Elev8 Med Owner Nathan Robinson Discusses Starting a Digital Marketing Agency
How did you get into digital marketing?
I started a personal training business when I was 18. I knew I needed a website and hired a company to build one. They took forever to do anything and a few months later I still had no website. I took it upon myself to create one myself. It went well and I started generating leads almost immediately.
My dad saw the website and had me build one for his landscaping business. His buddy then wanted one. It then continued to snowball until I thought “Hey, this might be a legit business”. I then pulled out all the stops and now have a successful agency.
Why do you think you succeeded when so many people fail to start a business?
I was very lucky to have had success early (in the first year) and to continue that success more and more year after year. I think the main thing that sets me apart is that I literally do everything I can to make my customers happy.
The most important thing is obviously to give them the best possible return on investment, but on top of that, I want my clients to enjoy working with me. I try to make friends with my clients. I think a mistake a lot of people make is getting too formal/corporate with business. If you can make it fun, why not go for it?
Other things that helped me stand out
- Non-binding contracts: People working in digital marketing LOVE fixed-term contracts. I think that’s ridiculous. I understand why they do it, but I’m on a monthly basis. Which makes it entirely performance-based.
- Exclusivity: I only work with one type of client per location. I will not work with competing practices
- Long-term relationships: I look to the long term in everything I do. If, for example, a campaign is not going as it should, I have no problem with suspending payments until we resume. For the short term it’s not ideal but I know in the long term my clients will appreciate it and remember it
- Response time: Some of these guys take days to respond to a simple email. I try to answer in a few minutes
There are more reasons of course but these are just a few.
Have you always worked with the medical industry?
When I started, I worked with anyone I could get my hands on. This has taken me to work with small family and pop shops to large companies like Goya. About 8 years ago I started working with a plastic surgeon. He was blown away by the results and told me that I should seriously consider targeting others in his field. He explained that in general, medical care was overloaded and no one had ever delivered for him before.
I was referred to a few of his colleagues, got some awesome results for them, and then started researching the medical niche. At the moment, I mainly work with plastic surgeons, medical spas, dermatologists, ophthalmologists and dentists. My parent company is Elev8 Media. So I removed the “ia” and Elev8 Med was born.
What are the advantages of working in a niche?
One of the best pros is that I know their industry inside and out. I can speak the same language. If a Med Spa starts talking about a Morpheus8 machine or a plastic surgeon starts talking about a BBL, I immediately know what they are talking about.
With that experience also comes knowledge of the best ways to book new patients. What are the best keywords, what are people searching for, how to drive traffic, how to convert potential patients into new patients, etc.
What are the different services you offer?
SEO is our biggest service and to me it can give you the most traffic for the least expense. Another service we offer is Google Ads. I like Google Ads because they can be very targeted, can be tracked easily, and you start generating leads right away. However, they tend to be more expensive. Budget permitting, I love running them side by side. We also take care of web design.
Do you have any tools you enjoy using to run the business?
I tried a lot of different tools and setups. This is not an exhaustive list but here are a few. For keyword research, I like SEMRush. Google Analytics is a must. I like Notion for general note taking, task lists and project management. Google’s business email is great. Serpfox is great for keyword tracking. BetterProposals for proposals.
Any last words or thoughts?
Do your best to over-deliver. Don’t just sign a client and hope they stick around. Overbook each month and take a personal interest in their success. I think some businesses are too revenue focused and don’t care about their customers. They are simply added to the list. I take a personal interest in helping each of my clients grow and succeed. If I can’t, I take it as a failure and I will do my best to avoid that.