UK Lead Generation Podcast

James Dooley: If you're a business based in Norwich and you're looking to grow in 2026 but you're uncertain which digital marketing strategies you should be focusing on, there is a lot of noise around AI SEO and whether businesses should try to get their brand cited in platforms like ChatGPT, Claude, Perplexity, Grok or Gemini. Gemini is now appearing in Google AI overviews, which raises the question of how important AI visibility actually is. Businesses may also be wondering whether they should focus on PPC through Google Ads or Bing Ads, social media marketing or other digital channels. The key question for a Norwich based business is where digital marketing efforts should be focused in 2026.

James Dooley: Before we get into the different marketing strategies, Kasra, what advice would you give to entrepreneurs or business owners who are based in Norwich?

Kasra Dash: The biggest issue we see with Norwich businesses, and both myself and James have worked with many of them, is that they often spend significant budgets on marketing channels like PPC without seeing results. Some businesses have spent £15,000 or £16,000 on PPC campaigns and generated no meaningful outcomes.

Kasra Dash: That is obviously the worst case scenario, so businesses need to make their marketing predictable. Before spending money on any marketing channel they should set up KPIs.

Kasra Dash: Businesses need to track how much money they spend on each marketing channel and how many leads each channel generates. For example, they might be investing in Facebook ads, trades platforms like Checkatrade or SEO. They need to know exactly where each enquiry comes from.

Kasra Dash: After that, businesses should track the contact rate. Out of ten enquiries, maybe only two or three people answer the phone, or maybe eight or nine respond. That number needs to be measured.

Kasra Dash: Finally, they should measure how many of those contacted leads turn into paying customers. Once those KPIs are in place, digital marketing becomes predictable. Businesses can clearly see which channels are working and which ones are not.

Kasra Dash: James, what would be the first marketing channel you would recommend?

James Dooley: Step number one is branding or brand SEO. Businesses must ensure they look strong online and maintain a good reputation.

James Dooley: Everything should begin with a positive brand search engine results page. SER stands for search engine results page. When someone searches for your business name, the results should present a strong and trustworthy brand presence.

James Dooley: Strong branding supports all other marketing channels. It improves conversion rates on paid advertising and social media campaigns. When customers research a company before making a decision, the strength of the brand presence can influence which business they choose.

Kasra Dash: The next strategy is AI visibility. More companies are starting to analyse what platforms like ChatGPT, Claude, Gemini, Grok and Perplexity say about their business.

Kasra Dash: Companies should evaluate whether those platforms present their brand positively or negatively. They should also analyse what those platforms say about competitors and then work to improve their own visibility.

Kasra Dash: Some people refer to this as AI SEO, others call it GEO, and some describe it as LLM optimisation. Regardless of the name, it is likely to be a significant strategy in 2026 and beyond.

James Dooley: Artificial intelligence is becoming increasingly important. Another strategy is completing the form at FatRank or Promo SEO. These companies provide commission based lead generation services for UK businesses that want to grow.

James Dooley: Businesses should always generate their own leads through internal marketing strategies, but outsourcing some lead generation can help diversify enquiries.

James Dooley: Businesses can visit fatrank.com and fill in the form to see whether they qualify for a no risk supply of enquiries. Promo SEO also offers a similar performance based lead generation service.

Kasra Dash: The next strategy is Google Business Profiles, which means Google Maps listings and local SEO.

Kasra Dash: Businesses should build out their Google Business Profile and focus on collecting more reviews from customers in their local area.

Kasra Dash: One advantage is that once a listing ranks well it can generate consistent leads. The challenge is that many competitors already have dozens of reviews.

Kasra Dash: Some businesses may have a deficit of fifty or even one hundred reviews compared to competitors. To generate reviews they need customers, but to get customers they need visibility. It becomes a classic chicken and egg situation.

Kasra Dash: Despite that, every business should still set up and optimise their Google Business Profile because it strengthens their brand presence.

James Dooley: For local companies, ranking in Google Maps is essential. The next strategy is organic SEO.

James Dooley: Businesses should build their website and try to rank for the services they offer. Local companies should create pages targeting specific locations they serve.

James Dooley: For example, a plumbing business could create a page for plumbing in Manchester or other cities they operate in. These pages can also be linked from their Google Business Profile.

James Dooley: Organic SEO can also involve publishing helpful blog content. Businesses should aim to create high quality content, build topical authority and earn backlinks from third party websites. These actions help improve organic rankings.

Kasra Dash: Organic social media is another important strategy. Organic social media largely works as a numbers game.

Kasra Dash: Businesses should publish content that their audience finds useful. Many companies post a few times on Instagram and then stop posting for years, which does not generate sales.

Kasra Dash: Instead, businesses should create helpful content such as how to guides, demonstrations and before and after examples. That type of content encourages people to learn more about the brand.

Kasra Dash: Organic social media does not require advertising spend, but it does require consistency. Ideally businesses should publish content three or four times each week.

James Dooley: Paid social media advertising is another opportunity. Many marketers recommend the dollar a day strategy.

James Dooley: If businesses are already posting content regularly, they can spend a small amount boosting those posts. Case studies and awards can be promoted to strengthen brand reputation.

James Dooley: Retargeting ads can also be used. When someone visits a website, retargeting allows adverts to follow that user across platforms like Facebook and Instagram.

James Dooley: Paid advertising can also be run on Twitter, YouTube, Pinterest and Reddit. Paid social media remains an underused digital marketing opportunity.

Kasra Dash: The next strategy is PPC advertising through Google Ads or Bing Ads. These appear as sponsored listings above organic search results.

Kasra Dash: Businesses often have very different experiences with PPC. Some companies spend £10,000 or £20,000 without success, while others scale their businesses using PPC.

Kasra Dash: The difference usually comes down to setup and management. Effective PPC campaigns require a strong negative keyword list, protection against click fraud and a high converting landing page.

Kasra Dash: Competitors sometimes click on adverts deliberately, which wastes advertising budget. Businesses must also ensure their sales team responds quickly when PPC leads arrive.

Kasra Dash: If PPC campaigns are properly managed they can produce strong results. If not, they can waste large amounts of budget.

James Dooley: PPC certainly has advantages and disadvantages. It can generate instant enquiries but many companies have lost significant budgets without results.

James Dooley: Since we are discussing paid marketing channels, another emerging opportunity is advertising on AI platforms.

James Dooley: Advertising inside AI platforms has not fully launched yet, but tools like ChatGPT and other large language models may introduce advertising options.

James Dooley: Businesses that adopt these platforms early could potentially generate leads at a lower cost. Paid AI advertising may therefore become an interesting opportunity in 2026.

Kasra Dash: Another strategy involves brand mentions on forums such as Reddit and Quora.

Kasra Dash: This area is partly outside a company's control because it relies on customers sharing their experiences. Businesses should encourage satisfied customers to recommend them online.

Kasra Dash: Positive discussions in forums can generate additional enquiries.

James Dooley: Platforms like Reddit are also frequently cited within AI search results. When people discuss products or services there, it can improve AI visibility for the brand.

James Dooley: The final strategy involves tradesman platforms and lead generation websites such as Checkatrade, Bark, Rated People and MyBuilder.

James Dooley: Businesses should track their return on investment carefully when using these platforms. If they generate profitable leads then they are worth continuing.

James Dooley: There are also lead generation companies that produce enquiries through SEO, PPC or social media ads and supply those leads to businesses.

James Dooley: If those leads generate profit, they can be a valuable part of a marketing strategy.

James Dooley: FatRank and Promo SEO both offer performance based lead generation services that guarantee return on investment.

James Dooley: Businesses can visit their websites and complete the form to explore whether those services could generate enquiries for their company.

James Dooley: Lead generation should never rely on a single channel. Businesses should always diversify their marketing strategies to avoid a single point of failure.

James Dooley: Thank you very much, Kasra.