Early in my career, I worked in an office for a 100-year-old company that had made its name using print marketing and telemarketing as its staple marketing strategies. In our conversations about marketing, my boss readily acknowledged that the CAN-SPAM Act had killed their telemarketing efforts. He also agreed that the company’s print marketing efforts weren’t worth the paper they were printed on. Yet, he didn’t know how to switch up his marketing strategies to keep the long-standing company growing.

In checking out the company’s website, it was easy to see that it consisted of a boring, static page with a generic contact form. While the problems with the company’s marketing strategy were crystal clear to me, as a young, new employee, I struggled to identify the best way to approach my boss on how digital marketing strategies could give his treasured family business a boost in lead generation.

One day, he told me he was in the market to hire someone to paint his house. Aha! I took this as an opportunity to demonstrate how a digital marketing strategy would lead him to a quality painter. I asked him where he started his search. He told me he did an internet search for “house painter” along with the name of his town. I asked him, “If you searched for your company the same way, would you find your company online?” We went to the computer together and searched for the type of business and town.

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