Expertise

I strive to be data-driven in every decision I make. Thus, here’s a few verifiable data points that highlight my digital expertise from a high level.

While my official title has been “Senior Marketing Strategist,” I prefer the designation of “Growth Hacker.”

I have executed thousands of incremental changes to move the needle ever-so-slightly for my clientele. Whether it’s increasing referring domain relevancy by 3%, or slightly altering a bid strategy in Meta Ads, it’s always satisfying to see the numbers that matter move in a linear, upward direction.

That’s great, but what truly captivates me? I thrive when helping businesses with low margins find ways to scale effectively. I typically combine multiple verticals, (ex: running Meta retargeting ads for a low-intent, top-of-the-funnel blog post that has high Google search traffic, to move leads down the funnel) tailoring them to the goals and limitations of the business.

My Bread and Butter

Online Advertising

Having directly managed nearly $4 million in total advertising expenditures, the results I generate have continually convinced my clients to to scale up their ad budgets (when advised). Google and Meta Ads are the platforms I have mastered. The second tier of ad networks I have expertise in (and have ran campaigns over $100K) include LinkedIn, Amazon, TikTok, and Pandora.

When building funnels to generate leads or sales for clients, I incorporate some form of remarketing 95% of the time. Even with my lower-budget accounts, I have managed to drastically improve ROAS through successful retargeting campaigns.

While I have created and managed hundreds of campaigns for small to medium E-commerce brands, the bulk of my experience involves advertising high-ticket items such as world class consulting services, SaaS, bulk commercial-grade fitness equipment, and B2B cyber security hardware.

Search Engine Optimization

SEO was my first, true calling card in the digital marketing realm. I strive to understand and adapt to new algorithm updates as soon as they take effect. From the original mobile-focused algorithm changes, to the impactful E.A.T. updates, to the game-changing generative AI experiments. In fact, it’s more important now than ever for businesses to modify SEO strategies to defend against Google’s AI crusade, as the SERPS are increasingly absorbed by the search engine’s evolving one-stop resource center.

  • I have mastered the art of conducting comprehensive keyword research to identify relevant and high-performing keywords that ensure maximum search engine visibility while driving qualified organic traffic.
  • I know all of the tricks regarding optimizing on-page elements such as meta tags, headings, URLs, and content, more than covering all bases of search engine best practices.
  • With my expertise in technical SEO, I have resolved complex crawlability issues, optimized site speed, (increased Lighthouse speed scores from 20 to 100) and ensured flawless mobile optimization, all contributing to superior user experiences and search engine rankings.
  • I have developed and executed powerful content strategies that generate search engine optimized content, attracting substantial organic traffic and earning valuable, legitimate backlinks.
  • I have created unique link building techniques (I always tailor to the client and never standardize), encompassing strategic outreach, influential guest blogging, targeted content promotion, and impactful social media engagement, leading to increased domain authority scores.
  • Using my local SEO tactics, I have optimized Google Business profiles, skillfully managed online reviews, acquired authoritative local citations & directories without paying for services like Yext, and employed location-specific keyword targeting, resulting in unrivaled local search visibility in 3 countries, 12 states, and 29 cities.
  • My profound understanding of mobile optimization best practices aided me in implementing responsive design, crafting mobile-friendly content, and expertly leveraging AMP to deliver unparalleled mobile user experiences.
  • My knowledge of user experience (UX) principles fueled my creation of seamlessly navigable websites, strategically designed page layouts, compelling readability, and ultimately online funnels that CONVERT!
  • Even though it’s pay-to-play nowadays, I have continued to integrate social media marketing with SEO strategies to leverage the potential of social signals to build and maintain website authority.
  • With extensive experience in conducting competitive analysis, I consistently identified lucrative opportunities and weaknesses, devising ingenious SEO strategies that rank my target pages above competitors.

Backlink acquisition is incredibly important to me. My favorite increasing trend line to see is domain authority. To bolster this score, I have a portfolio of white hat link building strategies which I alter depending on a multitude of factors. I never delve into black hat techniques, as Google always catches these sooner or later. Backlink relevancy is critical to me when I target new links; I’m an avid user of link network graphs through Semrush.

Analytics & Strategy

My data-driven mindset has made Google Analytics 4 my best friend. It’s astonishing what can be uncovered about a website’s performance by using the tool. I could go on for hours regarding insights I’ve discovered using the audience, acquisition, behavior, and conversion tools. With the massive transition from Universal Analytics to GA4, I have adapted my analytical processes accordingly.

Recent Quarterly GA4 User Demographics & Traffic Acquisition Data for my Client in the Commercial Fitness Industry.

A cybersecurity consulting company I worked with had a high bounce rate on their “Contact Us” page, indicating that visitors were leaving without submitting inquiries or requests for consultation.

I analyzed the “Contact Us” page to identify potential issues that may be contributing to the high bounce rate.

I considered several factors and asked myself the following questions to identify what should be tested:

    • Form Length and Complexity: I assessed the length and complexity of the contact form. Are there too many fields or unnecessary questions? We could simplify the form by only asking for essential information and remove any barriers that may discourage visitors from completing it.
    • Form Placement: I evaluate the visibility and placement of the contact form on the page. Is it easily accessible and prominently displayed? We should ensure the form is located in a prominent position without requiring excessive scrolling.
    • Call-to-Action (CTA): I examined the effectiveness of the CTA on the “Contact Us” page. Is it clear, compelling, and persuasive? We should test different variations of the CTA text, design, or color to determine the most effective combination.
    • Trust Indicators: I checked if the page included trust indicators such as testimonials, client logos, and security certifications. Including such elements could instill trust and credibility, encouraging visitors to submit inquiries.

I created an alternative version of the “Contact Us” page with improvements in the identified areas. I conducted A/B testing by directing a portion of the website traffic to the original page and the remaining portion to the new variation. I monitored key metrics such as bounce rate, form completion rate, and conversion rate to identify which version performed better.

      • Original Page: Bounce Rate – 78%, Form Completion Rate – 14%
      • Variation: Bounce Rate – 53%, Form Completion Rate – 27%

The results spoke for themselves. By reducing the bounce rate and increasing the form completion rate, I increased the cybersecurity firm’s contact form-fill rate by 13% and decreased the bounce rate by 25%. These improvements led to a higher volume of inquiries, leads, and clients over time.

Website Development & Design

As of June 2023, I have been the lead planner, developer, and designer for 41 start-to-finish websites. WordPress is my forte, though I have plenty of experience with Shopify and Webflow. About half of the WordPress sites I have created use WooCommerce. I also have ample experience with dedicated & shared website hosting, security, domain management, and CDNs.

Significant website downtime or underperformance represents a catastrophe for most businesses I work with. This is why I actively manage these components on a recurring basis:

  • Overall Site Health
  • Page Speed
  • Responsiveness
  • WP, Theme, & Plugin Updates
  • Software Conflicts
  • User Experience

90% of all business websites have a site health score below 92% (Semrush). I consider this my baseline. Here are a few of the websites that I have actively managed site health for. Note that I did not design all of these sites.

Other Areas of Expertise

  • Ahrefs
  • Amazon Associates
  • Asana
  • Buffer
  • Canva
  • ChatGPT
  • Cloudflare
  • Custom Fields
  • DALL-E 2
  • Domain & Hosting Management
  • Elementor
  • Enfold
  • Google Data Studio
  • Google Tag Manager
  • Impact Affiliates
  • Influencer Marketing
  • OceanWP
  • Schema & Structured Data
  • Search Console
  • SEMRush
  • Site Security
  • Structured Data
  • WP All Import
  • Zapier