Business Talk Magazine

“Digital marketing will continue to be the most robust marketing format in the foreseeable future.” The statement needs no evidence since every vertical is investing in it to fortify its market presence. What was previously a choice is now a must-do item at the top of everyone’s to-do list. Digital marketing has a broader scope and can propel a company forward. It is transforming the way businesses operate because of technological improvements, easier internet access, and changing client behavior. It enables businesses to provide a tailored experience to customers, giving them an advantage over their competitors in terms of a seamless and user-specific experience.

However, because the dynamics of digital marketing are constantly changing, businesses need to identify digital marketers that are nimble, aware, intelligent, and able to adapt to the current changes. Not to mention, given the domain’s high level of competition, it’s tough to locate a reliable digital partner. Introducing Steve Cross, an era-defining digital leader, and IT maven. His innovative brainchild, iSynergy, is an integrated digital marketing agency committed to exponentially optimizing ROI for clients.

THE GENESIS

“Some people want to serve, while others prefer to lead and grow.” Steve took up the mantle of entrepreneurship to lead his life on his terms. Starting his career in the early 2000s, he became tired of corporate America and middle management. He was frustrated with explaining his job to someone higher up who didn’t care or recognize it. After several years of struggling and juggling between job roles, he finally quit his mediocrity to start anew. What he sought was to create a culture that contemplated him. In 2011, he founded iSynergy in Youngstown, Ohio. But digital marketing wasn’t his initial idea. As an IT maven, he began an IT company, helping businesses grow with the technology curve. “Whenever I was asked if I had services available, I said “yes” and figured it out later,” asserts Steve. As breakthroughs appeared and customers sought additional services, he and his team continued to expand their portfolio.

When they added digital marketing to their list of services, it was a game-changer. However, a rising number of players, many of whom kept their clients in the dark by concealing data and insights, bred distrust. While overcoming these misunderstandings was tough, their adaptability contributed to their growth. iSynergy proposes strategies that are transparent and focused on results. Each client receives a personalized data board that shows how their SEO, Facebook ads, social media following, email openings, and other strategies are functioning. The company does not hide it in the opposite circumstances. Rather, they audit and change to uncover the winning strategy. Simply put, they are completely upfront with their clients throughout the entire process, from strategy to implementation and outcomes.

IN-SPEED WITH MARKET DYNAMICS

Technology is evolving rapidly, and to adapt to it requires constant research and learning. In the last decade or so, advertising has transformed, and offline settings aren’t the most cost-effective way anymore. With society constantly gravitating to online, agencies need to upgrade themselves to be ahead of the pack. As a digital marketing business, iSynergy is always adapting and evolving with technology rather than reacting to it. It is also their USP because it assists them in developing data-driven tactics with innovative designs.

By focusing inward and setting the pace, they not only remain ahead of the competition but also lead the way. The company is the Midwest’s leading marketing agency, keeping up with coastal tech hub towns. While there isn’t much of a difference between them and large digital agencies in San Francisco or New York, iSynergy is far less expensive. With so many useful features, it’s much easier to spread the word through delighted customers. “No advertising technique can beat it when clients are delighted enough to brag about you,” Steve says. They don’t employ salespeople, make cold calls to potential consumers, or upsell to meet quotas, making them unique. iSynergy recognizes the uniqueness of each client and their distinct requirements. Simply said, there is no such thing as a one-size-fits-all marketing plan, and the company lives by determining the best path for each of its partnerships. The company works with small, semi-local enterprises and national and global corporations.

DETAILED AND ON LEARNING CURVE

iSynergy is always learning and evolving to achieve and sustain excellence. Comfort does not bear fruit in the world we live in. As a result, the company is always looking for new marketing strategies and expanding its portfolio and skill set. This aspect throws light on Steve’s leadership. He looks up to and seeks to learn from leaders at the forefront of their industry. In a similar fashion, his company follows the Permanent Beta philosophy, which understates learning and evolving with strategies. This helps in maintaining an industry-grade standard. “We strive to remain at the forefront of the industry and to constantly be one step ahead of the game. Our standards evolve with the industry, and we use research to keep our expectations and deliverables updated, “says Steve. They employ data to create bespoke SEO services, targeted advertisements, and user interface websites, and their design takes these services to new heights. The difference is that their research and insights are transparent, and they are involved with clients at every stage. 

UNFETTERED BY UNCERTAINTIES

The permanent Beta strategy has always helped iSynergy face uncertainties upfront. “Learn”, “Adapt” and “Grow”, are its keystones and are steppingstones as well. The company didn’t incur any loss due to COVID-19. While they have switched to working from home, their purpose and business structure remain unshaken. In fact, they thrived in all quarters over the last few years (employees, clients, and in-house services). Since physical campaigns and events were cancelled, businesses turned to digital channels for marketing services. “We were fortunate enough to be at the top of the digital marketing game and help other companies adapt,” adds Steve.

A CULTIVATING AND INDEPENDENT CULTURE

iSynergy as an ecosystem has a fine blend of values and talent. Here, each person brings a distinct set of abilities and skills and finds value-driven support from everyone onboard. The foundation of their culture is built on trust, and it’s a two-way street. As Steve explains, “It’s simple: I trust our staff to do their job to the best of their ability, and they trust me to maintain a work environment that makes them want to work.” The company doesn’t have any middle management, and everyone is self-policing. Everyone is accountable for clients and each other. 

The culture is a fine illustration of Steve’s leadership. He believes if people are treated professionally and with respect, they will prove you are right. The team enjoys fun events, company lunches, and much more. While they don’t spare any stakes, they place a premium on life and the ultimate enjoyment of living it. 

RACING TO BE ON TOP

Steve took a gamble by entering digital marketing, despite its volatility back then. But his and his team’s conviction has kept iSynergy on a highway of growth. They have launched a new division, Lift Marketing, which focuses on small-to-medium-sized local businesses. In recent years, their clientele has expanded from local to global enterprises with both small and major clients. Lift Marketing has been very instrumental in this growth. 

In regards to the future, Steve and his team aim to stay on the learning and adaptive side. At the same time, they wish to work with bigger clients to achieve their marketing and advertising goals while helping startups live out their dreams. In the end, Finally, iSynergy wants to be known as one of the most innovative and effective digital marketing agencies in the U.S., putting Youngstown, Ohio on the map.

A MEMOIR FROM THE FOUNDER

“People who give the least amount should be least trusted. Always foster trust until the person proves otherwise.”

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