Interview with Avalaunch Media

Describes Avalaunch Media's typical client and how your approach differs from others? 

We have a pretty good mix of clients at Avalaunch.  They all range in services too.  We do A LOT of visual creative content - things like Interactive Video, Influencer Video, Motion graphics, interactive graphics, infographics, pitch decks, ebook creation and so much more. People may not know us as well for it, but we also have one of the best PPC teams in the country. 

Of course we have a whole traditional digital marketing team that does the SEO, outreach and all that fun stuff.  We work with some pretty heavy hitters that have big budgets, but we also work with a few "Mom & Pop" shops that squeeze every dollar they can out of their marketing budget.

I think what sets us apart is we grow and evolve with technology, and where the digital marketing world is going. For example, many years ago we saw the shift to mobile happening, so we made sure every graphic, or website was mobile friendly. I think the key is that we know what it takes, and we have never done anything to "trick" or "game" the system.  We understand real marketing and get results.  

What is holding small businesses back from doing SEO? 

For many I think it is the fact they have been burned by so many other companies in the past that were shady or had no clue what they were doing. They already spend an insane amount of money, and now we are asking them to spend more to fix all that was just done (even though they are coming to us, because it didn't work).

I also think not understanding how to market online these days holds people back.  Fear of the unknown.  They have done it "this way" or old school for so long and that is all they know.  They are afraid to branch out.  I see so many dollars lost on potential sales because a company is complacent "just doing what they have always done" like radio or TV spots.  So much revenue is lost and missed.  

How do you convince them of SEO’s value? 

Most of the time all they have to do is look at our clients, case studies and work that we showcase on our website and it’s an easy sell.  We have been doing this many years and have a name built up and are very well established.  That helps.  We do our best to show them what kind of potential their business has by them trusting us. We share case studies and personal experiences as well. We also run several ecommerce businesses of our own, so we are doing this right along with them. It is not just do as I say, and not as I do. WE DO! 

If they’re spending less than $10,000 per year on marketing, how do you convince them search is a wise investment? 

Organic search has the potential to be long lasting if done correctly. There is huge value in that. Do it right up front, and then just maintain. I also don't think any business should JUST do ONE tactic. There are many ways to drive traffic and establish your brand. I think showing them how search is part of an overall strategy also helps in this.  

What advice would you give a small business owner who might be intimidated by SEO? 

If they are thinking of hiring an agency, they need to make sure and do their research on that group.  Make sure they have good reviews and that they have a social media presence with real followers, engagement and community.  If you are wanting to learn to do it yourself, start some other sites (call them burner sites) and start testing yourself what you read, and come to your own conclusions.  Best thing I ever did to learn SEO was to create my own sites and learn from my mistakes.  Following blogs like Search Engine Land or SEOBook.com helps too. Also attending a local meet-up group or even a search marketing conference like Pubcon or SMX.

34% of companies that employ SEO for their website are deciding not to work with an Agency. What is your response to this? 

I don't really have a response because most of the bigger companies that are our clients, all have internal teams and we work really well together.  Most of the time those big companies don't even have time to do their own job, so they rely on agencies to pick up the slack.  From where I stand I see an amazing blend between agencies and companies that have in house teams.  

In the past few years, typical customers are more knowledgeable about SEO. The standards for success are higher and there's generally more transparency required. Has this been the case with Avalaunch's customers?  

Sometimes yes, and sometimes no. When we are working with those that are more skilled WE WELCOME IT.  We love working with those that understand a lot of the frustrations, so when we ask them to do something, they do it.  We don't have to wait around forever.  Also, there will always be those new to this industry just starting businesses so you always will have those.  I am amazed at the amount of times we get a new client and they don't have analytics installed, or even a Google Search Console (Google Webmaster Tools) ... so again, you will always have to deal with that side of things.

About the Author

Tim Condon Chief Revenue Officer at Clutch

Tim Condon is the Chief Revenue Officer at Clutch, the leading global marketplace of B2B service providers. Prior to Clutch, Tim served as the Chief Revenue Officer at Homesnap, the top-rated real estate app built for agents, which CoStar Group acquired in 2020. During his tenure, Homesnap grew its paying user base from 0 to over 80,000 clients. In addition, he previously served as the Director of New Ventures at The Washington Post. In this role, he built several new businesses, including The Capitol Deal, which became the third largest deal site in the DC metro area and was known for giving away 100,000 pizzas

See full profile