“We regularly ask our clients how they found us. It’s almost always through Google.”Freddy Carrera
Founder & CEO
After working at a digital marketing agency for three years, Freddy Carrera decided to take the leap and start his own firm in 2013. “I had picked up a lot of experience in design, web development, and marketing,” he explains. “I figured it was a great time and opportunity to start the business.” Novofex’s first “office” was Freddy’s apartment in Paterson, New Jersey. “It started off as a one-man operation, just calling on small businesses,” he recalls. When Novofex began expanding outside the state, Freddy brought on a former colleague, Allister Liberato, to help with the startup. Within six months, the duo had outgrown Freddy’s apartment and moved to a proper office in Jersey City.
Novofex turned to G Suite tools, such as Gmail, Calendar, Docs, and Drive, to manage their growing workload. “As a startup, I don’t see any other business tools out there that are as useful and as user-friendly as Google tools,” Freddy says. “I would definitely recommend other entrepreneurs to jump on Google tools. For everything digital, I find it to be the cornerstone.” The company also earmarks virtually their entire marketing budget to digital because of its flexibility and reach. “What would have been a $10,000 billboard spend, you can split in many different and more impactful ways on a digital budget,” Freddy says. They use AdWords, Google’s advertising program, to reach potential new customers, and Google Analytics to measure and optimize their ad campaigns. The digital focus has paid off: Novofex grew nearly 50 percent in their first year and has grown steadily since then, now serving over 400 customers a year.
Novofex is using their success to make a positive impact on their local community, particularly by forging a hiring pipeline with nearby colleges and universities. “We’ve been able to foster really good relationships with the local universities, recruit talent from there, and create opportunities in Jersey City,” Freddy says. Given the nature of their work, Novofex is also helping to grow the businesses that use their digital-marketing services. “We are proud to serve Hudson County,” Freddy shares. “Small businesses are the backbone of North New Jersey, so being able to help them get discovered in a highly populated area, grow, and hire more people is rewarding. It isn’t just Freddy in his apartment anymore. It’s more than that.”