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What is an Unfair Advantage?

Does Michael Phelps have an unfair advantage (UFA) in swimming? Some would say, because of his build, that he does. Many athletes have what some call an UFA because their bodies happen to be especially well-suited to the sport they play. But where else in life might there be an UFA? And exactly what is an UFA, anyway? Since that’s what we chose as our company name, clearly we have some ideas about the meaning of an UFA and what it takes to have one. Read on to learn more about what we mean when we talk about having an UFA.

What Does It Mean to Have an UFA?

In sports, it’s easy to tell when someone has what might be called an UFA: they win without seeming to put in as much effort as their competitors. Maybe it’s because of their training, their passion for the sport, or they have a great coach. Whatever the factor(s), underneath is the drive to win. And that’s what we want in business, as well - to win. Having what we call an UFA, whether it comes from training, passion, technology, or expert leadership, makes winning easier.

What is Your Business’ UFA?

So…what is your UFA in business? Your UFA is the value your business delivers to your customers or clients. Since the marketplace is constantly changing, from features to competitors to prices, it’s crucial that your business is clearly and consistently communicating the unique value that you deliver. And using digital marketing to get the word out there about that value is where UFA can help.

What is UFA’s Value?

The value that UFA delivers our digital marketing clients starts with our core values, which are based on many things, including fairness (pun intended). These core values were developed many years ago and have become the foundation for how we approach our work, our clients, and our teammates.
  • Always Learn and Try New Things
  • Do What it Takes to Deliver Excellent Results
  • Communicate Directly and Honestly
  • Have the Right Attitude
  • Do What You Say You're Going to Do
  • Do the Right Thing

Always Learn and Try New Things

As part of our core value to always learn and try new things, at UFA we have a digital marketing training program that is second to none. Our training program is the equivalent of a 2-year digital marketing course compressed into 6-8 weeks. Developed over more than 10 years, our training program is like no other and everyone goes through the program before doing any client-facing workwork for our clients. But our learning doesn’t stop when the training program is complete. Our entire team gathers weekly to share industry, service, and other learnings to ensure that we stay ahead of the constant changes in digital marketing strategies and tactics. Then we use that knowledge to deliver excellent results for our clients.

Do What It Takes to Deliver Excellent Results

Another of our core values, do what it takes to deliver excellent results, is part of our drive to win for our clients. We’re passionate about what we do and how we do it. We’ve developed a data-driven approach to digital marketing that is customized to each client’s business, goals, and challenges to ensure we are focused on the goals that matter to deliver results that count.

Have the Right Attitude

A good coach has the right attitude and so do we. We’re constantly looking for ways to improve, be held accountable, and incorporate feedback. And that requires open communication.

Communicate Directly and Honestly

Communication and trust are key to good business relationships and that’s why several of our core values revolve around communication and trust. We are transparent with our clients as we develop their growth marketing strategy and implement the tactics to realize that strategy. And as data-driven as we are, we know that each client’s data remains their data. We know how important it is to be upfront about what we’re doing and how it’s going. When it’s going well, we love to celebrate those wins with our clients. When it isn’t (and sometimes things don’t go well, even for a team as experienced and passionate as we are), we’ll tell you that it isn’t, why we think it isn’t, and what we’re doing to course-correct.

Do What You Say You’re Going to Do

Not only do we tell you what we’re doing to course-correct, we pride ourselves on doing what we say we’re going to do. Our policy is to respond to client requests within 24 hours (not including weekends and holidays). If we don’t have the answer at hand, we’ll let you know that we’re looking for the answer and when we’ll get back to you. Need a report by a specific date for an important meeting? Let us know, we’ll get it to you.

Do the Right Thing

The five core values above come together in the sixth: do the right thing. Doing the right thing isn’t always obvious or easy. We weigh what’s right for our team as well as our clients to help us when the right thing isn’t clear. The bottom line is this: we want to do what’s right, what’s fair, and what delivers value…and that is the value we provide our clients which leads to their UFA. In addition to our core values, we offer our digital marketing clients the expertise that comes from being a Google Premier Partner (top 3% of all agencies worldwide), Meta Business Partner, Bing Select Partner, and Google Analytics Partner. We have a team that’s top notch and they’ve been with us for years…so many years, in fact, that we’ve been awarded Top Workplace in Austin 8 years in a row.

How Do You Promote Your Business Value?

No matter how long you’ve spent developing your business, at some point you want to grow that business. How do potential customers know about the value your business offers, i.e., your UFA? How do you get your brand and its unique value propositions to the right people at the right place and the right time? Figuring out how to get your message out there to grow your business usually requires a new way of thinking and doing things. It’s often helpful to find an expert, someone who’s done this before. If that expert has additional resources, such as partnerships, even better. And for the best results, seek out an expert whose values and approach align with those of your business: the learning curve will be lower when you have a common foundation. UFA has helped companies in many industries including SaaS, technology, real estate, eCommerce, energy, consumer products, and finance to grow. Clients have seen significant results within one month of hiring us. We leverage our partnerships with Google, Microsoft, Meta, and others on behalf of our clients so that their business can grow using the latest tools and technologies guided by experienced hands. And we work with our clients based on our core values of open, sincere communication, trust and transparency, and delivering excellent results. If you’re searching for an expert to help you grow your business, contact UFA about our customized digital marketing solutions.

Paid Search Advertising

An authentic, distinctive brand voice is a great start, but how do you promote that? Because of its reach, flexibility, and the ability to track and optimize performance, digital marketing is one of the most effective ways to find new customers. And paid search advertising has the proven ability to be a very efficient source of leads and income. Having said that, paid media has evolved significantly in recent years. If you haven’t yet set up paid search campaigns, haven’t gotten the results you were looking for, or have hit a plateau, it might be time to re-examine what paid search can do and how to make it work best for your business. Improper PPC management, whether through an overreliance on tools, an inability to optimize due to account structure, or suboptimal budget allocations, can result in missed leads or revenue and a poor return on investment. The experienced team at UFA works with our clients first by understanding their business and goals, and then developing a customized PPC strategy to achieve those goals. Our best-practices approach to setting up campaigns, regular monitoring and use of data to optimize campaigns, and ability to pivot quickly when the need arises help us to help our clients’ businesses achieve their growth goals.

Search Engine Optimization

To grow your business, your customers must first be able to find it. Whether you have a brick-and-mortar location or not, understanding and maximizing the impact of your online presence is essential. Research has shown that 87% of shoppers begin searching for products online , and 67% of the B2B buyer’s journey is done digitally . Whether your business is B2C or B2B, it must be easily found online by your target audience. This is where search engine optimization (SEO) comes into play. At UFA, we have a wholistic approach to SEO that evaluates your business’ brand presence across the internet. SEO is much more than making your website easier to find: it’s looking at wherever on the internet your business is profiled or your target audience is visiting and optimizing the opportunity to have that audience find your business. By identifying the value your business delivers and the intent of your target audience, our SEO team focuses on guiding the right searchers to your site. The searcher receives value from sites that are optimized for their search experience and the business gets quality leads and revenue.

Social Media Management and Website Services

Being where your potential customer is online, having your unique value propositions in front of the right searcher, and then making it easy for them to learn more about and purchase your products or services is a journey with many steps. Perhaps it’s time to amplify your message in social media , or your website needs some help to better convert leads . Our UFA digital marketing experts can make the user journey easier all along the way.

So…What Do We Mean by an UFA?

Having an UFA starts with a passion for excellence, adds rigorous training to practice the right skills, and is managed by expertise, all of which is guided by a strategy that is flexible enough to pivot when needed. Whether your business is looking to grow by adding digital marketing for the first time or by leveling up your current digital marketing efforts, our experts are here to help. We’ve helped companies expand their digital marketing efforts to increase their brand awareness, attract more quality traffic, and add to their bottom line. Let working with UFA be YOUR UFA: contact us today to learn more about how we can help your business grow!

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