The 2026 Digital Marketing Strategy That Actually Works for Cambridge-Based Companies

James Dooley: If you are a company based in Cambridge and you're looking to grow in 2026 with various digital marketing strategies or you just want to know what the best actual channel is for your specific industry, whether you're a locksmith, a plumber, a joiner, a roofer, cleaner, whatever that industry is based in Cambridge, we're going to talk about all different marketing strategies to generate you a consistent flow of inquiries and what would work best. Before we get started on the actual digital marketing strategies for a company based in Cambridge, Kazera, what advice would you give to a business owner to start with?

Kasra Dash: So, business owners in Cambridge, I would recommend setting up some KPIs and what a few things that you want to be taking a look at is how much money have I spent on each marketing channel, how many how much money have I gotten back and also how many leads have been generated as well. Like so many Cambridge-based businesses just do not get this step right and they go and spend £6,000 on PPC and they might only realize after £6,000's been spent that they've not actually had that many leads. So you want to obviously set up these KPIs first to say right, okay, how much have I spent? How many leads have I generated? Um how much money have I actually gotten back? How much profit have I actually gotten as well? And then you want to start testing out all of these marketing strategies. So James, what would be the first marketing strategy that you would test out on?

James Dooley: So step number one for me has got to be branding or brand SEO and making certain that you're looking good online. You've got a strong reputation. I think everything needs to start the foundations need to start with a positive kind of brand SER of who you are and what you do. So a SER stands for search engine results page and getting that branding right across the board then can lead on to other things of what you can be doing. It will improve your conversion rate on paid ads or social media. Any leads that you're getting the conversion rate would be good if at the 11th hour they're going to decide who you're going to go with. branding I think becomes very very important. So I say that's the first thing that people need to get right for all digital marketing strategies.

Kasra Dash: My next strategy is going to be AI visibility. I feel like more and more companies are actually looking into this. So what does chat GBT claude Gemini Grock perplexity say about your brand or about your business? Is it a positive thing or is it a negative thing? And also trying to figure out what it says about your competitors as well. And obviously trying to improve that's really important. Some people call it AI SEO, some people call it GEO, some people call it LLM optimization, but this is going to be a a big thing in 2026 and also in the years to come as well.

James Dooley: Yeah, I think that's a huge um strategy that people need to be looking at with regards to artificial intelligence. More and more people obviously using AI. The next one for me is filling in the form at Fat Rank or Promo SEO, which do a commissionbased lead generation service for UK companies looking to grow. Um, I think it's important to be looking at your own digital marketing efforts to generate your own leads, but also if you can use some freelancers and outsource some as well, you got that diversification of leads. So head on over to fatrank.com, fill in the form and see whether they can help you with a no risk supply of inquiries. Promise you also do a very similar performance-based lead generation service as well that you might want to fill in the form with there and just double check whether you can go and get a third party lead generation company to top up and start generating you some leads for your business to grow in 2026.

Kasra Dash: Yeah. And then next on the list is Google Business Profiles. So, Google Map listings. This is like local SEO where you basically just try and get more reviews. You build out your Google business profile in your local area. Now, there's pros and cons to this. I think the the the biggest pro is that once it is actually ranking, you are pretty you're going to be consistently generating leads. However, to get from nowhere, like let's say you uh do not have a Google Maps listing at all to get it rank into position number one. The issue you've got with that is there might be, let's say, a 60 or 100 review deficit. And to obviously get those reviews, you need leads. So, it's it's one of those things. It's like the chicken and the egg. Um I I I I for one just think it's good for personal branding or for branding of your company. So always try and get the Google Maps listing, but you should always know the pros and cons to it as well.

James Dooley: Yeah, for certain. If you're in a local area, you want to try and get those local maps listing. For me, you need to be omni channel and omniresent. I think I think the next part is um SEO in general. So organic SEO. Can you be building up your website to try and get your website ranking better? Um if you are in local area, you might want to do your service with the area of where you cover. So like plumbing in Manchester, create a page for that. Hopefully then share that on um the Google business profile of what you mentioned. Um but trying to get organic rankings, the amount of search volume that people um are out there searching for different services of what you do or it could be some blog posts that you could be doing as well. Um, there's different strategies on there that you can be doing, but in ideally, you want good quality content, build up topical authority, and try and get some third-party backlinks to power up the site to get those organic SEO rankings. I think that's another big part that you need to be doing as part of your digital marketing strategies in 20126.

Kasra Dash: Yeah. And then the next one, which kind of ties back to what you were saying before, James, is obviously organic social media. Now, organic social media, I think it's more of a numbers game. So, try to create good content that your audience would actually view. Like, I I see this time and time again where I look at brands and they've just published maybe four or five posts on their Instagram profile and they've not been active for three years, right? That's not going to drive you sales. But if you can do how-tos, if you can do guides, maybe you can do before and afters, right? If you can do content like that, that way people will see you on socials and they will actually click to actually figure out more about you, fill in the contact form. The the caveat to organic social media, yes, it's free to do. It's not like PPC for example, but it is very much a numbers game. So, you want to be consistently uploading, maybe not every day, but at least three or four times a week.

James Dooley: Yeah, for sure. on on the subject of social media, paid social ads as well is massive. I'm a massive advocate of the kind of the dollar a day strategy of what people talk about. So, if you are going to be taking the time to be posting every day like you mentioned there for organic social media, just spending a few pounds on those posts and boosting it. Um, so getting case studies, any awards that you've won as well for reputation and starting boosting that. Um, you can also be running retargeting ads. So if anyone's clicked through to your website, you can be running retargeting which is paid social as well. Um different places like Meta, so whether that's Facebook and Instagram, you've got Twitter, you've got YouTube, you can be running Pinterest, you can even run places like Reddit as well um for paid ads. And I think paid social media is still an untapped market for digital marketing strategies.

Kasra Dash: Yeah. The next one is um it's probably a lovehate relationship. uh is P is PPC, right? Google AdWords or doing it on Bing, wherever. That's basically the sponsored results. So, if you search for a service, it's above local SEO. Now, I have spoken and both myself and James, we've both spoken to so many business owners that are either they've spent 10, 15, 20,000 on it and they've not had a single result or they might have had a few leads and it's just not that not been of quality. or you've got other guys that have spent hundreds of thousands on it and they're like, "It's the best thing that's ever happened to my business." Now, the reason why people are either they they absolutely love it or they absolutely hate it is probably down to how it's been set up. Like, there's so many different nuances to PPC. Like for example, having a a really proactive negative keyword list, making certain that you have a set of banned IPs, like for example, your competitors could be clicking on your ads, and that's deemed as what's called click fraud. um making certain that you've got a high converting landing page. Making certain that you KPI your sales team. So when a PPC lead comes in, that is one of the first priorities that they actually take when it comes to contacting the lead. There's all of these different nuances and if you're not on the ball with PPC, it's probably not going to work for your business. Um, however, if you've got a really good well-refined sales team, you've got a really good landing page, you've got a well-kept, up-to-date negative keyword list, you are using click fraud um, software, at that point it will actually probably perform well for you. But again, just know the pros and cons to PPC.

James Dooley: Yeah, for sure. There's certainly pros and cons. There's benefits of using it to get instant leads, but like you said, the amount of people that we speak to that have burnt a lot of budget and not had the inquiries and stuff that's come through as part of the digital marketing is pretty scary. While we're on the subject of um paid, obviously, we spoke about paid social ads and now you've spoke there about PPC with Google or Bing. Um I'm going to throw in the mix um paid ads on AI platforms. Um, it's not fully rolled out as we're doing this video, but I know that ChatGpt are looking to try and roll out Chat GPT ads. Um, Claude Perplexity, other kind of LLMs might start rolling it out in 2026. I think if you're one of the early adopters and innovators to get on there, I think you could be getting cheap leads um, or cheap contact form submissions. So, it's something to look out for of doing paid AI listings and ads. I think that could be something to look out for in 2026.

Kasra Dash: Next on the list, and this is kind a little bit out of control, you do obviously have like forums that you can get your brand mentioned in, like for example, Reddit and Quora. That very much comes down to the after like where are your customers that you've been dealing with previously? Are they actually raving and shouting about you? If they are, then that's a very good resource of getting um other people recommending you. So, if you can get that, again, it's a little bit out of your control, but asking for reviews, asking for them to recommend you to to friends, to people, that can obviously generate you a decent amount of leads and inquiries as well.

James Dooley: Yeah, for sure. And the add-on benefits to places like Reddit is that it's getting cited so much now in the AI overviews. So when you spoke there early on about AI visibility, if you can try to get a positive kind of lot of um people talking about the products and services of what you do and some reviews on there, it's indirectly then going to help you or directly actually is going to help you with AI visibility. And then the last one for me is tradesman websites. So like check a trade bark or teaming up with a third-party lead generation company. Something I would say with all of these practices, um, Kaza touched on earlier about making certain that you understand your KPIs and your rorowass, return on ad spend. I think it's very important for business owners that are doing any sort of digital marketing to be tracking how much time and efforts being put into, let's say, running organic social media or running paid ads. Everything should have KPIs put in place. And this is exactly the same then with tradesman websites like check a trade back rated people my builder. These could all be amazing platforms for to generate leads that could get you a positive return on investment. And if you do, you should continue to be using those platforms. There's certain lead generation companies out there as well that could generate you quite a lot of leads. They could be using organic SEO or PPC or social media ads to generate you those leads. where they are getting you a positive return on investment. Again, I'm all for it as part of your digital marketing strategies. But I just want to repeat one more time with regards to Fat Rank and Promo SEO. They do lead generation and they guarantee a return on investment. It's a commissionbased lead generation service or performance-based lead generation service. So, make sure you head on over there, fill in the form. That could just be one one part of generating leads of many. You should be trying to generate your own. You should never have a single point of failure and you should be trying to get that diversification. But make sure you head on over to promo SEO or flat rank lead generation service as part of your digital marketing efforts in 2026.

Kasra Dash: Thank you very much, Kasma.