THE PARLIAMENTARY REVIEW
Highlighting best practice
2| WHITEHAT SEO
Establishing a solid
foundation
We have changed our process over the
years. Initially, we focused on search
engine optimisation, which involved
content creation and the distribution of
this content through social media. Our
target market was SMEs, so we offered
our services at a relatively cheap cost,
charging a few hundred pounds a
month, allowing these companies
to see success for a small spend. We
grew organically with no external
investors and installed a system based
on a robust methodology, with the
goal of building a global agency. By
operating in a small fixed office, using
contractors and freelancers, we were
able to grow.
While we only have a small permanent
team in London, we have established
a large disparate network around the
world. Our first customers were small
companies who we helped to be found
locally. While this was a successful
customer group, they do not possess
as much capital as larger concerns, so
it was difficult to complete a job to
the extent we would like. Toexpand
beyond this, we began to add
capabilities including paid campaigns,
social media work and website design.
Four years ago, we partnered with an
American technology company called
HubSpot. This gave us a standard
methodology and framework for all of
our campaigns, allowing us to go after
the larger corporate market. Although
these companies may not have worked
with a start-up, our partnership with a
big player raised our profile. This also
helped us to return to our core skillset
of data-driven marketing and sales. We
had shifted from small companies to
those with an average annual turnover
of between £2 million and £50 million.
The transition to inbound
marketing
We have embraced inbound
marketing, replacing the traditional
outbound marketing style. Outbound
marketing is interruptive and focuses
on paid advertisements and spam
emails. In contrast, the purpose of
inbound marketing is to build authority
and is based on a knowledge-based
model. This method focuses on
education and helping potential
clients before selling to them. If this is
achieved online and consistently, the
reputation of the company grows, and
Google recognises their status as an
authority. Natural organic traffic will
visit the site, and methods can then be
designed to capture these visitors.
A primary tactic is to offer high-quality
content to potential customers in
return for their information. Once
you have received this, you can see
their interests and follow this up with
relevant information before handing
qualified leads over to the sales team.
Many agencies work around a delivery-
based model, agreeing to a work
schedule based around the quantity
of content created. We focus on key
performance indicators and work to
drive growth. After analysing business
Say goodbye to the
funnel and hello to the
flywhleel
We have
embraced
inbound
marketing,
replacing the
traditional
outbound
marketing
style
“
“
Rt Hon The Lord David Blunkett
Rt Hon The Lord Eric Pickles
