Koncius Digital Marketing provides digital marketing services -Kerri Fleming Koncius
Business Name and what it does
Koncius Digital Marketing provides digital marketing services such as Search Engine Optimization (SEO), Search Engine Marketing (SEM), Paid Social Media Marketing, and Analytics. We work with clients primarily in the B2B technology and healthcare industries, helping them with both brand awareness and quality lead generation, with the ultimate goal of increasing ROI from their digital marketing activities.
Founder’s/Owner’s story and what motivated them to start the business
Koncius Digital Marketing was founded by Kerri Fleming Koncius in 2012 in Boston’s Back Bay. Kerri was initially looking for a way to achieve a better work/life balance after becoming a parent. The original plan was for her to provide some part-time SEO and SEM consulting, but as her client base grew, Koncius Digital Marketing developed into a full-service digital marketing agency. In 2014, her husband Adam transitioned from his career in property management to become the COO of Koncius Digital Marketing.
Before starting KDM, Kerri worked at agencies such as iProspect, and on the client side at tech companies such as LogMeIn, EMC, and RSA. Referrals from former colleagues at these organizations have provided the foundation for Koncius Digital Marketing’s current client roster. The KDM team continues to grow, with a lot of help from fellow iProspect alums.
The challenges the business/market is facing
The digital marketing industry is facing several challenges right now, such as navigating marketing in a post-cookie world, dealing with bot traffic in analytics, and breaking through the noise of seemingly infinite web content.
But the main challenge that Koncius Digital Marketing sees clients struggle with is much broader – they struggle with how to define themselves. Organizations, particularly in the tech B2B space, seem to have trouble stating precisely what it is that they do. One of the first questions that KDM asks clients when they sign on is to describe the essence of their business. The answers given usually involve 2-3 paragraphs of industry jargon, where they say a lot of words but don’t actually say…anything at all. Most SEO and SEM strategies begin with an analysis of topic clusters and keyword themes. This will be a steep uphill battle if it takes a two-page, single-spaced essay to describe your business.
To combat this, KDM helps clients find clear, efficient ways to explain their value. Sales and marketing teams don’t always see eye to eye, but the building blocks of a great search marketing strategy begin with conversations with the sales team. What is sales hearing from prospective customers? What are the pain points these users are trying to resolve? The answers to these questions can help turn a good search marketing strategy into a great one. Sales and marketing collaboration for the win!
The opportunities the business/market is facing
The digital marketing industry is an exciting place to be right now, especially when considering the power of Artificial Intelligence. While AI was thought of mainly in terms of sci-fi movies years ago, a modern look at AI shows how beneficial machine learning can be to organizations and users. Machines can answer questions quicker than people can, allowing for real-time, smart decision-making. In the world of digital marketing, this means that search engines have a better understanding of what people truly mean. When someone has a query related to apple, machine learning can help search engines understand if that person is looking for information related to fruit, or if they are looking for a device. Thus, people get quicker, more accurate answers to their questions. In the world of PPC (pay-per-click), automated bid strategies can help identify which users are more like to convert, thereby ensuring intelligent spending that will lead to better ROI. Not to mention, precious time that used to be spent on manual bidding can now be applied to more creative pursuits.
Improved measurement is another massive opportunity. Google Analytics is officially switching over to GA4 next summer, which will provide deeper insights into the customer journey, without relying on cookies. Additionally, it will not store IP addresses, alleviating many of the privacy concerns that brands have been facing. It will also provide better cross-device and cross-platform tracking, so marketers can better understand the effectiveness of their campaigns.
Advice to others about business
“When I was originally starting this business, I turned to a former colleague who has since become a mentor. Their advice as I was establishing Koncius Digital Marketing was to have a “no a**hole” rule – to not work with anyone disrespectful of me or my time. This advice has served me well over the years – if someone approaches me for a digital marketing engagement, and they are already treating me or someone on my team poorly, that’s it. We’re done. No amount of money is worth feeling like garbage because of an ill-tempered client. At the end of the day, if I’m miserable, that will trickle down to the rest of my team, to my family and friends, and that’s something I’m not willing to tolerate.
This rule has helped me immensely, and although it sounds like it would hinder my business, it has actually helped it grow. Because I am so selective with the clients that I choose to take on, I have been able to develop strong relationships with them. I truly value them both personally and professionally, and this mutual respect has led many of our clients to engage with us more than once, some up to 4 or 5 times! Several clients have taken us along for the ride as they move from company to company. Not only has this grown our client base immensely, but we get to keep working with some really fantastic people as the years go by!”
MS, University of Latvia
I am deeply convinced that each patient needs a unique, individual approach. Therefore, I use different psychotherapy methods in my work. During my studies, I discovered an in-depth interest in people as a whole and the belief in the inseparability of mind and body, and the importance of emotional health in physical health. In my spare time, I enjoy reading (a big fan of thrillers) and going on hikes.
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