Maybe it took a pandemic threat to get your attention, but absent or poorly managed digital communication has been working against you for a while now. All offline business needs a credible digital strategy to compete these days.
Maybe it took a pandemic threat to get your attention, but absent or poorly managed digital communication has been working against you for a while now. All offline business needs a credible digital strategy to compete these days. Whether or not you sell products online or not is irrelevant. The absence of strategy has been a back-burner issue for you, but the Corona pandemic has thrust it into stark prominence. It shouldn’t have taken a tragic circumstance. Still, here we are.
The good news is that, while it’s late, it may not be too late.

First, let me share a story that’s surprisingly durable.

I met a fellow in a coffee line a couple of weeks ago. We were batting around random small talk when he asked what I do for a living. I explained that I help companies break through to higher profitability by customizing risk-managed digital strategies.

“So, like web design?”, he asked.

“That’s part of it”, I said.

He went on to tell me about an electrician friend of his whose freelance business ran by word of mouth. An old school offline business.

I held up my phone and pointed out that with a few keystrokes (or the spoken word) I could call up pages of electricians, reviews and complete contact information for them all. Why would I want to call a friend?

Sure, I might want to ask around at my next cocktail party; meanwhile, I need my lights to come on. Word of mouth still has a natural place in our social interactions, but it’s a quaint holdover as a marketing technique.

My coffee buddy got the point immediately. His electrician friend, he told me, didn’t consider the benefits of having an online business because he doesn’t sell a product. “Yeah, I know we’re all selling something, but Trevor thinks word of mouth keeps him sufficiently busy.” It’s a classic blindness of offline business owners who view a web presence as a necessary expense rather than a potent tool worthy of investment.

That may well be the case, and I’m confident the quality of his work supports it, but two things are also true:

  1. It will be very difficult for him to grow his business beyond his limited available time, and
  2. Getting person-to-person referrals will become increasingly difficult because unknown prospects are by-passing the “whisper campaign” in increasing numbers. Referrals are being solicited and posted online anyway.

Whether he knows it, or not, Trevor needs a digital strategy.

Now, back to your situation. Maybe you have bits and pieces of an online presence; maybe you’re doing a lot. But either way, whether you’re doing something, or nothing, you’re locked up in what to do next. That’s where I come in.

Is a looming pandemic forcing your hand, or are you being moved by a lingering to-do list that you’ve left untended for too long? It’s the things you can’t see that are there to be seized upon.

Don’t worry, it’s not a lack of skill or expertise. You’ve made it this far on the strength of all you bring to your business. You are great at what you do best. So am I. We’re just in different businesses. You do what you do and I have over 25 years of marketing, media and digital technology experience. You have a battle-tested perspective on your business and industry; whereas, I’m not limited by that. Yes, it’s not a lack of skill or experience; it’s just a question of perspective.

There isn’t anything you’re experiencing in your business that I haven’t helped others overcome.

Let’s not wait for a random encounter in the coffee line. Reach out for a no-cost consultation. We’ll know if it’s a good fit within fifteen minutes. If it isn’t, no problem; any advice I give you is yours to act on. If, on the other hand, I see a pathway ahead for you, I’d love to have you as a client. Let’s talk.

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