Welcome to our Agency Spotlight Series, where we showcase the trailblazers and innovators across a broad spectrum of B2B agencies in the MENA region and beyond.
Today, we are thrilled to feature an in-depth interview with Tom Smith, a distinguished figure in the industry, the CEO and founder of Complete, Complete Dubai, and Complete Leads. With over 15 years of experience in the digital marketing arena, Tom has a profound expertise in Website Design, Lead Generation, SEO, and eCommerce.
Tom started Complete after identifying a crucial gap in the market for a full-service agency that not only starts projects but sees them through to fruition, always with an eye for potential growth and development. His commitment has brought his company recognition as a finalist in numerous prestigious awards such as the BIBAs, the Red Rose Awards, and The Northern Enterprise Awards, marks of industry excellence and innovation.
Driven by his family and a dedication to personal and professional growth, Tom balances leadership with personal wellness, finding daily inspiration while walking his dog and tuning into his favorite podcast, “The Diary of a CEO.” His passion for empowering businesses and driving their success in the digital space fuels Complete Dubai’s mission to deliver comprehensive digital marketing services, including advanced Website Design & Development, dynamic Lead Generation, strategic Search Engine Optimization, and effective PPC Management.
As we delve into the detailed Q&A, discover the unique strategies that have propelled Tom’s agencies to the forefront of digital marketing in both the UK and UAE markets, and learn how his approach to client relationships and project transparency creates lasting impacts.
Could you share the story behind your agency’s inception and what motivated your expansion into the MENA region?
Certainly! We had been conducting business in Dubai for several years and realized the importance of having a local presence to manage larger client needs, which often require trade licenses and other formalities for procurement. To address this, we partnered with a local branding agency that specializes in brand propositions and video production, utilizing our expertise as their digital partners for websites and ongoing marketing efforts. To solidify our partnership, I personally met with the Chamber of Commerce and established a formal partnership. This led us to set up officially as an LLC in September 2022. Since then, we’ve continued to grow and expand our operations in the region.
How do you manage such a diverse portfolio, and what’s your strategy for staying on top of trends across these different disciplines?
Our team comprises specialists in every field, and some members are multi-talented. For instance, we have a web developer who is very technical and handles much of our hosting, while another team member has a strong background in graphic design and handles high-end web development and other business aspects. This diverse skill set helps us cover a wide range of services. Initially, we expanded our services organically; for example, a client might come to us for a logo and then need a website built around that new logo, leading to further service opportunities. To stay abreast of the latest trends, we continuously invest in retraining and keeping an eye on technological advancements. We’ve recently developed our own CRM system, focusing on sales and marketing automation, and are exploring the latest AI and augmented reality technologies to stay at the forefront of digital innovation.
What have been some of the most significant challenges you’ve faced in the MENA region, and how have you overcome them?
We haven’t fully overcome all the challenges yet, especially since I travel back and forth between the UK and the UAE. Decision-making processes in the MENA region tend to be slower with more bureaucratic layers compared to the UK. The procurement systems vary widely across companies, which often delays getting things signed off. To address these challenges, we’ve been expanding our network by joining the Chamber of Commerce and other networking bodies, which has been quite effective in the UK and something we’re replicating in the MENA region. To ensure a more consistent presence, we’ve recently hired a local business development manager in Dubai to maintain a steady flow of leads. This on-ground presence should help us navigate the local business landscape more efficiently, which is crucial as managing this while maintaining a family life in the UK is quite challenging.
In your experience, how does the digital marketing landscape in the MENA region differ from the UK, and what adjustments have you had to make in your strategies?
The primary difference we’ve observed is the initial tendency in the UAE to opt for cheaper digital marketing solutions. Many businesses initially choose service providers from regions like Pakistan where costs are lower, but often face issues with communication, quality, and meeting deadlines. In contrast, our approach focuses on strong communication and timely delivery, attributes that are highly valued by expatriates in the UAE. We’ve also noticed that after experiencing poor outcomes, companies become more receptive to our educational efforts about the benefits of quality over cost-saving in digital marketing. Our strategy is to bridge the gap for those who have been disappointed by previous outsourcing experiences by demonstrating the long-term value of investing in quality digital marketing services.
Looking ahead, what emerging trends do you foresee in digital marketing, web design, and SEO that businesses in the UAE should be preparing for?
In the past year, there have been significant updates to Google’s algorithms, affecting SEO and the way websites are indexed and evaluated based on their content and structure. Changes have also occurred in Google Ads, influencing how campaigns compete. We continuously adapt to these updates, ensuring that our content is optimized for search engines and that our landing pages are specifically designed to convert ad traffic efficiently. We focus on creating pre-qualified leads by incorporating layered questions in our lead generation process, which helps filter out unsuitable inquiries right away. This approach ensures that we deliver quality over quantity, providing leads that genuinely meet our clients’ criteria.
Can you share an instance where a seemingly crazy idea turned into a successful campaign? What was the idea, and what made it work?
Certainly, it’s always exciting to bring what initially seems like a wild idea to life. One memorable example involved a custom-built website for a frame manufacturer who had been let down by three other agencies. The client needed a unique solution that allowed customers to customize frames—inputting dimensions, selecting frame types, and choosing layouts for multiple inserts. Our approach involved thorough research before even quoting the project to ensure feasibility. We developed the site using WordPress, enabling real-time adaptations and previews of the customized frames on the website. This feature proved to be a major success, allowing customers to see precisely how their customized frames would appear, which significantly enhanced user satisfaction and the client’s sales.
How would you describe your agency’s philosophy towards digital marketing and client relationships?
Our philosophy is built around three foundational pillars: trust, transparency, and communication. We view our engagements with clients as digital partnerships rather than mere transactions, emphasizing trust as crucial for fostering long-term relationships. Open communication is vital; we keep our clients well-informed about their campaigns’ status, which is essential, especially when challenges arise. For instance, if a Google update affects their rankings, we are upfront about the impact and the steps we’ll take to rectify the situation. Transparency is maintained through regular updates and live analytical data reports, ensuring clients understand their campaign results and our strategic plans moving forward. This approach has helped us maintain some client relationships for over a decade, and it’s something we are deeply committed to continuing.
Given that we operate a B2B marketplace for services, we’re curious about your perspective on such platforms. How does Complete Online leverage B2B marketplaces for growth and visibility?
We recently joined a B2B marketplace in the UK, although it’s still early days and we haven’t seen significant feedback yet. However, we’re always exploring different avenues for lead generation and client acquisition. Engaging with your platform was part of our strategy to diversify our lead sources, and we’re keen to see how this can enhance our growth and visibility going forward.
What advice would you give to up-and-coming digital marketing professionals looking to make their mark in the MENA region?
Clarity in your service offerings is crucial. It’s important to outline precisely what you will deliver and when. This clarity is often missing in the market, so setting yourself apart by being transparent can make a significant difference. Ensure your prospective clients understand exactly what they will receive and the value it brings. Being detailed and transparent can give you a competitive edge over others who might offer lower prices but with vague commitments.
What’s next on the horizon for your agency? Are there any exciting projects, expansions, or new services we should be on the lookout for?
We’re quite excited about the recent addition of a business development manager in the UAE, who started just yesterday. This new role is aimed at enhancing our local presence, attending events, and directly engaging with potential clients—a first for us in the region. Additionally, we are launching a new website and marketing campaigns for a decking client who is introducing a durable product suited to the UAE’s harsh climate. This product is designed to withstand conditions that typically cause quicker deterioration in other materials, and we’re eager to see its reception. The new website is set to go live at the end of this month, marking a significant step in our efforts to expand our service offerings in the UAE.
With roots in the UK and branches in the UAE, how does your agency blend these diverse cultural influences into your branding and design work?
We are acutely aware of the distinctions between the UK and UAE markets. For instance, in the UAE, websites often need to support Arabic, requiring the layout to adapt from right-to-left, unlike the left-to-right orientation customary in the UK. Our team is well-versed in these adaptations, ensuring that all designs meet the linguistic and directional expectations of the region. Additionally, we stay informed about the specific legal requirements that must be incorporated into websites for the UAE market. This knowledge allows us to ensure that all our designs are not only culturally appropriate but also compliant with local regulations. Our approach is about respecting and integrating these differences, making sure our branding and design work is relevant and tailored to each market.
Throughout our conversation, it’s evident that the ethos of Complete and its subsidiaries revolves around rigorous attention to client needs, meticulous strategy implementation, and maintaining transparency at every stage. With each digital campaign, they ensure clients are not just aware, but actively involved, with detailed data reports that underscore campaign effectiveness and areas for enhancement. As Complete continues to evolve and expand its services, their focus remains steadfast on delivering excellence and fostering growth in every project they undertake. Keep an eye on this series for further insights from visionaries who are redefining success in the B2B agency landscape.
For more details on their offerings, visit Complete’s profile on Topsdraw.
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