The “First Contact” vs “Follow-Up” Difference
For many New Zealand small businesses, the first time a potential customer hears about you might not be online at all. It could be through a neighbour, a conversation at the sports club, or someone who spotted your van parked outside a job. These offline moments create awareness – but awareness alone doesn’t seal the deal. In most cases, the next thing a potential customer will do is pull out their phone and search for you.
If what they find is a professional, helpful, and up-to-date online presence, you’ve just confirmed that you’re a business worth talking to. If they can’t find you, or your website looks like it hasn’t been touched in years, there’s a real risk they’ll look elsewhere.
Online Marketing Supports Offline Prospecting
You can think of online marketing as the wingman for your in-person efforts. Door-knocking can put your name in front of someone, but your website and social media help them decide whether to take the next step. A well-written blog post answering their questions, a Google Business Profile with good reviews, or even a helpful tip you’ve shared on Facebook can all tip the scales in your favour.
It’s not about replacing offline methods – it’s about giving them backup. When someone meets you and then finds you online, seeing that you know your stuff, you become the obvious choice. Does online marketing work for small businesses?
Why Some Businesses Think Online Marketing “Doesn’t Work”
One of the biggest reasons small business owners think online marketing isn’t effective is because they’re looking for a direct and obvious link: “Someone clicked on my ad and became a client.” While that can happen, online marketing plays an assisting role most of the time. The client journey often looks like this:
- They hear about you from a friend or see your vehicle signage.
- They Google you and visit your website.
- They read something helpful or see examples of your work.
- They decide to get in touch – sometimes weeks later.
Online marketing is quietly influencing their decision without being the first point of contact.
The Risk of Not Having a Strong Online Presence
In a market where word-of-mouth and personal connections are strong, some business owners feel safe ignoring their online presence. But here’s the risk – if your competition has both a strong offline reputation and a professional online presence, they’ll pick up business you could have had. Your potential customers will choose the option that feels most trustworthy, and in today’s environment, trust is often reinforced online.
Even if your phone rings because of a personal recommendation, chances are the person calling has already checked you out online.
Making Online Marketing Work For You
You don’t have to post on every platform or spend thousands on ads. For many New Zealand small businesses, the essentials are:
- A website that clearly explains what you do and how to get in touch.
- A few well-written articles answering common customer questions.
- An updated Google Business Profile with correct contact details and recent photos.
- Occasional social media updates to show you’re active and approachable.
These steps don’t just help strangers find you – they make it easier for people who’ve already heard of you to confirm they’re making the right choice.
Blending Online and Offline for Best Results
The most effective approach is to see online and offline marketing as partners. Continue attending networking events, maintain face-to-face interactions, and consistently produce outstanding work that inspires conversation. At the same time, make sure that when someone looks you up, your online presence backs up what they’ve heard.
That’s when online marketing proves its worth – not just as a lead generator, but as a deal closer.
