On Media Champions, our host Greg Kirkham speaks with experts and professionals from across the country operating in the media space. In this segment, Greg speaks with Liana Ling of Power Up Strategy Inc.
Short company description: Power Up Strategy helps businesses grow faster by using smart marketing, automation, and AI tools. We make it easier for business owners and marketers to get better results without extra hassle. Whether it’s improving ads, speeding up tasks, or helping businesses grow steadily, we turn problems into chances to succeed, giving your business the boost it needs to thrive.
What is your BEST service?: Media buying
What was your first job in Media?: Building websites and doing SEO for local businesses.
What is the biggest change in marketing that you see coming in the next 2 years?: Two things: unleashing more human creativity in social media and ad creative, (2) Smaller teams becoming more powerful because they leverage AI.
List any trade organizations or groups that you belong to, if any: Toronto Board of Trade, The Vault, The VIP Crew, Nothing Held Back, AdSkills
Why is it important for a business to hire an outside ad agency as opposed to having just an internal marketing director?: Hiring an outside ad agency gives businesses access to a bigger team with lots of different skills. While a marketing director inside the company knows the brand well, an agency brings fresh ideas and has more experience working with different businesses. Agencies also keep up with the newest trends and can test new ideas faster. Plus, they have experts in areas like design, buying ads, and analyzing data, which is hard for one person to do alone. This helps businesses get better results, save money, and grow faster.
What is one tip that you would give when it comes to digital marketing?: Fail as fast as you can. It’s important to remove emotion from your testing and focus on learning quickly. The faster you test, the faster you discover what doesn’t work. Instead of getting attached to a single idea or ad, test extensively with intention.
What percent of your advertising service offerings does traditional media buying make up?*: Not sure how you define as “traditional”. I focus mainly on Meta and Google ads, plus organic social media.
