Alex Wan, CEO & Co-Founder of Periphery Digital tells us how the bilingual media and digital advertising agency helps businesses win more clients.
First of all, how are you and your family doing?
Alex Wan: Thank you for asking!
Tell us about you, your career, and how you founded Periphery Digital.
Alex Wan: We founded the agency back in 2016 – and when we first started we only concentrated on Chinese language marketing. For instance, translating English language ads into Chinese, and placing media buys on online platforms such as Facebook, or even traditional mediums on print.
However, back in 2019, we discovered that our clients started asking us to take care of their English advertising. It made more sense for them to engage one agency instead of project managing between multiple. From there, we started to offer bilingual marketing services and have grown steadily since then.
How does Periphery Digital market its product/services online?
Alex Wan: While a large portion of our clients come from referrals and word of mouth, we also use an array of different strategies, from applying to awards and lists (we were recognized by The Globe and Mail as one of Canada’s Fastest-Growing Companies), PR submissions, but also running ads such as PPC on Google, or LinkedIn ads to target specific businesses. We have a presence on social media and regularly update our blog with thought leadership content.
How the coronavirus pandemic affects your business, and how did you get through it?
Alex Wan: It initially caused a lot of anxiety (as I’m sure it did for a lot of business), but we realized that our strengths were in digital marketing, and the pandemic actually accelerated our growth as more clients were connecting with us because of our digital capabilities.
Through the pandemic, not only was our team able to double in size and revenue, but we also switched to a remote-first model, realizing that this actually made our team more productive. As an added benefit, the flexibility was something that our employees really enjoy.
What specific tools, software, and management skills are you using to manage your online marketing?
Alex Wan: We have an array of tools, such as Swydo for reporting, Opteo to manage PPC ads, and a combination of Scoro and Notion to project manage and create SOPs for our digital marketing initiatives.
Who are your competitors? And how do you plan to stay in the game?
Alex Wan: Because of our niche, we are well-positioned to take on clients needing Chinese language marketing; with that said, we have also positioned ourselves quite well within the real estate market and are hoping to expand into different markets with this service offering.