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Whether entrepreneurs launched a new business in South Florida, or expanded an existing one, the sampling is a mixed bag of strategies including: the tried and true, thinking outside the box, the big idea and more.

Rebranding

What: Exults, Internet marketing, search engine optimization, paid search management, website design, social media management, image enhancement/reputation management.

Where: Fort Lauderdale

How it happened: Zach Hoffman worked as a promoter for a local band and starting affiliate marketing websites. He managed his father’s dental practice’s Internet marketing and developed expertise in search engine optimization, paid search management and multimedia platforms. Later, Hoffman formed SEO.cc before rebranding as Exults.

Strategy: Hoffman recognized that in the evolving online platform, he needed to rebrand just as his clients were doing. Once clients got past the concept of search engine optimization, they needed services to push their messages and conversations forward in meaningful effective ways.

Bottom line: Stay on top of the market pulses; never dismiss a potential market movement, pay attention to what the major players are doing and the trends influencing their behaviors. Acknowledge that not all people maintain the same decision-making process for one site as they may for another.

Innovation

What: Dr. Patty’s Dental Boutique, regular dental care such as oral cancer screenings, cavity fillings, tooth cleanings and implants. Consumers can also get massages, facials, peels, waxing and eyelash and permanent makeup treatments from on-site independent contractors.

Where: Fort Lauderdale

How it happened: April Patterson conducted extensive research including demographics. She worked closely with her banker for credit, loans and financial operations. Her plan would grow the business organically by adding a variety of outside services as a one-stop shop. She developed strong relationships through networking opportunities with Emerge Broward and Femfessionals.

Strategy: Patterson blends her innovative approach to dental health and personal care with technology. Clients can manage their services such with the Dr. Patty app that lets them make an appointment, view Web page content and refer the practice to others.

Bottom line: Make it easy for the client to navigate your practice, says Patterson. She emphasizes the accessibility of information patients have at their fingertips from educational clips about procedures to viewing a relaxing movie.

Outside the box

What: VirtuFit, online personal trainer via Skype

Where: Boca Raton

How it happened: Marc D. Thompson, a professional fitness expert and personal trainer, founded VirtuFit as a studio operation in 1987. He turned to social media to grow his business, adding the virtual component in 2008.

Strategy: Wanting to reach anyone anywhere, Thompson has had to think outside the box, and inside technology to bridge distance, time and convenience as a way to find and retain clients. Utilizing visual technology like Skype for real-time interaction was the turning point. He creates original content, shares links and more.

Bottom line: Taking the logistics of traffic or a late night at the office out of the equation, makes using Thompson’s services convenient for clients. Using Skype, and with the proper skill, knowledge and articulation, Thompson is virtually in the room with clients providing real-time, face-to-face interaction.

Tried and true

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After visiting the website for Fort Lauderdale-based Exults, an online marketing firm, I noticed ads for the company’s services appearing on several web pages I visited.

I decided to ask the company why.

Exults’ response: Display ad retargeting.

When an individual visits specific company websites, such as for Exults, the browser is tagged with a JavaScript cookie, said Jason Ibarra, agency director for Exults. When a block of advertisement space becomes available in the network, the cookie is recognized and an ad for that company will appear, he added.

I had only been to the Exults website once to verify a fact for a story I wrote on the company’s office expansion. The one visit was all it took before I started to see online banner ads about the marketing services offered by Exults.

Industry-wide about 98 percent of consumers do not go past visiting a company’s website, Ibarra said.

Display ad retargeting “follows the non-converting visitors after the fact to keep the brand top of mind,” he said.

And, my phone call to the company shows it can work.

Exults client Dr. G’s Weight Loss and Wellness Program uses display ad retargeting to promote specials and campaigns. For example, a consumer would visit the Dr. G’s website, be tagged with a cookie and possibly see an ad later for the company’s holiday specials, Ibarra said.

Companies who use this type of marketing only pay for the clicks received from the advertisement. Exults has offered the service to clients for about four years.

The frequency of display ad retargeting can be adjusted and removed. A cookie can be set to be stripped if someone makes a purchase on a company’s website or a new cookie can be added from the purchase “thank you” page, he said. In addition, individuals can remove cookies from a browser options menu.

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