February 22 Newsletter

February 1, 2022

Business Update

8 Key Marketing Tips for 2022


Marketing today looks vastly different from that of ten years ago. Gone are the days where paid ads, membership of a local networking group and a presence at a local trade show were all you needed to promote your small business. To help you navigate this new age of marketing, we've outlined our top 8 marketing tips to promote your business in 2022. 


1. Focus on your branding


Developing a strong brand is imperative if you want your marketing strategies (and business) to succeed. Your brand is what makes your business unique - it should encapsulate your values and services whilst also being distinctly recognisable. Effective branding should:

  • Be visually appealing. 
  • Be consistent across all mediums. On and offline, your colour palette, font choices and imagery should all be cohesive. (PS Instagram is no longer just for creative people)
  • Convey your services and values through slogans and taglines.
  • Attract your target audience. 


2. Refine your web design


Your website is the virtual hub of your business - it is the centre of all your online activity. Therefore, it must represent your business positively and professionally. If your website is unappealing and difficult to navigate, you will struggle to attract new customers and clients. 


To ensure your website reflects the quality of your business, it must be:

  • Informative
  • Easy to navigate 
  • Mobile-friendly 
  • Linked to all of your other online platforms


3. Develop your online presence


To attract new clients, you must be active online - this means regularly posting on your website and social media channels. Posting helpful and informative content will allow your clients to engage with your business, whilst SEO strategies will ensure your posts are visible across multiple search engines.


If done consistently, you will successfully drive more traffic to your website. 


A good way to see what social media platforms are useful for your business is look at your Google Analytics. Which of your social channels are bringing in the most traffic and buying customers? These are the social channels to spend most of your time creating and repurposing content for.


4. Harness social media platforms


Social media is a great way to reach new clients. It is also a fantastic way to develop brand loyalty amongst your current clientele. 


Articles, captions and videos all add tremendous value to your social media followers, whilst comment sections, direct messages and re-tweets allow customers to interact directly with your team. 


Social media platforms change all the time. What used to be a great platform for your business to be active on may not be as good. For example, you may find that Instagram is getting more traction and results than Facebook or Twitter now. If you are aiming to get your messages in front of teenagers then Tiktok is the place to be. So pay attention to your marketing analytics to see where you should be putting your marketing efforts.


5. Create original content


Did you know that websites with blogs attract 55% more traffic than those that don't? Having a blog allows you to connect with your audience by sharing your expertise. By posting helpful and relevant content, you're able to answer consumer questions, build trust and draw more people to your website. 


If your business already has a blog, why not take it further and start producing downloadable templates and guides? 


6. Utilise email subscription services


Email subscriptions ensure your customers and clients don't miss out on any news, posts or updates, by delivering weekly/monthly newsletters directly to their mailboxes. Other reasons to invest in email marketing are:

  • It's inexpensive
  • It has a high ROI
  • It draws people back to your website via direct links
  • It promotes customer loyalty



7. Encourage customer reviews


Whether you're buying a new toothbrush or switching energy companies, we all like to do our research - and that means checking the reviews. 


Reviews are vitally important to any business as they provide an honest and unfiltered response to your quality of service. So as long as you're providing excellent service, more reviews can only encourage more customers! There are loads of places where your customers and clients can place a review for your business. Always ask them to put a review on Google, and potentially Facebook or any other important recommendation platform for your business such as TripAdvisor for hospitality and leisure businesses.


8.  Sponsor local events 


Not all marketing strategies are online, nor should they be. Sponsoring local events can be hugely beneficial for your business. It provides you with the opportunity to meet new clients, share your company values and, of course, promote your business to the local community.


Similarly, attending local charity events, making donations and partaking in voluntary work will also paint your business in a positive light. 



Marketing done well costs money. However, if you are aiming to maintain or grow your business in 2022, marketing is an activity which needs to constantly happen in your business. If you are unsure of how much of your income you can afford to spend on marketing, get in touch. We can help you see how your numbers stack up and whether you can afford to spend what your marketing suppliers are suggesting you need to spend!






Accounting Update


The tax position of small business owners


From April 22 the tax rate on dividends is increasing, what options are there for small business owners who currently pay themselves using a combination of salary and dividends? 


What other options are there?


  1. Retaining the money in the company and then eventually taking out the money as a capital gain; and/or
  2. Taking the money out on a shared basis (e.g. with a civil partner or a spouse)


What are the advantages of each method?


  1. The main advantage of taking the funds out as a capital gain is that the CGT rate on business sales is only 20%.  And could be even less at 10% if the owner qualifies for Business Asset Disposal Relief.  However it is worth considering business owners can afford to keep their money in their business for the long-term, this is probably unrealistic for most owner-managers.  Also, CGT rates could increase in the future.
  2. This will utilise any unused tax bands and could boost your family income amount. 


In summary:


A combination of salary and dividends remains the most tax efficient solution, but this is likely to change as corporation tax rates are set to increase from April 2023.

Business owners are facing a period of tax rises over the coming years.  It is quite possible that these tax rises will be combined with increased inflation and interest rates.  It will become increasingly important for business owners to work with their accountants to ensure that they retain as much of their money as possible while also considering maintaining an income for any future borrowing.

Every business and business owner’s position is slightly different so we will work with you to find the best solution for you.  Please get in touch if you would like to discuss your particular situation.






App of the month

Go Cardless

With it's direct integration into Xero, GoCardless is an app that we recommend to all of our clients. It is a direct debit that auto collects on the invoice due date.

 

What can it do for me?


Protect the relationship with your customer. 

By requesting your customer to sign up to GoCardless you no longer need to chase them for payment and can concentrate on providing a great product/service to your customer.


Gives you back time


GoCardless users typically spend 84% less time chasing unpaid invoices and 76% less time reconciling payments.


Improve your cash flow 


You will have some certainty when your invoices will be paid which helps with your spending decisions.


Contact us if you would like to know how GoCardless could help you.








Team News

It has been a busy start to 2022.  Although we haven’t been in the office for the first 3 weeks of January, we are all back now and enjoying sharing ideas and snacks!  We are delighted that our clients share our optimism for 2022 and can already see good growth in their figures. 


 We are pleased to welcome Brandon to our team.  Brandon is passionate about excellent customer service so we know that he is going to fit in perfectly in the Youtopia family. 


Until next time,





Katherine, David, Ben, Michelle and Brandon

By David Adderson July 4, 2025
Inclusion is desirable, yet it is complex. In this two-part blog, we begin to unravel the challenges of increasing needs in education and diminishing resources. In this article, Dr Anita Devi explores some of the many challenges Educators in England currently face. Her intent is to extend perceptual thinking from problem to solution. In Part 2, Katherine Robertson will unpick some of the financial levers for consideration. I have worked in the education sector for a fair few decades now. Am I showing my age? Possibly, but also my experience and out of that experience is born wisdom. Wisdom is applied knowledge with the benefit of lived experience and hindsight. To broaden our thinking, I have decided to focus on three areas: Rising needs in the classroom – ensuring each child receives an educational experience that is progressive, whilst meeting their needs Less is more – applying a structured and systematic approach to providing support for special educational needs and disability (SEND) Commissioning with purpose – intentionally involving others, when needed. Since the increase in needs always outmatches the rise in resource funding, sadly we will always be in a deficit. This is not about being despondent, but hopeful through responsive and creative solutions. In many life situations, we face elements of the unknown and so we put in place checks and balances to ensure we maintain stability. If our own personal finances were continuously in the red, we would be faced with three options: Reduce spending Increase income Look for alternatives In the education world whilst options 1 and 2 may be possible to some degree, it is restricted and ultimately option 3 has been our default; especially if we are to adhere to the core principles of The Salamanca Statement (1994) and more closely to home, The Children and Families’ Act 2014. Rising need in the classroom Those who lead on inclusion and /or SEND need to simplify systems to ensure those learners who require additional and adaptive provision receive it. I have expanded more on this in a July 2023 booklet, which you can download here . If as a leader, you understand the fundamentals of an inclusive provision framework, you can reduce the paper trail to make it purposeful, without compromising on keeping a diligent paper trail of evidence. This will also ensure you know whether what is in place is having an impact or not. SEND: It is time to lead differently . Less is more There are a number of core decisions to be made when additional provision is put in place. For example, in or out of the classroom? How long is the defined additional support required and most importantly what is the expected outcome from the additional support? For far too long, we have assumed the ‘forever’ model when it comes to interventions or additional support. We have often omitted to discern short-term from long-term, as well as factor in the negative impact of too many interventions simultaneously. Short-term interventions, if assessed and targeted well can (in many instances) provide the learner with new skills and/or increased independence. This is a desirable outcome, as none of us is truly seeking to create a dependency model. Equally, administering too many interventions simultaneously takes away from the exploratory nature of interventions i.e. what’s working and what needs to change. We have indeed moved away from the ‘medical model’, however, some of the basic principles still need to be considered. In response to a medical condition, a doctor would not prescribe multiple medications or remedies simultaneously. Due care and consideration would be given to the negative interactive impact of one solution upon another. We need to apply a similar approach to inclusion and SEND. This is not denying that a child may have multiple needs, but sometimes it is about focusing on one thing at a time. Commissioning with Purpose This has been a bugbear of mine since 2018 , if not before! As a previous SEND Advisory Teacher, I was always intentional about ‘adding value’ to what is already in place in any setting. As a previous Senior Leader / SENCO, I was always intentional about securing services that provided ‘value for money’. I’ve worked with The Audit Commission on this and The National Audit Office, not to mention Business Managers and local authorities. I would also encourage readers to explore their ‘decommissioning process’. As a long-standing Education Change Consultant, my team & I always write our exit plans before we go into support. This is regardless of whether we are working in the UK or overseas. I am continuously amazed how many schools/colleges rely on the same service for years, even if there is no impact evidence of change through the input they are buying in. Over the years, training head teachers at national conferences, I have always advocated ‘procurement with precision’. Even at local authority level, I think provision would be better if Porter’s Forces were applied during the annual review of an EHCP in regard to placement choices, especially non-maintained Independent schools (NMIs). Supplier power through exuberant price hikes, in a time when there is a shortage of places, is both immoral and financially unsustainable. This is just the start of the conversation, but with a few systemic tweaks – schools and colleges can begin to look differently at provision. Still meeting the needs of children and young people but reducing the strain on financial resources and human manpower. Do get in touch if you would like to find out more. Author: Dr Anita Devi dr. h.c. Dr Anita Devi , leading SEND specialist, and Katherine Robertson , strategic finance expert, have joined forces to offer a new advisory service for schools and colleges . This service is designed to provide strategic financial governance of SEND provision, focusing on efficiency, effectiveness, and value for money . We help you explore financially sustainable solutions that support early intervention, improve outcomes, and make the most of every pound spent, without compromising on quality. If you're ready to rethink how SEND resources are used in your setting, contact us for a preliminary conversation at SEND_Finance@youtopia.co.uk 📢 And keep an eye out for our upcoming blog
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