Pule Consulting

Martyn provides strategy and direction to online and traditional businesses wanting to formulate a coherent plan for generating business online. He has built a reputation for clear advice as Get Above The Fold.

His approach is analytical in identifying the audience, finding achievable niches through relevant keywords & developing a plan of marketing activity for attracting traffic.

There are a plethora of tools, the current favourites being social media, but every business had different products, aims, staff and time so one size or range of tools rarely fits all.

To illustrate, here is how 5 different companies can play to their strengths online and with the right strategy, apply the appropriate tools.

Professional Services
Professionals live off their reputation and knowledge. Many contacts come from referrals & networking so LinkedIn should be part of the approach. To draw in visitors to the website, writing articles using relevant keywords can showcase their knowledge and extend credibility. It’s also worth having a strong “About Us” page as up to half the visitors will go there initially.

Regular Products
For a company such as an online sweet shop or national hotel chain, you know what you’re buying online. Products like this should have a pay per click strategy around the times of year when people buy their products. More generally their website should be well optimised for search engines.

Industry Experts
Perhaps you have a retail shop, or you simply sell business to business. However if you provide advice as part of your service, you will want to build your reputation. Find a way of giving away information to customers which isn’t worth much to you but is of value to customers. As a retail shop this means improving footfall.
Capture the email address and specifics about everyone who enters the shop e.g. for a music instrument repair shop, find out which instrument they play. Then write an article for the website about maintaining the clarinet and build it into an email marketing distribuion sent solely to those on the list who play a clarinet.