In this episode of Bear Business, Chris Barnard interviews Paul Lanham, founder of the digital consultancy Random Surfer. Paul shares his extensive experience in the marketing industry, focusing on the unique challenges small to medium-sized businesses face in the digital landscape. He discusses the critical moments that led him to establish his own consultancy, emphasizing the importance of tailored digital strategies that cater to the specific needs of each client.

Key themes include the differences between pay-per-click (PPC) advertising and search engine optimization (SEO), the significance of understanding when to engage a digital consultant, and the evolving nature of digital marketing in today’s competitive environment. Paul provides actionable insights for businesses looking to enhance their online presence, advocating for a balanced approach that combines both immediate and long-term strategies. The episode wraps up with a fun discussion about gaming, highlighting the importance of creativity and innovation in both business and play.

Highlights

Introduction to Digital Consultancy

Chris Barnard introduces Paul Lanham, founder of Random Surfer, discussing the challenges small businesses face in the digital marketing landscape and the need for specialized consultancy.

Paul's Background and Journey

Paul shares his journey from working in marketing agencies to founding his own consultancy, highlighting the motivation behind starting Random Surfer and his passion for helping underserved businesses.

Recognising the Right Time for Consultancy

The conversation explores when businesses should consider engaging a digital consultant, with Paul outlining key signs that indicate a need for professional guidance.

Understanding PPC vs. SEO

Paul explains the differences between pay-per-click advertising and search engine optimization, emphasizing the importance of a comprehensive approach to digital marketing.

The Importance of Active Management

The discussion covers the necessity of actively managing digital marketing accounts, particularly in the context of PPC campaigns, to ensure optimal performance and cost-effectiveness.

Building an Effective Marketing Mix

Paul discusses how to create a balanced marketing mix, including budget allocation for SEO and PPC, to maximize results and drive business growth.

The Role of Negative Keywords

Paul highlights the significance of maintaining an active negative keyword list in PPC campaigns to prevent wasted ad spend and improve targeting accuracy.

Red Flags in Digital Consultancy

The conversation shifts to identifying red flags when engaging with digital consultants, including signs of spammy outreach and the importance of verifying credentials.

The Future of Digital Marketing

Paul shares his insights on the future of digital marketing, particularly the impact of AI and machine learning on the industry, and how businesses can leverage these tools for success.