Meet Nicholas Lonski, the Director of Demand Generation for Erase.com, a master in demand generation and advertising campaigns. His journey began back in 2013 when he took on the role of Director of Marketing and Advertising for a small company, where he skillfully wielded Google Ads to drive event attendance. Helping others with his expertise is his passion, and he’s always striving to enhance his skills in the ever-evolving world of PPC.
At Erase.com, Nicholas holds a key position as the Director of Demand Generation. His job revolves around acquiring new customers through multi-channel advertising strategies on platforms like Google Ads, Facebook, Instagram, Roku, and Hulu video ads. Always staying on the cutting edge, Nicholas believes in the power of continuous learning and keeping abreast of industry trends. He actively participates in training sessions and seminars conducted by renowned experts, ensuring he stays ahead of the game. Knowing that his efforts directly impact customer acquisition and demand generation fuels his excitement for the work he does.
Nicholas is excited about the industry’s future, seeing great potential in technological advancements like decentralized data and blockchain. Erase.com’s mission is to empower clients in taking control of their online presence and data, and Nicholas is thrilled to explore ways technology can safeguard online information. For aspiring professionals in his field, Nicholas offers valuable advice: be adaptable, embrace lifelong learning, and deeply understand the digital landscape and the business you work with.
Looking ahead, Nicholas envisions expanding his skill set to build a top-notch team at Erase.com, integrating online privacy strategies with PPC expertise. This would enable the company to boost businesses’ revenue by providing top-tier advertising campaign solutions. When it comes to measuring success, Nicholas relies on a blended return on investment metric that considers the entire marketing funnel. He emphasizes the importance of breaking down silos between advertising departments and fostering collaboration to understand their impact on the business’s bottom line.
Despite his dedication to work, Nicholas also knows the significance of maintaining a solid work-life balance. Stepping away from the data and spending quality time with family, getting sufficient rest, and taking vacations provide him with fresh perspectives and novel ideas that enhance his work at Erase.com.
How did you get started in this business?
Since 2013 I have had the opportunity to learn google ads. At the time, I was the Director of Marketing and Advertising for a small company and their need to generate attendance for events was substantial. At the beginning of my career I was lucky to be given such a high ranking role, working my way up, soon after joining the company. In that role I wore a lot of hats, and pushed myself to learn more and more as fast as I possibly could. It fascinated me that I could configure a few digital advertising campaigns and we’d get a packed house of people at our events. I love technology and analytics, so this role kept me fascinated and it still does.
How does your company make money?
Erase.com and Guaranteed Removals generate revenue through various sources. The primary way our company makes money is by providing services related to online privacy through content removal and data control. We offer solutions to individuals and businesses looking to improve their online image, remove negative content, manage their online presence, or gain control over their personal or professional data.
Our services are typically provided on a results oriented basis where clients pay no money up front and only pay for our services after we have successfully addressed their pain point. Pricing may vary depending on the scope and complexity of the services rendered, the duration of the engagement, and the specific needs of the client.
How does your company go about acquiring new customers?
That is where my position comes into play. I am the Director of Demand Generation and I set up all of the advertising platforms ad campaigns. We acquire new customers through a multi-channel approach using ad platforms like Google Ads, Facebook, Instagram, Roku and Hulu video ads. It’s really great to watch the results and conversions happen on all of the dollars we spend.
At Erase.com and Guaranteed Removals, we employ various strategies to acquire customers and help them gain control of their online presence. In my role I’m primarily responsible for directing and contributing to the following channels:
- Online Advertising: We utilize a multi-channel approach, leveraging platforms like Google Ads, Facebook, Instagram, Roku, and Hulu video ads. These advertising campaigns target our desired audience and generate leads.
- Search Engine Optimization (SEO): We optimize our website and content to rank higher in search engine results, ensuring our services are visible to individuals searching for online privacy and data control solutions.
- Strategic Partnerships: We establish partnerships with complementary businesses, such as law firms or digital agencies, to cross-promote services and tap into each other’s customer networks.
- Content Marketing: By creating valuable and informative content through blog posts, articles, and resources, we attract potential customers who are seeking solutions to their online reputation or data management challenges.
- Online Presence: Maintaining a strong online presence through social media, industry forums, and online communities helps raise awareness about our services and establish credibility in the field.
By employing these strategies, we aim to connect with individuals and businesses seeking assistance with their online presence, online privacy, and data control.
How did you work your way up in this business?
I worked my way up in this business through a combination of continuous learning, hands-on experience, and proven results. Starting as a Director of Marketing and Advertising for a small company, I honed my skills in Google Ads and demand generation. I actively sought opportunities to expand my knowledge through training, seminars, and workshops led by industry experts. By consistently delivering impactful campaigns and staying ahead of industry trends, I gained recognition and advanced to my current position as Director of Demand Generation at Erase.com.
What made you want to work in this industry?
I have always been fascinated by the power and reach of digital marketing. The ability to connect with people on a global scale and influence their decision-making intrigued me. Additionally, the fast-paced and ever-evolving nature of the industry appealed to my passion for continuous learning and adaptation.
What specifically drew me to work in this industry was the opportunity to make a meaningful impact. I recognized the significance of online presence and reputation for individuals and businesses alike. The potential to help people take control of their online image, protect their privacy, and shape their digital narrative was compelling.
Furthermore, the challenges and complexities associated with digital marketing excited me. The constant need to stay updated on the latest trends, technologies, and strategies in areas like PPC, SEO, and data management presented a dynamic environment for professional growth.
Ultimately, working in this industry allows me to combine my analytical thinking, creativity, and technical skills to drive results and make a positive difference. Seeing the tangible outcomes of my efforts in acquiring customers, generating leads, and enhancing online reputations brings a sense of fulfillment and fuels my motivation to continue excelling in this field.
What is it that you feel makes you good at your job?
I don’t ever want to say I am “good” at my job. I feel that I always want to advance my skill set and get better at what I do. Especially in the PPC world as the industry is changing almost every week. Constantly, I am attending training and seminars such as SMX and special workshops with industry names like Brad Geddes, Melissa Mackey and Bruce Clay. These workshops give me an edge on the trends which, in turn, helps me produce results. Knowing that my work directly creates customers and leads is very exciting to me.
What are the perks of working in this type of business?
Working in the online privacy industry offers several perks and advantages. The big one for me is making a positive impact for our clients. The work involves helping individuals and businesses regain control of their online presence, protect their reputation, and manage their data. Contributing to their success and seeing the positive impact on their lives can be incredibly rewarding. It is also a dynamic and evolving field. Working in this industry allows you to stay at the forefront of technological advancements, strategies, and trends, ensuring continuous learning and professional growth. It’s a really unique, fulfilling and intellectually stimulating environment.
What are the disadvantages of working in this field?
In my role specifically, the field of online privacy and data control is competitive, with numerous companies and professionals offering similar services. Differentiating oneself and staying ahead in the industry requires continuous improvement, innovation, and effective marketing strategies.
For the industry as a whole, managing online reputations and data control involves ethical dilemmas. Balancing the interests of clients with societal expectations, privacy concerns, and legal boundaries can be challenging. Professionals in this field must navigate these complex ethical considerations with integrity and professionalism.
Of course given the nature of the industry, dealing with clients who are facing reputation or data-related challenges can be emotionally taxing. Some situations may involve sensitive or distressing content, legal complexities, or difficult client interactions, requiring a high level of professionalism and resilience.
What’s the most rewarding part of your work?
Seeing others benefit from my management style and suggestions is rewarding. I believe that a good manager gives credit to the people he or she works with and takes the blame when things are tough.
Where is your industry headed? What excites you about the future of this line of work?
I see a lot of opportunities for technology to revolutionize this industry, especially with the “privacy wave” and decentralized data (Blockchain). At Guaranteed Removals/Erase.com we want to help our clients gain control of their presence and data online. With Blockchain, people will be able to truly own their data and determine who to give it out to and when people can have access to it. We have a long way to go for this to be a reality. But in the meantime it’s just exciting to continually find ways, through technology, to protect their data online.
What advice do you give people who want to get into your field of work?
With this ever changing industry, you have to be ready for anything and you also have to be ready to learn something new every day. You have to have a strategic mind set and you are going to have to know the digital landscape deeply. In order to be truly successful, you have to know the business and industry that you are working with and the intricacies of the tools and technologies you are using to bring these things together and make very smart business decisions. Remember, this expertise goes beyond mere advertising tactics. I believe in taking a holistic approach, considering the entire customer journey and implementing well-rounded strategies to ensure optimal results.
Are you willing to be a mentor? If so, how should someone contact you?
Yes, I’m always open to being a mentor. If you’re interested in seeking guidance or mentorship, you can connect on LinkedIn or DM me on Twitter. I’m always happy to talk with anyone who expresses an interest in mentorship or seeking advice in the areas of digital marketing, demand generation, advertising campaigns, or related subjects.