By Angela Yore, SkyParlour CEO.
In the coming months, small and medium-sized businesses in the UK will feel the effects of a sharp rise in employment costs. Employer National Insurance Contributions (NICs) have increased from 13.8% to 15%, and the earnings threshold has dropped from £9,100 to £5,000 per year. For fintechs operating on tight margins, this shift adds real pressure to cash flow and forecasting.
In times like these, marketing and PR might feel like a luxury, but strategic visibility and reputation-building are not just beneficial, they’re fundamental to staying relevant, credible, and competitive. The key is to focus your efforts and make every pound work harder.
Visibility isn’t optional
In a crowded and ever-evolving market, staying visible isn’t optional, it’s foundational. But visibility doesn’t require a huge spend. What it does require is consistency. Showing up where your audience already pays attention – whether that’s LinkedIn, a niche industry newsletter, or trusted media – reinforces your presence in a meaningful, cost-effective way. Even a steady rhythm of content, like thought leadership, product updates, or expert insights, helps keep your brand front of mind.
That visibility is also the first step in building something even more powerful: trust. In such a highly regulated sector, customers and partners aren’t just buying a product, they’re placing confidence in your brand. That makes trust one of your most valuable business assets, and PR one of the most effective ways to build it.
Trust grows when messaging is clear, consistent, and rooted in your values. It’s not about shouting louder than your competitors, it’s about speaking with intention. A small set of core messages, repeated thoughtfully across platforms, creates coherence and credibility. Clarity, transparency, and authenticity will always resonate more than noise, especially when they align with what your customers care about most.
Being visible and being trusted are not separate goals, they’re two sides of the same strategy. And when done right, even modest efforts can make a lasting impact.
Align marketing with business objectives
When budgets are tight, every piece of communication needs to earn its place. That means aligning your marketing and PR efforts directly with your business objectives, whether that’s raising investment, entering new markets, acquiring customers, or attracting talent. The most effective strategies are those that support these goals with precision and purpose.
Start by identifying the outcomes that matter most to your business right now, then build a communications plan around them. That might include media coverage that builds investor confidence, content that speaks to customer pain points, or storytelling that highlights your company culture to prospective hires. Focus on a few clear KPIs such as qualified leads or engagement levels, and use data to guide your next moves.
One of the most overlooked opportunities in strategic comms is employer branding. In an environment where employment costs are rising and competition for talent is high, your external brand plays a vital internal role. What the outside world sees often reflects and shapes how people feel on the inside. Sharing employee successes, amplifying team initiatives, and demonstrating your values in action helps you attract the right people and retain the great ones you already have.
A well-aligned communications strategy doesn’t just boost visibility. It builds trust with investors, resonates with customers, and inspires talent, all while helping you make the most of every pound you spend.
Small moves can have a big impact
Remember, impactful marketing doesn’t require scale, it requires focus. Some of the most successful strategies come from doing a few things well, repeatedly. A monthly cadence of content, for instance – one blog post, one LinkedIn update, one timely media comment – can be more effective than a sporadic splash.
Repurposing content is also a smart move. I have always advocated the COPE approach (create once, publish everywhere) as the most efficient way to produce impactful content. A single webinar can become a blog, a social post, a customer email, and a media pitch. This approach stretches your investment and reinforces your messaging across multiple touchpoints, increasing both reach and return.
If you’re unsure where to start, or stretched too thin to execute, bring in support. A short-term engagement with a PR or content specialist can help clarify your priorities, sharpen your messaging, and deliver focused results. Such expert help doesn’t have to be costly, and it often brings new ideas, fresh structure, and a faster path to visibility. Even one project or strategy session can set the tone for smarter, leaner marketing going forward.
Cutting visibility comes at a cost
Pausing marketing or PR may seem like a short-term saving, but the long-term cost can be substantial. Reduced visibility leads to fewer leads, reduced trust, and less relevance in industry conversations. In many cases, it also takes significantly more time and budget to rebuild awareness than it would to maintain it.
I’ve seen it many times over the years: companies that go quiet risk disappearing from the awareness of investors, journalists and customers, and rebuilding that trust and recognition takes months, if not longer. In contrast, those who stay present – even modestly – are the ones who stay front-of-mind.
The NIC increase is a wake-up call for many businesses, but it’s also an opportunity to refocus and double down on what really drives value. Marketing and PR aren’t just about noise; they’re about building resilience, maintaining relevance, and showing up when others fall silent.
Now is not the time to go quiet. If you’re unsure how to keep momentum without breaking the bank, let’s talk. Whether it’s refining your message, finding smarter ways to show up, or navigating tough decisions, we’re here to help you stay visible when it counts most. Reach out today and let’s make sure your story keeps being heard.