Even the Biggest Fish Need to Swim Online

You might be running a successful business already, but here’s the question: Are you thriving online? Because in today’s world, even the most established businesses can’t afford to ignore their online marketing presence. Think about it—when was the last time you didn’t Google a business before engaging with them? If your potential customers can’t find you—or worse, find a competitor instead—you’re leaving money on the table.

This isn’t just a theory. In Seth Godin’s This is Marketing, he emphasises that marketing isn’t just about selling; it’s about creating connection and trust in the spaces where your audience is already spending their time. Online is where that trust is built today.

Scott Galloway, marketing guru, author of The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google and host of the hugely popular podcast Prof G puts it bluntly: “The future of business is online—or there won’t be a future.” His insight underlines just how vital it is for businesses, big or small, to claim their digital space.

Let’s explore three reasons why an online presence is critical for every business, even the most successful ones.

Visibility Isn’t Optional Anymore

The first touchpoint for most customers is online—whether it’s through Google, social media, or even online reviews. Without a strong online presence, you’re invisible to a huge chunk of your market.

Imagine you’re running a thriving local café, and someone visiting the area Googles “best coffee near me.” If you’re not on Google Maps or don’t have updated reviews, guess what? They’re going to your competitor down the street who is showing up.

And it’s not just about Google searches. Even customers who already know about your business will turn to your website or social media to learn more. If what they find is outdated or unhelpful, that can hurt your credibility.

Customers Expect to Engage Online

It’s not enough to just exist online; customers expect interaction. They want to see your latest updates, learn about your values, and engage with your content.

In Atomic Habits James Clear explains the power of small, consistent actions. The same principle applies to online marketing—posting regularly, responding to comments, and engaging with your audience can build trust and loyalty over time.

Whether it’s answering a DM on Instagram or replying to a customer review on Google, these small actions can create meaningful relationships that keep people coming back.

Online Levels the Playing Field

One of the best things about online marketing is that it gives small and medium-sized businesses a shot at competing with much larger players. With tools like social media, email marketing, and SEO, you don’t need a massive advertising budget to reach your ideal audience.

Take social media ads as an example. Platforms like Facebook and Instagram allow you to target customers based on location, interests, and even behaviour. A strategic ad spend of just $500 can sometimes outperform a large-scale traditional campaign costing thousands if skilfully managed.

But it’s not just about paid ads. A well-optimised blog post or engaging social media reel can bring in organic traffic that keeps working for you long after it’s published. For inspiration, check out this guide from HubSpot.

Final Thoughts

An online marketing presence isn’t just a nice-to-have; it’s a must-have, no matter how successful your business is. From building visibility to creating meaningful customer interactions and levelling the playing field, the digital world offers tools and opportunities that no business can afford to ignore.

How does your online presence stack up? If it could use a boost, take the first step today—your audience is waiting to connect with you.