Andrew Jackson, one of the director’s of Egan Roberts contacted us through Facebook to seek advice about their website and generating new customers, reducing the reliance on the existing customer base.

In our first meeting Andrew told us the business lacked a dedicated in house marketing person and didn’t have any external support other than a monthly retainer with their current web supplier for which they weren’t knowledgeable enough to understand what they were getting for their spend. Andrew knew little of the marketing work being done and had no way of checking, or understanding what was being done on his website, social media and wider business development. He had no way of measuring the ROI crucial to sound investment in marketing and was self confessed “a little in the dark” when new companies approached him with offers.

We understood his anxiety having dealt with lots of directors in the same position and in the first few months tried to communicate as effectively as possible what needed to happen in terms of reworking his current marketing vehicles (website, social media, point of sale, email signatures etc), then tweeking them so that they were fit for purpose and developing them further so that they aligned and became a more effective joined up purposeful  digital footprint. A lot of new content had to be written which was Egan Roberts specific, as the existing website was one of over 300 using the same content. We also suggested we could train some of the staff to add content to the website and manage their own social media, bringing skills in house.

Lancashire Based Accountants and Financial Advisers

Case Details

The Idea Buro were commissioned to investigate how marketing could be improved and arm the business owners with information so that they were better informed about their marketing options. Analysis of the google analytics, website and social media was undertaken.

We were then given the go ahead to suggest a way forward. Work was agreed in the short term on a service level agreement of £500 pcm for 5 hours work. Some of this was office based out of necessity to work closely with the staff and bring their marketing and web knowledge up a notch.

The current website was proven out of date, flawed and not fit for purpose as a lead generator. It was overhauled, replatformed onto wordpress and it’s content brought up to date and improved. The business owner and staff were coached in digital marketing essentials and started producing blogs so that regular content was released from the business in line with a rudimentary idea of a handful of marketing campaigns he wanted to launch and progress. It was explained that the business relied on existing customers and word of mouth referrals from those customers and organic marketing would give a higher return on investment over time and reduce the reliance on existing customers and therefore reduce risk.

Considerable time was spent gaining access to old and current social media accounts, business directories and analytics accounts. On accessing old accounts information was found to be out of date and was corrected. Login details were changed in terms of enhanced security, listed and stored at the business. Blogs were then automatically pushed out through the business’ social media automatically saving time, fully optimised for online search and with a contact form for easy enquiries. This it was explained was a process of up skilling and putting the business team in control of their own sales and marketing. Showing the team where and and how to realign their current online content at prospective clients and develop the business’ sales and marketing in a focused and measurable manner in the long term. A ‘showing by doing’ approach.

It was suggested by us and evidenced that marketing needed to be a full time role and be done within the business. The best course of action was to help the business employ and train up a marketing team. Time was spent in terms of question and answer sessions, 1-2-1 hands on training and remote telephone support in-between office based learning sessions and remote web and social media support.

• Client: Andrew Jackson, Egan Roberts
• Client Requirements: Business Review, Coaching, Marketing Training, WordPress website replatforming, WordPress Website Training, Social Media Training, Linkedin Profile Optimisation, Blogging Training, Search Engine Optimisation Training, Email Marketing Training, (Mail Chimp) Sales & Marketing Support.
• Website: www.egan.co.uk