Digital Marketing Checklist for Small Businesses in Manchester

Running a small business in Manchester can be both rewarding and challenging, especially in an increasingly digital-first world. With so many marketing channels and tactics available, knowing where to start can be overwhelming. This comprehensive digital marketing checklist aims to provide clarity and direction, ensuring small business owners make the most of their digital presence to reach more customers, build brand awareness, and drive growth.

1. Evaluate Your Digital Foundation

Before investing in ads, content, or search engine optimisation (SEO), ensure your digital basics are in place. Establishing a solid foundation supports all other marketing efforts.

• Website Audit: Review your website for usability, speed, and mobile-friendliness. Use tools like Google PageSpeed Insights and Mobile-Friendly Test.
• Contact Information: Display your company name, local address, phone number, and email clearly on every page (a “footer” is ideal).
• Clear Value Proposition: State what your business offers, who it’s for, and why you’re different — ideally on your homepage and landing pages.
• Call-to-Action: Ensure each page has a clear action for users to take, such as “Call now,” “Request a quote,” or “Book online.”
• Legal Compliance: Add privacy policies, cookie consent, and (if relevant) terms and conditions pages to meet UK and GDPR requirements.

2. Claim & Optimise Local Business Profiles

For Manchester-based businesses, local search visibility is critical. Many customers discover shops, services, and trades via local listings.

• Google Business Profile (GBP): Claim or update your Google listing. Ensure your opening hours, address, phone, and website are consistent and accurate. Add quality photos, services, and respond to customer reviews regularly.
• Bing Places & Apple Maps: Listings on these platforms are less used than Google but still valuable (especially for voice search and iPhone users).
• Online Directories: Add your business to reputable UK directories such as Yell, Thomson Local, and sector-specific platforms. Always use the same Name, Address, Phone number (NAP) format.
• Social Media Profiles: Complete all relevant business details on platforms like Facebook, Instagram, Twitter/X, and LinkedIn.

3. Search Engine Optimisation (SEO) Basics

SEO increases your chances of being found by people searching for your services in Greater Manchester and beyond. Even basic local SEO can drive significant foot traffic or enquiries.

• Keyword Research: Identify the terms your ideal customers use (e.g., “Manchester florist” or “accountant in Chorlton”). Use tools like Google Keyword Planner, Moz, or Ubersuggest.
• Optimised Meta Tags: Write unique, keyword-rich page titles and meta descriptions for every key page.
• Location Pages: If you serve multiple neighbourhoods (e.g., Didsbury, Salford), consider dedicated, well-written pages for each area.
• Content Updates: Regularly update your website with new blog posts, case studies, or FAQs targeting local questions or events.
• Internal & External Links: Link between relevant pages within your site and seek opportunities for local backlinks (e.g., partnerships, local press, event sponsorships).

4. Content Marketing Essentials

Content establishes authority, drives organic traffic, and nurtures customer relationships. For small businesses, quality and consistency matter more than quantity.

• Blog Posts: Share useful, locally focused advice (e.g., “Best places for brunch in Manchester,” or guides to hiring a plumber in Hulme).
• Customer Stories & Reviews: Showcase testimonials and case studies. Video reviews or short written stories build trust.
• Visual Content: Use photos of your team, shopfront, or completed work. Short videos can highlight your expertise or personality.
• FAQs: Answer common questions about your services and Manchester-specific issues (“How quick is response time in Trafford?” etc.).

5. Social Media Strategy

Social media platforms are important for engaging Manchester’s vibrant community and attracting both local and visiting customers.

• Choose Relevant Platforms: Focus on 1-2 platforms your audience uses most. For example, Instagram for food and retail, LinkedIn for B2B services, or Facebook for events and communities.
• Consistent Branding: Use your logo, colours, and business info uniformly across all platforms.
• Local Hashtags: Use hashtags such as #ManchesterBusiness, #ChorltonLife, or event-based tags during city happenings.
• Regular Engagement: Post consistently (even just once or twice a week). Respond rapidly to questions and join local conversations.
• Show the Local Side: Share participation in Manchester events, partnerships with other local businesses, or stories about your team’s connection to the area.

6. Online Reviews & Reputation Management

Positive reviews increase trust and influence buying decisions, particularly in tight-knit local communities like Manchester’s neighbourhoods.

• Ask for Reviews: After a purchase or service, encourage satisfied customers to leave a review (Google, Facebook, or industry-specific sites).
• Monitor and Respond: Check reviews weekly. Thank positive reviewers and address negative comments with empathy and solutions.
• Showcase Reviews: Display good reviews or ratings on your website, emails, and social profiles to build confidence with new prospects.

7. Digital Advertising Checklist

Digital ads can deliver fast results, especially for new or seasonal campaigns. Start small, focus on targeting, and measure outcomes carefully.

• Google Ads: Consider location-targeted campaigns for searches like “Manchester coffee shops” or “emergency locksmith Manchester.”
• Social Media Ads: Facebook and Instagram allow precise targeting by area, age group, and interests (great for promoting events, products, or special offers).
• Set Budgets & Goals: Decide what you’re willing to spend each week or month. Set clear objectives (e.g., calls, form fills, walk-in visits).
• Monitor & Adjust: Review campaigns weekly. Pause underperforming ads and reallocate budget to those generating results.

8. Email Marketing for Small Businesses

Email remains one of the highest ROI channels for small businesses. Building a list and sending regular, valuable content helps keep your brand top of mind.

• Collect Emails Legally: Use signup forms on your website, at your physical location, or during events. Always get explicit consent (opt-in).
• Segment Your List: Group contacts by interests (e.g., residential vs. commercial clients, product categories, or event attendees).
• Send Regular Updates: Share news, tips, Manchester events, or offers. Aim for a consistent schedule (monthly or quarterly as a start).
• Personalisation: Address customers by name and, where possible, tailor content to their interests or purchase history.
• Compliance: Include an unsubscribe link and your company address in every message to comply with GDPR and UK regulations.

9. Monitor and Measure Results

Analytics enable you to see what’s working and where improvements are needed. Regular review prevents wasted effort (and budget), and helps inform future strategy.

• Set Up Analytics: Install Google Analytics and Google Search Console on your website. These free tools provide essential insights on traffic, sources, and behaviour.
• Track Key Metrics: Watch important numbers such as website visits, enquiry forms completed, phone call clicks, and online sales.
• Review Marketing Activities: Every month, look at which channels (search, ads, social, email) are delivering results. Focus resources on what works.
• Listen to Customer Feedback: Pay attention to comments, direct messages, and review feedback. These often highlight gaps or opportunities missed by analytics.

10. Stay Updated and Compliant

The digital landscape changes rapidly. Staying up to date with trends and regulations can help keep your business ahead and avoid compliance pitfalls.

• Follow Trusted Sources: Subscribe to reputable UK marketing blogs, attend local Manchester business meetups, or join online communities.
• Review Your Tech Stack: Regularly audit what tools you use (CRM, email, web plugins) and update or change them as needed.
• Data Protection: Ensure you’re handling customer data responsibly (secure backups, restricting unnecessary access, prompt deletion when requested).

Manchester-Specific Digital Marketing Tips

• Highlight Local Credentials: Feature your source in Manchester (“Manchester’s favourite…”), use iconic cityscape imagery, or reference well-known local landmarks.
• Partner with Local Influencers: Manchester has a rich pool of micro-influencers and community groups. Collaborate for events, giveaways, or features.
• Engage in the Community: Consider digital sponsorship of city events or support for Manchester charities — these efforts often earn both backlinks and brand goodwill.

Conclusion

Effective digital marketing doesn’t require a massive budget or a huge team — but it does demand focus, local insight, and a willingness to learn over time. By working through this checklist, small businesses in Manchester can build a strong digital presence, connect with more local customers, and sustainably grow in a competitive marketplace.

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.