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Building Your Acquisition Process Around Providing Great Customer Service with Todd Garland

Building a business from scratch into a profitable endeavor is no small feat. Scaling it to be one of the fastest growing privately held companies in the US, without investors is even more impressive. In this episode we chat with Todd Garland, the founder of Buy-Sell ads, an advertising marketplace that serves over 2 billion ad impressions per month. We chat about what it’s like to be a CEO founder of a super fast growing company, how to plan for that growth while maintaining a lean mindset and how to build your entire customer acquisition process around providing great customer service.

Many self-made entrepreneurs didn’t immediately jump on the idea that ended up helping launch and establish their careers at their respective companies. In fact, it can take years for some ideas to take flight. BuySellAds, the brainchild of HubSpot alumni Todd Garland, is a prime example.

Todd had the idea for the venture he eventually founded and operates as CEO for several years ago, but thanks to rededicating his efforts to making the business come to life, he’s been able to create one of the more unique enterprises with an increasingly desired service: matching advertising opportunities with sites most likely to convert.

Pay per click and display advertising have taken up much of the ad space for the past decade-plus, but it’s this business model that Todd believes is several underserved and is a much needed option for brands who know the exact digital locales where they can target ads toward their primary audience.

Without any venture capital whatsoever, Todd and his small team have built a very successful advertising operation — one he notes is part of the “automated guaranteed” ad tech space — and there appears to be no slowdown in sight for the growth he foresees for his venture. Todd’s ingenuity and determination have kept the company moving well into the right direction and supplying publishers and advertisers a practical yet powerful means of reaching their core demographics.

The question begs to be asked, though: Just what kind of marketing does he implement to make BuySellAds a well-known player in the world of advertising? How does Todd make the most of his distinct business model and drive more awareness to it without the help from outside investment?

In this episode of the Craft of Marketing, Todd and I speak at length about an array of subjects of interest to marketers everywhere, including how wearing multiple hats at a small operation is just as difficult as doing so at a larger company, the simplicity (but unrivaled effectiveness) of his overall marketing scheme, and why being the best at customer service is the key to winning the hearts and minds of your audience.

Listen in for an honest account of what marketing is all about. The tips, hacks and strategies that professionals share with each other but rarely talk about in public.

Takeaways

  • PPC is fantastic, but brands who know where exactly their audience will be can benefit from direct advertising on others’ sites
  • Adopting the “underpromise and overdeliver” mentality is how you win brand fans and long-term customers
  • Balancing a focus on your brand’s well-being and your own can be accomplished with regular goal-setting
  • The most versatile marketing strategies blend together multiple tactics and approaches to recognize what works best
  • You can’t market well if you don’t understand where your customers live and breathe online

Resources

Sponsors

  • Placester.com Launch a Beautiful Real Estate Website in Minutes for Only $10 Per Month
  • Edgar Automate Your Social Media Marketing with Ease and Maximize Your Content’s Reach

Music & Production

Sound Engineering by Johnny Ronci

FreeSpit (Instrumental) by The Impossebulls

Live dublab “Sprout Session” by Puro Instinct

Hallon by Christian Bjoerklund

If you like this this show, subscribe to it on iTunes, and leave a review.

The feedback is super helpful for me and helps other people find the show. I actually read them. —- Thank You!

This is a labor of love, something I’ve done offline for decades and now get to share my curiosity with you. Thanks for listening to the show and to Todd for being an amazing guest! Oh yeah, thank Todd on Twitter, I know he’d appreciate it.

If you have any thoughts or suggestions about this episode, let me know, and if you like what I’m doing here, please share generously via the social media buttons on this page! —- Warmly, Seth