Marketing agency serving Slough Marketing for Slough businesses

Plenty of demand, badly matched

The trading estate and the M4 corridor produce a specific problem. There is no shortage of businesses looking for exactly what the companies here supply, and very little of that demand finds the right supplier, because the supplier is invisible online.

Industrial and trade businesses are the worst served by marketing in the country. Not because they are hard to market, but because the people who sell marketing find them boring.

Business to business is not different, it is just slower

A trade buyer researches the same way a consumer does. They search a specific product or a specific service plus the town, they look at three suppliers, and they pick the one who looks like they know what they are doing and replies first.

The only real difference is the sales cycle, which means email and CRM follow up matter more here than they do in a consumer business. A buyer who is not ready in March may well be ready in September, and almost nobody stays in touch that long.

Work you can look at

CompaCar, a vehicle and lifestyle trading business, ran a content programme with us of two visits and eight films a month. Blue Light Services, emergency vehicle converters, had the brand, the film and the website built together.

Start with the free audit. It will tell you what your buyers are actually searching for.

Marketing an industrial or trade business properly

The pattern is nearly always the same. A company with genuine capability, a website built years ago by somebody’s nephew, no photographs of the actual facility, and a contact form landing in an inbox nobody watches on a Friday.

Fixing that is unglamorous and it produces more than any campaign would. Photograph the facility. Write the capability pages in the language buyers search with. Put a phone number where somebody can find it in one second. Answer inside the hour.

Advertising makes sense after that, not before, because until then you would be paying to send buyers to something that undersells you.

The M4 corridor is a search market, not a location

Buyers along this corridor rarely search a town. They search a product, a process or a service, sometimes with a county attached. A page built entirely around Slough misses most of the demand, and a page built entirely around the product misses the local jobs.

Both are needed, and they work better as separate pages doing separate jobs than as one page hedging between them.

Slough, Langley, Burnham and out towards Heathrow

Estate businesses here serve a catchment reaching Heathrow, Uxbridge, Maidenhead and into west London, and that catchment is worth mapping before anything gets written. Which of those places produces your best orders is a better guide to where the pages should point than any keyword tool.

Start with the audit

Bring the website and the type of order you want more of. The audit covers what your buyers search, what the site tells them, and what happens to an enquiry after it arrives. Free, and no obligation.