Small Business Week Spotlight: Trace Media Marketing

Written by Formstack on June 17, 2013

Posted in Case Studies, Form Hacks

It’s National Small Business Week! Since 1963, this week has been devoted to celebrating the hard work and devotion of America’s small business owners and entrepreneurs. The National Small Business Administration states that “more than half of Americans either own or work for a small business, and they create about two out of every three new jobs in the U.S. each year.” Learn more about the events planned by the SBA.

As a small business, we are so thankful for all of our customers for giving us a chance to grow our product every day. That’s why, this week, we will be profiling some small business use cases on the Formstack blog. Today’s post features a Q&A with Chris Dawkins, CEO of Trace Media Marketing. Interested in being highlighted in a Formstack blog post? Let us know in the comments below, and we will be in touch!

Small Business Customer: Chris Dawkins

Company: Trace Media Marketing

Tell us a bit about what you do at your company.
Trace Media is a top-ranked SEO agency in New York. We work with e-commerce companies, local service-based businesses and international firms seeking to expand into the U.S. marketplace.

The objective of our work can be broken down into three fundamental steps:

1. Rankings – Improve organic search engine rankings
2. Traffic – Maximize organic traffic
3. Sales – Increase website conversion rates”

What kind of responsibilities are you generally tasked with?
“My personal role involves learning and understanding a client’s business and objectives, then developing a plan with my team that aims to achieve those objectives. This also involves helping clients to understand the SEO process, set benchmarks, maintain realistic expectations and measure progress.”

What are some of your biggest technical struggles in general at your company?
“Many sites have multiple types of conversions, from direct emails, phone calls, instant chat, subscriptions, sales and contact forms. Finding a way to easily track these conversions and sources can be difficult. Often, one or more of these conversion types simply cannot be tracked accurately. In most cases, we focus on the type(s) of conversions that can be tracked most accurately. We analyze the known conversion data and extrapolate to other types & sources of conversions.”

How has Formstack most importantly affected your company’s workflow or work processes?
“Formstack has streamlined a number of processes and I expect it will continue to do so in the future. It has also allowed us to offer features to our clients they would not have otherwise expected or even known were possible, creating added value for my company.”

What are some unexpected ways you’ve used Formstack?
“With the secure submission storage, we’ve used Formstack to collect payment information from clients. We’ve also created intake forms for new clients to submit all the information needed to begin new projects. With the third-party integrations, we can input the information directly into our project management tools. We’ve also combined our Formstack account with Google Spreadsheets to collect and analyze our web leads.”

Recall an experience where Formstack helped solve a problem of yours.
“More than solving existing ‘problems,’ Formstack has really helped improve workflows where I was not seeking a specific solution. It has done this for the process of attracting and qualifying new clients, as well as managing processes for existing clients and collecting information for the purpose of analysis.”

What advice would you give to someone just starting out with Formstack?
“Think about all your processes – not just web forms. Formstack has features that can help streamline a business in many ways, so you should think outside the box. Make sure to consider Formstack integrations with other apps and ask yourself how you might be able to implement them into your workflow. With some creative thinking, Formstack may be able to save your team some serious time.”