The Business Guide to Digital Marketing

Publication date : April 14, 2025

Read Time : 10 min

From Invisible to Unstoppable: How to Get Found, Win Clients, and Grow Your Business

Picture this: You’re great at what you do, and your clients love your work. But steady leads? That’s another story. You rely on word-of-mouth, but referrals aren’t always consistent. Maybe you’ve thought about setting up a website or tried social media, but it hasn’t brought in as many clients as you’d hoped. Meanwhile, competitors seem to be booking jobs left and right. What’s their secret?

Digital marketing isn’t just about “being online”—it’s about building a system that attracts, nurtures, and converts leads into long-term business relationships. By using the right strategies, you can ensure your business is found where people are already searching, showcase your expertise, and turn website visitors into paying clients.

This guide breaks down the 7 pillars of digital marketing every business owner needs to know:

1. Your Website

The foundation of your online presence — build a lead-generating machine.

2. SEO

How to rank on Google and attract free, high-intent traffic.

3. Google Ads

When and how to use paid search for instant visibility.

4. Facebook Ads & Social Media Marketing

How paid social ads can drive leads.

5. Organic Social Media

Why regular posting builds trust and keeps you top of mind.

6. Reviews & Google Business Profile

How to build credibility and get found locally.

7. Email/SMS & Content Marketing

Nurture leads and keep past clients coming back.

By the end of this guide, you’ll understand the fundamentals of digital marketing, allowing you to build a strategy that aligns with your business goals and attracts more leads

1. A High-Performing Website: Your Digital Storefront

Why Your Website Matters

Your website is often a client’s first impression of your business. If it’s slow, difficult to navigate, or missing key information, visitors will leave and call a competitor instead. According to Statista, over 60% of web traffic worldwide comes from mobile devices. So having a fast, mobile-friendly website with clear calls to action is critical for generating leads.

Common Website Mistakes That Cost You Clients

Many business owners assume that simply having a website is enough, but if visitors can’t easily find key information—such as your services, pricing estimates, or a contact form—you’re losing leads. The goal isn’t just to “look professional” but to convert visitors into paying customers.

Essential Website Features for Lead Generation

✔ Mobile-friendly design: Your site should be responsive and load in under 3 seconds.

✔ Simple navigation: Clients should find key info (services, pricing, contact) in one or two clicks.

✔ Strong CTAs: Place quote forms and click-to-call buttons where visitors can’t miss them.

✔ Real project photos: Avoid stock images—clients trust businesses that showcase real work. If that’s not possible, a stock image is always better than no image!

A Website That Works for You, Not Against You

Your website should do more than just exist—it should attract, engage, and convert visitors into clients. But even the best website won’t help if no one can find it. That’s where SEO comes in.

2. SEO: Get Found Where Your Clients Are Searching

How SEO Puts Your Business in Front of Potential Clients

A great website is useless if it’s buried on page five of Google. Over 45% of all Google searches have local intent, meaning people are actively searching for services near them. Search Engine Optimization (SEO) helps your business show up when potential clients look for what you offer. Unlike paid ads, SEO brings in free, high-quality traffic—but only if your website is properly optimized.

The Key Elements of SEO Success

SEO is the process of improving your website so it ranks higher on Google when potential clients search for services like yours. It’s about making your business easy for search engines to understand and relevant to what people are looking for.

How to Improve Your SEO Rankings

✔ Use local keywords: Add location-based terms that potential clients search for, such as "excavation services in [Your City]" or "best landscaping company near me," to help your business appear in relevant local searches.

✔ Improve site structure: Use clear headings, well-organized content, and mobile-friendly layouts.

✔ Publish valuable content: Blog posts and FAQs signal to Google that your site is relevant.

✔ Optimize your Google Business Profile: Keep your business details updated and encourage reviews.

Be Seen, Get Clicks, Win More Clients

Optimizing your Google Business Profile and your website’s loading speed, using location-specific keywords, and creating valuable, well-structured content can move your site higher up the rankings. SEO is a long-term investment that keeps generating leads over time. But if you need immediate results, Google Ads is the best way to go.

3. Google Ads: Instant Visibility for High-Intent Clients

Why Google Ads Can Get You Clients Faster

If you want immediate visibility at the top of Google, you can buy your way up to the top with Google Ads. Unlike organic search, which is a powerful tool but takes time to see results and where rankings fluctuate, paid search ads let you appear instantly when someone searches for services like yours. Businesses that use Google Ads see an average return of $2 for every $1 spent. The key is knowing how to target the right people, control your budget, and maximize your return.

The Challenges of Running Google Ads

Google Ads is an incredible tool, but many businesses waste money by targeting the wrong audience or using vague, low-converting ad copy. If you’re bidding on broad keywords like “contractor” when in reality you offer “residential excavation services”, you’ll quickly burn through your budget without getting any quality leads. The key to success is precise targeting, budget control, and ad optimization—all of which Google Ads allow you to do.

Best Practices for a High-Converting Google Ads Campaign

✔ Geo-targeted keywords: Instead of broad terms, optimize for searches like “residential excavation services in [Your City]” or “best landscaping company in [Your Area].”

✔ Budget control: Set spending limits and adjust based on performance.

✔ High-converting ads: Use clear CTAs like “Get a Free Estimate Today.”

Turn Clicks into Clients—Fast

Google Ads is one of the fastest ways to get in front of potential customers. When paired with SEO and best practices for high-converting ads, you can attract more leads without waiting months for organic rankings to improve. Next, we’ll cover how Facebook Ads and social media marketing can help you reach even more potential clients.

4. Facebook Ads & Social Media Marketing: Paid Strategies to Reach More Clients

Why Paid Social Media Ads Work for Local Businesses

Social media isn’t just for sharing updates—it’s a powerful lead generation tool when used correctly. According to Made in Canada, almost 54% of Canadian social media ad revenue comes from Facebook, making it the dominant platform for paid ads. The advantage of Facebook Ads is that you can target specific audiences based on location, interests, and demographics, ensuring your ads reach the right people at the right time.

How Facebook Ads Bring in Leads

Unlike Google Ads, where users are already searching for a service, Facebook Ads put your business in front of potential clients before they even start looking. Facebook also lets you show ads specifically to people who have visited your website, engaged with your posts, or clicked on a previous ad. This keeps your business top of mind and increases the likelihood that they’ll reach out when they’re ready to buy.

What Makes a Facebook Ad Convert?

✔ Geo-targeting: Reach the right audience in your service area.

✔ Retargeting: Show ads to people who visited your website.

✔ Lead generation forms: Let users request a quote without leaving Facebook.

Use Facebook Ads to Reach the Right Clients, Faster

Facebook Ads let you target specific audiences, retarget past visitors, and drive leads quickly, making them an essential tool for local businesses. When done right, they generate brand awareness and direct leads for your services. Next, we’ll cover how organic social media strategies can build trust and keep you top of mind—without paying for ads.

5. Organic Social Media: Engage Your Audience and Stay Top of Mind

Why Organic Social Media Matters

Social media is a long-term marketing strategy that helps businesses build trust, stay visible, and engage with potential clients. Unlike paid ads, organic social media focuses on creating valuable content that keeps you top of mind. Since Canadians spend an average of 2 hours per day on social media, platforms like Facebook, Instagram, and LinkedIn are essential for businesses that rely on word-of-mouth and repeat clients.

The Common Mistakes That Keep Businesses Invisible

Many businesses either don’t post consistently or only share sales-focused content, which leads to low engagement and little brand awareness. Posting just once in a while won’t generate results, and focusing only on promotions makes your page feel like an advertisement board rather than a reliable source of value. Successful social media marketing requires a balance between education, engagement, and showcasing your work.

Key Strategies for Organic Social Media Success

✔ Post consistently: Aim for 2 or 3 times per week, but consistency matters more than frequency. Whether weekly or monthly, stick to a schedule that works for you.

✔ Engage with followers: Respond kindly to comments, messages, and inquiries.

✔ Showcase real work: Post high-quality images and before-and-after project photos.

✔ Educate your audience: Share industry tips, FAQs, and behind-the-scenes content.

✔ Use a content schedule: Plan posts ahead of time to stay consistent.

Stay Relevant, Build Credibility, and Keep Clients Engaged

Organic social media is about staying visible, building trust, and engaging with potential clients regularly. But even the best social media strategy won’t work if you don’t have strong reviews and a great reputation—which brings us to the next pillar of digital marketing.

6. Customer Reviews & Google Business Profile: Build Trust and Get Found Locally

Why Online Reviews Matter More Than Ever

Before hiring a service, most people check reviews. In fact, 88% of consumers say they trust online reviews as much as personal recommendations. This makes online reputation a key factor in a client’s decision-making process. Strong reviews build trust, improve Google visibility, and turn hesitant prospects into paying clients.

Mastering Google Reviews & Business Visibility

✔ Optimize Your Google Business Profile: Ensure your business name, address, and phone number are consistent across all platforms. Upload high-quality project photos and post regular updates to boost credibility and rank higher in local search results.

✔ Ask for Reviews the Right Way: Clients won’t always leave reviews unless they’re asked. The best time to ask? When your customer is still riding the high of a successful job. Make it easy by sending a direct link via email or SMS with a short, friendly request.

✔ Respond Professionally—Even to Bad Reviews: Engaging with reviews shows you care. Thank happy clients to build loyalty, and handle negative feedback professionally by addressing concerns and offering solutions. A strong, well-managed review profile builds trust and attracts more business.

A Strong Reputation = More Clients and Higher Rankings

Reviews don’t just build credibility—they help your business rank higher in Google search results and Google Maps. By keeping your Google Business Profile updated, actively collecting reviews, and responding to feedback, you can attract more leads and outshine competitors in local search. However, once you’ve won a client, staying in touch is just as important—which is where email and SMS marketing come in.

7. Email, SMS & Content Marketing: Stay Connected and Drive Repeat Business

Why Staying in Touch Keeps Clients Coming Back

Many businesses focus on getting new clients but fail to maintain relationships with existing clients, missing out on repeat business and referrals. According to HubSpot and Mobile Marketing Watch, email and SMS marketing are among the highest-ROI digital strategies—email marketing generates $36 for every $1 spent, while 98% of text messages are opened. A well-timed email or text can remind clients of seasonal services, offer promotions, or encourage referrals.

Turning One-Time Clients into Repeat Customers

✔ Email Marketing—Stay on Clients’ Radar:  A monthly newsletter or seasonal promo keeps you top of mind. Share before-and-after project highlights, industry tips, or exclusive offers, and use automated follow-ups to thank clients and encourage repeat business.

✔ SMS Marketing—Get Instant Attention:  Text messages have near-instant open rates and work best for appointment reminders, special promotions, and quick follow-ups. Keep messages short, direct, and action-driven—for example, "Spring is here! Book your lawn maintenance now and get 10% off—reply YES to schedule."

✔ Content Marketing—Build Authority & Attract Leads: Posting blogs, videos, or social media tips positions you as an expert. Businesses that publish content generate 67% more leads than those that don’t. Answering FAQs like “How to Prepare Your Driveway for Winter” boosts SEO and attracts potential clients.

Keep Clients Engaged and Your Business Top of Mind

Email, SMS, and content marketing aren’t just about selling—they keep you connected with past clients, generate repeat business, and establish you as an industry leader. Whether it’s a well-timed promotion, an informative blog, or a friendly check-in message, staying in touch keeps your pipeline full year-round.

A Digital Marketing Plan That Works for Your Business

Digital marketing is about making sure the right people find you at the right time—and giving them a reason to choose you. Every element, from your website and SEO to paid ads and social media, plays a role in guiding potential clients from discovery to decision. When done right, it keeps leads coming in, builds trust, and turns one-time customers into repeat business.

The best part? You don’t have to do everything at once. Start with one or two strategies, track your results, and refine as you go. Digital marketing is an ongoing process, but when done right, it keeps your business visible, credible, and consistently bringing in new clients.

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