As someone who's built a successful business from the ground up, I've learned that success in today's marketplace isn't just about having a great product or service, it's about how effectively you can reach and engage your audience in the digital space. And frankly, too many Atlantic Canada businesses are missing the mark.
I've had the privilege of working across North America, from major markets to our own Maritime provinces, and I can tell you that the digital divide isn't just between countries, it's happening right here at home. While some of our local businesses are thriving online, others are stuck in outdated approaches that are costing them customers, revenue, and growth opportunities.
The Reality Check
Here's what I see happening: businesses that have been successful for decades are suddenly struggling to connect with younger customers. They're watching competitors (sometimes from outside our region) capture market share simply because they have a stronger digital presence. It's not that these established businesses lack quality or expertise: they're just not meeting customers where they are: online.
The numbers don't lie. When someone in Halifax, Saint John, or Charlottetown needs a service, their first instinct isn't to flip through a phone book or drive around looking for options. They're searching online, checking social media, reading reviews, and making decisions based on what they find in those first few digital touchpoints.
Beyond Just Having a Website
Too many business owners think digital transformation means throwing up a basic website and calling it done. That's like opening a store but forgetting to put up a sign or turn on the lights. Your digital presence needs to work as hard as you do.
A truly effective digital strategy integrates multiple touchpoints: a professional website that actually converts visitors into customers, content that showcases your expertise, social media that builds community, and SEO that ensures people can find you when they're ready to buy.
Getting It Right
Recently, I had the opportunity to work with Jarod Jardine during his NBCC practicum at Hanks Supply, and I was genuinely impressed by his approach to digital solutions. While many web developers focus solely on making things look pretty, Jarod understood the bigger picture. He didn't just modernize our site: he created engaging content, designed effective advertisements, wrote compelling copy, optimized our search presence, and managed our social campaigns.
What struck me most was his strategic thinking. He saw how each digital element needed to work together to support our business goals. That's the kind of comprehensive approach that Atlantic Canada businesses need but rarely get.
The Opportunity
Here's the exciting part: while many businesses in our region are behind the curve, that represents a massive opportunity for those willing to invest in doing it right. When you're one of the few companies in your industry with a professional, strategic digital presence, you don't just compete, you dominate.
The businesses I see succeeding understand that digital transformation isn't an expense, it's an investment in growth, efficiency, and long-term sustainability. They're not just keeping up with changing customer expectations; they're exceeding them.
Taking Action
If you're a business owner reading this, ask yourself: When potential customers search for your services online, what do they find? Is your digital presence helping you win business, or is it sending customers to your competitors?
The good news is that it's not too late. Atlantic Canada has incredible businesses with stories worth telling and services worth promoting. We just need to make sure we're telling those stories where our customers are listening.
The digital transformation your business needs isn't just about technology, it's about connecting authentically with your community in the spaces where they're already spending their time. And in my experience, working with someone who understands both the technical and strategic sides of that challenge makes all the difference.