Business
Gone are the days when the Internet could easily be exploited to increase customers and sales. As a local business owner, you will now have to embrace the Internet as another aspect of running your business, such as inventory management, business licensure, or customer service.
The Internet is a Problem-Solving Bridge
The Internet exists as a problem-solving tool for people, not a lead-generation tool for businesses. It is a tool designed to empower people to keep moving forward in life. A tool that business owners can use to extend their customer service to the places their current and potential customers are: online. When done so correctly, the result can most definitely be an increase in customers to your business.
- The internet isn’t a separate marketing tool – it’s a bridge connecting people with problems to solutions, ideas, and things
- Your online presence is an extension of your in-person customer service
- The goal: Help people solve their problems, not just generate sales
Core Digital Marketing Fundamentals
To do the above and have an opportunity to be the solution to their problem, you need to have the following items implemented and be committed to maintaining them just like any other part of your business.
1. Business Information Accuracy
- List your business consistently across all online platforms
- Key sites include:
- Google Business Profile
- Yelp
- Bing Places
- Local Directories
Pro Tip: Use citation management tools like BrightLocal or Moz Local to streamline this process.
2. Website Essentials
You do still need a website that all of your business listings and social media channels point back to.
Your website must be:
- Mobile-responsive
- Fast-loading
- Secure
- Conversion-optimized
- Search engine friendly
Platform Options:
- WordPress
- Wix
- Squarespace
- Webflow
3. Content Strategy
Without content, you have no existence online. Content is everything. But it doesn’t have to be complicated and shouldn’t be cheesy or “sales-y.”
Create content that:
- Informs & Educates your customers
- Addresses their problems
- Demonstrates your expertise
Content Types:
- Informational (basic business details)
- Educational (solving customer problems)
- Transactional (clear paths to purchase or get in touch)
4. Online Reviews Management
Online reviews are still the next best thing to a referral from a friend or family member. Do not overlook this but do not be a pain in your customers’ butt when asking them to leave you a review. Also, do not offer them anything in exchange for a positive review.
- Actively encourage genuine customer reviews
- Focus on verified platforms (Google, Yelp, Facebook)
- Respond to reviews professionally
Getting Started: Your Action Plan
- Audit your current online presence
- Create consistent business listings
- Develop a simple, mobile-friendly website
- Start generating content that helps customers
- Implement a review collection strategy
- Maintain everything consistently over time
- Expand with features and paid advertising as you need
Time & Budget Considerations
- Most fundamental digital marketing can be done with minimal investment
- After it’s all set up initially, allocate at least 1 hour per week to maintain your online presence
- Consider professional help if you’re overwhelmed
Final Mindset Shift
The internet is not a sales channel – it’s a customer service platform. Approach your digital marketing as an extension of your in-person customer service.
Remember: Serve your customers and meet their needs through the internet, and growth will follow.
Need Personalized Guidance?
Shoot me a text at (720) 840-7819 or email me at gary@garyjohnson.blog. You can also send me a message through the contact form on my Digital Marketing for Local Business Service Page.
