Aillum

Paisley, Scotland, is the base of Aillum, a digital marketing firm whose work covers web analytics, conversion optimisation, website performance and paid search. Its aim is to make clients' online marketing measurable and better. Its website says it works with companies across Scotland and, more widely, across the UK, from small start-ups to established organisations.

Starting with a digital assessment

The firm's first step is a one-day assessment of a business's digital activity, which looks at how the website and campaigns perform. It produces a list of recommendations and the outline of a digital improvement plan. The company says clients often come to it with little technical knowledge, the cost of consultants weighing on them, or poor past experience with other marketing companies, and that the assessment is designed to address those concerns at low cost and without commitment.

Analytics, audits and paid search

Google Analytics 4 is part of the work, with help setting up tracking and using the data it produces. The firm offers website audits that check the setup and performance of a site, and it runs PPC campaigns, managing bids and budgets on paid search. It says it uses the latest tools and strategies to lift a brand's visibility and generate leads.

Testing rather than big promises

After the assessment, changes are made in stages and tested before they are rolled out. The company says it gives constant feedback on performance and tests solutions thoroughly to avoid costly false starts. It states that it works without forced long-term contracts, so a client can see results from one stage before committing to the next.

Training and consultancy

The firm also teaches clients to understand digital marketing themselves. Through training and consultancy, it aims to make a business digitally self-reliant over the long term, which it says reduces costs. It helps clients understand how their marketing performs, recommends changes and builds the skills of a client's own staff so they can run more of the digital work themselves.

Accountability for digital marketing

The company describes its aim as making digital marketing accountable, so that owners can see what each activity does and why a change was made. It says this gives clients long-term reassurance through measured, tested progress.