In a recent post, Julie wrote about the importance of marketing in a downturn. It was aimed at the good people of Aberdeen and indeed, Houston, who are going through interesting times because of the fall in the global oil price. Most people didn't see this coming, or chose not to, and now marketing departments around these cities are scrambling around in an attempt to get the phone ringing again. Let's just say their lead generation wasn't quite up to scratch.
Red Evolution Opinions & Musings
In Business to Business Marketing, decisions tend to be lengthy and complicated. They usually involve more than one person, a good deal of money and a fair amount of risk. Every step of your marketing efforts should be moving them towards becoming a lead.
In a recent blog post we opened up about inbound marketing costs and introduced the idea of a retainer. Now, we get that some people will wonder why they need to retain an agency to help them generate more leads online, thinking it's perhaps a distinct project with a start and an end, not so. Lead generation isn't an activity with a start and an end.
We're an Aberdeen based web agency and we've spent the last 12 months transforming ourselves into an inbound marketing company so we can deliver even more value to our clients. Through a process of formal training, cohort-based workshops and lots of hard work we're now securing retainers to work with some amazing and forward thinking companies from all over the UK and beyond. Although we've been "doing" inbound pretty much since we started in 2003 we decided to formalise our offering and it's really paying off for us.
We did this because we LOVE what we do and we LOVE helping businesses do more on-line.
Inbound marketing is all about attracting potential customers to your website, engaging with them by providing useful and compelling content and hopefully, eventually, converting them into clients or customers. The range of skills and tools that inbound marketing agencies, like Red Evolution, employ include Search Engine Optimisation or SEO, design, content creation (blogs, videos etc), strategic thinking and everything in between. But what does it cost?
Search Engine Optimisation or SEO is a contentious subject for many businesses. Oh and if you're a little confused about what exactly search engine optimisation is, this explanation will help! But the thing is, many businesses make it worse by falling for what we call the SEO Cycle of Denial and it goes something like this.
Warning: As with our last post this one also contains some hard truths.
Warning: This blog post contains some hard truths!
In our last blog post we (hopefully) answered the questiion, what is inbound marketing? It spelled out in simple language the process of attracting people, engaging with them and converting them into customers. Inbound marketing works and it creates a predictable, scalable and reliable marketing and lead generation machine, but it's not for everyone.
Julie and I gave a talk to a group of 50 business people in Aberdeen recently. The subject was How to Generate Leads From Your Website. Of course, our talk was really about Inbound Marketing but we had a hunch that wouldn't strike a chord with our audience. At the start of the session and to test that theory I asked the question, "Who's heard the term inbound marketing?"; no-one raised their hand. So, what is inbound marketing?
If your website isn't generating any business it's easy to point the finger at poor search engine optimisation (SEO), and you might be right, your site's SEO might be awful. If you're not sure what SEO actually is, and you're not alone, try our SEO explained page for a super quick and fun overview.
As a profession, solicitors are often the target of jokes. I'm not promising I will make it to the end of this blog post without a lawyer joke, but I will try. The aim of this article is to look at the skills that solicitors possess and consider why they are so well suited to the creation of useful, relevant, lead generating content.
Before anyone can do business with your company, they need to have heard of you, they need to understand what you do, then they need to figure out if what you do is what they want. Awareness is the first part of the process and the internet is a great place to start.
Quite a lot of the website review requests we get are from businesses who are being a tad optimistic. Now don't get me wrong, I'm one of life's eternal optimists and thinking positive is a great asset, but don't confuse that with doing the right thing. Business to business lead generation is tough and getting tougher and to succeed you need a plan.
When you think of oil and gas marketing, do you think of huge exhibition stands, glossy brochures, flashy advertising posters and lavish corporate hospitality? This may have been the case in the (even very recent) past, but now it seems that whether temporarily or permanently, the big budgets are shrinking. High profile, conspicuous profile-building activities no longer seem appropriate. At the same time, the market is becoming more competitive, with less business to go around. So, what do you do?