Welcome to our Agency Spotlight series! Each article will feature pioneers of the #agencylife and how they run their businesses in the modern world.
Who are you? What is your background?
My name is Michael Norris, and I’m the Chief Marketing Officer at Youtech. Growing up, my parents owned a marketing agency (still do), and our dinner conversations were always centered around the field. I have an undergrad in Philosophy, and I’m currently finishing up my MBA online at Southern New Hampshire University. I’ve worked at Youtech for over five years, beginning as a Project Manager and working my way up the ranks.
How would you describe Youtech?
Fast-paced and strategic. We don’t want to be known as button-pushers. We want each of our clients to see us as an irreplaceable part of their core business — the ones who are always pushing and setting strategic marketing goals that align with overall business goals. We’re large enough to have access to high quality talent across the U.S., but we remain agile enough to knock out a project on a quick turnaround when necessary. We intend to keep it that way.
What does Youtech do especially well? What is your speciality?
Websites have always been our bread & butter. That was how we got started when we were just coming up. That said, our SEO has become exceptionally strong in recent years. Our clients typically see organic traffic gains of 20-30% year over year. We focus more on conversions than just traffic to ensure clients are seeing positive ROI, and it just keeps getting better over time. If I had to pick just one thing, it would be SEO.
How would you describe your workplace/office culture?
Relaxed energy. We’re cool, calm, and collected, and we breeze through our work because we know how to work efficiently and effectively. We have two offices, one in Naperville, IL and another in Scottsdale, AZ, and there is always a friendly competition going on between the two. The AZ office is probably more appealing to most due to the weather, but we’re coming for them! Each location sports a kegerator, hoverboard, standing/sitting desks, and ping pong tables. We do a lot of video conferencing to stay in touch, and we tend to keep things light hearted on our social media channels.
What digital tactics have you found worked in your clients industry?
A holistic approach. There’s really no one-size-fits-all method that works for everyone, but the more we’re able to tie it all together, the better performance we see. When clients tend to operate in silos and focus on tactical implementation rather than overall strategy, that’s when they might start to get in trouble. We aim to obliterate that train of thought from the onset to focus on growth and their overall organizational goals.
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