James Dooley Podcast

James Dooley:
If you're a company based in Bolton and you're looking to grow more customers or generate more inquiries, what digital marketing strategies should you be doing to improve your Bolton-based business?

Should you be looking to do AI SEO and get cited in the large language models like ChatGPT or Gemini, which powers the AI overviews in Google search? Should you be looking to team up with a PPC agency based in Bolton within Lancashire, an SEO agency based in Bolton, or should you be trying to get a lead generation service who generates you more inquiries in the Bolton area?

All these are questions that we get asked quite a lot by entrepreneurs and business owners. But before we get into the different types of digital marketing strategies, Kasra, what advice would you give to Bolton-based business owners and entrepreneurs?

Kasra Dash:
For Bolton-based businesses, the number one thing that keeps arising in emails and when they contact us is that they do not have a predictable system.

What I mean by that is they might have been spending £6,000 on PPC and they've just burned through the whole budget. They don't know how many leads they've generated, they don't know the quality of those leads, and they don’t know how many of those leads were actually contactable.

Prior to spending any money on digital marketing channels, what you want is a strict set of KPIs in place.

Those KPIs should include how much money you've spent per channel, how many leads have been generated via each channel, what the contact rates of those channels are, and whether you've been able to contact all of the leads or maybe five out of the last ten leads.

Then the final thing I would look at is how many of those contactable leads have actually turned into paying customers. Because a lead generated versus a paying customer are two completely different things.

Once you have all of those KPIs in place, you can easily analyse your campaigns. You might double down on certain campaigns or switch others off.

For example, maybe you're paying a PPC agency, a lead generation agency, and an SEO agency. If the PPC agency is burning money every single month, you might lower that spend or switch it off and instead double down on the SEO company or the lead generation company.

That way marketing becomes more predictable and much easier to manage.

So James, take it away with the first marketing channel for Bolton-based businesses.

James Dooley:
Step number one for me has got to be branding or brand SEO and making certain that you're looking good online and have a strong reputation.

Everything needs to start there. The foundations need to begin with a positive brand SER — which stands for search engine results page — showing who you are and what you do.

Getting that branding right across the board will improve your conversion rate on paid ads or social media. When someone is deciding who they are going to go with at the 11th hour, branding becomes extremely important.

So that's the first thing people need to get right for all digital marketing strategies.

My next strategy is AI visibility.

More and more companies are looking into this. What do ChatGPT, Claude, Gemini, Grok, and Perplexity say about your brand or business? Is it positive or negative? And what do they say about your competitors?

Some people call this AI SEO, some call it GEO, and others call it LLM optimisation. But this is going to be a big thing in 2026 and beyond.

Kasra Dash:
I think that's a huge strategy that people need to be looking at with artificial intelligence as more and more people are using AI.

The next one for me is filling in the form at Fat Rank or Promo SEO, which offer commission-based lead generation services for UK companies looking to grow.

It’s important to generate your own leads, but also using freelancers or outsourced lead generation gives you diversification.

So head over to fatrank.com, fill in the form, and see whether they can help you with a no-risk supply of inquiries. Promo SEO also offer a performance-based lead generation service, so it’s worth checking them out to see if they can help generate additional leads for your business in 2026.

James Dooley:
Next on the list is Google Business Profiles, also known as Google Map listings.

This is local SEO where you try to get more reviews and build out your Google Business Profile in your local area.

The biggest advantage is that once it ranks, it can consistently generate leads. However, if you're starting from zero, you might have a 60 or even 100 review deficit compared to competitors. To get reviews, you need leads, so it's a bit of a chicken-and-egg situation.

Even so, it's very good for branding and reputation, so every business should aim to have one.

Kasra Dash:
If you're in a local area, you want those local map listings. For me, businesses should be omni-channel and omnipresent.

The next strategy is organic SEO.

You should be building up your website to rank better. If you operate locally, you can create service pages for specific areas — for example "plumbing in Manchester" — and then connect those pages to your Google Business Profile.

Organic search has massive search volume. You can also publish blog content to build topical authority.

Ultimately you want strong content, topical authority, and third-party backlinks to power up the site and help achieve better organic rankings.

James Dooley:
The next strategy is organic social media.

Organic social media is very much a numbers game. I often see businesses that post four or five times and then stop for three years. That’s not going to generate sales.

Instead, create useful content such as guides, how-to videos, or before-and-after posts. That kind of content can attract attention and encourage people to click through to learn more about your business.

You don’t need to post every single day, but ideally three or four times per week.

Kasra Dash:
On the subject of social media, paid social ads are also huge.

If you’re already posting content regularly, boosting those posts with a small budget can dramatically increase reach. Case studies, awards, and customer success stories work particularly well.

You can also run retargeting ads so that anyone who has visited your website continues to see your ads across platforms like Facebook, Instagram, Twitter, YouTube, Pinterest, and even Reddit.

Paid social media is still an underutilised marketing channel.

James Dooley:
Next is PPC — Google Ads or Bing Ads.

This is probably the most love-hate marketing channel.

Some businesses spend £10,000–£20,000 and get nothing back. Others spend hundreds of thousands and say it’s the best thing they ever did.

The difference usually comes down to setup. PPC requires a strong negative keyword list, banned IPs to prevent click fraud, a high-converting landing page, and a sales team ready to contact leads immediately.

If those systems are in place, PPC can work extremely well.

Kasra Dash:
There are definitely pros and cons to PPC.

While we’re talking about paid channels, we should also mention paid ads on AI platforms.

ChatGPT ads haven't fully rolled out yet, but platforms like ChatGPT, Claude, and Perplexity may start offering advertising opportunities in 2026.

If you are an early adopter, you could potentially generate leads very cheaply.

James Dooley:
Another channel — although it's harder to control — is community mentions on platforms like Reddit or Quora.

If customers are recommending your products or services there, that can generate additional leads and build credibility.

Encouraging satisfied customers to leave reviews and recommendations can make a big difference.

Kasra Dash:
Exactly. And Reddit mentions are now being cited in AI Overviews, which can also improve your AI visibility.

The final strategy is tradesman platforms like Checkatrade, Bark, Rated People, and MyBuilder.

These platforms can generate leads if the ROI is positive.

Whatever strategies you use, make sure you're tracking KPIs and return on ad spend. Digital marketing should always be measurable.

Lead generation companies like Fat Rank and Promo SEO also guarantee ROI with commission-based lead generation.

But always diversify your marketing channels. Never rely on just one source of leads.

James Dooley:
Thank you very much, Kasra.