What is the founding story of WiT Group, and what are some of the main obstacles you had to overcome to get to where you are now?
I founded the company in 2011 as a personal consultancy born out of sheer desperation. After graduating with a marketing degree, I entered the job market during a particularly challenging time for inexperienced marketers—right in the heart of the recession after the 2008 housing crisis, when jobs were scarce. This experience led to the birth of my objective-based marketing approach, which I could only articulate fully in recent years. Recognizing that the best chance I had to break into the industry was through digital marketing—a field that was still in its infancy—I focused on defining problems and working backward. At that time, social media had been around for about five years, but there wasn’t much expertise in digital marketing. It truly felt like the Wild West. I faced significant challenges due to a lack of a track record, testimonials, and endorsements. Being self-taught meant I had no formal validation of my skills; I taught myself SEO and Digital Marketing by watching YouTube videos at the Richland County Library in Columbia, South Carolina. Gaining clients was an uphill battle without proof of success or credibility. To gain opportunities, I started as an SEO consultant, adopting aggressive pricing strategies. I guaranteed results—if I didn’t deliver, clients didn’t pay. This model laid the foundation for our pay-for-performance approach. Initially, this was a side hustle while I got caught up in corporate America, working with major media companies like Hearst and Townsquare. Previously, I had helped grow a boutique agency, achieving a remarkable increase of approximately 511.11%. Despite having only a few clients, my consultancy had consistency, but it remained a side project. In 2019, I partnered with my marketing team to start the agency, launching just three months before the pandemic hit. We had clients lined up and proposals in the works, only for the world to shut down. This moment forced us to pivot hard into direct response performance-based digital advertising, as that became essential in the midst of the upheaval. WiT Consultancy officially became WiT Group during this time, marking a new chapter in our journey.What is your approach to digital marketing that separates you from your competitors?
Our Objective-Based Marketing Approach is what separates us from the competition. We take an objective, data-driven approach, working backward to resolve problems that begin with clearly defining objectives. This process allows us to determine the most efficient means, channels, messaging, and strategies to reach those goals. Traditional marketing agencies often attempt to implement the perfect marketing mix for companies that aren’t prepared to sustain comprehensive 360-degree marketing changes. Our team at WiT Group understands that our primary responsibility is to increase revenue through digital advertising. The better we perform in this area, the more likely we are to develop a full 360-degree marketing mix as our clients grow with us.Can you share a few details about your work’s Strategy & Consulting aspect?
The original concept for our agency was to have three agencies working as one company: an advertising firm, a creative agency, and a consulting company, all collaborating to help our clients grow their businesses. In 2020, we had to pivot hard into direct response performance-based digital advertising, as that was what was in demand at the maturation stage we were in—it was the only area where we had a substantial opportunity. Five years later, as we’ve grown, we are looking to expand our strategic consulting services even further. With our track record of growth and success, we are now in a better position to focus on this area of our business. We offer management consulting, sales coaching, data analytics and integrations, and other strategic consulting services that extend beyond the traditional offerings of a marketing agency. This is another component of our business that sets us apart from the typical digital agency.What other services do you offer?
Perhaps the largest change in 2024 was the opening of our podcast studio, Witcraft, located in our Columbia, SC office. This studio is now open for rental, providing our clients with the opportunity to book it at a significantly discounted rate. Witcraft Podcast Studio is versatile, offering photography, videography, and podcasting services, including comprehensive editing support. In addition to the podcast studio, we’ve expanded our agency services within our strategy and consulting bucket. One key area is CRM consulting, where we focus on optimizing Customer Relationship Management systems. This service is designed to improve our clients’ customer interactions and streamline their workflows for greater satisfaction. We also offer virtual assistant services through Swith Virtual Solutions. These virtual assistants are dedicated to helping busy executives manage tasks like scheduling and organization, significantly boosting overall efficiency. Our team specializes in systems integration, enabling businesses to streamline their operations by enhancing communication and data flow across departments. This improves operational efficiency and provides a clearer overview of business processes. We’ve also implemented customized process automation services to identify repetitive tasks and reduce manual errors, allowing teams to concentrate on high-value activities.What is the technology stack behind WiT Group?
In many cases, we are not using tools that are super unique; rather, we are using them as a standard. Every client is going to have access to essential tools like Slack, Salesforce, Hotjar, and VoIP phones, enhancing communication and streamlining workflows. A lot of agencies cut corners, and their overhead is only 10%. Our overhead is 25%, allowing us to invest in high-quality operational and reporting software like Semrush, Grammarly, and Teamwork. We use Zapier a thousand times a day to automate processes and improve efficiency. We have documented processes and systems in place, ensuring everything is organized and easy to follow. We’re very regimented with how our technology is used, and I’m very proud of how our team utilizes these tools for onboarding, reporting, and overall operational success.To learn more about WiT Group, you can visit WitGroupAgency.com
