In this episode of The Unconventional Path, hosts Bela Musits and Mike Wasserman sit down with Vi Wickham, the founder of Wizard of Ads Online, to discuss how small to medium-sized businesses can navigate the complex world of digital marketing. Vai is not only a digital marketing expert and web developer but also a five-time Colorado state fiddling champion, bringing a unique, creative perspective to entrepreneurship and innovation.

The transition from traditional advertising—like the local newspaper and Yellow Pages—to the digital age has created a complex environment for modern entrepreneurs. Vi simplifies this landscape by breaking down the three foundational "layers" every business owner needs to establish a credible and searchable online presence.

• The Website as Your Home Base: Why your website is the foundation of your online reputation and why it must communicate your purpose clearly without using "insider language" or "techno mumbo jumbo".+1

• The "Grandfather Test" for Business: Bela and Vi discuss the strategic importance of being able to explain your business so simply that even your grandfather would understand it.

• Local Search Marketing: How to use local search submissions to provide "proof" to Google that your business is a real entity deserving of a high rank in your specific town.+1

• The "500-Pound Gorilla" of Search: Why the Google Business Profile is the most critical third-party site for local businesses and how it controls over 90% of search traffic.

• Navigating Secondary Platforms: A look at the next tier of digital reputation management, including Facebook, Yelp, Bing, and the emerging challenges of Apple’s business tools.

• Strategy vs. Wordsmithing: Understanding the difference between knowing your core message and the creative process of picking the right words to attract the customers you want—and repel the ones you don't.

Vi Wickham is a web developer, digital marketer, and the founder of Wizard of Ads Online, where he helps companies establish and implement effective digital marketing strategies. He is also a celebrated musician, holding five state fiddling titles and three national runner-up titles.

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Thanks for listening,

Bela and Mike

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