From a one-man agency doing digital marketing in a bathrobe to a full-stack digital marketing company that is now expanding, Aaron Metzger has come a long way. In this webinar, we discussed some of the most important things he learned in his journey with Genius, so read on if you want to find out more
Before jumping off into the full-stack digital marketing world, Aaron had a few stints in real estate, so he understood the market (and more than that, he understood there’s a lot of potential for growth in the real estate marketing in Dallas). As such, servicing the real estate industry as a marketer came as a natural choice for him when the time came for Genius to take off as a digital marketing agency.
We chatted a bit with Aaron about how Genius gets their customers and came to the wonderful realization that he was confirming something we, at ClickGUARD, have learned on our own skin: referrals are truly powerful, especially if you are a Full-Stack Digital Marketing agency looking to grow.
The classic “word of mouth marketing” can work very well in the digital space as well, precisely because it allows customers to come to you organically, with a given set of expectations already embedded in their mindset. This is especially true in the real estate industry where everyone knows each other, but can be very much applied to other industries as well.
As Aaron very aptly put it, when you get a customer through a referral, you don’t have to go through the courtship process with them, you don’t have to explain yourself or your skills, and you end up with really good clients who genuinely trust you in what you do. It’s a win-win for everyone, really!
Case studies are the next best thing to getting customers through referrals. As we were discussing in a previous webinar with Ekaterina, case studies allow you to set clear expectations with your prospective clients right from the get-go.
Genius is run as a full-remote agency, and Aaron understands very well how important it is to keep the team engaged and in tune with the company values. His philosophy on this is quite simple: employers have to understand that employees have a choice and they can go on and work someplace else at any time. Understanding their values, being inclusive, being supportive of the fact that his employees have families -- these things helped Genius create a working culture everyone enjoys.
Moreover, Aaron emphasized the fact that building bonds with the team gets through to the customer, eventually. Honesty, transparency, and having recurrent conversations with the employees helps everyone grow and succeed: the team, the agency, and their clients alike.
Another very important point we discussed with Aaron is how an agency should always focus on their customers, and in more ways than just through the “traditional KPIs”. Building strong relationships with customers is all about helping them succeed, both professionally and personally.
It is for this reason that Genius is extremely transparent with their customers and shows them the data directly from the source. As Aaron puts it, data tells a story, and the client needs to know if their strategy didn’t work as it was initially intended, precisely because this helps the agency build long-term, sustainable relationships with their customers.
Curious to learn more about Genius, their successful agency model, and everything we briefly touched upon in this article? Click the “Play” button and listen to our chat -- we guarantee you’ll find it more than insightful!
Jason is the CMO @ ClickGUARD. He is passionate about all things PPC, SEO and has extensive customer acquisition experience. When not writing about SEM he can be found surfing the wildest ocean waves of the South American coast.