Ajay Kumar on building digital marketing around client goals
Ajay Kumar is managing director of naxisweb, a full-service digital marketing agency offering SEO, PPC advertising, online reputation management, social media marketing and web development. The conversation explores how the agency shifted from separate services to broader growth solutions, and why trust and clear expectations matter in client relationships.
A digital agency can serve clients better by connecting its services to business goals rather than treating each one separately. Clear expectations, communication and a focused offer are as important as technical skills.
How did the business start, and what makes it different from others in your space?
The foundation for naxisweb was built on the concept of assisting businesses to leverage the internet in order to connect better with their customers. In realizing that there were businesses that had great products and services yet could not develop an effective online presence, we decided to bridge that gap through our digital services such as website development, SEO, and digital marketing. What sets us apart from other companies is that we concentrate on meeting the objectives of our clients’ business and not just delivering digital services.
How did you win your first customers, and where does most new business come from today?
The initial clients were acquired mostly through networking, cold calling, referral programs, and word of mouth. Initially, the priority was not scaling fast but rather gaining clients’ trust. Therefore, our attention was dedicated to getting familiar with clients’ demands, performing quality work, and being transparent with communications. Gradually, our success and word of mouth made us credible. Currently, we acquire clients through referrals, our web presence, professional networking, and organic search engine traffic. We also consider each completed project a potential source of future business relationships.
What is one decision that changed the direction of the business, and one mistake that taught you the most?
A critical decision that was made was the transition from treating our digital marketing services as separate entities to providing full-fledged growth solutions to businesses. With this transition, it was possible to see the bigger picture and understand how website performance, SEO, customer acquisition, and conversion fit into this picture.
The biggest lesson learned from an error was failing to recognize how important it was to set expectations with my clients from the beginning. It was not just about doing a good job; it was also about being communicative, having reasonable deadlines, and defining deliverables.
What has changed in your industry or in what customers expect, and how have you adapted?
The world of digital marketing has undergone drastic changes. Once, companies cared more about website ranking, traffic, and social media following. Now, clients demand tangible results and user-friendly services and want to see their businesses grow. The emergence of artificial intelligence, algorithm change in search engines, and AI-based search experience has also affected how businesses do digital marketing.
At naxisweb, we keep up with changes and work on technical SEO, useful content creation, user experience, conversion optimisation, and visibility on both classical and AI-based search platforms.
If someone were starting a business like yours today, what should they do first, and what should they ignore?
The first tip I have would be to choose a specific problem that exists in the market and know who is ready to pay for it. It is not necessary to try and offer all kinds of services. Rather, select a couple of areas where one can really add value and gain experience.
One should also learn how to interact with the client, set expectations, and learn business finance. These factors are equally important as any technical skill.
So what should beginners avoid? The need to suddenly grow, copy from competitors, follow every fad in marketing, or fight just for prices.
Thank you to Ajay Kumar and the team at naxisweb for sharing what actually worked with Leaders Perception readers.
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