Each month, we profile WSI members from around the world. This month, Francois Muscat interviewed entrepreneur, public speaker, mentor, dedicated leader, and WSI network supplier, Jack Porter-Smith. Not only does Jack commute between Scotland and Canada, but he also helps our Internet Consultants to deliver their projects.
How Did Jack Porter-Smith Get Started?
Around the same time Jack was finishing school, his father was a WSI Internet Consultant based in Glasgow. Starting in a junior position working for his father, Jack spent six years developing his career in advertising.
In that time, Jack spotted a gap in the network that he initially planned to fill as a pay per click (PPC) trainer. As things turned out, though, Jack became a PPC supplier in August 2013.
What Services Does WSI Paid Search Offer?
While WSI Paid Search covers PPC strategy development, Google Shopping ads, social media ads, display and video ads, remarketing ads, and Google ads management, the key to collaboration and partnership is education. Especially in a space that has become so complex, the main goal is to help businesses be successful. Being an educator who has a positive impact on people is Jack’s passion as Managing Director of WSI Paid Search.
What Should a Consultant Look for When Dealing with a Supplier?
The advantage of the WSI ecosystem is its vast network of suppliers which results in collective growth. The downside, on the other hand, is that too much choice can be overwhelming.
Obvious factors to consider include pricing, business models, reviews on portals, and so on. However, it always boils down to a relationship based on authenticity. Time and again the strength of the relationship is directly related to the success of the business.
Therefore, look not for vendors, but people with whom you can build your enterprise.
Share Some Notable WSI Relationships?
Heidi Schwende and Jack started as WSI newbies together. Over the years their relationship grew into a steady book of business – learning from both wins and fails. Ultimately this partnership has morphed to half-day events sharing the stage with Google in front of a couple of hundred business decision-makers.
Again, a good relationship like this has a knock-on effect as other elements of digital marketing are covered by a parallel relationship. Focusing on the human element with mutual respect and understanding allows for flexibility in processes and SOPs.
Knowing who oversees what creates boundaries that allow each member of a partnership to concentrate all their energies on getting their part of the collaboration done. It takes time to build such trust – making it all the more valuable.
As an IC, having a team behind you offers so much confidence that you can deliver when you have a good relationship with them.
What is The Biggest Value of Being Part of The WSI Network?
Unsurprisingly, Jack finds the people the greatest contributors of value to the network. The overall success of being part of WSI is greater than any members could be on their own.
Thanks to the passion of WSI’s visionary founders, Dan Monaghan and Mark Dobson, the winning formula has stood the test of time – 26 years to be exact!
Share the Highlights of Being a WSI Supplier?
Jack takes pride in having a team that runs smoothly, successfully, and autonomously. His personal highlights reel is vast, as there are so many opportunities to have fun. WSI's 2019 Global Convention in Cancun and releasing his book are right up there.
Do You Have a Personal Motto?
Borrowed from The Beatles, Jack’s personal motto is “All you need is love” – giving love, finding love, and looking for love translates into what you are trying to achieve.
It’s Happy Hour! What Drink Would You Order?
Not being faithful to his Scottish background, Jack does not, in fact, like whisky. Instead, he likes to relax with a French Martini i.e. vodka, Chambord liqueur, and pineapple juice.