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Top 100 best-performing companies neglecting online marketing

The top 100 'best-performing' private companies in the UK possess minimal presence on digital platforms, according to a report by Inflowing.

The Hot Inbound Performance Report analysed Real Business' recent 'Hot 100' list – which ranked the UK's fastest growing private firms – to provide insight into how these companies fared against inbound marketing best practice.

The analysis covered areas such as content, SEO, lead generation and social media across the companies' marketing activity.

Interestingly, both Cawingredients and Signature Group – who placed in the top growing companies – don't currently possess a website.

Furthermore, out of the brands that did have a company site, 30 didn't have a blog or news section.

This reflects the statistics for online activity, with the report's brands, on average, using online marketing to only 42% effectiveness.

Some 22 businesses also failed to have any social media activity at all, suggesting that other elements of the organisation were contributing factors to their success.

Daley Robinson, MD at Inflowing, said, “This report will help the businesses who are already doing well isolate small development points to take them to the next level. Those companies that didn’t fare so well can look at the scoring, and what the best-performing companies did, and use that as a framework for future investment.”

The absence of digital presence aligns with other research in the field that found marketers are failing to use social media channels effectively, with 44% struggling to track online spend.