Digital Marketing: Don’t Be Afraid Of Change


I recently got the opportunity to attend an amazing session on digital marketing put on by SearchKings in Salt Lake City at the Podium Headquarters. Just when I think I have the whole digital game figured out, I quickly realize I will never be able to keep up with the changes and it’s a good thing I know people who devote all their time and energy to do so.

In my role at O’Connor Company it is part of my job to help our HVAC dealers receive leads and market their business effectively and efficiently as possible. It is a task I can’t do alone so partnering with trustworthy and knowledgeable resources is crucial.

Not having a digital presence today is not an option. If your business does not show up in online search, you are missing the boat. What is the first thing you do when you want to know more about a business or service? You search for it online. You want to go somewhere new to eat, what do you do? You look at the Google ratings.

Word of mouth referrals are being replaced with online reviews. Phone calls are being replaced by text messaging. Going to brick and mortar locations for goods and services are being replaced by online shopping with same day delivery. You have to be where the customers are.

79 percent of people took a relevant action on their phone prior to making a purchase.

– Think with Google

One challenge I believe business owners face when it comes to digital advertising and online reviews is the fear of change. The most common things I hear when I meet with our HVAC dealers is “Well, I’ve always done it this way.” or “If I am not in the phone book, how will people find me?” That kind of thinking needs to be tossed out the window because staying in that mindset will not put money in the bank account. I totally get the frustration of trying or learning something new. It takes you out of your comfort zone. Think about it like this. Back in the day I am sure people swore they would never purchase a TV because radio was the best way to hear the news and listen to shows. Or how about the computer? I bet offices across the country never thought the typewriter would go away. Better yet the landline telephone. How many people swore they would never get rid of their home phones because the mobile phone is just a “flash in the pan” fade, yet now have one sitting next to them on the couch?

Local Search Behavior Stats:

4 out of 5 consumers use search engine to do a local search.

88% of users search on a smart phone.

– Google/Ipsos MediaCT/Purchased

Great things don’t happen if you stay in your comfort zone. You have to get out of the the little comfortable world you’ve created. And don’t let the fear of the unknown scare you. There are good resources out there to help you learn, understand and grow your business online. I read a great quote the other day. “In order to kick ass you must first lift up your foot,” Jen Sincero. It is not your job to know how online reviews and digital marketing/advertising works. It’s your job to sell or service your widget. However, it is your responsibility to be open minded and allow online and digital companies to partner with you to get more business and grow leads. If you’re serious about growing your business, you will find a way. If you’re not, you will find excuses.

For more search statics and research click here.