Fatrank Podcast

James Dooley: If you are a company based in Southampton and looking to grow in 2026, but you are uncertain which digital marketing strategy you should be using to get the highest return on investment, especially if you want more leads or more exposure online, what should you be doing? Should you be doubling down on AI SEO, also known as GEO or LLM optimisation? Should you be trying to get your brand name or company name cited and recommended in ChatGPT or Gemini, which powers the AI overviews in Google? Is that more of a branding strategy or is it something that can generate a real return on investment? Today, I am joined by Kasra and we are going to talk through the different digital marketing strategies for Southampton based businesses. Should you be using a local PPC agency in Southampton, a local SEO agency in Southampton, or something else entirely to get the highest exposure? Before we get started on the different types of digital marketing strategies for businesses based in Southampton, what advice would you give to business owners and entrepreneurs?

Kasra Dash: The biggest piece of advice I would give to business owners in Southampton is that before spending any money on digital marketing, you need a predictable system. That means having a KPI system in place where you know exactly how much you are spending every month on PPC, Facebook ads, SEO or any other channel. You also need to know how many leads are being generated from each of those channels. If you are spending money across several platforms, you need to make sure they are all actually generating revenue because that is the whole reason businesses invest in marketing in the first place. Once you know how many leads each channel is producing, you then need to dig deeper and ask what the contact rates are for each one. You might find that one channel generates a lot of leads, but none of them are contactable, while another channel produces fewer leads but much higher quality ones. The final thing you need to know is how many of those contacted leads have actually turned into paying customers or clients. Once you have all of that in place, digital marketing becomes far more predictable. You can switch off the channels that are not working and double down on the ones that are. But getting into the actual digital marketing channels for Southampton based businesses, what would your first recommendation be, James?

James Dooley: Step one for me has to be branding or brand SEO and making sure that you look good online and have a strong reputation. Everything needs to start with a positive brand SERP. A SERP is a search engine results page, so it is what people see when they search for your business name. Getting your branding right across the board can improve everything else you are doing. It can increase conversion rates from paid ads or social media because if someone checks your business name before choosing who to go with, your brand presence can help convince them. Branding is a big part of digital marketing and it is where the foundations should begin.

James Dooley: My next strategy is AI visibility. More and more companies are looking into this. What does ChatGPT, Claude, Gemini, Grok or Perplexity say about your brand or your business? Is it saying something positive or negative? You also need to look at what those platforms are saying about your competitors and work on improving your own visibility. Some people call it AI SEO. Some call it GEO. Others call it LLM optimisation. Whatever name you use, it is going to be a major part of digital marketing in 2026 and in the years ahead.

Kasra Dash: I think that is a huge strategy and one that businesses need to pay attention to because more people are using artificial intelligence to search and research online. The next one for me is filling in the form at FatRank or Promo SEO. They offer commission based lead generation services for UK companies that want to grow. It is important to work on your own digital marketing efforts and generate your own leads, but there is also value in using freelancers or third party companies so that you have diversification in your lead flow. Going to FatRank and filling in the form could help you get a no risk supply of enquiries. Promo SEO also offers a similar performance based lead generation service. It is worth checking whether a third party lead generation company can top up your lead volume and help your business grow in 2026.

Kasra Dash: The next strategy is Google Business Profiles or Google Maps listings. This is essentially local SEO where you try to build out your profile and get more reviews in your local area. There are pros and cons to it. The biggest advantage is that once your profile is ranking well, it can consistently generate leads. The challenge is that if you are starting from nothing and your competitors already have sixty or a hundred reviews, then you are at a disadvantage. To get reviews, you often need leads first, so it becomes a chicken and egg situation. Even so, it is still good for branding and visibility, so businesses should always try to build out their Google Maps listing while understanding the limitations.

James Dooley: Definitely. If you operate locally, you want visibility in those map listings. For me, you also need to be omnichannel and omnipresent. The next major strategy is SEO in general, meaning organic SEO. Can you build up your website so that it ranks better? If you cover a local area, you might want service pages targeting the areas you work in. For example, if you were a plumber in Manchester, you might create a page for plumbing in Manchester and then share that through your Google Business Profile. You can also create blog posts and supporting content based on what people are searching for. Ultimately, you want good quality content, you want to build topical authority and you want third party backlinks to strengthen the site and improve organic rankings. That has to be part of a strong digital marketing strategy in 2026.

Kasra Dash: The next channel, which links back to what you were saying before, is organic social media. Organic social media is very much a numbers game. You need to create content that your audience actually wants to consume. I often see brands that have only posted four or five times on Instagram and then not posted again for years. That is not going to drive sales. But if you can create how to content, guides, before and after examples and similar useful posts, then people will see your content, click through and find out more about your business. Organic social media is free to do in theory, but the catch is that you need consistency. Maybe not every day, but at least three or four times a week.

James Dooley: Paid social ads are also massive. I am a big advocate of the small daily spend approach that people often talk about. If you are already taking the time to create posts every day or several times a week, it makes sense to put a few pounds behind the best ones and boost them. Case studies, customer results and awards can all work well. You can also run retargeting ads so that people who have clicked through to your website see your brand again. You can do this on Meta, which includes Facebook and Instagram, as well as on Twitter, YouTube, Pinterest and even Reddit. Paid social media still feels like an untapped area for many businesses.

Kasra Dash: The next one is probably a love hate relationship for a lot of business owners and that is PPC. Google Ads or Bing Ads sit above local SEO in the sponsored results. James and I have spoken to many business owners who have spent ten, fifteen or twenty thousand pounds and had no results at all, while other businesses have spent hundreds of thousands and say it is the best thing that has ever happened to their business. The reason for that split is usually how the campaign has been set up. PPC has a lot of moving parts. You need a strong negative keyword list. You need to think about click fraud because competitors may click your ads. You need a high converting landing page and a sales team that is ready to prioritise PPC leads as soon as they come in. If you are not on top of those details, PPC probably will not work well. But if all of those pieces are in place, it can perform very effectively.

James Dooley: There are definitely pros and cons to PPC. It can generate instant leads, but plenty of businesses burn through a lot of budget and do not get the enquiries they expected. While we are on the subject of paid media, I want to throw paid ads on AI platforms into the mix as well. It is not fully rolled out yet while we are recording this, but ChatGPT appears to be looking at advertising, and Claude, Perplexity and other LLM platforms may start rolling it out in 2026. If you are an early adopter and get in there early, you could end up getting cheap leads or low cost contact form submissions. It is something to watch closely.

Kasra Dash: Another area that is a bit more outside your direct control is forums like Reddit and Quora. You can still get your brand mentioned there. A lot of it comes down to what your previous customers are saying about you. Are they recommending you to others? Are they speaking positively about the service you provided? If they are, then that can become a strong source of referrals and visibility. Asking for reviews and recommendations can generate more enquiries over time.

James Dooley: And the extra benefit of platforms like Reddit is that they get cited so frequently in AI overviews now. So when you were talking earlier about AI visibility, if people are talking positively about your business, products or services on those platforms, it can help your AI visibility either indirectly or directly. The last one for me is tradesman websites such as Checkatrade, Bark, Rated People and MyBuilder, as well as teaming up with a third party lead generation company. The key thing across all of these strategies is understanding your KPIs and your return on ad spend. Businesses need to track how much time and money goes into running organic social media, paid ads or any other channel. Everything should have KPIs in place. The same applies to these lead platforms. If they generate leads that give you a positive return on investment, then they are worth using.

James Dooley: There are also lead generation companies that can generate a high volume of enquiries using organic SEO, PPC or social media ads. If they are getting you a positive return on investment, then I am all for using them as part of your overall digital marketing strategy. But I want to repeat one more time that FatRank and Promo SEO both offer lead generation services that guarantee a return on investment through commission based or performance based models. Make sure you check them out because they can be one part of a wider lead generation strategy. You should always be trying to generate your own leads as well. You should never have a single point of failure and you should always aim for diversification. Make sure you head over to Promo SEO or the FatRank lead generation service as part of your digital marketing efforts in 2026.