Website and Digital Marketing Workshop

Watch the video below or scroll down to read the recap

In today's competitive digital landscape, a strong online presence isn’t just an advantage, it’s a necessity. During this engaging and information-packed workshop, Roxy Turner, owner of MARZ Strategies, LLC and a WV Small Business Development Center Subject Matter Expert, walked entrepreneurs through the essential strategies for growing their businesses online. Here are the major highlights from the workshop:

1. Start With a Strong Foundation

Roxy emphasized the importance of knowing your business inside and out. Before launching digital marketing efforts, business owners should answer key questions:

• Who do you help?

• How do you help them?

• What sets you apart (your Unique Selling Proposition)?

• How will you reach your customers?

• What will it cost, and what returns can you expect?

Treat your marketing efforts as an investment — in time, money, and branding skills.

2. Understand Your Customers

Why do customers buy online? Price, convenience, and trust drive purchasing decisions. Knowing your audience demographics, understanding customer behavior, and setting clear, SEO-friendly goals are critical for success.

Local SEO is powerful; having an optimized Google Business Profile, solid reviews, and a connected social media presence can directly impact customer discovery and trust.

3. Build an Effective Website

A major theme of the workshop was creating a user-friendly, mobile-first website. Roxy shared that websites fail when they:

• Lack clear goals

• Miss SEO basics

• Have poor content or technical structure

• Neglect user experience (UX)

A website should have:

• Fast loading speeds

• Mobile compatibility

• Clear navigation

• Quality content that answers customers’ key questions

• Be updated regularly to stay relevant

Integration with tools like Google Search Console, GA4 analytics, and structured SEO practices ensures you can track success and adapt as needed.

4. Master SEO: How People Find You

Search Engine Optimization (SEO) was a major topic, broken into four core areas:

• Technical SEO: Ensure your website is fast, mobile-friendly, and properly indexed.

• Content SEO: Write keyword-rich, engaging, and helpful content, from blog posts to product pages.

• Link Building: Get listed in trustworthy directories and earn quality backlinks.

• Social Media Marketing: Engage with audiences on platforms like Facebook, LinkedIn, Instagram, and TikTok.

Optimizing these four areas helps businesses get discovered organically without solely relying on paid advertising.

5. Leverage Social Media and Paid Ads

Roxy encouraged entrepreneurs to be social: Post regularly, ask for reviews, share photos, and advertise smartly. Facebook Ads and Google Ads can be powerful tools when used alongside organic strategies.

Importantly, she reminded us: Return customers are your best customers. Stay connected and nurture those relationships.

6. Best Practices for 2025 and Beyond

The digital world keeps evolving. Key 2025 trends highlighted in the workshop include:

• Mobile-first strategies (over 60% of users are mobile)

• Accessibility (ADA compliance)

• Visual storytelling (photos, videos, diagrams)

• AI-driven content (conversational, expertise-driven writing)

Above all, successful online marketing focuses on user experience and education — giving customers the answers and value they seek.

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Let's Get in Touch!

Dee Puckett, Operations Manager

Bluefield WV Economic Development Authority | dpuckett@bluewv.org | (304) 902-2332 x 2408

Faith Blackwell, Administrative + Marketing Assistant

Bluefield WV Economic Development Authority | fblackwell@bluewv.org