Retired veterinarian Daniel Sangerman has always been a careful planner. From his patient schedule to his pharmaceutical inventory, Sangerman has always been a “check thrice, cut once” kind of man. When he retired from his veterinary practice and decided to join the ranks of small business owners, he never thought he would have any problems. Unfortunately, he was wrong.
“For years, I thought about opening up a fine tobacco shop,” said Sangerman, a self professed afficionado of fine cigars. “I spent months doing my research, deciding on the perfect location, and marking out every possible detail.” He even planned out a balanced marketing campaign, based on strategies he learned from a book that had been recommended by an old friend as the best resource available when he had started his own business. “Mark swore by that book,” said Sangerman, a slight note of aggravation in his gravelly voice, “but it nearly bankrupted me.”
Sangerman’s old friend had not been misleading him. The book in question HAD been the top resource for home marketing techniques when he had started his own business five years earlier. What neither Sangerman nor his friend took into account was just how much the world of business had changed in those five years. “The book kept telling me to put advertisements in the yellow pages and on billboards,” said Sangerman. “Apparently, that is not how people get their information anymore.”
After coming within a few weeks of losing his business, Sangerman hired a small marketing firm to help him rebound. “They told me that people do not check the phone book. These days, they check their phones. I was mighty amused by that at first, but he turned out to be right.” Sangerman hired a local Seo reseller who helped him develop a marketing campaign for modern consumers. The first step was to create a local map seo campaign. “They just kept saying that if I did not have a local map SEO, my store would never show up on the top of the local listings for something called Google Maps,” said Sangerman. “I can not say as I really understand all that, but my business nearly tripled in the span of a few weeks.”
Sangerman was fortunate in that he ultimately became a success story. He very nearly lost his retirement savings due to something that he never thought possible, the dangers of trying to plan it all himself. “Never be afraid to admit that you do not really know something,” said Sangerman. “Like that local map seo business with me. There is no shame in calling in an expert.”