Marketing agency serving Aylesbury Marketing for Aylesbury businesses

A county town that sells to trade

Aylesbury has a wide base of trades, manufacturers and family firms, and a lot of them sell to other businesses rather than to the public. That changes what marketing has to do. A trade buyer wants to see the product used properly, by somebody who knows what they are doing, before they will switch supplier.

Which is why film does more here than a brochure ever did.

Osmo UK

Osmo UK distribute wood finishes to a national trade audience. We planned their content and produced two product films for LED Smart Oil, shot to show the finish going on and drying rather than sitting in a tin. Both are on our content production page.

Selling to trade buyers

A trade customer is not persuaded by a brochure. They want to see the product used properly, by somebody who clearly knows the job, in conditions resembling their own.

That is why product film outperforms product photography in this market by a distance. A finish going on and drying tells a decorator everything a specification sheet cannot, and it travels: the same footage works on the website, on a trade counter screen, in an email to a merchant and as a paid advert.

The second thing a trade buyer wants is availability. Where do I get it, how quickly, and who do I ring when it goes wrong. Marketing that skips the distribution question wastes half its effect.

Manufacturers, distributors and family firms

Aylesbury has a lot of businesses trading for decades on reputation and repeat orders that have never needed to market themselves. That is a strong position and a fragile one, because the buyer who knew you is retiring and whoever replaces them searches.

For those businesses the priority is not a campaign. It is being findable and credible when a new buyer looks, which means a website explaining the products properly, search coverage for the terms buyers actually use, and enough content that the company looks current.

What Aylesbury searches look like

Volumes here are modest, and that is an advantage. A town this size has fewer businesses fighting over the same terms than the Thames Valley towns to the south, so a properly written page can reach page one on effort rather than on budget.

The pattern is predictable. Somebody searches the trade plus the town, compares whoever appears in the map pack, then checks the websites of the two that look plausible. Everything after that comes down to whether the site answers the question and whether anybody replies.

Where a business sells nationally the town term is close to irrelevant and the product term is everything. Those are two different pages, and a lot of Aylesbury websites ask one page to do both.

Local trades and services

The other half of the town’s commercial life sells to households across Aylesbury Vale, Wendover, Thame and out towards Tring and Leighton Buzzard. Different rules there: local search, reviews, filmed proof and a fast reply.

The mistake we see most often is one set of pages trying to serve both audiences. A trade buyer and a homeowner want different information and rarely read the same page happily.

What the first month looks like

An audit first, covering the website, the search terms your buyers actually use and whatever advertising is already running. Then one production day that gives you a quarter of material rather than a single video, and the ads and follow up built behind it.

For most Aylesbury businesses the quickest gain is not more traffic. It is answering the enquiries you already get faster, which is CRM and automation rather than advertising.