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Knowing your SEO from your PPC can help drive sales, engagement and awareness. But if you’re a small business, the digital world can be quite difficult to navigate. Breaking down the knowledge barriers to digital adoption was the subject of yesterday’s UMi Go Digital Live, held on 7 July. The online event brought together business leaders and digital experts to discuss the latest trends and technologies through a powerful mix of keynote speeches, workshops, networking sessions and panel discussions.

Deploying digital technologies in the pursuit of business success was one of the key themes discussed at UMi’s Go Digital Live virtual event.  

Hosted by digital marketing expert, Pascal Fintoni, UMi Go Digital Live was a packed-out day of inspiration, expertise and advice coming straight from industry leaders whose job it is to help businesses use digital to grow.  

Attendees learned  how to connect with customers using Google, Facebook, LinkedIn and Instagram, how to develop a strategy for pay-per-click (PPC) marketing, how Google Analytics can help you understand your audience, and how to improve workplace productivity through digital innovation.   

Proceedings got underway with a morning networking session, followed by the day’s first keynote address from Mac Karlekar, Digital Transformation Adviser and Founder of Formula2GX.  

Mac discussed strategies for improving workplace productivity, the importance of team, digital skills that are going to be important in the post-COVID future and how building a collaborative culture where employee objectives are aligned with the objectives of the business is the cornerstone of success.  

This was followed by two workshops, one from BuzzLogic Managing Director David Donaldson on how building your online reputation can help boost sales, and another from OCOCO Media Founding Director Natalie Eminae on the latest updates to Facebook and Instagram stories and how you can use them to build your personal brand.  

After a lunch break, attendees heard from’s Digital Acquisition Manager Chris Nightingale about the fundamentals of PPC, how to build a ‘best-in-class’ search strategy and the technical information businesses need to know to make the most of Google Ads.  

The second set of workshops focused on how to get started with LinkedIn the right way with Judy Parsons (The LinkedIn Lady), and how to make Google Analytics work for your business in 2021 with Digital Allies’ Lead Digital Trainer, Amy Stockdale.  

Key takeaways from the workshops included the need to use LinkedIn not as an online CV but as a platform to connect with likeminded professionals and the importance of letting analytics dictate your digital strategy, help you get to know your audience and audit your content.  

UMi Go Digital Live, which was an exclusive event for UMi’s platform users, concluded with a panel discussion on digital transformation featuring a panel of digital entrepreneurs such as Moira Barnes (Moira Barnes Sales Consultancy), Dave Tucker (Glean) and Bill Beaumont (Distant Future).  

The panelists discussed the impact of COVID-19 on their business and the digital landscape more generally as well as what the future of digital business leadership and investment will look like.  

Event host Pascal Fintoni closed proceedings by rounding up some observations and insights from the day’s sessions and explained why now is the time to embrace digital technologies to drive better outcomes for shareholders, employees and customers.  

Nicki Clark, UMi Chief Executive, said: "It was fantastic to welcome business owners and leaders, and digital experts from across the UK to the UMi Go Digital Live event. 

"The event was a brilliant example of how UMi helps business do more and go further, connecting entrepreneurs, business owners and marketers in our network to the very best information and expertise. 

"Digital adoption is something every business has had to think about over the last 18 months and to hear from those at the forefront of innovation in the digital space share their top tips was really valuable. 

"Special thanks goes to Pascal Fintoni and to all the speakers who contributed to the success of the event."

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Richard Dawson
Article by Richard Dawson
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