CEO Marketing Insight Interviews: Brian Pasch

I confess that I have not yet met Brian, although he was kind enough to spend some time with me on a thoroughly enjoyable and enlightening phone call for this interview.

My introduction to Brian was an email I received from a young woman who had attended a workshop I gave on content. She began following my blog and noticed that I was interviewing CEOs for their marketing insights and business growth tips. She reached out to me on Twitter and later by email and began explaining why I should interview her boss. It is true that I haven’t been in the work place for over 20 years but I don’t recall having that level of enthusiasm for any of my bosses. In fact, one of my goals when I set out on my own was to be the kind of boss I always wanted and I strive to live up to that each and every day. So, when Christine Rochelle from PCG Digital Marketing reached out and gave me several compelling reasons why I should interview her boss, I just couldn’t ignore her enthusiasm.

So what do I now know about Brian? He is the CEO of PCG Digital Marketing, located in Eatontown, New Jersey. He is not only a great boss also an innovative leader who began breaking new ground in digital marketing. I love it when you meet an entrepreneur that sees the writing on the wall before the rest of the crowd and embraces change for their business model to get ahead and takes advantage of changing trends.

Brian saw the redistribution of traditional print media budgets to Internet advertising and in 2005 founded PCG Digital Marketing. PCG’s fast growth has been attributed to their innovative digital marketing and search engine optimization strategies. Today they have national and international clients in a number of diverse industries and professions: automotive dealers, entertainment, financial services, manufacturing, medical, food service, real estate and consumer goods. PCG has 60 employees and also has an office in Ecuador where they house their back office operations.

Brian Pasch is a 20-year veteran of the direct marketing industry with roles ranging from management to technology. He is known for his expertise in consumer data warehousing models as well as search engine optimization. Brian Pasch is an avid writer and blogger and his commentary on search engine optimization and digital marketing can be easily found on the internet.

Brian has a deep understanding of marketing, a great handle on the technology and he knows his clients’ industries. That is a powerful triple play and explains why PCG is so successful.

Mardy Sitzer: Are you using or planning on using marketing this year to grow your business?

Brian Pasch: Yes! One of the things we have had great success with and I am a firm believer in is educating our clients. For example, we have a specialized niche with car dealerships. This is a niche market that knows all too well the need to market continuously and so educating this community with new marketing ideas and information has helped us capture a large piece of this market segment.

MS: What marketing efforts do you expect your sales growth to come from?

BP: We use a multi-approach marketing system. We utilize the tools available and leverage them across multiple platforms. I speak at national conferences, where I might also have a booth for visitors and I write articles and blogs specific to the automotive industry.

I’ve also found that hosting webinars and engaging in multiple platforms represent powerful tools for growing business in that they not only help with brand awareness but also support the sales team’s efforts in the field.

Some other effective marketing areas are LinkedIn and the incorporation of mobile marketing—using text messages.

My closing question is always to ask for tips that they would like to share and so as I asked, I got enough information to write another entire blog post—Brian really does like to help people learn! To sum up some of his tips so that you don’t miss any of these gems, I am offering them in bullet form.

• Share your passion and energy online with content publishing and engagement.
• Become a subject expert as well as a local and regional expert through publishing.
• Just because you don’t use some technology or social platform, it doesn’t mean that others aren’t.
• Think about using live chat on your website; it could deliver 50 percent more leads.
• Consider outsourcing your service and social interaction so that you are available 24/7. A lot goes on after hours when you aren’t there.
• Incorporate mobile into your messaging; recent surveys revealed that Gen Y and Gen X prefer text messages to emails.