“Marketing for Your Future” with Kate Izell from Izell Marketing Group

Kate Izell
Founder & CEO at Izell Marketing Group
Website Address: https://www.izellmarketing.com/


What services does your company provide?

Creative, Social Media, SEO, Marketing Strategy, Video, Photography, Search Engine Marketing / Pay Per Click

About Izell Marketing Group:

Izell Marketing Group implements catered digital marketing solutions for any size company in any industry.


How do you define success?

Success for us means that a client is receiving what they need to achieve their own definition of success.


What percent of your advertising service offerings does media buying make up?

0%


What makes your company unique?

Our approach is always client-first, which means contracts and service solutions are flexible and depend on us delivering the ROI needed. We don’t lock anyone into a contract; our results keep business. We are all trained in data analytics, so we know how to use advanced analysis techniques to maximize advertising online.


Who in the industry inspires you and why?

I am most inspired by the students of digital marketing. They are bringing in the freshest perspectives that seasoned professionals don’t have.


What is a tip for success that you would provide someone in your same industry?

Focus on the client’s needs first, and err on the side of sacrificing your need for theirs. This will give you the best working relationship. It minimizes stress and conflict, and it will keep business flowing in from referrals.


What is the Izell Marketing Group?

We actually started as a freelance operation, which is pretty normal in the digital marketing space, but I previously worked at an agency for about four and a half years. I learned all of the ropes to it and decided to start up my own. My initial intent was to work with small business. We have a lot of small business here in Chattanooga that can’t afford the big agencies. So my thought was, I’ve got the bigger agency experience I can just bring that directly to them without all the overhead. That ended up resulting in me getting a lot of work and I had to hire a team. What I’ve been doing is scaling for the last four and a half years now where we actually have a full agency but we have a model that can still directly help the smaller companies while still also working with some larger ones now.

What was the biggest challenge that you faced scaling your business?

The biggest challenge was being able to continue helping the small business. I understand now more than ever obviously that once you start scaling and you have to hire, you want to use better tools. You need to be able to afford it. Your profit margins can get thinner if you focus more time on a lower fee client. What we figured out and what was challenging was how can we still get some of the larger clients that we have and still really guard time and provide service to the smaller companies that have five hundred dollars a month budget. We actually have several of those and they’ve always been the bedrock of the company.

What advice would you give to someone then that is looking to follow in your footsteps and start their own firm?

My approach that I kept coming back to was “I’m not creating somebody else’s company and I’m not scaling somebody else’s company.” This was something I started for a reason and I kept coming back to what are the reasons I’m doing this and what are my values that I’m trying to convey. I think especially in my generation, younger generations, a lot of it is very purposeful, business is purposeful to us. It’s not just making money. We care a lot about the economy and about the world in general. What I kept coming to and what guided me was really trying to focus on how certain decisions or options really resonated with my core values.

Who is an ideal customer for your firm?

We’ve really had a hard time showing that there is just one industry or one business type that we work with. I would say the ones that we can serve really well and that tend to stay with us enjoy working with us are actually companies that have attempted marketing either internally or with a partner and they kept hitting their head against the wall. We tend to work really well with those because they’ve exhausted so many opportunities. My team is full of strategists, so they really like taking a challenge when nothing has worked before.


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