If you're a small business owner, you'll know that often your time doesn't match up with the huge ambitions you have! And that's certainly true when it comes to selling as a small business owner. You want to reach more customers, but the juggle of researching, chasing and trying to close deals is a lot!

We know this juggle well, which is why in this blog, we're showing you how you can grow your sales with AI tools! Let's dive in 👇

---

Start with your process, not the technology

Before you touch any AI tools, you need to get clear on what your sales process is.

AI can only help you to move faster if you’ve got the right foundations in place for it to work from.

So what does a good sales process look like? 

• Prospecting - knowing who your target customer is 
• Connecting - finding the right leads
• Researching - checking they're a good fit and understanding their problems
• Presenting-  showing your customer your solution
• Handling objections - easing your customers concerns
• Closing - getting your sale over the line!

💡 Tip: Don't try to automate a messy process. Get your map right on paper first. If you know exactly what your "steps" are, you can see where you’re getting stuck and where AI can help.

---

3 Ways to Grow Your Sales With AI

Once you’ve got your sales map in place, you can start identifying ways to leverage AI to save you time.

Here are three ways you can be using AI in your sales process. 

1. Delegate admin tasks 

83% of people trying to do sales say productivity is their biggest concern. As small business owners, we know this too well! 

That’s where AI tools come in.  They’re there to do the manual work that doesn’t necessarily need your full input. 

Easy ways to start delegating manual tasks to AI tools: 

AI notetakers

If you’re not already using AI notetakers - add one to your tech stack ASAP! They’re easy and free to use, and mean that you can be fully present in your client meetings. Try Otter.ai or Fireflies.ai to get started!

Meeting prep

If you’re using AI notetakers, you’ve got a lot of client data there that can help you prep for future client meetings.  Ask an AI tool like Gemini or Claude to analyse your notes and help you prep for your upcoming meetings 

Draft personalised content 

Similarly, tools like Gemini and Claude can be used to quickly draft personalised content that gives you a V1 draft to work from when making contact with your clients. Gone are the days of staring at a blank screen waiting for inspiration to strike! These tools can quickly whizz up a personalised email - even better if you’ve got the AI notes from your last meeting ;) 

2. Proactive prospecting 

Researching the right leads used to take hours, but not anymore thanks to the help of AI tools.  These tools allow you to quickly find ideal clients and keep your database up to date. 

How to use this in your sales strategy:

• AI tools like HubSpot's Breeze can identify "warm" leads by tracking who is searching for your specific solution or visiting your pricing page before they even contact you.
• AI agents (like Alice or Ava) are digital assistants that can do research for you, and then help you to send personalised outreach without you having to do a thing!
• AI tools like Clay or Apollo can keep your database "alive" by automatically updating records when a lead changes jobs or a company gets funding.

3. Data & insights 

If you’re a small business owner, chances are you don’t have a data analyst on hand to help you be strategic and identify who's ready to convert in your sales pipeline. But again, AI is here to help! 

• Predictive Lead Scoring: Instead of calling everyone, AI tools like Hubspot’s Breeze can rank your leads based on thousands of data points so you know who to call first on Monday morning.
• Conversation Intelligence: Tools like Gong or HubSpot’s AI can "listen" to your sales calls to identify patterns (e.g., "Mentioning the warranty increases close rates by 40%").

Implement these three steps slowly in your sales processes, and we're sure that you’ll start to free up more time to do the business that you love!

And remember, at the end of the day, people buy from people. AI won’t replace the trust you build or the way you solve a customer's problem.

What it will do is clear the "clutter" from your diary. You’re not just sending more emails; you’re making sure the emails you do send are the right ones, to the right people, at the right time.

---

Get help to grow your sales with AI

If you need support with AI or your sales strategy, we’re here to help!  We’ve got 1000s of mentors on hand to offer free advice to help you grow your business. 

Join our community and get matched with a mentor today!

---

About HubSpot for Startups

This blog was inspired by a webinar we hosted in partnership with HubSpot for Startups. HubSpot is an AI-powered customer relationship management system (CRM). Startups can manage contacts in the customer platform, sell better through HubSpot’s robust suite of sales tools, manage all marketing through a full suite of marketing automation tools, and close the loop with customers with service tools. Through HubSpot for Startups, the mission is to connect startups with the right knowledge, tools, and resources needed to scale.

Digital Boost members can access up to 90% off HubSpot for Startups' AI tools. Find out more and apply here.

Many of us dive into mentoring because we have a passion for giving back and sharing our expertise. However, even the most well-intentioned conversation can sometimes miss the mark if it lacks a clear framework. Without structure, sessions can easily devolve into "advice-giving" marathons where the mentor does all the heavy lifting and the mentee leaves feeling even more overwhelmed than when they arrived.

In a recent workshop with our partners at the Association of Business Mentors (ABM), we explored how to structure your mentoring sessions using a simple framework.

---

Introducing the T-GROW Model

To avoid these pitfalls, the ABM recommends using the T-GROW model as a backbone for your sessions. It’s not a rigid script, but a flow that ensures the mentee remains in the driver's seat.

Stage	Focus	Key Question
T - Topic	Defining the broad area of focus, not just the immediate problem.	"What would you like to talk about today?"
G - Goal	Pinpointing the specific outcome the mentee wants by the end of the hour.	"What would you like to leave with today?"
R - Reality	Exploring the current situation and the internal/external factors affecting it.	"What is actually filling your time right now?"
O - Options	Encouraging the mentee to brainstorm multiple ways forward.	"What options do you see?"
W - Will	Gauging the mentee's commitment and defining the very first step.	"What is your first step after this meeting?"

---

Pro-Tips for High-Impact Mentoring

During the workshop, the ABM team highlighted several skills that make this structure effective:

• Embrace the pause: Allow for silence. It gives the mentee space to reflect and come up with their own suggestions.
• Gently push back: Instead of giving the answer, ask the mentee what they think. This builds their agency and confidence.
• Stay flexible: Use the model to navigate the conversation, but remain human. If a mentee expresses deep overwhelm, pause to acknowledge it before moving on.

---

About the Association of Business Mentors

The Association of Business Mentors is the UK’s professional body for business mentoring. They exist to raise the standard of business mentoring nationwide by providing clear professional guidelines, recognised accreditation, and a supportive community of experienced mentors. Helping them to deliver high quality business mentoring which drives positive impact through business growth and wellbeing.

For practicing or aspiring business mentors, ABM offers a trusted path to develop your skills, build confidence, and strengthen your credibility. Members benefit from high‑quality training, CPD opportunities, ethical and professional standards, and a vibrant community of peers who share knowledge, insight, and best practice. Whether you're mentoring independently or within an organisation, ABM provides the structure, standards, and support to help you deliver impactful, effective mentoring.

After years as a dedicated academic, Alice was finishing her PhD at the University of York when she spotted a unique gap in the market: a high-end research and content studio specifically for the "niche of the niche" in financial services.

Connecting with the Digital Boost community and gaining access to one-to-one small business mentoring gave Alice the framework to transition from a "romantically impoverished scholar" to the CEO of Uncommon, an international, six-figure business.

This is Alice’s story.

---

The Challenge: Navigating the 'Unknown Unknowns'

Coming from a background in sociology, Alice knew she had the analytical skills and the "proclivities" for relationship building. However, moving from a PhD scholarship to a solo venture meant facing a daunting list of "unknown unknowns" - the things she hadn't even considered she needed to know yet.

"I was feeling totally overwhelmed and confused," Alice explains. "Like, what should I be doing right now? This minute, right now?".

Beyond the initial technical hurdles like writing contracts and setting fee levels, Alice faced a personal challenge: the "do it all myself" mindset. She struggled with the nervousness of asking for help, worried about being a burden to those more experienced, while she navigated the shift from freelancing to running a proper company.

How Small Business Mentoring Made the Difference

After a desperate Google search for free business support, Alice found Digital Boost. At first, she thought the quality of the professionals available was "too good to be true," but she quickly found the support she needed to get Uncommon off the ground.

Through the platform, Alice was matched with a mentor named George Ioannou. The relationship went far beyond simple advice; it provided the emotional and professional scaffolding Alice needed to scale. George helped Alice move past her comfort zone by guiding her through the nuances of fee negotiations and the complexities of client relationship management.

"I was so nervous about being a burden," Alice admits, "but George was exceptionally generous with his time and his brain."

This support also extended into the wider Digital Boost network. Through a trusted personal recommendation from another member of the community - the founder of a successful PR agency - Alice was introduced to her first major international lead. This connection was instrumental in helping her secure deals with multi-million dollar global companies, including the software giant Docker.

From Mentorship to Partnership

The synergy between Alice and George was so effective that their journey took an unexpected turn. After six months of mentoring, Alice realised that George’s pragmatic, "brass-tacks" business sense perfectly balanced her own academic and creative strengths.

"He’s very good at the things that I’m not so good at," Alice says. "I recognised that if I could find a way to work with him more closely, it would be to the benefit of the business."

What began as a mentorship evolved into a formal business partnership. Together, they have transformed Uncommon into a global player. The results speak for themselves: within 18 months, the business's monthly turnover jumped from $3,000 to peak months of $25k–$30k. Alice has gone from "begging the internet for help" to working with flagship global clients like Docker and even flying to Hollywood for client award ceremonies.

"I can categorically say that I would not have experienced the level of success that I have... without George," Alice says. "It wouldn't have been possible without him."

---

We’ve loved watching Alice’s growth since finding our small business mentoring! We know there are big things on the horizon for Uncommon, so make sure you follow Alice’s journey!

Inspired by Alice’s growth? Check out our support and see what you can achieve. We’ve got peer learning programmes, mentoring, and more to support you on your journey!

We all have a big vision for where we want our business to go, but figuring out the best way of funding your business can feel a little daunting. The truth is, there’s no "one size fits all" when it comes to capital. Whether you’re looking to scale fast or grow sustainably, the right investment should empower your dream, not complicate it.

We sat down with Elizabeth, a NatWest Acceleration Manager, to demystify the UK landscape for funding your business. She shared some brilliant, real-world lessons on how to navigate your options without losing sight of your "why." 

Let’s dive into how you can find the perfect fit for your unique journey. 🚀

---

Start with the "Why"

Before you dive into applications, take a moment to reflect on your goals. Misalignment between your funding and your vision can cause significant challenges for both your business and your personal life. To get it right, consider these four key pillars:

• Control: How important is it to you to maintain control? Equity investment involves giving away a stake, which means others may have ideas on how you should run the business.
• Speed: How quickly do you want to build? Think about whether you need a cash injection for rapid sales, marketing, or opening new locations.
• Culture: Funding can impact your business culture in both positive and negative ways. Ensure your chosen path allows you to build the environment you want.
• Exit Strategy: If you pursue equity, your investors will eventually look for a return through an "exit event," such as an acquisition or going public.

---

The Reality of the UK Funding Landscape

You might be surprised to learn that while venture capital (VC) gets the most headlines, only 3% of businesses actually access equity investment to fund their growth.

According to data from the Bank of England, the most common way founders are funding their businesses is through bootstrapping - specifically, reinvesting business revenues or using personal funds from owners and directors.

The secret for many successful founders isn't picking just one path; it’s using different options in tandem. You might bootstrap in the early days, run a crowdfunding campaign for a specific project, and later secure a grant to fuel innovation.

---

Exploring Your Options

1. Non-Dilutive Funding (Keeping 100% Ownership)

Non-dilutive funding is any type of capital where you don't have to give away a piece of your company.

• Bootstrapping: This involves reinvesting your own profits or personal cash. While it gives you total control, it relies entirely on your own resources and internal revenue.
• Crowdfunding: For those avoiding equity, project or reward-based crowdfunding allows supporters to give money in return for perks, rewards, or early access to products.
• Grants and Competitions: This is essentially "free money" with no equity or debt attached. These are often run by government bodies like Innovate UK or private companies. For example, the NatWest Accelerator Pitch recently awarded £100,000 to founders in London. While they offer great credibility, they are highly competitive and require a significant time investment for applications.

2. Debt Funding

Debt can be an intimidating word, but it is a standard tool for many growing businesses.

• The Options: These range from bank loans and asset financing (borrowing against the value of equipment or vehicles) to credit cards for short-term cash flow.
• The Upside: Once you are approved, funds are usually accessible quickly. Most importantly, it allows you to maintain full ownership of the business.
• The Catch: You must be able to pay it back, and some options - like credit cards - can be very expensive if used for long-term debt. It can also be harder for very early-stage businesses to meet the criteria for acceptance.

3. Equity Investment

This is when you trade a percentage of ownership for investment.

• The Trade-off: The "due diligence" process is time-consuming and can be costly. You also become responsible to these external stakeholders, who may have their own opinions on how you should run your day-to-day operations.
• Angel Investors & VCs: Angel investors are typically private individuals making personal investments (sometimes starting as small as £500), while Venture Capital (VC) firms are institutional investors looking for high-growth, highly scalable firms.
• Beyond the Money: Equity doesn't have to be paid back because investors are taking a risk. High-quality investors often provide access to their professional networks, expertise, and a level of validation that can attract even more funding later.

Credit: Natwest

---

Do You Actually Need Funding?

Before you start the hunt for external capital, it is a useful exercise to ask if you can achieve your goals through more creative, internal means. This helps you retain control and clarifies exactly why you might need a cash injection later. Consider these alternatives:

• Creative Staffing: Instead of hiring a full-time team, could you bring someone in part-time or on a commission basis?.
• Sweat Equity: You might find a partner willing to work in return for a share of the business rather than a high initial salary.
• Strategic Partnerships: Rather than a massive marketing budget, find aligned partners who can refer customers to you in exchange for a referral fee.
• Lean Operations: Think about your specific goal - can it be achieved with a smaller version of the plan that doesn't require a large upfront investment?.

Proving you can grow with existing resources - or "sweat equity" - often gives you more leverage and control when you finally do decide to seek external funding.

If you’ve created your own product and secured a trademark, selling on Amazon can be one of the most powerful ways to scale your brand. Unlike reselling, selling a branded product gives you full control over pricing, positioning, and customer experience - but it also comes with higher expectations and responsibility.

This guide is designed for brand owners who want to master selling on Amazon to build a long-term business asset.

---

Why Amazon Is a Powerful Channel for Brand Owners

Amazon isn’t just a marketplace - it’s a product discovery engine. Millions of customers go there ready to buy, not just browse. It provides:

1. Immediate Access to Demand: Instead of building traffic from scratch, your product is instantly visible to a global audience actively searching for solutions.

2. Brand Credibility and Trust: Customers are more likely to try a new brand on Amazon than on an unknown website, thanks to Amazon’s reputation and buyer protection.

3. Infrastructure That Scales With You: With Fulfillment by Amazon (FBA), you can outsource logistics to Amazon and focus on brand-building, product development, and marketing.

4. Tools Designed for Brands: Amazon offers features like Brand Registry, Brand Storefronts and Sponsored Advertising - specifically designed to help brand owners stand out.

---

How Amazon Works for Brand Owners

When you sell your own trademarked product, you’re not competing on someone else’s listing - you’re building your own product page and brand presence.

Here’s how it works:

1. You create a product listing under your brand name.

2. You enroll in Amazon Brand Registry using your trademark.

3. Customers discover your product through search or ads.

4. Orders are fulfilled by you or through FBA.

5. You manage and grow your brand presence over time.

A major advantage here is control - you own the listing, the content, and the brand story.

---

Credit: Ecomclips

Core Selling Model: Private Label (Branded Products)

For trademark owners, Amazon selling typically falls under the private label model - but with a stronger emphasis on brand identity.

What This Means:

• You sell products under your own brand name
• You control packaging, messaging, and positioning
• You build long-term brand equity (not just short-term sales)

This is fundamentally different from reselling because you are creating an asset, not just flipping products.

---

Setting Up Your Brand on Amazon

1. Register for Amazon Brand Registry

This is essential for trademark owners.

Benefits include:

• Protection against product hijackers
• Access to A+ Content (enhanced brand and product pages)
• Brand analytics and reporting tools and data
• Greater control over your listings

2. Create a High-Converting Product Listing

Your listing is your storefront. It should include:

• A clear, keyword-optimised title
• Professional product images (critical for buyer conversion)
• Benefit-driven bullet points
• A compelling product description or A+ Content

Think of your listing as a sales page, not just a product description.

3. Choose a Fulfillment Method

Most brand owners use FBA (Fulfilment by Amazon) and send their products to Amazon’s warehouses because it:

• Enables Prime shipping
• Improves conversion rates
• Offloads logistics and customer service

However, some brands use FBM (Fulfilled by Merchant) for greater control or cost savings.

---

Credit: Naomi Willis (SkintDad.com)

How to Succeed Selling on Amazon

1. Build a Strong Brand, Not Just a Product

Winning brands differentiate through:

• Having a strong USP
• Quality and consistency
• Strong visual identity (packaging, images, storefront)

2. Invest in High-Quality Creative Assets

• Lifestyle images
• Infographics
• Product videos
• Enhanced product and brand information 

These significantly impact conversion rates.

3. Use Amazon Advertising Strategically

Sponsored Products, Sponsored Brands, and Sponsored Display advertising help:

• Drive initial visibility
• Launch new products
• Defend your brand against competitors

4. Focus on Reviews and Customer Experience

Reviews are critical for trust and ranking. Ensure:

• Your product delivers on its promise
• Packaging and instructions are clear
• Customer service is responsive

5. Leverage Brand Analytics

With Brand Registry, you gain access to:

• Search and key word data
• Customer behaviour insights
• Competitive analysis

Use this data to refine your strategy continuously.

6. Protect Your Brand

Even with a trademark, you should:

• Monitor for unauthorised sellers
• Report Intellectual Property violations
• Maintain control of your product listings (don't allow other people to sell on your listings)

7. Play by Amazon’s rules

It’s Amazon’s platforms, so you need to follow Amazon’s rules with respect to:

• Customer Service (Delivery performance and communications)
• Legal and regulatory requirements
• Financial and taxation compliance
• Product storage and inventory management

---

Pros and Cons of Selling Your Brand on Amazon

Final Thoughts

Selling your own trademarked product on Amazon is one of the most effective ways to scale a modern brand - but it requires a shift in mindset.

You’re not just “selling on Amazon.”
You’re building a brand within Amazon’s ecosystem.

The most successful sellers treat Amazon as:

• A sales channel
• A marketing platform
• And a data engine for growth

If you focus on delivering real value, investing in your brand, and understanding how Amazon works, you can turn your product into a scalable, defensible business.

---

Meet the Mentor

Launching a startup is a monumental task: finding the capital to fuel it shouldn't be. Many founders overlook innovation grants for small businesses because the "R&D" requirements feel too daunting or the competition too stiff. But 'complex' doesn't have to mean 'impossible.'

We’re breaking down the essentials of these grants and providing a simple 5-question framework to turn your funding confusion into a clear roadmap for growth.

Why Innovation Grants Are Worth the Effort

While traditional loans need to be paid back, innovation grants are "non-dilutive" funding - meaning you don't give away equity and you don't have to pay the money back. Instead, the government is investing in your potential to grow the economy and pay future taxes.

We love innovation grants for small businesses because they:

Speed Up Growth: Grants help you move your product to market faster than bootstrapping alone.

Build Credibility: Winning a prestigious grant from Innovate UK or Horizon Europe proves your business is a serious player.

Fund Talent: These grants aren't for buying fancy office furniture; they are primarily for investing in people, labour, and specialised research.

The "R&D" Test: Is Your Project Eligible?

A common mistake is thinking any new business idea is "innovative." To qualify for these grants, your project must involve Research and Development (R&D). This is the process of seeking new knowledge to create or significantly improve a technology, product, or service.

Keep in mind: You cannot use grant money for marketing or commercialisation. It is strictly for the "creation" phase of your innovation.

Credit: Graeme Donnelly

The 5-Question Framework for Your Application

Don't wait until the deadline to start writing. Use these five strategic questions to build your foundation first:

1. Why? What is the specific challenge or problem you are solving? Support this with evidence - like how many people are affected by the issue.
2. What? Describe your innovation in simple terms. What makes it different from existing solutions?
3. Who? Who is on your team? Assessors want to see that you have the right experts to deliver the project.
4. Where? What is your target market? Who are your end users and how many of them are there?
5. How much? What are the actual R&D costs? Be detailed, as assessors need to see "value for money".

Your Grant Application Timeline

Grants aren't a quick fix for cash flow. The process requires patience and planning.

• Months 1-2: Research current competitions on the Innovation Funding Service (IFS) portal and answer your 5 foundation questions.
• Months 3-4: Submit your application and wait for the review by independent assessors.
• Months 5-6: If successful, sign your Grant Offer Letter and begin your project.

Avoiding Common Pitfalls

One of the biggest hurdles is the "Technical Trap." Founders are often so passionate that they use too much jargon. Remember: if an assessor doesn't understand your innovation within the first few minutes, they will score you lower. Write in a way that is technically sound but easy to follow.

Want More Support?

If the world of grants still feels a little daunting, our mentors are here to help you navigate the jargon and refine your pitch! Our mentoring is free to access and unlimited.

---

Meet the Mentor

The Complete Guide to Growing Your Business Without Breaking the Bank

In this blog, we’re sharing everything you need to know about getting more customers on a small budget!

Growing your business doesn’t always require a massive marketing spend or a high-end agency. In fact, some of the most effective ways to attract new customers are completely free - they just require a bit of time, creativity, and consistency.

Whether you're just starting out or looking to scale without increasing your overheads, these low-cost strategies will help you reach your target audience and build a loyal customer base.

Let’s dive in 👇

---

Why Small Budgets Can Lead to Big Results

When you have a limited budget, you're forced to focus on what actually works. Instead of "spraying and praying" with expensive ads, you build authentic relationships.

Unlike paid advertising, which stops the moment you stop paying, low-cost organic strategies build long-term value for your business.

The key is to focus on high-impact activities that leverage your unique voice and local presence.

If you’re feeling stuck on how to grow without a huge bank balance, this guide is for you 😊

Debunking Common Marketing Myths

• You need a professional film crew - Authenticity beats high production value every day on social media.
• You need to pay for ads to be seen - Not true! Organic reach and local SEO can be even more powerful.
• More followers = more customers - Nope! A small, engaged audience is far more valuable than thousands of "ghost" followers.
• Marketing is expensive - Only if you do it wrong. The best marketing is often just solving problems for people.

Credit: Parul Gupta

---

How to Get Started

1. Optimise Your Local Presence

If you have a physical location or serve a specific area, your Google Business Profile is your best friend. It’s a free tool that puts you right in front of people searching for your services. Keep it updated with fresh photos and respond to every review to boost your rankings.

2. Leverage "Micro-Influencer" Partnerships

You don’t need a celebrity. Look for local "micro-influencers" (1k–10k followers) who align with your brand. Often, they are happy to share your product or service with their audience in exchange for a free sample or "gifted" experience.

3. Master Content Repurposing

Don't work harder; work smarter. One long-form blog post can be turned into three Instagram Reels, a newsletter tip, and a LinkedIn post. This keeps your brand "top of mind" without requiring you to create new content every single day.

4. Focus on Customer Retention

It is significantly cheaper to keep a customer than to find a new one. Try this:

• Email Marketing: Send a bi-weekly newsletter with genuine value.
• Referral Schemes: Offer a small discount to existing customers who bring a friend.
• Loyalty Perks: A simple "thank you" note or a small surprise can turn a one-time buyer into a lifelong fan.

---

Crafting the Perfect Low-Cost "Hook"

To get people's attention without paying for it, your message needs to be sharp. Ensure you include your USP (Unique Selling Proposition) in everything you do.

1. The Problem/Solution Angle

Identify a specific pain point your customer has and show them how you fix it for free or at a low cost.

• “The 5-minute morning routine for busy founders.”
• “How to fix your website SEO in one afternoon.”

2. Social Proof

People buy from people. Share testimonials, "behind-the-scenes" videos of you working, and case studies. When potential customers see others succeeding with you, the "sale" becomes much easier.

Free Tools to Supercharge Your Growth

You don't need a "Pro" subscription for everything. Start with these:

• Canva: For professional-looking graphics and social posts.
• Google Trends: To see what people in your industry are actually searching for.
• AnswerThePublic: To find the exact questions your customers are asking online.
• MailerLite: Most have a free tier for your first 1,000 subscribers.

Making Your Marketing Work Harder

Once you start getting traction, make sure you don't let those leads slip through the cracks!

• SEO Benefits: Writing helpful blogs (like this one!) helps Google trust you, bringing you "free" traffic for years to come.
• Email Sign-ups: Every visitor to your site should have an easy way to join your mailing list.
• Website Health: Ensure your site is fast and easy to use on mobile (Check out our website checklist for help!)

---

Conclusion

Getting more customers on a small budget isn't about doing less - it's about being more intentional. By focusing on local SEO, building an email list, and creating authentic content, you can grow a thriving business without a massive ad spend.

If you’d like personalised support with your marketing strategy, why not contact our marketing mentors?

Our mentoring is free to access and means you can get expert advice on how to scale your specific business!

We’re on a mission to help founders develop digital skills so that their businesses can thrive! With the help of our partners, we’ve interviewed real-life business owners like Emma to show you what’s possible when you embrace the power of video content 🎉

With more and more social media platforms prioritising short-form video content, it's more important than ever for small businesses to embrace this content. In this blog, Emma is sharing her tips and tricks to help you master short-form video for your small business!

You can watch the full video interview with Emma here.

---

How to master short-form video content

Emma's broken this down into 5 easy pillars that you can follow to get confident posting videos online 💪

1. Kill perfectionism

Ever pulled out your phone to take a video and then talked yourself out of it because it's not the perfect setting? You're not alone! But as Emma reminds us, "you don't need to be Greta Gerwig or Steven Spielberg" to film a video for social media.

Many of us believe we have to have the perfect lighting and a show-home backdrop in order to get a great video. But guess what, authentic and "unpolished" content performs better than those videos.

Why? Because it feels more human.

So next time you catch yourself worrying about your backdrop or video setup, remind yourself, 'done is better than perfect'! Your audience wants to hear from you, whether you're in a ball gown or out on a 'tea and tips' walk like Emma!

Take action 👉

Challenge yourself to film one "imperfect" video this week! Choose something easy, maybe it could be a reintroduction post for your audience, or about a topic you're really passionate about.

2. Find where you're comfortable

Emma’s Tea and Tips series didn't happen by accident. She realised she felt most relaxed with a mug of tea in her hand. Rather than putting off filming her videos, she started to look forward to them!

Finding a physical "anchor" or environment that makes you feel comfortable is key. Once you've found that comfort, you'll find it easier to consistent with your videos.

Take action 👉

• Have a think about where you're most comfortable. Maybe it's like Emma when you're having your morning coffee. Maybe it's when you're out for a run, or sat with your dog.
• Once you've found your comfort zone, challenge yourself to film one video a week in that comfort space for a month. We want this to become a habit 💪

3. Say less, do more

As the algorithms continue to shift, one thing remains clear: hard selling is over.

Emma predicts that the most successful brands will be those that take their audience on the journey with them.

Audiences don't want to constantly be told what to buy from you. They want you to show them behind-the-scenes, show you the human behind the brand, and take them on the adventure with you.

So when you're creating your next video, use that as a sense-check. Am I trying to really push a sale, or am I trying to show my audience something of value?

Take action 👉

• Think about what your audience actually wants to see from you. Separate your ideas into 3-5 content "buckets" or key themes that you can then use to create future posts
• Once you have your themes, identify ideas that fit the 'behind-the-scenes' concept - challenge yourself to record these throughout the day and see what you come up with! Remember, what might seem mundane to you may be fascinating to your audience.
• Bonus resource: Watch Naomi's Masterclass on how to sell through storytelling
• Bonus resource: Stuck for content ideas? Check out this free guide and never run out again!

4. Practise makes perfect

Believe it or not, even the most "natural" people weren't confident on camera when they first started!

Getting confident posting short-form videos is simply a case of practise, practise, practise. The more you practise, the easier it gets!

Emma recommends the "One-Minute Test" if you're nervous. Talk to the camera for 60 seconds about something you know inside out - even if it’s just how to make the perfect cup of tea.

Although it might make you cringe, watching yourself back helps you get used to your voice, your hands, and your energy on camera. And the more you do it, the less practise runs you need 😊

Take action 👉

• Try Emma's 'one-minute test' today but don't post it. Instead, watch it and see how you behave on camera. You'll be surprised how much you learn! Maybe you need to use more hand gestures, speak louder, or even speak slower (this is a common one!)
• Bonus resource: Watch Emma's Masterclass on how to create impactful videos

5. The 12-week testing rule

We're all impatient, but one of the big learnings Emma shares is this: don't change anything until you've tried it for at least 12 weeks.

Why? Simply because if you're trying something new each week and not doing something consistently, you won't know what's working.

So for example, if you're testing different lengths of videos (5 seconds vs. 20 seconds), do this test across your video content for at least 12 weeks. Then you can review, see the results of the test and then start testing something else like voice recorders vs talking to the camera!

Don't be disheartened if you don't see results straight away. As tough as it is, stay consistent with your tests and the results will follow 😊

Take action:

• Make a list of a few things you'd like to test over the next few months. Make sure these experiments are filtered into the themes and pillars you identified for your content earlier!
• Bonus resource: If you're feeling uninspired with your content, check out this Masterclass on how to create content that converts! It'll help you get ideas to really connect with your audience.

---

Your Video Toolkit

It may surprise you to know, but Emma thinks you've already got everything you need to start filming short-form videos!

Emma's main message? Keep it simple.

Here's what you need to get started:

• Your smartphone - if you've got a smartphone, you've already got a powerful recording device ready to go!
• TikTok app - free to download, it's a great platform for short-form content
• CapCut - again, this is a free editing tool that works directly with TikTok and is really user-friendly!
• Instagram Edits - if you're planning to post on Instagram, Edits is their in-platform editing tool

---

https://www.youtube.com/watch?v=9M8X0NiH0Sw&list=PLaNCiEZRkLiiZwUqJzHPd0QTc8kVfOqfB&index=5

---

Conclusion

So there you have it! Creating short-form videos couldn't be easier. With Emma's tips and tricks, we're sure you'll be creating incredible videos in no time at all 😊

If you need support with anything we've covered in this blog, our mentors are here to help!

You can access unlimited 1:1 mentoring, group Masterclasses and peer learning programmes, all free of charge through Digital Boost 🚀

---

Meet the Mentor

We're on a mission to help founders develop digital skills so that their businesses can thrive! With the help of our partners at BT, we've interviewed real-life business owners and mentors so that you can learn from people who've been in your shoes and can show you the way forward.

In this blog, we’re exploring how you can build a high-converting social media strategy that actually gets results without taking over your life!

You can watch the full video interview here.

---

Building your high-converting social media strategy

1. Choose one platform and do it well

Running a business is hard enough; don’t make it harder by trying to manage every social channel in existence!

There's often pressure to be on trending apps like TikTok, even if it's an app that you don't personally like. But as Naomi advises, if your audience isn't hanging out there, or you absolutely hate using the platform, it won't get you anywhere.

Why focusing on less gets you better results:

• Quality over quantity: It's better to post high-quality content a couple of times a week than to post low-effort "filler" content every day.
• Deeper engagement: Focusing on less platforms allows you to actually engage with your followers, building lasting relationships and happier customers!
• Time management: Less platforms means you can manage your time better and stops social media feeling like a total time-suck

➡️ Take Action: Identify where your ideal clients hang out. Pick one platform to master this month and ignore the rest!

2. Focus on genuine connections

A common mistake founders make is "broadcasting" at people rather than having a conversation. If you just "fling" content out there without engaging, it’s like a tree falling in the woods with no one to hear it.

It's important to remind yourself of the golden rule: people buy from people.

No one is buying from a business that "shouts" on social media but doesn't actually care about its customers.

By replying to comments and engaging with your audience, you're making your customers feel listened to and understood.

Nail your engagement:

• Don't fear small talk: You don't have to jump straight to a sale! Speak to your audience like humans, have the small talk, and watch your relationships build organically. Naomi has a great story about how her 'small talk' about her Chinese takeaway order went viral with our audience and led to more meaningful conversations with her customers.
• Tell stories: Storytelling is one of the most powerful tools in your social media kit. Be authentic and share stories that help you connect on an emotional level
• Solve a problem: Remember, most customers want to be taken away from a "pain" in their lives. Be open about how you can help and show them your value.

Does it actually work? We hear you, engagement can feel like another item on the to-do list, but don't neglect it! Naomi has seen sales come directly through social media by connecting with people authentically.

➡️ Take Action:

• Challenge yourself to take 5 mins each day this week to engage with your audience!
• Watch this bonus resource: How to sell through storytelling
• Watch this bonus resource How to create content that converts more clients
• Watch this bonus resource How to turn your social media posts into sales

3. Ditch the perfectionism

Nothing kills a high-converting social media strategy like perfectionism.

If you've got all the ideas but you're getting stuck trying to get a Hollywood-quality video - you need to hear this.

Your audience isn't expecting you to have high-production value content. They want to hear from YOU - however that looks 😊

Naomi recommends using simple tools that allow you to work quickly and confidently. The main aim is for you to just get something out there - it doesn't have to be perfect!

As Naomi's found, her most "rough and ready" off-the-cuff videos have been her highest performers.

How to bust perfectionism:

• Don't fall for over-the-top tech: A simple phone stand and an inexpensive microphone are all the tech you really need to get started.
• Practise makes perfect: No one's first video is amazing, but the more you practise, the more you'll silence the perfectionism! Remember, something is always better than nothing. So keep trying and you'll become more confident as you go 😊
• Work smart not hard: Editing tools like Canva are free to use and allow you to repurpose and bulk your content quickly and efficiently. There's no time to overthink when you're creating content this fast!

➡️ Take Action

• Create one "rough and ready" video today showing what you're working on. Don't overthink the editing - just post it!
• Watch this bonus resource: How to create impactful video content

---

https://www.youtube.com/watch?v=K1jN1JogdAY&list=PLaNCiEZRkLiiZwUqJzHPd0QTc8kVfOqfB&index=4&t=27s

---

Conclusion

So there you have it! In just 3 simple steps, you can build a high-converting social media strategy, that doesn't feel like a drag!

Need support with anything that we've covered in this blog? Join our community and start accessing free mentoring to continue learning with us!

---

We're on a mission to help founders develop digital skills so that their businesses can thrive! With the help of our partners at BT, we've interviewed real-life business owners and mentors so that you can learn from people who've been in your shoes and can show you the way forward.

In this blog, Ian de Cordova is showing exactly how to market your business on a budget. We know when you're a founder, you don't always have a big marketing budget. But trust us, it's possible to get your business out there without breaking the bank!

You can watch the full video interview here.

---

What stops founders from getting their business out there?

We've helped thousands of founders to market their businesses, and the one commonality? The overwhelm.

In today's digital landscape, there are so many different ways to market your business that it can be difficult knowing where to start!

Want to know our secret? The key thing is to just get started.

Cut through the noise of the online world and get focused on these three simple, cost-effective ways to master how to market your business on a budget.

---

Your budget marketing blueprint

1. Set up a Google Business Profile

Whether you're running an online business or have a bricks-and-mortar store, every business should have a Google Business Profile.

A Google Business Profile is free to create and helps you build your presence online for your customers.

With your profile, you can:

• Give an overview of your business
• Link directly to your website
• Share opening hours and business location
• Showcase Google reviews

Why it's important:

Customers are looking for information faster and faster. Buyers no longer want to check your full website to find out what you do, or work out if you're a trustworthy business.

Having a Google Business Profile allows you to communicate quickly with potential customers who you are, what you do, and why they should buy from you. And as this tool is completely free to use, it's a no-brainer for any business or charity to have!

Does it actually work?

Yes! Ian helped one of our mentees set up their Google Business Profile. Through the profile, they were able to tap into local SEO and start reaching more local customers. After a few months, they were able to stop all paid advertising as the organic reach of their profile was bringing in more traffic to their website than the ads!

➡️ Take Action

• Watch this bonus resource: Harnessing Google Business Profile to Bring More People to Your Website

2. Create a website

If you had a bricks-and-mortar store, you'd have a lovely storefront drawing customers in and giving them somewhere to find and buy from you.

The online world is exactly the same, but your website is your storefront. And the best part is, your website operates 24/7, so your storefront never closes!

It's now easier than ever to set up a website. There are hundreds of website hosting tools out there, and emerging AI tools and platforms which can help you to create a website in seconds.

💡 Once you've created your website, don't forget to link it to your Google Business Profile

Does it actually work? Yes! Ian's been mentoring Gary for over two years, and in that time, they've developed Gary's website together. With Ian's support, Gary's sales went from just a couple a month to regularly hitting 300 sales in a month. This is all thanks to Gary's website that allows his customers to buy his products quickly and easily.

➡️ Take Action

• Read our blog on how to create a website using AI
• Read our blog on how to avoid 12 common website mistakes

3. Nail your social media content

Hear us out, we know that social media platforms are overflowing with content. But with the right strategy and some consistency, you can leverage social content to reach your audience, totally free of charge.

Your social strategy

• Pick your platforms - the biggest mistake founders make is trying to be everywhere all at once. Pick a handful of key platforms, and focus on sharing quality content there.
• Decide what to post - most people are on social media to either be entertained or educated. With your account, you can use your content to educate customers about you, your business, and the products/services that they can buy from you
• Decide how often to post - this doesn't have to be overwhelming. Pick a frequency that works for you, whether that's once a month, week or day and stick to it. Consistency trumps volume every time.

💡 Tip: link your social media platforms to your website. It helps build trust and show your potential customers that you're a living, breathing business!

➡️ Take Action

• Read our blog on how to create content that converts

Bonus: When you're ready to spend money

If you've nailed the first three steps and you want to take your business to the next level, you can try low-cost paid ads.

Search engines like Google and Bing offer paid search adverts that you can start from around £5 a day. Even with a low budget, you're able to more accurately target your customers and start to get seen by your ideal clients.

The same rules apply to paid advertising as organic - you need to ensure your ads are quality, and that they're linking back to a valuable and optimised website. Always think about the overall customer journey and ensure that every time a customer interacts with you, whether it's organic or paid, that they're having the best experience possible.

➡️ Take Action

• Watch this bonus resource: Getting Started with Google Ads
• Read our blog on how to create your first Google Ads campaign

---

https://www.youtube.com/watch?v=4oOOAY-_EjM&list=PLaNCiEZRkLiiZwUqJzHPd0QTc8kVfOqfB&index=3

---

So there you have it! Getting your business out there doesn't have to cost a fortune. With these simple steps, you'll be able to market your business on a budget in no time at all.

Need support with anything that we've covered in this blog? Join our community and start accessing free mentoring to continue learning with us!

---

---