Digital Marketing Checklist for Small Businesses in Leicester

Digital marketing is no longer a luxury reserved for large corporations; it’s an essential tool for small businesses aiming to compete and thrive, especially in vibrant cities like Leicester. With consumers spending more of their time online, local businesses must establish and maintain a strong digital presence to attract, engage, and retain customers. Whether you own a budding café in the city centre, a boutique in Clarendon Park, or a trades business serving the Leicestershire area, following a robust digital marketing checklist can make all the difference.

This comprehensive checklist will help you focus your efforts, optimise your resources, and drive real business results—step by step.

1. Define Your Digital Marketing Goals

Embarking on digital marketing with clear objectives is crucial for measuring success and minimising wasted effort.

• Specify Your Business Goals: Are you aiming to generate leads, drive in-store visits, boost online sales, or increase brand awareness within Leicester?
• Set Measurable Objectives: Use the SMART framework (Specific, Measurable, Achievable, Relevant, Time-bound), e.g., increase website enquiries by 25% over the next six months.
• Identify Key Metrics: Decide which numbers matter most: website traffic, conversion rates, online bookings, social followers, etc.

2. Create and Optimise Your Website

Your website is often the first impression potential customers have of your business. An effective site should reflect your brand, load quickly, and make it easy for visitors to take action.

• Professional Design: Ensure your website looks credible and aligns with your business values and customer expectations.
• Mobile-Friendly: With Google prioritising mobile usability and many customers browsing on their phones, a responsive design is essential.
• Fast Loading Times: Compress images, use efficient code, and consider using a content delivery network (CDN) to improve speed.
• Clear Calls-to-Action (CTAs): Guide visitors towards your primary goal, such as “Book a Table,” “Request a Quote,” or “Call Now.”
• Up-to-Date Content: Review and update product/services information, opening hours, contact details, and team bios regularly.
• Compliance: Add a privacy policy, cookie notice, and ensure your site meets accessibility standards.

3. Get Found: Search Engine Optimisation (SEO)

Appearing in local search results helps customers in Leicester discover your business when they need it most. Solid SEO will improve your site’s visibility and draw in organic traffic.

• Keyword Research: Identify terms your customers search for (e.g., “Leicester florist,” “plumber near me,” etc.). Use tools like Google Keyword Planner or Ubersuggest.
• On-Page SEO: Integrate keywords naturally into page titles, meta descriptions, headings, and website copy.
• Local SEO: Create and optimise a Google Business Profile (formerly Google My Business). Ensure your business name, address, and phone number are consistent across the web.
• Get Listed: Claim listings on local directories such as Yell, Yelp, and Chamber of Commerce pages.
• Gather Reviews: Encourage satisfied customers to leave positive reviews, especially on Google and Facebook—these boost visibility and trust.
• Link Building: Build relationships with local partners, suppliers, and press to earn backlinks which improve search ranking.

4. Kickstart Content Marketing

Content is at the heart of digital marketing. By providing helpful, relevant information, you attract, educate, and nurture your audience.

• Start a Blog: Write articles that answer common customer questions, offer tips, or highlight community events in Leicester relevant to your business.
• FAQs: Create a frequently asked questions page to assist visitors and improve site SEO.
• Visual Content: Share high-quality photos, videos, or infographics showcasing your products, premises, team, or services.
• Local Focus: Feature collaborations with other local businesses or highlight involvement in Leicester initiatives or charities.

5. Harness the Power of Social Media

Social platforms are invaluable for building relationships, increasing brand awareness, and engaging with your community.

• Choose the Right Channels: Invest time where your audience spends theirs—Facebook and Instagram suit most B2C businesses, while LinkedIn is ideal for B2B services.
• Brand Consistency: Use your business name, logo, and branding consistently across all profiles.
• Engage Regularly: Post content, respond to comments and messages, and join local groups (like “Leicester Small Business Network”).
• Promote Events and Offers: Use social media to communicate in-store events, new products, or special promotions specific to Leicester audiences.
• Monitor Insights: Track post reach, engagement, and follower growth to refine your approach.

6. Leverage Paid Advertising (PPC & Social Ads)

Paid advertising can provide rapid visibility and targeted reach—especially during key periods or for competitive keywords.

• Google Ads: Target people searching for your services in Leicester with search or display adverts.
• Facebook and Instagram Ads: Promote posts, run special offers, or retarget site visitors with tailored ads.
• Set Budgets and Goals: Start small and track your return on investment (ROI). Use A/B testing to refine ad copy, images, and offers.
• Location Targeting: Geo-target ads specifically to Leicester, surrounding towns, or postal codes relevant to your business.

7. Collect and Utilise Email Marketing Lists

Despite the rise of new platforms, email remains an effective channel for building loyalty and driving conversions—with excellent ROI.

• Build Your List: Use sign-up forms on your website, at your physical location, or at events (with explicit consent).
• Segment Your Audience: Separate your email list by interests, purchase history, or engagement for personalised messages.
• Send Regular Newsletters: Share updates, exclusive offers, event invitations, or relevant news.
• Compliance: Ensure you comply with GDPR regulations—make opt-ins clear and easy to manage.

8. Monitor, Measure, and Improve

Digital marketing is not a set-and-forget process. Regular analysis helps you adjust your strategy and optimise for better results.

• Set Up Google Analytics: Track website visits, traffic sources, and conversion rates.
• Monitor SEO Performance: Use tools such as Google Search Console to watch for improvements or issues.
• Track Social Engagement: Review insights provided by Facebook, Instagram, or LinkedIn to assess what content resonates.
• Review Paid Campaigns: Check ad performance, cost per click/conversion, and adjust targeting or creative as needed.
• Customer Feedback: Regularly request and review customer feedback to identify strengths and improvement areas.

9. Stay Informed and Adapt

Digital trends change rapidly. Investing a little time in staying up-to-date can give your Leicester business an edge.

• Follow Industry News: Subscribe to relevant blogs, podcasts, or newsletters.
• Participate in Local Networks: Join Leicester business groups or digital marketing meetups to share insights and experiences.
• Continuous Learning: Consider online courses or workshops to further your knowledge as digital best practices evolve.

10. Digital Marketing Checklist Summary

• Clearly outline your marketing goals and target customers.
• Get your website into shape—fast, mobile-ready, and informative.
• Boost visibility with ongoing SEO and local directory listings.
• Post helpful content and keep your business active on social media.
• Experiment with paid ads, but track performance and manage spend carefully.
• Build meaningful connections with email marketing.
• Monitor results and continually improve your approach.

Tackling every item on this checklist can feel overwhelming, but remember: even small, consistent steps make a significant impact over time. Prioritise based on your needs and resources—and, most importantly, start somewhere. Digital marketing is an investment in your business’s future and its connection to the Leicester community.

If you need help with your website, app, or digital marketing — get in touch today at info@webmatter.co.uk or call 07546 289 419.