James Dooley Podcast

James Dooley: If you are a company or business based in Brighton, today we’re going to talk about different digital marketing strategies that can generate more leads and more online exposure. There’s a lot of confusion around whether businesses should focus on AI visibility like ChatGPT or Claude answers in Google, organic SEO, PPC, or GEO. What should business owners in Brighton be doing to generate more enquiries and more revenue in 2026? Today I’m joined by Kasra Dash. So, Kasra, if you’re based in Brighton, what should you be doing in 2026 as part of your digital marketing strategy?

Kasra Dash: In this video we’re going to cover a range of marketing strategies. That doesn’t mean you should do all of them. I’d advise business owners to spend a couple of hours deciding which strategies align with their business model, then set clear KPIs. A locksmith and a dental practice will not use the same channels in the same way. So choose carefully and measure properly.

James Dooley: The first step for me is branding and brand SEO. You need to look good online. That means a strong reputation and a clean brand SERP. A SERP is a search engine results page. When someone searches your company name, what do they see? Strong branding improves conversion rates across paid ads, SEO, and social media. At the final decision stage, brand perception often determines who wins the job.

James Dooley: The next strategy is AI visibility. What does ChatGPT, Claude, Gemini, Grok or Perplexity say about your business? Is it positive or negative? What do they say about your competitors? Some call this AI SEO, others call it GEO or LLM optimisation. Regardless of the label, it’s going to matter in 2026 and beyond.

Kasra Dash: Another option is using a commission based lead generation company like Fat Rank or Promo SEO. You should generate your own leads, but diversification is key. If a third party can provide enquiries on a performance basis, that can top up your pipeline without fixed risk. Just make sure you understand your return on investment.

Kasra Dash: Google Business Profile optimisation is another major channel. Local map listings can consistently generate leads once ranking. The challenge is review velocity. If competitors have 60 to 100 more reviews, closing that gap requires time and systems. It’s still worth doing for brand trust alone.

James Dooley: Organic SEO is essential. Build service pages targeting your core areas, such as plumbing in Brighton or emergency dentist in Brighton. Create helpful blog content, build topical authority, and secure relevant backlinks. Long term organic rankings can reduce reliance on paid ads.

Kasra Dash: Organic social media is a numbers game. Posting four times a year won’t drive sales. You need consistent how to guides, before and afters, case studies and proof of work. While it doesn’t require ad spend, it requires time and consistency.

James Dooley: Paid social ads can amplify that content. Boosting posts for a few pounds per day, running retargeting campaigns, and promoting testimonials or awards can significantly improve lead flow. Platforms include Facebook, Instagram, YouTube, Pinterest, Reddit and X. Used properly, paid social remains underutilised by many local businesses.

Kasra Dash: PPC through Google Ads or Bing Ads can deliver instant traffic, but it must be managed correctly. Negative keyword lists, click fraud prevention, strong landing pages, and a responsive sales team are critical. When set up poorly, PPC burns budget. When set up correctly, it can scale rapidly.

James Dooley: Paid ads on AI platforms are likely to expand in 2026. If ChatGPT and other LLMs roll out advertising placements, early adopters may secure cost effective visibility before competition increases.

Kasra Dash: Forums like Reddit and Quora can influence brand perception. If customers organically recommend you, that builds authority and can indirectly support AI visibility. It’s not fully controllable, but encouraging satisfied customers to share experiences helps.

James Dooley: Finally, trade platforms like Checkatrade, Bark, Rated People and MyBuilder can generate enquiries. As with any channel, track KPIs and return on ad spend. If a platform delivers profit, scale it. If it doesn’t, reallocate budget.

James Dooley: The key message for Brighton businesses in 2026 is diversification. Avoid a single point of failure. Track performance. Improve brand reputation. Invest in AI visibility, SEO, paid ads and third party lead sources where profitable.

James Dooley: Thank you very much, Kasra Dash.