Fatrank Podcast

James Dooley: If you are a Hull-based business looking to grow in 2026 but are unsure which digital marketing strategies you should use, this is for you. Should you focus on getting cited in AI overviews powered by Gemini or ChatGPT? Should you outsource to a Hull SEO agency, a PPC agency, or use a lead generation service to bring in more enquiries? Before spending any money, Kazra, what advice would you give to business owners in Hull?

Kazra Dash: For Hull-based business owners, the first thing to do is set up KPIs. You need to know how much you are spending per channel, how many leads each channel generates, and how many of those leads you can actually contact. Then you need to track how many contacted leads convert into paying customers. Once you have these numbers, marketing becomes predictable because you can scale the channels that work and cut the ones that do not.

James Dooley: The first strategy is branding or brand SEO. You need to look strong online and build a solid reputation because trust increases conversion rates. When customers check your business before making a decision, strong branding improves your chances of winning the work.

James Dooley: The next strategy is AI visibility. You need to understand what platforms like ChatGPT, Claude, Gemini, Grok and Perplexity say about your business because perception influences buying decisions. Improving your presence across these platforms will be essential going into 2026.

Kazra Dash: Another option is using lead generation services like Fat Rank or Promo SEO. These operate on a performance basis, which reduces risk because you only pay for results. Using external lead sources alongside your own marketing creates diversification and stability.

James Dooley: Google Business Profiles are another key area. Local SEO works because strong map rankings generate consistent leads. The challenge is building reviews, which takes time and requires initial lead flow, so businesses need to understand that trade-off.

Kazra Dash: Organic SEO is also critical. Building service pages for the areas you cover works because people are already searching for those services. Creating quality content, building topical authority and earning backlinks helps improve rankings and drive long-term traffic.

James Dooley: Organic social media is a numbers game. Consistency works because regular posting increases visibility and engagement. Businesses that publish useful content like guides, case studies and before and after results generate more enquiries.

Kazra Dash: Paid social ads build on that. Boosting posts and running retargeting campaigns works because it keeps your brand visible to potential customers. Platforms like Facebook, Instagram, YouTube and Reddit can all drive traffic when used correctly.

James Dooley: PPC advertising can generate fast leads, but results depend on execution. Poor setup fails because targeting, landing pages and follow-up systems are weak. Well-managed campaigns with strong conversion processes can perform very well.

Kazra Dash: Paid ads on AI platforms are starting to emerge. Early adoption works because competition is low, which can reduce cost per lead. Businesses that move early can gain an advantage.

James Dooley: Forums like Reddit and Quora also matter. Positive mentions work because recommendations build trust and can improve AI visibility. Encouraging customers to share feedback increases exposure.

Kazra Dash: Finally, tradesman platforms and lead generation companies can deliver strong results if they produce a positive return on investment. Tracking performance matters because profitable channels should be scaled. Businesses that diversify lead sources reduce risk and create consistent growth.