Why digital marketing matters NOW
JL Creative is on a mission to provide small business owners in the UK, like you, with everything they need to know about digital marketing.
This page is designed to put you on the right path and help you take your first steps towards growing your business online.
"We work with small businesses that feel stuck. This page is for people who know they need to do something like SEO or PPC, and want to get it right." Jonny Lawrence, Director of JL Creative
If you’re not online, you’re being left behind
Customers are searching online for ideas, answers to questions, and to compare products and services. They look at reviews and make a decision quicker than ever.
Since the pandemic, consumers and businesses have changed their habits, they expect rapid answers. TikTok and now AI like Chat GPT and Google Gemini have accelerated this behaviour.
Your competition is investing, even if you’re not.
What does digital marketing mean to you?
Often, when I speak to business owners, the word digital marketing may mean SEO, social media, or Google Ads. It is a catch-all phrase that simplifies a huge and varied range of strategies.
When you start thinking about all the options available to you and the promise of success and growth from any one of these channels, how on earth do you choose what to focus your limited time and resources on?
Let's look at some of the essentials:
Knowing your audience
Before you do anything, you need to know your audience.
Learn how to create a customer avatar. There are many ways to do this, using tools and data, running surveys or simply having conversations.
The more you know about your audience, the more chances you have of attracting them to your website.
Website & Landing Pages
Your website is your shopfront, but it is also more than that. It isn’t just about a nice homepage and telling people about you or your team.
A good website builds trust between you and potential customers. It answers their questions and helps them make the right choices.
Landing pages are the important pages on your website that are designed to attract the right people to your website. These are the pages that will generate leads and create customers. Learn how to create better landing pages.
Search Engine Optimisation (SEO)
SEO or search engine optimisation is the process of making your website discoverable on search engines like Google or Bing. It's about creating great content that's relevant to your business and resonates with your target audience.
This is often the first thing business owners think of doing when they look into online marketing.
Having an SEO first approach is a recipe for long-term success but SEO is not easy and takes time to work. Don’t listen to anyone who tells you otherwise!
Google Ads & PPC
If you want the quickest results, chances are Google ads are the way to go. But, be warned, they can be a quick route to wasting money.
Many business owners we work with have been stung by poorly run campaigns and put them off in the future.
The thing is, when done right, they work incredibly well and can deliver an excellent return on your investment.
What you need to know before you set up Google Ads
Setting up Google Ads for the first time and don’t fancy wasting your budget in week one? Here’s what you need to know.
Social Media
Social media is great for small businesses and often the starting point for local businesses trying to make an impact in the community.
If you’re not doing any social media marketing, start as soon as possible because, like it or not, it’s where everyone spends their time.
The question is, which channel are your audience spending time on? This will help you figure out where to focus your energy.
Email marketing & Retargeting
Building a database of email addresses from customers and potential customers allows you to market directly to an audience that is already engaged with your business.
Used correctly, email marketing is still a powerful tool.
Retargeting is the process of creating an audience from your database or website visitors and targeting them with ads or emails.
Find out how many leads are in your area
Before you spend money on Google ads, find out who's searching for your services.
Common challenges for small businesses
Most small business owners struggle to get their marketing to the next level. From relying on word of mouth and referrals from other businesses to making their online presence felt, it is hard to do it yourself.
What happens is - You start to build a team, but the direction is lacking, and it feels like you are spread too thinly.
We spent money on ads but didn’t get leads.
I don’t understand SEO, but I know I need it.
Our website looks nice, but isn’t getting enquiries.
Agencies I spoke to were too pushy or expensive.
I think it worked for a while, but then we stopped doing it.
SEO | PPC | |
|---|---|---|
Speed | Slower build | Immediate visibility |
Cost over time | Lower long-term | Pay-per-click |
Trust factor | Builds trust | Great for offers |
Best for | Long-term growth | Lead spikes, seasonality |
PPC + SEO: Your growth engine
The secret to success is balancing your short-term needs with long-term goals. Don't just think about doing things in isolation.
We use SEO and PPC when it is best for the client and the project. With smart strategies and careful planning, we run the right campaigns at the right time.
If leads and quicker sales are required, we lead with PPC. If building your brand is key, a long-term SEO strategy is required. At their best, SEO and PPC complement each other, working in tandem to meet your business goals.
What do you want to achieve?
What are your goals? Take a moment to consider what you want to achieve and whether the strategy you have in mind is the right one.
Hover over the flip cards below for some examples.
I want to get found on Google
Start with Google Ads and SEO, making sure your website is fit for purpose.
I want more leads
Run PPC campaigns on Google and/or social media
I want to do marketing on a small budget
Local SEO, blog writing, thought leadership on social media and small scale Google ads campaigns
I need more support
Speak to the experts at JL Creative
Let’s figure it out together — no hard sell, just honest advice.
Frequently asked questions about digital marketing
We regularly update this list with things business owners ask us about digital marketing and JL Creative's services.
How long does SEO take?
That depends. We won’t sugarcoat it, in a competitive space SEO can take years to work. All SEO takes time, which is why it needs to be a long-term strategy. That doesn’t mean there aren’t opportunities for small businesses to rank on Google. Long tail keywords can be a goldmine. With the right content and the right links, you will see results.
Is PPC expensive
Not necessarily. Click costs can be high depending on how many people are bidding on the same keywords. With smart campaigns, you can get results with smaller budgets. The key is to get your Google ads account and tracking set up correctly, this will help you run the most efficient campaigns.
Do I need a website?
It helps! While sole traders might be able to work with just social media, you need a website to get to the next level and show your credibility. If you need help creating a website, get in touch, we can connect you with web developers.
Is digital marketing expensive?
The honest answer is, it depends. Digital marketing can be done cheaply with organic social media and basic SEO, but like all things, you tend to get what you pay for. If you are in a particularly competitive space, expect to pay more for Google ads and SEO.
Who is this for?
JL Creative’s services are built for established small businesses that have been running for 3 years or more and who are ready to take things to the next level. Usually we work with clients that have a small team but we may also work with sole traders if we feel we can get results.
Do I need to be on every platform?
You can have a presence on all the social channels but you shouldn’t try to be everywhere. It’s far better to focus on 1–2 channels that reach your audience than try to do everything. For most small businesses, that’s usually Google (via SEO and PPC) and sometimes Facebook or LinkedIn, depending on your market.
How much does digital marketing cost for a small business?
It depends on your goals and industry, but many of our clients start with around £400–£1000/month. That can include targeted Google Ads or local SEO. We also help businesses grow gradually, there is no pressure to go ‘all in’ from day one.
How quickly will I see results?
PPC (Google Ads): often within days or weeks
SEO: 6-12 months for some businesses but usually longer, depending on your goals.
We’ll give you a clear idea of what to expect based on your goals and competition level.
Can I do any of this myself?
Absolutely — and we encourage it, that’s why this page exists! Things like claiming your Google Business Profile, improving your website copy, and asking for customer reviews are all great DIY wins. Likewise, claiming your social media profiles and posting as often as you can will help you start building your brand. When it comes to SEO and PPC, you can learn the basics but your time is limited, and it might be best to trust an expert if you aren't sure.
Looking for a digital marketing solution that grows with you?
Leadflow is our SEO and SEM package for small to medium sized businesses.
We've helped these businesses
Jonny and the team are great to work with. They deeply understand their specialism and are engaging and proactive.
Paul Smith, NIBE UK Managing Director
Without their hard work, our marketing would not be as successful as it is.
Harry Budd, Logic4training Marketing Manager
Jonny & his team have proved their worth in helping us to grow our digital footprint.
Tim Mitchell, Klima-Therm Sales Director
Digital Marketing case studies
Addressing homeowner concerns with Consumer SEO Research
Generating higher quality leads for TSG with a Website Audit
Using Google ad campaigns to fill GTEC Training's heat pump courses
Who are we?
We’re not a big agency; we’re small, and we care about every client we work with. We believe in transparency, education, and growth that lasts.
