3. Make sure your website can be found by search engines

A well-designed website that nobody can find is one of the most common issues I come across. Design and SEO are different things, and a lot of websites are built to look good without much thought given to whether Google can find them.

If you’ve ever wondered why a competitor with a less impressive website is showing up ahead of you in search results, the answer is almost always SEO. If you want to understand what’s behind that, this post on how local SEO helps Nottingham businesses covers it in more detail.

4. Get listed in local directories

Google cross-references your business information across the web to verify that you’re a legitimate local business. Make sure all of your listings are accurate with your business name, address, and phone number. A starting place to get listed on directories are Google Business Profile, Yell, Bing Places, FreeIndex and Apple Maps.

5. Write content that answers real questions

Blog posts, case studies, or resources that answer the questions your clients are already asking are a great way for small businesses to build trust. They also give Google more to work with when deciding how to rank your site, and unlike social media, they don’t disappear.

A handful of genuinely useful posts every month that speak directly to your ideal client will not only help your clients but it will keep your website up to date with content.

6. Build an email list

Email marketing tends to get overlooked by small businesses. A simple monthly email with a useful tip, a recent blog post, or a project you’ve been working on keeps you front of mind with people who have already expressed an interest in what you do. When they’re ready to buy, or when someone they know needs your service, you’re the person they think of.

7. Be consistent on social media

Social media can be tough going (I know!) and it’s worth being honest about what it actually does for your business. Pick one or two platforms where your clients spend time, and use it to build your credibility so that it works alongside your other marketing channels. I use it to show that I’m current and have a social media presence rather than expecting to generate leads but every business is different and some thrive on it.

8. Use LinkedIn to connect with local businesses

LinkedIn works differently to other social media platforms and for service-based businesses whose clients are other businesses, it deserves its own mention.

The people you want to reach are more likely to be on LinkedIn in a business mindset, actively looking for suppliers, recommendations, and expertise. A complete, active profile that clearly explains what you do and who you help is a starting point. Beyond that, showing up consistently with useful content, connecting with local business owners, and engaging with other posts tends to work far better than treating it like a sales channel.

It also works well alongside networking. The people you meet at events in Nottingham are the people worth connecting with on LinkedIn so that you stay on each other’s radar between meetings.

9. Go to networking events

Nottingham has a strong small business community and a decent range of networking groups depending on what suits you. If the formal, scripted breakfast format isn’t your thing, there are more relaxed options around.

KuKu Connect runs regular events with a more sociable feel and is worth a look if you’ve been put off by more traditional formats. The East Midlands Chamber of Commerce is worth considering too, particularly if you work with other businesses rather than consumers directly. Chamber membership carries a level of credibility and gives you access to a wider business network across the region.

The thing with networking is that you do need to go regularly to build relationships. The same faces, month after month, is what leads to referrals so give any group at least three or four visits before you decide whether it’s working.

10. Build referral relationships with complementary businesses

Think about who your clients work with before they come to you, and who they need once they’ve worked with you. Those are the people worth building relationships with.

A web designer and a copywriter. A plumber and an electrician. A bookkeeper and a business coach. These relationships work because you’re not competing, and when one of you refers a client to the other, it comes with built-in trust that no amount of social media posts can replicate.

11. Attend exhibitions and trade fairs

Exhibitions and trade fairs can be one of the most direct ways to get in front of potential clients. A well-chosen industry event or local business fair puts you in a room full of people who are already interested in what businesses like yours offer, and face to face contact builds trust in a way that online marketing can’t always replicate.

The key is being selective about which events are worth your time. If you do exhibit, make sure your stand, printed materials, and online presence all tell the same story.

12. Get featured in local press and media

Press releases in local business media do two things. They put you in front of a wider audience and build credibility in a way that paid advertising doesn’t. People trust a feature or a quote in a publication far more than an ad.

For Nottingham businesses, the Nottingham Post business section and East Midlands Business Link are worth being on the radar of. Think about what you could offer as a story or a comment – a client result, a local angle on something happening in your industry, or a practical piece of advice. Journalists are always looking for expert voices and local business stories.

They also have an SEO benefit. A mention or link from a reputable local publication tells Google that your business is credible and established.

13. Borrow someone else’s audience

Some of the most effective marketing comes from showing up where someone else’s audience already is. There are a few ways to do this:

Guest posting

Writing a useful post for another website, newsletter, or blog that your ideal clients already read gets you in front of a warm audience without you having to do the legwork of building it yourself. It usually earns you a link back to your own site too, which helps your SEO.

Podcast appearances

There are a growing number of small business and local podcasts looking for guests with something useful to say. Being a guest puts you in front of an engaged audience in a way that feels personal and credible rather than promotional.

Social media collaborations and tagging

Collaborating with complementary businesses on social media, tagging each other in relevant posts, or doing a joint piece of content means both audiences see it.

Where to start

If this list feels like a lot, it doesn’t all need to happen at once. Google Business Profile and reviews are the quickest wins if you’re not already on top of them. From there, making sure your website is ready to convert visitors matters because all of the marketing above will lead people back to it at some point.

If you’re a service-based business in Nottingham and you’re not sure why your website isn’t generating enquiries, find out more about my SEO services and how I can help.