James Dooley Podcast

James Dooley: If you own a manufacturing company and are looking to grow in 2026, but you're uncertain which digital marketing strategies to focus on, should you be teaming up with an SEO agency that specialises in manufacturing companies? Should you be working with a PPC company that specialises in manufacturing companies?

These are questions we get asked quite a lot. But before we take a deep dive into the different types of platforms and campaigns you can run to grow a manufacturing business, what advice would you give to a manufacturing company owner?

Kasra Dash: The biggest piece of advice I would give to a manufacturing company is setting up KPIs.

You want to check how profitable your marketing efforts are. You need to know how many leads have been generated, where the leads came from and how good the quality of those leads actually is.

Once you have those figures in place, you can predictably scale your digital marketing up or down. Some campaigns you may want to double down on, while others you may want to completely switch off.

So James, for manufacturing companies, what digital marketing strategies would you recommend?

James Dooley: Branding or brand SEO and making sure you look good online with a strong reputation.

Everything needs to start with a positive brand SERP of who you are and what you do. A SERP stands for search engine results page.

Getting your branding right across the board can improve every other digital marketing channel. It improves conversion rates on paid ads and social media.

If someone is deciding who to go with at the final stage, branding becomes very important. That is the first thing businesses need to get right for all digital marketing strategies.

Kasra Dash: 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?

You also need to understand what those platforms are saying about your competitors and improve your own visibility from there.

Some people call it AI SEO, some call it GEO and others call it LLM optimisation, but this is going to become a major focus in 2026 and beyond.

James Dooley: I think that is a huge strategy businesses need to focus on with regards to artificial intelligence because more and more people are using AI.

The next thing for me is filling in the form at FatRank or PromoSEO, which offer commission-based lead generation services for UK companies looking to grow.

It is important to focus on your own digital marketing efforts to generate leads, but if you can also use freelancers or outsourced providers, you gain diversification of leads.

Head over to FatRank.com and see whether they can help you with a no-risk supply of enquiries.

PromoSEO also offers a similar performance-based lead generation service, so it is worth checking whether a third-party lead generation company can help top up and generate leads for your business in 2026.

Kasra Dash: Next on the list is Google Business Profiles and Google Maps listings.

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

There are pros and cons to this strategy. The biggest advantage is that once it ranks, it can consistently generate leads.

However, if you are starting from nothing and do not even have a Google Maps listing, you could be competing against businesses with a 60 or 100-review advantage.

The problem is that to get reviews, you need leads first. It is the classic chicken-and-egg situation.

Personally, I think it is still great for branding, so every company should try to have a Google Maps listing, but businesses should understand both the pros and cons.

James Dooley: Definitely. If you're targeting a local area, you want those local Maps listings.

For me, businesses need to be omnichannel and omnipresent.

The next part is SEO in general, so organic SEO. Can you improve your website and get it ranking better?

If you are targeting local areas, you should create pages for the services and locations you cover, such as “manufacturing services in Manchester”.

You can then connect that with your Google Business Profile.

The amount of search volume available through organic rankings is massive. You can also create blog content alongside service pages.

The goal is to create high-quality content, build topical authority and secure third-party backlinks to strengthen your organic rankings.

That is another major part of digital marketing strategies in 2026.

Kasra Dash: The next strategy ties back to what you were saying before, James, which is organic social media.

Organic social media is very much a numbers game. You need to create content that your audience genuinely wants to consume.

I see brands all the time that have posted four or five times on Instagram and then disappeared for three years. That is not going to drive sales.

But if you create how-to content, guides, before-and-after examples and educational content, people will discover your brand on social media and click through to learn more.

The caveat is that while organic social media is technically free, it still requires consistency. You should aim to upload at least three or four times per week.

James Dooley: Absolutely. On the topic of social media, paid social ads are also massive.

I am a big advocate of the “dollar-a-day” strategy. If you are already creating social content, spending a few pounds boosting those posts can go a long way.

You can boost case studies, awards, testimonials and reputation-based content.

You can also run retargeting ads for people who have already visited your website.

Platforms like Facebook, Instagram, Twitter, YouTube, Pinterest and Reddit all offer paid advertising opportunities.

I still think paid social media is an untapped market for digital marketing strategies.

Kasra Dash: The next strategy is probably a love-hate relationship for many business owners, which is PPC.

That includes Google Ads, Bing Ads and sponsored search results that appear above local SEO.

James and I have spoken to countless business owners who have spent £10,000, £15,000 or even £20,000 without seeing meaningful results.

Others have spent hundreds of thousands and say it completely transformed their business.

The difference usually comes down to how the campaigns are set up.

There are so many nuances within PPC, including proactive negative keyword lists, banned IPs to reduce click fraud, high-converting landing pages and making sure the sales team prioritises PPC leads immediately.

If you are not on top of PPC management, it probably will not work well.

However, if you have a refined sales process, a strong landing page, good negative keyword management and click fraud protection software, PPC can perform extremely well.

Businesses simply need to understand both the strengths and weaknesses of PPC.

James Dooley: Definitely. PPC has clear pros and cons.

It can generate instant leads, but we have seen businesses waste huge budgets with little return.

On the subject of paid advertising, we have spoken about paid social ads and PPC on Google and Bing.

Another thing to watch is paid ads on AI platforms.

This has not fully rolled out yet, but ChatGPT appears to be preparing advertising products, and platforms like Claude and Perplexity may follow in 2026.

Early adopters could potentially generate very cheap leads and contact form submissions through AI ads.

That is definitely something to keep an eye on moving into 2026.

Kasra Dash: Next on the list, and this is slightly outside your control, is forum mentions on platforms like Reddit and Quora.

This often comes down to customer experience. Are your customers actively recommending and talking about your business?

If they are, that becomes a strong source of referrals and trust.

Encouraging customers to leave reviews and recommend your company can generate a good number of enquiries and leads.

James Dooley: Definitely. One of the added benefits of Reddit is that it is increasingly being cited inside AI overviews.

When we spoke earlier about AI visibility, getting positive conversations and reviews around your products and services can directly improve how AI systems perceive your brand.

The final strategy for me is tradesman websites and third-party lead generation companies such as Checkatrade, Bark, Rated People and MyBuilder.

As Kasra mentioned earlier, everything comes back to understanding KPIs and return on ad spend.

Businesses need to track how much time, money and effort is being invested into activities like organic social media and paid advertising.

All marketing channels should have measurable KPIs.

The same applies to lead generation platforms. If websites like Checkatrade or Bark are generating profitable leads, then they can become excellent channels for growth.

There are also lead generation companies using SEO, PPC and social media ads to deliver enquiries. If those enquiries provide a positive return on investment, then they are worth using.

I also want to repeat that FatRank and PromoSEO provide commission-based and performance-based lead generation services with guaranteed return on investment models.

That should only form one part of your wider lead generation strategy. You should never rely on a single source of leads.

Diversification is extremely important.

Make sure you check out PromoSEO or FatRank as part of your digital marketing efforts in 2026.

Thank you very much, Kasra Dash.