Very few are aware that there are 4.5 billion people on the internet today, with a whopping 500,000 new people adding to this total every day. The world is truly moving fast to an ultra-digital age. With people around the globe spending a significant amount of time on digital platforms each day, it has opened up doors for businesses to leverage this public presence and boost their products and services.
If you own a business and want to boost it online with advanced marketing tools, innovative strategies, and much more, 97th Floor is your go-to company.
97th Floor has been a leader in the SEO and Digital Marketing space for over a decade. CEO Paxton Gray, shares his viewpoint and vision with the readers in an interview conducted by Insight Success.
Below are some of the highlights from the interview:
Please brief our readers about your company and how it is currently positioned as a leading SEO and digital marketing company.
97th Floor is a 16-year-old award-winning enterprise Digital Marketing Agency with a simple mission: to make the internet a better place. We strive every day to elevate the people and brands we believe in.
Tell us more about your offerings and what aspects make it stand out in the cutthroat market.
We engage teams of SEO, paid media, content, email, and design specialists to give our clients the most effective and innovative digital strategies on the market. We pride ourselves on the integrated partnership: our client’s goals are our goals. We demand genuine and actionable results in an ever-changing digital world, and this tenacity makes 97th Floor unique.
Paxton, please brief us about your journey in the industry and how you have made the company excel in its niche market.
I (Paxton Gray) have been with 97th Floor for almost a decade, starting as an entry-level employee and now CEO. I took over as CEO in 2020, leading the company through a worldwide pandemic, and now have the company hitting revenue records month after month.
Being an experienced leader, share your opinion on how the adoption of modern technologies like AI and ML impacts the digital marketing industry and how you are adapting to the change?
AI and machine learning cannot replace humans’ ability to connect with other humans. But any marketing department that refuses to utilize modern technologies will be left behind and miss out on valuable insights that you would not otherwise have. That is why 97th Floor has taken time to develop its proprietary toolset, Palomar, to automate data collection and analysis for scalable content creation and SEO growth.
Considering the current pandemic, what initial challenges did you face and how did you drive the company to sustain its operations while also ensuring the safety of your employees?
From the client side, we worked with multiple impacted clients to provide contractual flexibility. Each of these clients swiftly returned as soon as possible. Most of our clients (large enterprises in B2B and B2C environments) shifted strategies with us to seize opportunities unique to their industry.
From an internal perspective, 97th Floor has operated on a Results-Only Work Environment (ROWE) model since 2015. This model allows for immense autonomy and equally immense accountability. Work from home was already typical, thus COVID had zero effect on our operations.
What would be your advice to budding entrepreneurs who aspire to venture into the digital marketing space?
Never stop learning. This industry is ever-changing, and the moment you start coasting will be the moment you get left behind. As a result, the best (and arguably, the only) way to learn digital marketing is to get your hands dirty, learning as you go. That said, new technology will come and go. At its roots, marketing is about understanding other humans and what drives them. Your ability to truly understand your target audience should never take a backseat to the latest and greatest tactics of the day.
How do you envision scaling your company’s operations and offerings in 2022 and beyond?
We must be flexible and maintain our abilities across a wide variety of skill sets in order to keep our premium level of customer experience. Thus, we will continue to grow and standardize these skills.
Please give us a list of awards/recognitions that accurately highlight your organization’s position in the market.
At 97th Floor, we take pride in creatively hitting goals, and we have won several awards for our campaigns.
Some of our awards include: Two times Webby award, 12 times Stevie award, two times CMA award, and 21 times Communicator award.