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53º Degrees

BUSINESS DOCTOR BUSINESS DOCTOR EXPERTS ANSWER YOUR BUSINESS DILEMMAS I’m struggling to attract new business, what should I do? How does Health and Safety work with design? Q Q Mark Wallace, Dot Rise SEO Times have changed, go back a few years and customers found you, they picked up the yellow pages, flicked through some pages and found what they were looking for, picked up the phone and dialled! Well guess what, that simply does not happen anymore! When was the last time you looked for a business in the YP or Thompson local? The internet has changed everything, it’s essentially put the customer in charge, (which is right by the way!). As a business you need to stand out, you need to provide the answers to the questions they are asking! And then you need to provide effective solutions to their problems. When searching for a business or service, the first port of call for the majority of the population is Google and did you know nearly 60% of searches are now from mobile devices (is your website mobile friendly?) So firstly you MUST have an online presence, so at the very least think: Website (mobile optimised), Landing pages, Social Media presence. But just sticking them up there and hoping for the best is not enough, you need a digital strategy. Think - where is your audience “hanging out” online, how can you engage them, how can you nurture them, how can you close the sale, how can you follow up post sale… You must take action online and create a marketing strategy. So you’ve now got an online presence, great job, are we finished...NOT QUITE! You see you need to have a robust lead generation and marketing funnel in place to nurture prospects and turn them into customers or clients. Crafting simple marketing funnels is essential in today’s online world, yet I’m astounded at how few businesses have any idea what a marketing funnel is! Nearly every business I come across does not have a funnel in place in any way, shape or form, and they are losing money because of it! • If you want leads - write educating, informative and engaging content, pick one traffic source and work at it. • If you want to convert leads - answer the key questions your audience need answering, deliver value, and educate, don’t sell. • If you want sales - continue to provide quality information, and nurture your prospects via blogging, email, video, reports and so on Remember your prospects do not know you, so when you ask them to buy something from you the first time you “meet” them, the chances are they’ll be a little sceptical (it’s like a stranger walking up to you in the street, and saying hey I’ve got this great widget, I know you’ll love it and it will make your life so much better, follow me around the corner and we can do a deal) Erm no thanks! And businesses wonder why they are struggling to generate new quality leads! Marketing has got sophisticated, doing the same old stuff no longer works, you either embrace it or face being left in your competitor’s dust... What’s it to be? When you’re ready, get in touch with Dot Rise SEO we’re local, based in Macclesfield, and let’s see how we can help your business get more leads, customers & revenue! www.dotriseseo.co.uk Samantha Mepham, Rider Levett Bucknall I have never designed a structure, unless you count my sons’ birthday cakes, but after nearly 10 years working in construction I like to think I’ve developed a reasonable insight into the creative mind. I’m not a talented CAD Technician or resourceful Design Manager; instead I’m Health & Safety. Just Health & Safety, that’s my title, it even says it on my business cards. When the Construction (Design & Management) Regulations changed in 2015 I said goodbye to the CDM Coordinator and set out delivering health and safety services at Rider Levett Bucknall. In addition to the new roles of Independent Client Advisor and Principal Designer we began to offer the service of Principal Designer Advisor. Similar to the Independent Client Advisor except this time my clients were some of the leading architects across the North West. The idea of the role is to work in partnership with designers to assist in effectively delivering the duties of the Principal Designer by filling a potential gap in knowledge, skills and experience of the wider health and safety legislation. It is true that creative design and health and safety are not always a perfect match, each have very different, sometime contradictory priorities. I have heard people say that CDM is restricting design and would have prohibited the construction of some of our most iconic structures. The truth is it possibly could have; its purpose after all is to ensure that cost, programme and aesthetics, not matter how amazing, are not given at the expense of someone’s life or wellbeing. The key is to understand and respect each other’s professions, to find the balance that satisfies both. Having the opportunity to work together through appointment by the designer we are able to achieve this and more. As health and safety we are able to competently advise those leading the design on the bigger picture and implications at a practical time. Equally as professionals we are given the chance to understand the importance of design philosophies, Client expectations and the burden of maintaining costs and programme etc. We can learn and embrace new technologies and therefore develop ways of assisting the design process rather than be labelled as a hindrance. To me the most impressive designs are those that achieve the above design objectives (and some do) but are also safe to build, use and maintain, or in my case - eat. www.rlb.com 41


53º Degrees
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