Interview
Scott Berry
MarketCrest, LLC, United States
Scott Berry is the CMO and President of MarketCrest, LLC. He has been recognized as a World Class Sales Leader from Moore Wallace, an RRD company, and also as one of the 50 most influential leaders in the Ad Specialties industry by the Ad Specialties Institute.
1 Please give us a brief bio of yourself and your background.
I'm Scott Berry the CMO and President of MarketCrest, LLC. After nearly 2 decades as a Sr. Executive in billion-dollar, public, and private marketing communication companies, I founded MarketCrest, LLC, a 7-figure full-service Digital Marketing Agency. I've also been on the Grand Jury Judging Panel for the Vega, Muse, and Titan Brand International IAA awards.
2 What inspired you to be involved in your respective industry?
MarketCrest specializes in marketing and advertising for Immigration Attorneys. We’ve served the immigration law firm community since 2016 and spent 2 years embedded inside an immigration law firm, learning the entire intake process and operational challenges associated with attracting new inquiries, turning them into cases, and ultimately, happy clients eager to refer. We have written hundreds of immigration law articles for clients, hosted the Immigration Nation Podcast (ImmigrationNationPodcast.com), and created a “wiki” type resource database with best practice systems to help immigration law firms scale.
3 What is your role in the agency, and what traits should a professional in marketing, media and communications possess to be successful in their role?
I manage the agency’s Content, Search Engine Marketing, and Social Media Directors, plus contribute to the campaign strategy for our largest clients. In addition, I lead our monthly webinars and cohost our podcast for immigration legal consumers, which is used to highlight our immigration law clients. The most valued trait is to know what to do next. When you have enough experience and are truly a master of your craft, you can help clients avoid challenges, and when it's time for the client to decide, you can direct them to exactly what to do next and why.
4 Tell us more about your agency / company.
MarketCrest is a boutique, full-service, digital agency serving law firms in the U. S. We help firms earn their inquiries/leads through search engine marketing, eliminating the need to purchase leads and share them with multiple other law firms. Potential clients searching online for an attorney might find our clients through website content, Google Business profiles, social media channels, YouTube videos, press releases, business directories, Google or social media advertisements, guest podcasts, photography, or email marketing. The agency tracks all inquiries and campaign ROI and coaches law firms on best practices for intake, thereby increasing close ratios and cases.
5 What do you think is the definition of a successful marketing, media or communications project / presentation?
We consider our work successful when we make a noticeable impact on our client's financials and ROMI (Return On Marketing Investment). We are all about providing our clients with a trackable and predictable return on their investment.
6 Describe your preference or style of work and how it benefits your career.
We prefer to work with law firms who know their potential new clients are searching online for help and are tired of purchasing leads from law firm industry sources (they have to share each lead with two other firms). Our best-fit clients want to earn and keep leads for themselves, increasing their close ratios. This niche puts our agency in a vital role tied to monthly law firm revenue, where we are the strongest instead of brand awareness or branding roles. Our retainers last for many years because they are tied directly to hired cases and law firm revenue.
7 Congratulations! As the winner of the NYX Awards, what does it mean for you and your team to receive this distinction?
This is our very first NYX award, and the fact that it was for immigration law firm marketing campaign results makes it incredibly sweet. We’ve always said that you aren’t elite until an objective 3rd party says you’re elite. Our immigration law firm campaigns have earned us an IAA Muse, Vega, Titan, and now a NYX! We are absolutely over the moon right now. Thank you from the entire MarketCrest team.
8 How has winning an international award help to promote your agency and projects?
Our agency is thankful for the promotional packages IAA puts together for winners. It makes it easier to spread the news using the media package (logos, certificates, beautiful statuettes, prewritten press release copy, and more). We then post on our social media channels and the website and run a digital press release with the suggested copy. We also mention the award in our monthly webinar to help build credibility that these campaigns and tactics drive real and oversized results in the immigration law firm marketing space. Of course, we have a trophy shelf that people enjoy when they come to our office to record video, audio, or podcasts.
9 Who inspired you in your life, and why?
I was blessed to have a highly successful career in the corporate world, which included superior training, coaching, and opportunities to advance. This education and experience prepared me to launch multiple small businesses and see them grow into 7 figure award-winning companies.
10 What is your key to success? Any parting words of wisdom?
Our agency is flexible, resilient, and relentless. Sometimes, it's two steps forward and 1 step back. But you’re still a step forward!!! We never get too high or too low. And no matter what, we never, ever stop or give up. The next big thing is always right around the corner and we never stop learning.
11 Which THREE (3) professionals / peers would you nominate to participate in the NYX Awards?
Carl Lefever of Improve & Grow; Brent Webb of CAVU/Scuba Adventures and Ellen Vander Heyden of EVH Marketing
