Michael Melen has leveraged his innovative approach and relentless drive for excellence to grow SmartSites, a seven-time Inc5000 fastest-growing marketing agency, into a leading force in providing comprehensive digital marketing services.
Based in the United States, SmartSites boasts over 350 full-time team members and prestigious partnerships, including being a Premier Google Partner, Select Microsoft Partner, Meta Business Partner, and Amazon Ads Partner. Melen, a graduate of Cornell University, is an acclaimed thought leader and entrepreneur. He sold his first internet company at 19 and has since spoken at numerous prominent events. His work in digital marketing has earned him recognition from leading publications like Forbes, Inc. Magazine, and AdWeek.
In this interview, Michael shares his journey, insights, and advice for aspiring marketers and entrepreneurs.
Q&A with Michael Melen, the co-founder of SmartSites:
Can you tell us about your background and how you started in the marketing industry?
Absolutely. I’ve always been fascinated by the power of communication and technology. My journey in marketing began in college, where I started experimenting with different online marketing techniques. The potential to reach and engage with audiences on a global scale was incredibly exciting. After selling my first internet company at 19, I decided to dive into the industry full-time, which eventually led to the creation of SmartSites.
What inspired you to start your own marketing agency?
The inspiration came from a combination of passion and necessity. I noticed that many businesses, especially smaller ones, struggled to navigate the complexities of digital marketing. They needed a partner who could demystify the process and provide effective solutions. With SmartSites, I aimed to create an agency that not only delivered results but also educated and empowered our clients.
What are some of the biggest challenges you faced when starting your agency?
One of the biggest challenges was building credibility in a crowded market. As a new agency, convincing potential clients to trust us with their marketing efforts required a lot of perseverance and proof of our capabilities. Additionally, assembling a talented team that shared my vision and commitment to excellence was crucial. Overcoming these challenges was tough but ultimately rewarding.
How has the marketing landscape changed since you first started?
The marketing landscape has evolved dramatically. When I first started, traditional media like print and TV were still dominant. Today, digital channels are at the forefront. The rise of social media, the importance of content marketing, and the sophistication of data analytics have all transformed the industry. Businesses now need to be more agile and data-driven to stay competitive.
Can you share some success stories or case studies from your agency?
One of our most notable successes was with Air Duct Brothers, a company operating in New Jersey that offers air duct and dryer vent cleaning services to homeowners. They came to us with the goal of establishing an online presence for their business. Prior to partnering with SmartSites, Air Duct Brothers did not have an existing website or brand.
We provided them with a brand name, custom logo, website design, SEO, and PPC services. The initial challenge was significant as it involved building brand awareness and driving traffic from scratch. Our strategy included implementing ongoing content writing and link-building to increase overall site traffic, designing a visually-rich website to engage users, generating meaningful leads through SEO, and creating a mobile-friendly version of the site to drive traffic from all channels.
The results were impressive. We achieved a 167% increase in total site traffic and generated over 50 leads in the first month. This case is a great example of how a comprehensive digital marketing strategy can significantly impact a new brand’s visibility and lead generation.
What strategies do you find most effective for small businesses looking to improve their marketing efforts?
For small businesses, focusing on local SEO and building a strong social media presence can be incredibly effective. Engaging with your community, creating valuable content, and leveraging customer reviews can also make a significant impact. It’s important to start with a clear understanding of your target audience and tailor your efforts to meet their needs and preferences.
How do you see the future of marketing evolving in the next 5-10 years?
The future of marketing will likely be driven by advancements in technology and data analytics. AI and machine learning will play a bigger role in personalising customer experiences and optimising campaigns. I feel that we’ll see more integration between different digital channels, creating seamless and holistic marketing strategies. The emphasis on authenticity and building trust with consumers will also continue to grow.
What advice would you give to aspiring marketers or entrepreneurs looking to start their own agency?
My advice would be to stay curious and never stop learning. The digital marketing landscape is constantly evolving, so keeping up with the latest trends and technologies is crucial. Building strong relationships with your clients and focusing on delivering real value will set you apart. And most importantly, be patient and persistent. Success doesn’t happen overnight.
How do you balance creativity and data-driven decision-making in your marketing campaigns?
It’s all about finding the right equilibrium. Data provides us with invaluable insights into consumer behaviour and campaign performance, which helps in making informed decisions. However, creativity is what captures attention and drives engagement. At SmartSites, we combine both by using data to guide our creative process and ensuring that our campaigns are not only effective but also innovative and engaging.
What are some of the key trends or technologies you’re excited about in the marketing space?
I’m particularly excited about the advancements in AI and machine learning, especially how they can enhance our capabilities in predictive analytics and personalised marketing. The continued growth of video content and its integration across various platforms is another trend to watch. With the increasing importance of voice search, the role of organic SEO agency is imperative for businesses adapting to these changes.
Blake’s Takeaway:
Michael’s journey from a college student experimenting with online marketing to the co-founder of a leading digital marketing agency is truly inspiring. His insights into the ever-evolving marketing landscape and his commitment to innovation and client success are evident. For those looking to navigate the world of digital marketing and/or start your own agency, Michael’s advice is invaluable.
