Gary Morris, The Experienced Founder with a demonstrated history of working in the internet industry. Skilled in Search Engine Optimization (SEO), Brand Strategy, and Design Sprints. He got formal training in Counseling from Masters College and over 20 years of Business Management experience in the marketing industry.
Being one of the pioneers in digital marketing you have helped many professionals to solve their digital marketing challenges. What are some of the common challenges that the companies are facing across industries?
The number one challenge most digital marketing agencies face is undervaluing their value. Over the years as you progress in your field you will need to do the math. If you know what you are doing, you will be able to increase the value of your clients business (drastically in many cases). Often you’ll notice you’ve been paid a fraction of the value you brought. That’s ok at first. But eventually, you’ve got to learn how to value your work and that of your team proportionally to the value you bring.
Once you come to terms with charging the value you bring and not just the service, you’ve got to look for client’s that value you as they ought. Some are like grumpy dogs, growling at the slightest hint you’d like some food in the dish as well. Leave them be. The bowl will never be full enough. Others look for opportunities to invest in you as they see the ROI for what it is. Art is noticing the difference before signing a contract.
How do you see Digital Marketing is impacting enterprises in the USA?
Here in the US, your digital footprint in many cases is as much an asset like a warehouse. By default, other enterprise-level management will review your online “real-estate” and it’s consistent digital footprint (aka digital marketing efforts) before engaging.
People are getting bombarded with content and advertisements. In such competitive space, what is the right way to get your target audience eyeballs on your content?
I think I should say, “Tell Stories” or “Add Value” here but it’s so overstated these days it needs further explanation. The right way to get your target audience is first and primarily to understand who they are. We just don’t do enough work understanding our demographics and looking for creative ways to organically appeal to them.
Disruptive advertising is helpful but not without a healthy dose of organic reach. If your target market is 25-year-old pregnant affluent women in New York it helps to know they subscribe to nymag.com. It helps, even more, to know they will be attending The New York Baby Show which has plenty of advertisement opportunities I’m sure. Keep digging!
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Which is more important, data or content to the future of marketing?
Which area of the business do you see the most growth coming from in the next 3-5 years?
Data interpretation and creative design.
Give us a little background on how you came to take the hot seat at Grafted-In LLC. Hmm, the hot seat?
If by that we mean, the President. Two life-altering events took place back to back. The job I had at a marketing firm for 14 years had a fire. The next week I got my business license recognizing that job security isn’t as secure as one might think.
The second was my wife had a cardiac arrest and I was an hour from the hospital and almost out of vacation days. I wanted proximity to my family and time.
What Are Your Top Concerns as to the Founder of a Grafted-In LLC Digital Marketing Agency?
My top concern for Grafted-In starts with the areas I know I need to grow in. Leadership qualities and confidence to lead being chief. Other areas are hiring people who embrace the vision, are a joy to be around and discern the needs of our clients.
What is the strength of your company?
Creating brand awareness and design that solves our clients immediate and long term goals.
How you hunt new projects for your company?
By creating the right content and relationships for clients hunting for us can find us.
Between, agencies and in-house, which approach would you recommend for the maximum value of Digital Marketing? Why?
Whichever approach maximizes the value to the client in your current situation. Both work. Which is based on the clients ROI and not our’s first and foremost…
How do see virtual and augmented reality impacting SEO?
I don’t seem them impacting SEO in the traditional sense much at all.
What are the top trends you see are entering the marketplace?
A.I. will be disruptive. What digital marketers have to value more of is the accumulation of discernable data and user engagement.
Thanks a lot, Gary Morris for sharing your valuable journey.
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