Joe here — I was updating this week’s RI Business & Marketing Insights on my blog, and realized something: the advice I was giving deserved more than just a quick blurb. It was the kind of insight that small business owners—especially here in Rhode Island—could actually use.

So I decided to expand on it, and share it directly here on the J&R Marketing blog.

If we haven’t met, I’m the founder of J&R, and I’ve spent the last decade helping businesses build better brands, generate more leads, and create marketing that actually works. Along the way, I’ve seen what gets results—and what wastes time and money.

This post is about the basics—things every business should be doing, but many aren’t. Think of it like a reset. A chance to tighten up the things that actually move the needle.

Google Updates Happen. Don’t Just Shrug It Off.

If you’ve ever noticed your website traffic drop for no obvious reason, chances are you’ve been hit by a Google update.

Here’s the thing: Google makes hundreds of small changes a year, but every now and then they roll out a big one. When that happens, it shifts how sites rank in search results. That means your business can lose (or gain) visibility overnight.

So what do you do about it?

• First, know when it happens. You can check Google’s Search Status Dashboard, blogs like Search Engine Roundtable or if you’re a business owner in Rhode Island, visiting my post (RI Business & Marketing Insights) that I update every week.
• Then, actually read what the update was about. A lot of these updates are just Google trying to give users better results. If they say they’re cracking down on “low-quality content” and you’ve got 50 product pages with no real copy… it’s time to fix that.

The most important takeaway? Don’t just sit back and hope. Your competitors aren’t.

Running Ads? Stop Letting the Platforms Take Your Money

If you’re running Google Ads or boosting posts on Facebook and wondering why nothing’s happening—welcome to the club. Most business owners either set it up once and forget it, outsource it to someone who’s not really paying attention or blame the platform when the ads don’t work. I get it. Ads can be overwhelming. But here’s a simple way to get a handle on it

• Look at the ad. Would you click on it?
• Check the landing page. Does it actually match the message? Is it easy to understand and take action? Is there a contact form?
• Set a small daily budget and test two versions of your ad (this is called A/B testing—yes, it works). Expand on testing with different messages, creative, video and more. Over time small conversions will make a large impact.

And don’t be afraid to pause something that isn’t working. Ads are meant to be tested, tweaked, and optimized over time. That’s the game.

If you’re not up for the learning curve, that’s when it does make sense to work with a marketing team that knows how to stretch your ad dollars. (You know where to find us.)

Your Website Isn’t Good Enough (Probably)

Let’s be real—most business owners are too close to their own website to see the problem. You know what you do. You know where your phone number is. You know how to navigate it. But your customers don’t. And if your site isn’t convenient, they’re leaving.

Maybe it’s because this is my job, but nothing drives me crazier than a bad website experience. I can’t tell you how many times I’ve gone to order Chinese food and had to fight through dropdowns or open a menu that’s a crooked, blurry PDF on mobile. Or when the phone number isn’t clickable so I have to copy and paste it. Or worse—I can’t even find it.

That frustration? That’s what your customers feel when your site isn’t built with them in mind. And worse; your conversions, leads and sales could be better if you fixed it.

Convenience is what people remember. It’s the difference between “that place was great” and “I don’t feel like dealing with that right now.” Think about the best customer experiences you’ve had—chances are, they were easy. Easy to understand, easy to order, easy to book. Your website should be the same.

Here’s a quick checklist to gut-check your site:

• Is it mobile-friendly?
• Can people call or contact you in one click?
• Do your pages clearly explain what you do—and for who?
• Are you using real, trust-building photos or outdated stock images?
• Can someone land on your site and instantly know what you offer and how to take action?

If you’re making them scroll, search, or guess, you’re probably making them leave.

A convenient website isn’t a luxury—it’s the baseline. So be polite to your visitors. Make things obvious. Keep things simple. Because if your website doesn’t show you’re thinking of them, they won’t think of you when it matters.

Email Marketing – JUST DO ITTT (BUT…DO IT RIGHT)

Let’s be honest — as a consumer, email marketing can feel like spam. Too many emails, irrelevant promos, “LAST CHANCE” subject lines every 48 hours… it’s exhausting.

So, if your gut reaction is: “Ugh, email marketing? I hate it.” — you’re not alone.

BUT… as a business owner?

Because when it’s done right, email marketing is one of the most effective and affordable tools you have to stay connected to your audience, drive traffic, and build loyalty. You can:

• Set up automated email journeys (thank you emails, welcome series, birthdays, abandoned carts).
• Offer time-sensitive promos, limited edition launches, or local events.
• Stay top-of-mind with helpful info, reminders, and even just personality-packed brand touchpoints.

The best part? You can do all this automatically, with the right tools and setup. And it doesn’t have to cost a fortune. BUT — and this is where most businesses go wrong — if your emails are just nonstop sales pitches, they’re going to get ignored. Or worse… unsubscribed.

Let’s go back to something we said earlier about websites: put yourself in your customer’s shoes. Same rule applies here.

• Would you open this email?
• Does this feel helpful or pushy?
• Is this giving value… or just asking for something?

The best emails tell a story, make people smile, solve a problem, or make someone’s day easier. Sometimes it’s a special offer, yes — but sometimes it’s just “Here’s a helpful tip,” or “We thought of you,” or “This might be useful.”

That’s how good email marketing works. It’s not about blasting your list — it’s about connecting with the people on it.

So yeah… DO IT. But do it right.

Traditional Marketing Isn’t Dead—But Don’t Let It Kill Your Business

Billboards. Mailers. TV ads. Radio spots. They’re not dead. Let me say that first.

But if you’re a small business and you’re blindly diving into traditional marketing just because the big brands are doing it—or because your competitor put their face on a bus stop bench—you might be lighting money on fire.

I’ve seen this over and over: a business owner sees a billboard or hears a radio ad and thinks, “We should do that too.” But they never stop to ask: Why? What’s the strategy? Who are we targeting? And how does this fit into our bigger marketing plan? Is this an ego thing?

Here’s the hard truth: traditional marketing can work, but only if it’s part of a complete strategy. A billboard on its own isn’t going to move the needle unless it’s backed by brand recognition, digital support, and a clear call to action. Same goes for a mailer—sure, it might get a 1% response rate if it’s well-designed, targeted, and timely.

(And yes, I say this as someone who buys media, offers direct mail, manages campaigns, and knows how to make them work.)

But the number of times I’ve seen businesses dump thousands into one billboard, one mail drop, one radio ad—with no way to track ROI—is too high to count.

Social media ads, on the other hand? You can start with a tiny budget. Test different versions. A/B test headlines and images. Adjust based on real-time data. Track actual leads. That’s a smarter spend for most businesses.

So, no—traditional isn’t dead. But don’t let it kill your business.

Before signing a big contract or chasing someone else’s marketing, ask yourself:

• Who are we trying to reach?
• Is this the best way to reach them?
• How will we track whether it works?
• And what else are we doing to support it?

Marketing isn’t about doing everything—it’s about doing the right things, at the right time, for the right reasons.

And if you’re unsure, don’t be afraid to ask someone who lives and breathes this stuff (you know where to find me).

Your Reputation Is the Front Door to Your Business

Reviews can feel like a blessing and a curse. You get a great one, and it’s like the marketing gods gave you a gold star. You get a bad one… and suddenly your entire day is thrown off.

As a business owner, I get it. The negative ones sting—especially the ones that are exaggerated, petty, or just flat-out wrong. But here’s the thing most people miss: responding to reviews isn’t really for the person who left it… it’s for the next person reading it.

Think of your Google Business Profile, Facebook reviews, Yelp, or wherever your business is listed as your virtual front door. If it’s messy, outdated, or covered in unanswered complaints, people are going to keep walking.

So here’s what I always recommend:

• Make sure your listings are cleaned up. That means updated hours, accurate contact info, photos that aren’t from 2013, and clear descriptions of what you offer.
• Respond to every review. Yes, every one. Good or bad. A short “Thanks so much for the kind words!” on the good ones, and a professional, calm response on the bad ones. You don’t need to bend over backward—just acknowledge, explain (if necessary), and keep it moving.
• Don’t argue in public. Even when a review is unfair. Respond like everyone is watching (because they are). Readers will spot unreasonable people, and if your response is respectful and honest, you’ll still win.

The truth is, you can’t control what everyone says about your business—but you can control how you show up. And people notice when you care.

Your reputation isn’t just a line on your website or something that lives in your head—it’s a public asset. And just like your physical storefront, it needs upkeep, attention, and pride.

Final Thought: Don’t Do Everything. Just Do the Right Things.

You don’t need to be everywhere. You don’t need to master every tactic. But you do need to be strategic.

Whether you’re a solo business owner, leading a team, or just trying to get out of the weeds—start small, focus on what drives results, and build from there.

If this helped you think differently or gave you something to work on this week, feel free to share it with another business owner.