Whats Your Native AdVice:
Frank Vertolli leads marketing and project management for Net Conversion with more than 15 years of results-oriented digital marketing experience in the hospitality industry including corporate, small business, agency and start-up environments.
Prior to founding Net Conversion, Frank spent 11 successful years at Universal Orlando Resort on the Internet marketing team, growing and leading the channel from its inception to its current position as Universal's largest sales channel, representing over 25 percent of total business annually .He graduated from the University of Central Florida. In his spare time Frank enjoys quality time with his family, surfing, fishing, snowboarding and playing with new technology.
How did you get into the Digital Marketing industry?
I was lucky to be one of the first to work on the new (and still relatively obscure) internet marketing team at Universal Orlando in the mid-late 90's and been working/learning in the space ever since.
Tell us about Net Conversion. What inspired the idea and what is your vision for the company?
Early on, while working at Universal we saw how measurable digital marketing could be and felt agencies were falling short in helping measure efforts. We founded the agency on the premise that an agency should go beyond the just the media and provide analysis and reporting on what happened next.
What strategic partnerships/marketing strategies have you implemented that have attributed to Net Conversion's success?
Because we focus exclusively on 1) paid digital marketing and 2) comprehensive analytics, we end up partnering with other agencies or in-house client resources for everything else ~ from Creative, Design, Development, SEO, etc., these strategic partnerships make us a key part of the team.
What industry trends are you noticing and how do you capitalize on them?
Mobile as a broad trend is one of the largest industry trends right now. Google recently announced that several key markets including the US and Japan are now more than 50% of all search traffic is from a user on a mobile. Users on mobile are different and we are focused on targeting, engaging and measuring mobile in very specific ways to ensure our clients are best positioned to succeed.
Strive to keep a balance between pace and intensity.
Your greatest success as Co-Founder of Net Conversion?
Developing long-term relationships with our clients and employees. We have very low turnover with both which I believe speaks to the respective services and opportunities we strive to provide.
Most difficult moment-how did you overcome and what did you learn?
Our first (and largest at the time) client was severely impacted by the financial/credit crisis and ended up going out of business. By being proactive, we were able to identify, pitch and land a new client in the same time period. We learned to stay alert, positive and proactive. Never be complacent ~ always strive to learn and grow.
Your advice to an aspiring entrepreneur?
In addition to what I stated above, always strive to take action. the worst decision is not making one. Even if you fail, it's a key lesson learned.
Describe the ideal experience using Net Conversion.
Client selects Net Conversion as their digital marketing & analytics provider. client achieves measurable success.
How do you motivate your employees?
Lots of food & drinks and a keg-a-rator. Do award-winning, inspirational, industry-leading work.
What's next for Net Conversion?
Our opportunity is to maintain our leadership role within this rapidly evolving space. Keep delivering industry-leading performance in digital marketing.