ISSBA Blog

If you run a business in Suffolk, you’ll know how competitive it’s getting to stand out and stay connected with your customers. Whether you’re in Ipswich, Woodbridge, Felixstowe or Bury St Edmunds, or anywhere in between, keeping your audience engaged is key, and that’s where SMS and WhatsApp marketing can make a huge difference.

For years, email has been the go-to marketing channel, but inboxes are overflowing, and open rates are dropping fast. If you want to make sure your messages are actually being seen (and acted on), it’s time to look at how SMS and WhatsApp automation tools like Go High Level can transform the way Suffolk businesses communicate.

Let’s start with the numbers.

• The average email open rate sits between 15–25%.

• SMS messages boast an incredible 98% open rate, with most read within 3 minutes.

• WhatsApp messages perform just as well, often read and replied to almost instantly.

That’s a massive difference, and it means your updates, offers, or appointment reminders are far more likely to be seen and acted upon. For Suffolk businesses that rely on local relationships and repeat customers, this can be a real game-changer.

Reconnecting with Cold Leads and Dormant Customers

Every business has a database full of names that have gone quiet. Maybe someone enquired last year but never booked, or a past customer hasn’t been back for a while. Sending another email probably won’t wake them up, but a friendly, personal text message might.

Imagine sending a simple WhatsApp message like:

“Hi Sarah, it’s Oliver from Leading Motion. We’ve got a new offer running this week. Would you like me to send you the details?”

That kind of message feels personal, natural, and conversational, not like marketing spam. Using automation in Go High Level, you can set up these messages to send automatically after a set period of inactivity, re-engaging customers without lifting a finger.

Share Exclusive Offers and Promotions Instantly

If you run a retail, hospitality, or service-based business in Suffolk, from restaurants and salons to trades and local shops, SMS and WhatsApp are perfect for flash sales, event reminders, or discount codes.

Unlike email, which can easily be missed, messages sent directly to your customer’s phone are opened almost instantly. This makes them ideal for time-sensitive promotions like:

“20% OFF this weekend only! Use code SUFFOLK20 at checkout or show this message in-store.”

You can even include links, images, or buttons via WhatsApp to make the customer journey smoother and more visually perfect for showcasing new menus, offers, or booking links.

Build Stronger, More Personal Connections

WhatsApp especially helps you build a more human connection with your customers. Because it supports photos, PDFs, videos, and interactive buttons, you can use it to:

• Share appointment confirmations or directions.

• Send digital brochures, menus, or product guides.

• Continue a conversation naturally after an automated follow-up.

Plus, a verified WhatsApp Business profile adds credibility, showing customers that your messages are genuine and professional, something that really helps local Suffolk businesses stand out.

A Few More Reasons to Love SMS and WhatsApp Marketing

• Two-way communication: Customers can reply instantly to confirm, ask questions, or book.

• High deliverability: Your message won’t get lost in a spam folder or “promotions” tab.

• Multi-channel automation: Combine SMS and WhatsApp with your email campaigns for a complete customer journey. For example:

  • Day 1: Send an email offer.

  • Day 2: Follow up with an SMS reminder.

  • Day 3: WhatsApp message with a “last chance” nudge.

This layered approach keeps your brand front of mind without overwhelming your customers.

Final Thoughts

For Suffolk business owners who want to cut through the noise and stay top of mind, SMS and WhatsApp marketing are powerful, cost-effective ways to boost engagement and bring customers back.

When combined with automation tools like Go High Level, you can create a system that does the follow-up for you — sending the right message to the right person at exactly the right time.

So, whether you’re running a local café in Woodbridge, a salon in Ipswich, or a service business in Bury St Edmunds, adding SMS and WhatsApp to your marketing toolkit can help you drive faster responses, more bookings, and stronger customer loyalty.

Ready to See How It Works?

If you’re a Suffolk business owner and you’d like to see how SMS and WhatsApp automation can fit into your marketing strategy, book a free marketing automation demo today.

We’ll explore how tools like Go High Level can help you connect with customers, recover lost leads, and grow your business — all without adding more to your daily to-do list.

Book your free demo here...

If you run a business in Suffolk, whether in Ipswich, Bury St Edmunds, Woodbridge, or anywhere in between, then your marketing efforts need to work harder than ever to stand out. But before you post another social media update, send out a mailer, or boost a Facebook ad, there's something you should understand first: The Three Silos of Marketing.

This simple concept could save you thousands in wasted budget and help you build a strategy that actually gets results.

What Are the Three Silos of Marketing?

Think of your potential customers as sitting in one of three “silos”:

Silo 1. Active Customers (Just 3%)

These are the people who are actively looking to buy right now. They’re Googling phrases like “electricians in Ipswich,” “caterers for weddings in Suffolk,” or “business coach near me.” They have intent. They’re ready.

Most businesses aim all their efforts at this silo and while it’s important, it’s also the smallest. Just 3% of your audience is in buying mode at any one time.

To reach this group, your focus should be:

• A high-performing website

• Strong local SEO

• Google Ads and Pay-Per-Click (PPC)

• Re-marketing for those who didn’t buy on their first visit

Silo 2. Passive Customers

These people fit your ideal customer profile, they just don’t know they need you yet. Maybe they’ve never heard of your business. Maybe they don’t realise there’s a better option available. Maybe they’ll buy one day, just not today.

This is where a lot of opportunities are missed by Suffolk businesses.

To reach this group, you should use:

• Social media content that builds awareness and brand familiarity

• Targeted advertising on platforms like Facebook, LinkedIn, and Instagram

• Email marketing to stay in touch and nurture future buyers

These customers may not convert today, but they will—if you show up consistently and add value.

Silo 3. Brand Loyal Customers

This is the dream team. Your repeat customers, your fans, your referrers. These people already know, like, and trust you. They’ve experienced your service and are willing to come back or tell others about you.

Yet, so many business owners in Suffolk forget to nurture this group.

To keep this group engaged, use:

• Email newsletters

• Phone follow-ups or personal check-ins

• SMS offers or reminders

• Request reviews and testimonials

A happy customer is your best salesforce—don’t ignore them!

Why This Matters for Suffolk Businesses

Suffolk is a unique place to do business. We’re a community-driven county, with word-of-mouth and trust playing a huge role in how people buy. Understanding where your customers are in their journey and crafting your strategy to speak to all three silos will give you a serious competitive edge.

When you only focus on active buyers, you're marketing to just 3% of your audience. But when you also build awareness with passive customers and nurture loyal ones, you create a marketing system that works all year round.

Let’s Catch Up

If you’re a business owner in Suffolk and you’re not sure which silo you’re missing or how to reach each one, let’s have a quick chat.

I offer a free marketing catch-up session where we can map out where you are now and how you can start making your marketing work smarter.

Book your free session here: https://api.leadconnectorhq.com/widget/booking/dsjsLJFBRZw4zIm8jQye

Let’s turn your marketing into a system that delivers consistently.

As the crisp autumn air settles over Ipswich and Suffolk, it's time for local businesses to embrace the festive spirit of Halloween and Bonfire Night. These seasonal celebrations offer a golden opportunity to engage with your community, boost foot traffic, and ignite your marketing efforts with a touch of fun. Here's how you can make the most of this spooky season:

1. Host a Ghoulishly Good Competition

Engage your customers with a themed competition that encourages participation and spreads the word about your business. Consider these ideas:

• Costume Contest: Invite customers to visit your store in their best Halloween attire and offer a prize for the most creative costume.

• Pumpkin Carving Challenge: Encourage families to carve pumpkins and display them in your shop window, with a prize for the most impressive design.

• Spooky Selfie Station: Set up a Halloween-themed photo booth in your store and ask customers to share their selfies on social media using a custom hashtag.

Competitions like these not only increase foot traffic but also generate buzz on social media, amplifying your reach.

2. Add a Spooky Twist to Your Marketing Message

Refresh your marketing materials with Halloween and Bonfire Night themes:

• Email Campaigns: Send out newsletters with subject lines like "Don't Ghost Us – Spooky Deals Inside!" or "Light Up Your Night with Our Bonfire Specials."

• Social Media Posts: Share behind-the-scenes looks at your Halloween preparations, customer costume photos, or spooky product highlights.

• In-Store Signage: Use playful language on your displays, such as "Witching You a Happy Halloween" or "Our Prices Are Firework-Worthy!"

These fun touches can make your business stand out and create a memorable experience for your customers.

3. Reflect on Last Year's Seasonal Activities

Before diving into this year's festivities, take a moment to review your previous seasonal campaigns:

• What Worked: Identify the promotions, events, or products that resonated most with your customers.

• Areas for Improvement: Consider aspects that could be enhanced, such as timing, communication channels, or customer engagement strategies.

• Customer Feedback: Gather insights from your clientele to understand their preferences and expectations.

This reflection will help you refine your approach and ensure this year's campaigns are even more successful.

4. Need More Ideas? Visit Our Marketing Resource Centre

Looking for more inspiration? Visit our Marketing Resource Centre...

As summer winds down and the leaves start to turn, it’s the perfect time for Ipswich business owners to start planning their autumn marketing strategy. The final quarter of the year can be a pivotal period for growth, customer engagement, and hitting those annual goals—so now is the time to think strategically about how to finish 2025 strong.

Start with Your Goals

Before diving into content and campaigns, take a moment to define what success looks like for your business over the next few months. Are you looking to boost sales, increase leads, or strengthen customer loyalty? Setting clear, measurable goals gives your marketing direction and ensures every campaign has a purpose. Consider breaking down your objectives month by month, so you can monitor progress and adjust quickly if needed.

Embrace Season-Relevant Content

Autumn brings a unique opportunity to connect with your audience through timely and relevant content. Think about seasonal promotions, product launches, or services that align with the end-of-year mindset. From autumn-themed social media posts to special offers around Halloween, Bonfire Night, or preparing for the festive period, content that resonates with the season can significantly boost engagement and visibility. Remember, authenticity is key—tailor your messaging to reflect your brand’s personality while staying relevant to your Ipswich community.

Three Key Suggestions to Boost Your Autumn Marketing

1. Plan Your Content Calendar: Map out posts, blogs, emails, and campaigns for the next three months. A clear schedule reduces last-minute stress and ensures consistent engagement.

2. Leverage Local Connections: Collaborate with other Ipswich businesses or community events. Co-promotions can expand your reach and reinforce local relationships.

3. Track and Adapt: Use insights from previous campaigns to guide your strategy. If something worked well last year around this time, consider adapting it for 2025—but don’t be afraid to innovate.

Autumn is a crucial time to make sure your business doesn’t just coast into the end of the year—it’s the season to plan, execute, and thrive.

If you’re feeling unsure about where to start or want fresh ideas to make your autumn marketing truly effective, ISSBA members are welcome to book a free, no-obligation brainstorming session. Together, we can map out a strategy that will set your business on the path to a successful end to 2025.

Book your FREE 15 Minute Catch-up with Oliver (Zoom Meeting) here...

Meet our new members for July 2025. Thank you to them all for joining and we look forward to finding out more about them.

Grieve Then Achieve

Balance & Beyond Accounting

Framlingham Technology Centre Ltd

As a business owner, you know that having the right marketing strategy in place is key to achieving long-term success. But what if you could get the expertise of a seasoned marketing director without the cost of a full-time hire? That's where I come in.

I’m Oliver Brock, a Fellow of the Chartered Institute of Marketing (CIM), and I specialise in providing Fractional Marketing Director services to businesses in Suffolk. Whether you're looking to reach long-term growth goals or need support with a specific project, product launch, or company launch, I’m here to help you navigate the journey and achieve real, measurable results.

What is a Fractional Marketing Director?

A Fractional Marketing Director provides the strategic guidance of a marketing director, but on a flexible, part-time basis. Instead of committing to a full-time hire, you get the expertise you need when you need it. This allows you to focus on what matters most for your business while benefiting from high-level marketing insights.

As a CIM Fellow, I bring years of experience and a proven track record of helping businesses grow strategically. From long-term planning to specific campaigns or product launches, I offer tailored solutions to fit your unique needs.

Why Choose Fractional Marketing?

The great thing about Fractional Marketing is the flexibility. You can hire me for as little as one hour per month or engage me for more intensive projects, such as:

• Long-term strategy development
• One-off projects or product launches
• Company launches or rebrands
• Specific marketing challenges

Whether you're looking for ongoing support or need a marketing expert for a specific initiative, I adapt to your business's needs, providing the right expertise at the right time.

Achieving Long-Term Success or Tackling a Specific Project

Every business has unique goals and challenges. With Fractional Marketing, you get the flexibility to work towards long-term growth or focus on immediate needs. If you're planning for the future and want a strategic roadmap, I’ll help you develop a sustainable marketing strategy that drives results. If you need a marketing professional to lead a product launch or a special campaign, I can step in for that specific project with the expertise and creativity to make it a success.

Focus on Results and ROI

My approach is always focused on delivering measurable results. From increasing brand visibility to driving customer acquisition, I make sure that every marketing effort is aligned with your business objectives and provides a clear return on investment.

Flexible, Scalable Support

The best part? Fractional Marketing Director services are fully flexible. You only pay for the time you need, and I’m here to work with you on whatever makes the most sense for your business. Whether it’s an hour of strategic advice or ongoing, hands-on support for an entire project, you get the freedom to choose the level of involvement that works for you.

Let’s Talk About Your Business Goals

If you’re ready to explore how a Fractional Marketing Director can help you achieve your long-term goals or support your next big project, let’s have a conversation! Book a Zoom discovery call with me here: Find Out if Fractional Marketing is Right for You

Let’s work together to make your marketing efforts a success—on your terms.

With the ever-evolving digital landscape, it is important to stay up to date with new metrics that could potentially impact your SEO.

Here, we investigate Google’s Core Web Vitals update due to take place in March 2024 and explain what it is, if the changes could influence SEO, and how you can navigate the year ahead with effective technical SEO strategies.

What Are Core Web Vitals?

In May 2020, as part of Google’s ongoing initiative to improve user experience, they introduced a set of standardised, user-centric metrics known as the ‘Core Web Vitals’ which were designed to transform how website performances are measured. These focus on three main user-centric performance metrics to provide a holistic view of a website’s user experience;

Largest Contentful Paint (LCP)

Largest Contentful Paint, also known as “LCP” measures loading speed, so how long it takes for the biggest content element on a page to load which in order to deliver a good user experience should be less than 2.5 seconds.

Source: Largest Contentful Paint by Google

First Input Delay (FID)

FID measures interactivity, how long it takes for the browser to respond to the user’s first page interaction such as a tap or a click. This response should be less than 100 milliseconds to deliver a good user experience.

Source: First Input Delay

Cumulative Layout Shifts (CLS)

CLS measures visual stability which is how much the page’s layout shifts as it loads and for a good user experience this should be less than 0.1.

Source: Cumulative Layout Shift

By analysing these metrics, website owners are able to easily identify areas that require improvements and can take practical steps to enhance the performance of their site to create a better user experience.

 Why Are Core Web Vitals Important?

Core Web Vitals are a crucial part of optimising a website’s performance and improving them can go a long way to attracting more traffic and increasing conversions. Here are just some of the many reasons why Core Web Vitals are so important;

Optimising Core Web Vitals helps to provide smoother interactions, faster loading times and more visually stable browsing for an enhanced user experience that directly contributes to improved user satisfaction and engagement.

Because Core Web Vitals are incorporated by Google as a ranking factor, websites with better scores are more likely to have higher visibility in Google search and therefore attract more organic traffic.

Websites with optimised Core Web Vitals generate more pageviews and are able to better convince visitors to advance their user journey. This means that optimised sites have increased opportunities to monetise effectively, whether it’s an ‘add to cart’ or newsletter subscription.

Websites that are optimised for Core Web Vitals can result in a significant boost in both conversions and revenue. This is achieved by positively impacting their user’s behaviour through quicker loading times and a seamless user experience. These optimised sites are more likely to have lower bounce rates, higher rates of engagement and increased conversions which improve their business outcomes.

Core Web Vital optimisation can greatly improve user retention by helping to remove performance barriers and create a seamless conversion process. Websites with a positive loading experience can benefit from increased time spent on site as users are more likely to explore more content and stay on longer as well as return in the future.

Source: Google Search Console

How Do Google’s Core Web Vitals Impact SEO?

Whilst high-quality content is still deemed as the most important ranking factor, there is no doubt that having good Core Web Vitals can also contribute to this, as well as helping to improve the user experience when they visit the site.

In addition to the tactical impacts on SEO, integrating Core Web Vitals into the Google ranking algorithm has resulted in a substantial shift in SEO strategies. This means that more than ever, content creators, developers and site owners are prioritising user experience, visual stability and loading speeds alongside keyword optimisation and quality content, to ensure that their sites rank well.

To put it simply, having good Core Web Vitals is about more than SEO. It’s about making sure that not only will Google love your website, but that your visitors will too.

Source: Backlinko.com

What is the Core Web Vitals March 2024 Update?

Core Web Vitals are constantly changing and evolving but on 12th March 2024, there is an update that site owners, businesses, and developers need to be aware of so that they can prepare and adapt their optimisation strategy accordingly.

This update will see First Input Delay (FID) being replaced by Interaction to Next Paint (INP). The reason for this is that FID only focuses on the first user interaction delay, meaning that it doesn’t provide a sufficient or comprehensive understanding of the visitor’s whole website experience. INP however is able to consider the website’s overall interactivity, factoring in subsequent actions the user has beyond any initial delay. This means that it can better support the holistic evaluation of a website’s performance throughout the user’s entire visit.

Source: Google Search Central

The INP metric will assess the overall responsiveness of a page to the interactions of the users and give it a score, counting interactions such as;

• Mouse clicks
• Tapping on a device with a touchscreen
• Physically pressing a key on a screen or keyboard

Scrolling and hovering will not factor into INP.

With interaction metrics such as INP, it is difficult to define what would be classified as a good or bad score, but anything up to 200 milliseconds means that the page shows good responsiveness.

How Can I Prepare for the Core Web Vitals Update?

A good place to start is to get an idea of how your website is performing in terms of its current Core Web Vitals. You can place your site URL here, PageSpeed Insights and it will provide you with a score of passed, needs improvement, or failed as well as an overall performance rating out of 100 and diagnostic details to help identify where any issues lie.

The update from FID to INP will likely require most websites to adapt some of their optimisation strategies, including things like;

• Reducing delay by focusing on interactivity as a whole. This might mean streamlining rendering processes, optimising server response times, or minimising JavaScript execution.
• Improve client-side performance and INP by optimising JavaScript code, compressing images, and leveraging browser caching.
• Evaluate third-party services that may be affecting interactivity and consider removing those that hinder responsiveness and cause delays.

Looking into cache storage, lazing loading, and service workers to leverage browser features and APIs can help to improve overall performance and INP.

On 3 December 2021 new guidance on hybrid working that had been commissioned by the Chartered Institute of Personnel and Development (CIPD) was published on behalf of the government's Flexible Working Taskforce.  This guidance is supplemental to the guidance that has already been provided by ACAS on hybrid working.

The guidance encourages employers to consider hybrid working as a possible way forward.  The guidance states that hybrid working may be a solution to attracting and retaining talented employees. It offers practical suggestions for employers as well.  For example, ensuring that relevant hybrid working policies and practices are in place and also reviewing HR processes and training of relevant managers/employees and also examples of practical steps that the guidance recommends employers should follow.  The pandemic has demonstrated the need for employers to think flexibly and although forced upon the labour market, that flexible/home working are possible and can be advantageous to employees and businesses alike. However, it does acknowledge that this is not always possible or indeed not every employee finds hybrid working of benefit to them either.  Therefore, the wellbeing of all employees must be taken into consideration.

Health and Wellbeing has perhaps never been more at the forefront since the pandemic. The guidance further highlights the responsibilities that employers have towards their employees.  It suggests that for the health and wellbeing of their employees that it may be advantageous for employers to offer hybrid working.  The report concludes that hybrid working is evolving and as such businesses that adopt hybrid working policy must evolve with it.   

https://www.cipd.co.uk/Images/hybrid-working-practical-guidance-2021_tcm18-103709.pdf
https://www.acas.org.uk/hybrid-working

If you are in of need employment advice or support please contact Annalie King, Employment Consultant Solicitor at Kerseys Solicitors, I am a click away or call away. You can contact Annalie on Ipswich 01473 213311 or Colchester 01206 584584, email info@kerseys.co.uk or visit our website and click “Call Me Back”.  Annalie will be happy to contact you at a time that is convenient.

The case of Gwynedd Council v S Barratt and I Hughes [2021] serves as reminder to employers that they should follow best practice even if the employer considers that the outcome would not differ from the original decision.

In the above case Gwynedd Council (the Council) decided that it would restructure schools in a particular area.  It would close a number of schools and open a new school instead.  The Council notified teachers at the affected schools that the schools were going to close and they would have a chance to apply for roles at the new school.  Those teachers that were unsuccessful in obtaining new roles at the school would be made redundant. 

The claimants in this case had applied for roles that were largely similar to the roles that they had been doing in their previous schools but were unsuccessful in their applications and were notified by the Council that they would be made redundant.  The Council failed to notify the claimants of their right to appeal.

The claimants wrote to their current schools Governing Body raising the issue that they had not been offered the right to appeal. The Governing Body apologising for the failure to notify the claimants of their right to appeal, but that any appeal by them would have been fruitless. 

The claimants then wrote to the Council notifying them of their right to appeal the decision, but the Council responded similarly to that of the Governing Body that any appeal would be fruitless. Therefore, the claimants were not offered the right to appeal the decision to make their positions redundant. 

The claimants proceeded with claims in the Employment Tribunals for unfair dismissal.  The success of their claims included the failure to follow a fair procedure in the lack of proper consultation and also declining their right for them to appeal the decision.

The Council then appealed to the Employment Appeal Tribunal where it was again unsuccessful in defending the claim.  It then went on further to appeal to the Court of Appeal. 

The Council argued a number of points before the Court of Appeal. 

The Court of Appeal did not uphold the Council’s appeal.  However, the Court of Appeal did state that the failure to offer a right of appeal in a redundancy situation does not automatically render a dismissal unfair.  It can, however, contribute to a finding of unfairness. 

It is risky for employers to take the stance of not offering an appeal where it believes that any such appeal would be fruitless.  It should be borne in mind before making such a decision that should the matter go before an Employment Tribunal the Employment Tribunal may find differently resulting in a judgment of unfairness. 

For all of your Employment Lawand HRneeds Annalie King, Employment Consultant Solicitor at Kerseys Solicitors is a click away or call away. You can contact Annalie on Ipswich 01473 213311 or Colchester 01206 584584, email info@kerseys.co.uk or visit our website and click “Call Me Back”.  We will be happy to contact you at a time that is convenient.