#CMTV Thought Leader Interview with Lukasz Zelezny!
interviewee: its not about hey we have a technology, how can you sell this? its rather about hey! there is a problem to solve lets create or lets find a technology that will help
interviewer: so Lukasz Zelezny is the head of organic acquisition at uSwitch.com and an expert SEO consultant and speaker Lukasz has been crowned as one of the top 50 marketing and advertising influences of our time and he joins us now on cloudmoves TV welcome… how are you?
interviewee: I can’t complain, it’s great weather, it’s great day, it’s a Friday and forms a perfect day for a conference
interviewer: beautifully said, first of all, how can companies best utilize social media platforms to maximise the impact they have on customers.
interviewee: so first of all, you need to answer one major question, is social media cha… are social media channels your part of your marketing strategy or part of your communication strategy. you can see that there are big, big companies like KLM which is using twitter rather as a communication channel and other companies which are using twitter as a marketing channel. i think these days, facebook is absolutely amazing for a paid campaign, because of the granulation of the audience and because of this old school classic and rewind model which you can implement it’s very easy to convince your CMO, CFO, CEO to go with facebook as a part of your marketting strategy and if you do this good, if you have a person who is number focus and also another person who is very creative, this is like win-win. twitter is more tricky because it’s more difficult to measure the impact but from the communication point it’s like priceless, I am a big, big fun of twitter and I could say that I am here because of twitter partly. let me mention also linkdIn, it’s fantastic for this kind of professional communication. I have been in Czech Republic a couple of years ago and they gave me this brilliant example of campaign when they were selling glasses, quite expensive glasses and what they’ve done, they went on linkedIn and they were looking for everybody who is a CMO, CFO, Vice President, President and so on. they were looking for profile photos of people who weared glasses on the profile photo and they would appreciate them and they will say a thing, you know I this product, very unique, very selective and granulated campaign but it was working perfect and obviously instagram for a beauty industry, for a fashion industry, priceless. so I think it’s not should I or but rather why we are not doing this. say, if the company is not doing social media as a part of their marketing strategy that’s kind of a signal that they should definitely
interviewer: yeah, I completely agree. if you were the digital marketing manager of a startup what would be the top three strategies that you would implement first.
interviewee: okay, first, it is like I would say to everybody, guys we are doing this for money, we are doing this for profit that”s the biggest problem of start up these days. This kind of culture of venture capital of exceeding money, of crowdfunding makes a lot of startups not thinking about profitability. If we would create the company in 20 years ago the first the first thing you’d ask me would be Lucas how can we make money, how can we make our firm profitable, that’s the first thing. The second thing make sure that when you’re building your website you have someone on the side who is telling you how to make this website work for a CEO becuase if you start building this, havind in mind that it must be indexable, it must be friendly it must be unique content and so on that will help you so much rather than going after 2-3 years to rewrite everything and do this from scratch. then the third obviously, this is what I learned reading apple CEO Steve Jobs biography, its not about hey! we have a technology how can you sell this. its rather about hey, there is a problem to solve, let’s create or let’s find a technology that will help people to do this, so solving problems
interviewer: yeah, you are creating a need aren’t you
interviewee: that’s correct.
interviewer: you mentioned SEO is part scientist and part artist. success comes from digging and digging once you’ve cracked it how much of the
process can you replicate to achieve the same result or is it always back to the beginnig. i like that part scientis and part artist.
interviewee: that’s correct I love working and my background is kind of music and like I said last year, I will repeat that, i always wanted to be
smart like Stephen Hawking, never worked but you know, I always wanted to have this kind of feeling of science and a bit of feeling of art SEO is giving me this correctly. it’s not really like 0 1. yes no binary code you cannot always with 100% accuracy answer the question but you can answer a lot of questions with variable, high accuracy and I know from my experience that the best people who are in SEO are very often like muscians, painters and so on and so on. so… its constant digging, its constant improving yourself but not the super strict science mode. and also we are here because as you have never been fully transparent that makes us willing to catch up with other SEOs and have a chart. what is working, what is not working. there is no one golden rule… oh i know now i do’t need to learn any more. Its constant improving and improving anad fascinating about this industry I think interviewer: what exactly is a growth hacking techniqes and how can businesses use this to succeed.
interviewee: you see growth hacking has become a buzzword and that means that sometimes people are over using this. For me growth hacking is like finding this little bits and bobs that are very unique and personal for you that nobody probably before was using this and that works. I will give you one more because i like to be very specific. you know i mentioned that twitter, I am very active on twitter. every time someone is following
me on twitter, there is a direct message automatically sent to this person saying like, hey! thank you very much by the way I am also on LinkedIn. because of leveraging the twitter audience, leveraging my LinkedIn audit my twitter 50,000 followers, my LinkedIn 10,000. so it works and every day I get 2013 more followers and on LinkedIn when i have 50 and 60 more followers. so that’s just the example I discovered this because I was digging digging, trying to learn more, trying to find more. right now i can see that people are copying this tactic which part make me happy, there’s also part that makes me upset it’s become more copetitive, so again i need to dive deeper and try to find this little gem but that would be like “oh my gosh didn’t know that it works lets try to implement this and you know, and this is like a never ending story.
interviewer: okay, i think I am going to try this one on.why did the london technique is such an exential and important which empowers the technology ecosystem
interviewee: look London is like San Francisco of europe I would sy its like a palo ato, its like a silicon valley here we have so many brilliant smart people and are coming here and i can see so many faces that I know that are my friends and so on, first of all, networking you know, you can meet face to face its always better to have this personal contact than just we think or writing when you detaching from this kind of personal level of a communication and obviously the amount of information you can learn is like tremendous. Here I have been on a couple of nice presentations today, I know that there is a couple of more and I think people need to understand that this should be a part of a culture you know,fa i think this is something kind of posh and we will be very, we will keep a lot of nostalgia after 20-30 years thinking like, you remember Hangia in 2016 or maybe Nyang you know, that’s a part of who we are and this is a part of our culture its very unique and we should really protect this
interviewer: yeah, we really should and finally, why is it so important for you to be involved in the internet marketing summit ungagged? what do you say to people who weren’t able to attend ungagged this year but are thinking about coming next year?
interviewee: this is the second time I am here and I’m always saying like you know, I am from Poland I came 10 years ago to London and I had 400 Pounds in my pockets i was almost like a Madonna who came to US, you know, after 10 years, I’m here, I’m on the stage and I can share my knowledge and again I can share what i learn its a big honor but also it motivates me to work harder and I hope I can also motivate other people who are listening to me there. who… that… would be doing is worth, I’m always saying like you know, there’s nothing more cool than working in digital marketing despite if you are a SEO, social media, PPC it doesn’t matter, the coolest job on the planet these days and I think its nice to be here and share this feeling with other people
interviewer: your energy is very contagious, it’s brilliant, it really, really is. and thank you for talking to us today Lucas, you’ve also got a twitter account as well haven’t you Lucas?
interviewee: Lukasz Zelezny and i am on linkedIn so please feel free to send me message, follow me and let us stay in touch, thank you very much for your time and once
again it’s a pleasure and honor to be here
interviewer: thank you very, very much for joining us here today. I am Richard Annie and this is Cloudmoves TV
one of the most sought after tech conferences in the industry will be returning to London to hold a multi-track event on 15-16 June 2017; with 2 in-depth Masterclasses offered on the 14th.
This conference is aimed at intermediate to advanced marketers, who want to learn the latest insights and actionable digital marketing strategies, without all the fluff and sales pitches, on all topics in the digital sphere; including SEO, tech SEO, PPC, SEM, content marketing, CRO, analytics, links, marketing strategy, mobile marketing, social media marketing and more.
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