Hey! Who’re you and what enterprise did you begin?
My identify is Chris Uzzo and I’m the CEO and Founding father of Zero Gravity Advertising and marketing (ZGM). Based in 2012, ZGM is a digital advertising company specializing in search engine optimisation, paid media administration, social media advertising, e mail advertising, web site design Conversion Price Optimization (CRO), content material advertising, and inventive companies. We service clients in all industries focusing totally on medium to large-sized companies in want of ongoing progress and assist.
ZGM is a five-star rated digital advertising company, a Premier Google Companion, and has been acknowledged by Inc for the final three years as one in every of its Inc5000 fastest-growing privately-owned firms. For 2022, ZGM is on observe to extend income by over 20% and to gross over $10M for the yr.
Our course of places evaluation and technique earlier than design and implementation, guaranteeing we entice the fitting viewers with the fitting message on the proper time. From creating an all-encompassing advertising technique to implementing each element with precision, the ZGM crew works collectively to achieve your objectives.
Our methods are usually not totally different for the sake of being totally different. They’re distinctive and pushed by what works. We keep forward of the digital expertise curve, take a look at concepts earlier than recommending them to purchasers, and frequently try to supply advertising methods that produce outcomes.
We provide one of the best digital advertising companies due to our data-driven strategy and our dedication to recruiting one of the best crew members and offering them with ongoing coaching and assist. We have been proud that final October (2021), ZGM acquired a high office award primarily based on quantitative worker suggestions.
What’s your backstory and the way did you give you the concept?
Constructing and overseeing the search engine optimisation and PPC departments for a number of companies for a few years and watching our consumer firms have an enormous success, I began ZGM.
My expertise in paid media and search engine optimisation is why ZGM is “backboned” in digital technique. I’ve expertise in constructing customized Information Studio dashboards and modeling knowledge for significant insights. I imagine in laborious work, honesty, listening, being open to new concepts, enjoying the lengthy sport, and proudly owning as much as your errors. I imagine within the ZGM crew, and most significantly will do all the things I can to make sure their success.
My spouse Annie is our COO but in addition handles recruiting, HR, operations and so I actually can’t inform the story of ZGM with out speaking about her. She joined ZGM as quickly as we might afford to pay each of our salaries through what was then a startup. The company wouldn’t be the place it’s at present if it weren’t for her! She is all the things to me and the enterprise.
We’ve two different companions on the company, Michela Solanch (CSO) and Keith Atchinson (CMO) who I do know from my first company and who joined the ZGM in 2016. I’m glad to provide them a lot credit score for our progress during the last 6 years along with giving an enormous shout-out to others who joined ZGM within the early days (Josh Comen, Tim Dugan, Katie Marrotte, Dave Panfili, Liza Adelberg, Lauren Fall, Lindsay Alexander), our division leaders and everybody at ZGM who contributes to our superb firm tradition and trajectory.
Take us by way of the method of designing, prototyping, and creating your companies.
I take into account search engine optimisation and Google Advert marketing campaign administration to be the primary companies offered by the company. Our course of contains:
Asking each potential consumer questions to grasp their objectives, their superb buyer personas, previous successes, price range, timing, and so on. We analysis the dimensions of the market and demand for the product to get a way of how profitable our advertising campaigns shall be earlier than we get extra deeply invested. It needs to be a match for the consumer and ZGM to proceed to the following step.
In most situations we offer a possible consumer with an evaluation of their previous advertising efforts and their Google Analytics web site efficiency. This evaluation opens the dialogue with the consumer about what’s working and what we would want to vary to achieve success in our new campaigns.
We work with our groups to find out one of the best strategy and to develop a scope of labor. Upon signing the SOW/settlement, we start with a kickoff name the place the consumer meets any remaining crew members not already launched and the place the ZGM crew asks the consumer any further questions essential to formulate a plan for his or her channel.
Each channel (search engine optimisation, paid media, natural social, e mail, and so on) begins with an evaluation and a plan. Our methods leverage analysis and knowledge to make sure we’ve a plan that can finest swimsuit our purchasers and their objectives. This data-driven strategy is an actual differentiator.
As soon as we current the plan, focus on and obtain consumer shopping for, we execute our plan and start ongoing digital advertising marketing campaign administration.
Each month (extra incessantly in some instances) we meet with our purchasers (in particular person or through zoom) to go over the outcomes, focus on insights and tendencies, and to evaluate the really helpful subsequent steps. If the outcomes aren’t the place we would like them to be we deal with that head-on, highlighting all outcomes (good or not so good) and discussing what we plan to do to enhance them. Honesty and transparency have been key to creating long-standing relationships with our purchasers primarily based on belief and respect.
Describe the method of launching the enterprise.
Provided that I’ve a background in advertising together with constructing web sites, beginning the enterprise wasn’t as tough as for many. The primary iteration of the brand was created by Josh Comen – at present VP at ZGM (early drawings and brainstorming are proven beneath).
The corporate identify needed to have the phrase “advertising” as a result of this phrase’s vital for search engine optimisation functions. The phrases “Zero Gravity” have been initially picked with search engine optimisation in thoughts with the thought that we will enhance rankings for purchasers as if the web sites have zero gravity. It’s additionally meant to represent a departure from a number of the unhealthy practices that can provide companies a nasty identify.
10 years in the past, companies obtained a nasty popularity for dishonest reporting, overselling, overbilling, and simply not having the purchasers’ finest curiosity at coronary heart. ZERO GRAVITY = ZERO BULLSHIT. Additionally, we have been capable of buy the area identify which could be a problem once you desire a area with accurately spelled phrases and to have a .com TLD.
In 2020, to showcase our experience in offering digital advertising for eCommerce companies, ZGM launched a sub-brand CAKE Commerce. Identical crew, similar EIN/P&L, however a unique web site and strategy to advertising to draw eCommerce companies in want of an company that makes a speciality of advertising for eCommerce.
The company is solely self-funded (bootstrapped) and has by no means acquired exterior funding. We’ve been worthwhile all alongside the way in which to fund our progress. One vital lesson we discovered is that we must always solely work with purchasers that shall be a match for the company and with whom we imagine we will have an extended and profitable relationship. Early on, we have been desperate to tackle any consumer that got here our means, however in doing so, we spent numerous time spinning our wheels and expending large psychological power within the fallacious locations.
My recommendation is to give attention to what you do finest and give attention to working with the purchasers the place you’ll have that type of lengthy and mutually helpful relationship.
First Web site (screenshot):
Crew picture from 2015 (early days);
Since launch, what has labored to draw and retain clients?
We’ve put nice emphasis on being clear with our purchasers, offering them with real-time dashboards to allow them to see how we’re acting at any given second. We evaluate the stories with our purchasers usually, delivering our insights, reviewing work accomplished, and recommending the following steps.
Earlier than our work can start, creating an overarching advertising technique is paramount. Our crew meets with you to grasp your small business. Then, we carry out in-depth analysis, gathering and decoding knowledge about your goal market to develop an built-in advertising marketing campaign that can place your model proper the place you need it.
We began aggressive ongoing search engine optimisation for the zerogravitymarketing.com web site each web sites (ZGM & CAKE) have been launched, and every month-to-month assembly was to evaluate varied initiatives and add a number of weblog articles on digital advertising matters. We’ve expanded the websites over time with many extra search-engine-optimized service pages and likewise trade pages.
We’ve been working Google Advertisements for each since every launch. As well as, we do a number of social media advertising, and e mail advertising, and leverage many different advertising ways (we will’t give away all our secrets and techniques). Completely satisfied purchasers have additionally gone a great distance by way of offering nice evaluations and referring us to different companies.
Google Advertisements screenshot:
Their solutions are saved within the questionnaires for future reference. Understanding what has labored finest previously and doubtlessly what has not is very vital. If they’ve labored with companies previously and haven’t been glad, it’s vital to grasp why the connection failed. Setting objectives firstly of the connection can also be crucial.
From there, retention is principally about two issues; the outcomes and the connection If the outcomes are nice and you’ve got working relationship with the consumer that’s primarily based upon belief, transparency, equity, and so on then it ought to final a very long time. Our crew at ZGM does an ideal job of constructing actual relationships with our purchasers and delivering superb outcomes. If you happen to don’t imagine me, learn our evaluations and take a look at our case research.
How are you doing at present and what does the longer term appear to be?
We’re rising income by about 20% per yr and count on to hit $10M/yr in 2022. To take action we’re ramping up our inner advertising efforts inside search engine optimisation, Google Advertisements, social media, and through e mail advertising to our checklist of previous clients and prospects who’ve signed as much as obtain our emails. We even have a referral program which rewards crew members, purchasers, and anybody else for referring enterprise to the company.
We imagine that ZGM is well-positioned for fulfillment. Whereas there are numerous advertising company rivals within the house, we’re experiencing hovering demand for our companies and we differentiate ourselves very nicely with our core values of being ready, proactive, clear, and laborious working. We imagine in long-term consumer relationships constructed on belief, mutual respect, and shared success.
By way of beginning the enterprise, have you ever discovered something significantly useful or advantageous?
It’s our crew that’s made us nice. Hiring the fitting folks, coaching them, supporting them, and maintaining them glad and motivated is vital. Additionally exhibiting them the trail that they will have throughout the company and what it would take to get there, is essential by way of retaining high expertise. Being upfront and sincere when a crew member will not be performing nicely is equally vital in order that along with the crew member we will get them again on observe. It’s as much as the leaders inside each firm to place crew members for fulfillment.
Additionally, it’s vital to be open to suggestions from crew members and purchasers. Being open and implementing modifications usually will evolve your small business and make it extra profitable. When contemplating modifications it’s vital to contemplate if a change is in one of the best curiosity of the crew members, in one of the best curiosity of the purchasers and if the change will affect company well being (profitability).
We usually survey our groups and likewise take heed to suggestions from the crew members and crew leaders. We’ve communicated with the crew our objectives every year and the way we are going to obtain them.
It’s crucial particularly as an organization will get greater to observe the scope of labor rigorously and to be careful for tasks which might be going over on hours. Scope creep and spending unplanned unbilled hours on tasks actually can harm a enterprise.
What platform/instruments do you employ for your small business?
Certainly one of our favourite instruments is Slack. From the start, we’ve all the time provided the choice to earn a living from home or our workplace. For the reason that pandemic, an increasing number of folks select to earn a living from home. Additionally, ZGM is increasing with crew members now dwelling in states all around the nation. To foster relationships and a way of group, we use Slack.
We rejoice birthdays, anniversaries, and welcome new crew members on Slack. We even have particular Slack channels for celebrating wins, for sharing information, trivia, recipes (foodie channel), pet pictures, and lots of others. We built-in bonus and fund everybody’s bonus account every month in order that they can provide one another bonus factors which they then redeem for present playing cards or use to make donations to charity.
Asana can also be crucial to the company. Account Executives take nice notes and translate these notes into duties for our crew members to compete. Each activity begins with a activity template the place there are fields for the entire vital data together with the duty description, deadline, useful resource, hours allotted, and so on. Asana is built-in with Everhour so that point that’s tracked may be attributed again to the duties in order that we will see what duties are over or underneath on-hours.
Recommendation for different entrepreneurs who need to get began or are simply beginning out?
My recommendation for brand new founders is to determine what is exclusive about your small business and use these differentiators to set your small business other than the competitors. It is very important place your small business as distinctive but in addition with authenticity.
Understanding your clients and their enterprise objectives can also be crucial clearly. We’ve developed a collection of inquiries to ask when we’ve our first conversations with potential purchasers and likewise inquiries to ask after we kick off a mission.
Are you trying to rent for sure positions proper now?
We’re all the time rising so we’re all the time hiring! We’ve roles open in a number of departments together with search engine optimisation, paid media, growth, accounts (account government roles), and so on.
For extra data, please go to our careers part on the ZGM web site.
All the roles are paid full-time roles.
Descriptions of the roles and duties can be found on the ZGM web site. For these on the lookout for a profession in digital advertising, you may learn our weblog The right way to Get a Advertising and marketing Job.
The place can we go to be taught extra?
When you have any questions or feedback, drop a remark beneath!
Founding father of Zero Gravity Advertising and marketing
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