In this installment of our Small Business Spotlight series we’ll be highlighting Scott Frangos, owner of Webdirexion, a digital marketing agency.
A fellow author, Scott was one of the original reviewers of my book, and since then we’ve become marketing comrades. Scott has a deep knowledge of marketing, and these days his focus is predominantly content strategy, and CRO — which is an acronym for conversion rate optimization — a critical, yet often misunderstood, element of online marketing.
In case you’re not familiar, our spotlight series always highlights an amazing small business that stands out from the crowd for their excellent service, products — and all-around awesomeness.
So, let’s get to know more about Scott and his business …
Who Are You?
I like to call myself “Chief Optimizer” for Webdirexion LLC — a digital marketing agency and custom wordpress site development company. I am a Pacific Northwest native who enjoys coffee, pizza, tai chi, and camping — not necessarily in that order.
I find myself reading mostly technical books these days, but also enjoy reading philosophy, spirituality, science fiction and mystery tomes. I worked closely with Joe Pulizzi, the Godfather of content marketing, for a number of years so it will be interesting to plumb through the content of his forthcoming first fiction title — a mystery. I am the author of the Marketer’s Complete Guide to CRO, and currently am working my way through the AMA certification course for digital marketing. It is remarkable how much MarTech changes in a short amount of time.
What Do You Do?
Though I love being in all the “trenches” of digital marketing, nowadays I find myself focusing on content strategy, and CRO — conversion rate optimization. Of course, running the agency is another part of my responsibilities. Those three areas keep me busy nowadays. I am often the primary client contact for the team, though we look to expand and bring more team options soon.
Why Do You Love Doing It?
My first blogging tool was a manual typewriter and in college I loved working for both the student newspaper and the yearbook. There is something very satisfying about holding a publication (or viewing a website) that contains the communication you have worked hard to produce. My Father was a 40-year newspaper man, but on the production end. I worked in the advertising department of the daily newspaper during college, and later prepared sales materials for printing (writing, design, production) for an international corporation — all pre world wide web.
Then the web came along and everything changed, though at core — smart marketing communications remained the same. The four P’s of marketing. The 4, 5, or 6 C’s — depending on how you lay out the concept. These are the same throughout the tremendous technological innovation we have seen. Customers. Competitors. Content. Costs. Conversions. Some Gurus add “Climate”, but I think that is covered in the first two C’s. Why do I love breaking this down and assisting clients to work their way through it? It’s the pathway to success.
How Does it Help People?
It helps them focus on a proven sequence of smart communication tactics with the right persuasion built in so they end up with a marketing investment that pays off.
If you’d like to learn more about Scott and his business, feel free to visit Webdirexion.com, or check out his book on Amazon.
Oh, and in case you’re wondering, this is what Scott actually looks like …
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