As an IT support company owner you have both limited time and resources to invest into marketing. You also have ambitions to grow your business. This presents a real challenge. How do you handle digital marketing for your company whilst trying to grow it at the same time? The answer is a solid Inbound Marketing strategy that will be sustainable and measurable.
Modern online marketing is all about creating useful website content that is valuable to your target audience, but to understand HOW to create useful content, you need to know WHY content is so important. This comes down to a fundamental shift in how people respond to marketing, and a much greater emphasis on encouraging potential customers to choose you by providing them with value.
Creating a website briefing document which will be sent out to a shortlist of digital agencies is your chance to pitch your business and invite serious input and feedback about your project.
A well written brief should encapsulate all of your requirements, including creative, marketing communications and any technical aspects. You’ll need to provide some background and reasoning for your requirements which help provide context.
Remember - don’t try and describe the solution. That’s what you want the agency to provide back to you.
Gone are the old days of publishing blog posts which talk about you. Seriously, your visitors don’t want to read about how great you are, what awards you have won, where your office is moving to or anything else that is ‘you’-orientated.
Nor do users want to use old fashioned websites that are stuffed full of boring content, and over-optimised with keywords in the hope of manipulating Search Engine Results Pages (SERPS). This is the old way of handling SEO and website content. It's old and it's no longer effective.
What users do want is to find useful content that helps them to solve a specific problem.
Over 12 years experience proves to me that the traditional website design process is broken. It's becoming harder to demonstrate value to clients who are trying to achive two things:
- Increase business growth
- Reduce their costs
Fixed client budgets drive down agency cost, and end up with a rush at the end of the project to try and launch a website on time and within budget.
This is one of my frustrations - the client/agency engagement dynamic. What’s best for us, and what is best for our clients needs to be the same thing. Only then can we produce our best work, wow our clients and ultimately contribute to their success.
This is why I am moving The Blue Cube away from fixed cost projects and introducing the benefits of a retainer agreement for companies who are serious about growth. It will enable us to get right alongside our clients and help drive them forward.