Prioritizing Clients and Data in Digital Marketing | Ana Aragon from White Shark Media

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in a buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments with relevant micro experiences—like case studies, intro videos, and much more. Stay relevant to your visitors and increase conversions by 50%. Check us out at pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Ana from White Shark Media, director of marketing with them. How are you doing today, Ana?

Ana Aragon: I’m doing great. How about you?

Ernesto: I’m doing great. Great to have you on today’s episode. And we’re curious to know, right? White Shark Media—that sounds like someone who’s going to come after you! So in your own words, Ana, can you tell us a little bit more about what White Shark Media is all about?

Ana: Yeah. White Shark Media is a digital marketing agency focusing on performance marketing—everything from PPC, SEO, social media advertising, web design, web development, and everything related to digital advertising. We are located in Nicaragua—that’s where our headquarters are—but we also have offices in the United States, in Miami. We serve SMBs and marketing agencies in the US, Canada, and Latin America.

Ernesto: Awesome. Great to hear. To give our listeners a good understanding of White Shark Media, what would you say is key about the clients you serve?

Ana: We serve two types of clients. We work with SMBs in the healthcare, legal, e-commerce, and home services industries, helping them position their brands and companies in the digital market. We also serve marketing agencies, offering white-label marketing services. The same services we provide to SMBs, we offer to marketing agencies—white-label solutions so they can focus on client servicing and selling while we handle campaign management, tracking, and everything related to campaign operations.

Ernesto: Definitely. And how does someone typically find out about White Shark Media? What would you say is your top client acquisition channel?

Ana: We use both inbound and outbound strategies, but our main acquisition channels are PPC on Google Ads, SEO, content marketing, and cold calling.

Ernesto: Definitely. I’m on your website—it’s a really nice site. What role does the website play in your client acquisition?

Ana: Our website is where our opportunities convert the most. It’s like our sales guide, working for us 24/7. We optimize it monthly, adding new content, working closely with the SEO team to ensure we’re using the right keywords, and keeping the content relevant to our audience. As I mentioned, it’s our 24/7 sales guide.

Ernesto: Definitely. Have you learned anything about what makes a great converting website? Any tools, tips, or methods you’d recommend?

Ana: Yes. There are two very important aspects to having a high-converting website. First, make sure you’re using SEO from day one. It’s a long-term strategy, and though some people don’t believe in it because it doesn’t bring immediate results, it’s a huge differentiator in the long run. Second, keep your content relevant and speak your audience’s language. Don’t try to create fancy content—just know your audience and speak to them. Third, optimize images and videos because speed matters. Ensure you’re not overloading your website with heavy visuals. We use Pathmonk for that, which helps a lot with the funnel by keeping the site lightweight and showing relevant content to the audience when it matters. Lastly, have enough social proof. Don’t just talk about what you do—show the results you’ve achieved for other clients.

Ernesto: That’s some great advice! Thanks for sharing, Ana. Let’s switch gears a little and talk about you as a leader. You mentioned you’re the director of marketing at White Shark Media. With all your experience, what are some key tasks you focus on in your day-to-day work?

Ana: I manage a team of 16 people, including web designers, developers, graphic designers, content writers, product marketing coordinators, PR, and social media specialists. We cover all areas of digital marketing. Most of my time is spent managing the team and analyzing the strategies we have in place to ensure they’re working—or adjusting them if needed. Those are my main focuses.

Ernesto: Awesome. Great to hear. Let’s jump into our rapid-fire question round. Are you ready for it?

Ana: Yes!

Ernesto: Great. First off, Ana, what is the last book you read?

Ana: Oh, right now, I’m reading Girl, Stop Apologizing by Rachel Hollis. It provides tactical advice and motivational insights to empower women to embrace their ambitions. As women, we often face societal expectations about our roles, and we sometimes put our dreams aside out of fear of judgment. This book encourages women to chase their goals confidently and unapologetically. I really like it.

Ernesto: That sounds like an inspiring read. If there were no boundaries in technology, what’s one thing you’d want to fix as a marketer today?

Ana: There’s so much technology can do, but for me, analyzing campaign results is still a challenge. Working in a company with 14 years of history and so much data, I haven’t found a tool that tells me exactly where conversions are coming from in real-time. So I rely on methods like spreadsheets to calculate ROAS, CPL, and other metrics. A tool that could simplify this would be amazing.

Ernesto: Definitely. What’s one thing your company is currently focusing on the most?

Ana: Right now, we’re focusing on clients. It might sound basic, but over the years, we’ve tried so many things and always come back to the fundamental priority: serving our clients the best way possible and delivering great results.

Ernesto: Great to hear that. If you could automate one repetitive task, what would it be?

Ana: Posting on social media. While there are tools, I often still have to do things manually—like tagging people or companies. Another example is creating presentations. There are templates and automation tools, but they rarely meet my requirements, so I end up doing things manually. I’d love to see improvements in these areas.

Ernesto: Lastly, what’s one piece of advice you’d give yourself if you were starting your marketing journey today?

Ana: Don’t forget the basics. As marketers, we often focus on new trends and forget fundamental principles, like truly understanding and obsessing over your customers. Also, never stop learning—it’s a game changer for becoming a better professional.

Ernesto: That’s excellent advice. Thanks so much for joining us today, Ana. If someone remembers just one thing about this interview, what should it be?

Ana: That our customers come first. At White Shark Media, we prioritize serving businesses in the best way possible while focusing on their success.

Ernesto: You heard it here! Check out White Shark Media at whitesharkmedia.com. Ana, thanks so much for being here, and thanks to our listeners for tuning in. See you on the next episode of Pathmonk Presents!

Ana: Bye-bye.