Elevator Pitch is a regular feature on Lifehacker where we profile startups and new companies and pick their brains for entrepreneurial advice. This week, we're talking with Gary Nissim, founder of Indago Digital.
In 128 words or less, explain your business idea
Indago Digital is a top tier digital marketing agency specialising in customer acquisition. For the laymen, this means building shit-hot marketing campaigns that improve the efficiencies on how your business attracts and subsequently converts new customers.
What strategies are you using to grow and finance your idea?
Referral, referral, referral!
In an environment where competitors are plenty and promises sometimes inflated, it’s hard to differentiate yourself from the crowd. Our growth strategy is quite simple – provide current clients with a great product and service and they’ll be your sales team.
We also try to ensure that all interactions with our brand are positive, whether they be with a client, supplier or even the local barista. This has led to some unique sales in the past couple of years including new clients generated by; referrals from ex-employees, a job candidate who didn’t get the position they were after, and even someone who contacted us by accident instead of a competitor. It’s always about the positive experience for us.
How do you differentiate your business from your competitors?
Outside of our product, our employees and culture, the main way we differentiate ourselves is through digital PR. We’ve done the tongue in cheek Google Virtual Tours, the aggressive Brand Bidding campaign, the informative Link Building periodic table and we’ve just launched our training event Digital Cadets to address the skill shortage in our industry
Digital Cadets is a one-day event to help university leavers understand the digital landscape and provide them with the tools & connections to secure their first full time role in the industry. We’re launching this event in partnership with Google, Randstad, ADMA and UNiDAYS and it’s being hosted at the Sydney Cricket Ground.
What's the biggest challenge facing your business?
It’s not only our business, it’s the biggest challenge the industry faces - highly skilled and affordable talent.
Students are leaving universities unprepared, industry training isn’t where it needs to be, many agencies are teaching sub-standard processes, and exponential growth in the industry – which, don’t get me wrong, is awesome – compounds the issue further.
So, the only way forward is by counteracting the skill shortage by importing talent from overseas and paying salaries that are unsustainable in the long run.
What one phone, tablet or PC application could you not live without?
It’s not just an app, most of us have it and few of us use its functionality – Voice Search on Google Chrome.
Why do people struggle to type on a small device when Google can do the work for you? With voice search, you can search quicker, with more precise search queries and no need to worry about spelling.
What's the best piece of business advice you've ever received?
Never be scared to pay well for expert advice.
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