful companies.

We hope you found this episode of System Execution enlightening. For free examples, case studies, eBooks, and more, be sure to visit systemexecution.com/resources. Contribute to the conversation by reaching out to Vera directly on email at vera@systemexecution.com. Until our next episode, thank you for the privilege of your time.




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