What’s your name and designation?
My name is Armand, and I’m the owner of Itheta Labs.
Tell us about your journey. How did you get started with your business and what inspired you to do so?
The first taste of lead generation came after I was fortunate enough to be trained in Pay-Per-Click Advertising while still employed as the Legal Manager for a Compliance Company in Cape Town.
It wasn’t long, and his lead generation idea was live with a fully functioning website, a supplier delivering the service and an optimised Google Ads campaign.
In the first month, we generated 193 leads at a cost of R897 and a loss of R597.
It was enough to create a spark to pursue a new career path… leaving legal behind and upskilling myself in digital marketing (SEO, PPC, etc)
I believe transparency is key in this day and age. Losing money with strategies such as pay-per-click advertising is easy.
We are not strangers to this, having missed one (yes, really just one) setting in a LinkedIn campaign, we cost the client R15,000 in just one day. Luckily, the error was picked up the next day, otherwise it could have been significantly worse.
Mistakes happen. We firmly believe it is how you handle it which makes the difference. Hence, I believe in transparency when dealing with any customer.
Ps. The client is still one of our customers and generates leads hand over fist every day due to our SEO services.
What were some of the biggest challenges you faced when starting your business and how did you overcome them?
Lost 2 clients in the same month due to budget constraints on their side. It was very difficult to accept as a new company; however, instead of being negative about it for more than a day, I focused on networking and getting referrals for more work. Within a month, I got so many referrals and meeting requests that I was fully booked a month in advance.
What unique aspects of doing business in South Africa would you highlight (good or bad)?
All the compliance is too much for a 1 man show.
How do you differentiate your business from competitors?
I focus on transparency, meaning when I create a Google Business Profile as an example, I transfer ownership to the client asap. Even if they haven’t paid yet. I have assisted clients where that was not the case and even after the service provider was no longer offering services, they still owned the profile.
What strategies have you found to be most effective in growing your customer base?
Business networking, business networking and more…
What’s one mistake you made early on that you wish you could go back and fix?
None, each of them allowed me to get where I am.
What’s the most rewarding part of being a business owner?
The freedom after the birth of my daughter.
How do you approach innovation and staying relevant in your industry?
Complete courses every month and read up on my industry daily.
How has your business adapted to the digital age, and what advice would you give to others looking to do the same?
My entire business is digital. I would recommend getting recommendations from others on digital resources, as there are a massive amount of tools out there. Then just choose one and test it thoroughly.
What advice do you have for someone just starting a business in South Africa?
Join a business networking group.
For more information, visit Itheta Labs’ listing.
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