Learn from the Best Search Engine Guru

Practical Marketing recently interviewed Vinny Lingham -  Founder and CEO of Yola (free website maker). Vinny has been recognized as a high-impact entrepreneur by Endeavour Global and was the 2006 Top Young IT Entrepreneur. He studied Information Systems at the University of Cape Town and graduated with an honours degree in Electronic Commerce from the University of South Africa. As a globally acclaimed entrepreneur who has founded a number of businesses in Cape Town, including the award-winning search engine marketing company, Clicks2Customers, he has achieved enormous success in his industry and is a highly respected entrepreneur of our time.

1. Can you mention one quality that you posses that has spearheaded your success as an entrepreneur?  

Thick skin!

2.                   Can you briefly talk about how you launched your first business? Clicks 2 Customers?

I had been working in the online marketing industry for about 2 years, and then realized what an opportunity there was in the industry. I sold my townhouse, took R114,000 and started Clicks2Customers in my bedroom.  I got 3 friends to join me and we launched the company in 2003.

3.                   What is it about technology that makes you passionate?

All the endless possibilities. Anything you imagine, you can create! It’s all about your vision and execution.  

4.                   What do you believe is the best way to achieve long term success?

You need to be willing to take risks and manage them accordingly. Success is an individually defined perception - which in other words really means that when you achieve your own personal goals, then you are truly successful. Everyone has a different path in life - you need to find your own definition of success - that’s the best way to live.

5.                   What are some challenges that you deal with on a daily basis as a business owner?

There are numerous challenges, but the most important is to ensure that your team is marching towards the company’s goals in a synchronous way. It’s very difficult to create and maintain a fully aligned company, but that’s one of the challenges of running a business.

6.                   What do you believe are some key strengths that differentiate your business when it comes to building and optimising websites, driving traffic and doing emarketing?

Key strengths for us is ease of use, automation and people. You need to make your product very easy to use and automate as many processes as possible to harness efficiencies. In terms of emarketing - hire the best people you can find - online marketing it’s a people business.

7.                   What are you specialist skills and what do you enjoy most when it comes to running a business?

My specialist skills are deal-making, marketing and strategy. I don’t really have a favourite, and I enjoy a variety of different tasks.

8.                   What kind of culture exists within your organization and what have you done to instil this?

We have a very customer focused culture. Whenever we do something in the business we always try to think of what is best for the customer - and involve our customer support people in most of our thought processes. Customer support is a differentiator for Yola.  

9.                   What inspires you as a person?

As a person, I’m inspired by all the selfless work done by social entrepreneurs. I think it’s amazing to dedicate your life to improve the living conditions and social structures of those who are living below the poverty line. I plan to make my mark there at some point.

10.                What do you believe a business in today’s day and age can’t survive without?

I’m biased, clearly, but I believe that every business needs a website. There are over 1 billion people online - you need to have a website in order to be found - I think it’s critical!