Building Your Online Presence (Inspired by Jon Kendall of Osky Blue)
This post has been pending since last 10 years and it was completed by AI today!
Back in the day, Jon Kendall of Osky Blue delivered a practical, no-nonsense presentation at the Frisco Chamber of Commerce in Texas on how local businesses could harness digital marketing to grow online. His advice focused on fundamentals that still matter today: owning your digital real estate, creating valuable content, and making it easy for customers to find and contact you.
While some platforms have evolved (or disappeared), the core principles remain powerful. Here’s an updated checklist every modern business should follow to develop its presence online.
1. Website
Your website is the foundation of everything else. It’s your 24/7 salesperson, lead generator, and digital storefront. Make sure it’s mobile-friendly, fast-loading, secure (HTTPS), and easy to navigate.
Include clear calls-to-action (like “Call Now,” “Get a Quote,” or “Book an Appointment”), service pages optimized for local search, contact forms, and trust signals (testimonials, certifications, Google reviews). Regularly update it with fresh content to keep search engines happy.
Without a strong website, all your other marketing efforts point to nowhere.
2. Google Business Profile (The Evolution of “Going Google”)
Google+ as a social network is long gone (it shut down in 2019), but the spirit of fully embracing Google’s ecosystem lives on stronger than ever through Google Business Profile (formerly Google My Business).
Claim and optimize your free Google Business Profile today. Add accurate physical address, phone number, hours, services, photos, and regular updates (posts, offers, events). Encourage and respond to customer reviews — Google reviews are gold for local search rankings.
By “going Google,” you make it easy for the world’s largest search engine to understand, trust, and promote your business. Do this well, and you’ll appear above competitors in local map packs and search results. It’s often the highest-ROI step for small and local businesses.
3. YouTube
YouTube remains one of the most powerful platforms online. It is still the second-largest search engine in the world, with users watching billions of hours of video daily (and Shorts generating massive short-form views).
Whatever your product or service, create short videos that help potential customers make decisions. A quick 30-60 second explainer, behind-the-scenes, testimonial, or “how we help” video can build trust and drive traffic.
Tips for YouTube Videos:
- Content — Keep it concise and valuable. Focus on solving problems or answering questions your customers have.
- Optimization — Name videos clearly: “Title - Company Name - Location - Call Today (PHONE NUMBER)”. Use relevant keywords in titles, descriptions, and tags.
- Quality — Use a tripod to avoid shaky footage, minimize background noise, and add captions for better accessibility and SEO.
Upload consistently. The more quality videos you have, the better your overall search visibility. Edit with YouTube’s tools (or external software) to enhance lighting, add annotations, cards, and end screens that drive viewers back to your website.
4. Blogging
Search engines love fresh, helpful content. Regular blogging signals to Google that your site is active and authoritative, which can improve rankings when optimized properly
Sign off each post with your name, designation/company, phone number, and address. Google can’t “see” images easily, so text-based information about your business helps local SEO.
Pro tip: Write for humans first — solve real problems — and the rankings will follow.
5. Facebook (Now Meta)
Opinions on Facebook for business have shifted over the years. Organic reach has declined, and algorithm changes can make it feel challenging. However, for many businesses — especially those in entertainment, experiences, photography, events, or lifestyle — it still delivers strong results through targeted advertising and community building.
The platform’s ad targeting is incredibly precise, allowing you to reach people by interests, behaviors, location, and more. Use it to boost key posts rather than just “liking” your page.
Focus on quality, shareable content that sparks conversation. Include your contact details and drive traffic back to your website. Track performance with Facebook Insights (reach, engagement, clicks).
If your audience isn’t active here, consider shifting budget to Instagram or other Meta properties instead.
6. Twitter (Now X)
X remains excellent for quick updates, real-time customer service, monitoring conversations, service recovery, B2B networking, and building brand personality.
Use hashtags strategically, engage in trends relevant to your industry, and set up monitoring tools (or alerts) for keywords related to your business. It’s great for quick tips, promotions, and showing your human side.
Tip: Even if you don’t actively use every platform, register your business name/handle across major networks (including X, Instagram, TikTok, etc.) to reserve it and protect your brand.
7. Email Marketing
Email marketing continues to offer one of the highest ROIs in digital marketing. Tools like Mailchimp, Constant Contact, or Klaviyo make it easy to create newsletters, automated campaigns, promotions, and customer journeys.
Build your own email list (never rely solely on bought databases — focus on permission-based growth). These platforms provide detailed analytics: open rates, click-through rates, bounces, and engagement.
Use the data to follow up with interested recipients and nurture leads toward a decision. Segment your lists for better relevance — welcome sequences, re-engagement, special offers, etc.
8. LinkedIn
LinkedIn is the go-to professional network for B2B, networking, thought leadership, and personal/corporate branding.
Key LinkedIn Optimization Tips:
- Use a professional photo and banner.
- Craft a strong headline that goes beyond your job title (e.g., “Website | Social Media | Digital Marketing Expert | Texas” or “Helping Frisco Businesses Grow Online | SEO & Strategy Consultant”).
- The pipe symbol “|” helps search engines treat phrases as connected segments.
- Repeat your top 5 keywords naturally throughout your About section, experience descriptions, and skills (LinkedIn allows many skills now).
- Distribute keywords across past roles to strengthen relevance.
- Join and participate in industry groups. Use InMail thoughtfully for targeted outreach.
For job seekers: Clearly state what you’re “seeking” in your headline or About section to attract the right opportunities.
Final Thoughts: Consistency and Integration Win
The original checklist from Jon Kendall boiled down to this: Claim your space on Google, create helpful content (videos and blogs), engage where your customers are, and make it ridiculously easy for them to contact you.
In 2026, the fundamentals haven’t changed much — but execution matters more than ever. Integrate these channels: Link your YouTube videos on your blog and website, drive email sign-ups from social posts, and use Google Business Profile as the hub for local visibility.
Start with the basics (website + Google Business Profile), then layer on content and select 1–2 social channels that match your audience. Measure what drives actual leads and sales, not just likes or views.
Digital marketing isn’t about being everywhere — it’s about being effective where it counts.
Thanks to Jon Kendall and Osky Blue for the original inspiration. And a nod to modern AI for helping dust off this decade-old draft and bring it into 2026.
What’s one item on this checklist you’re tackling first for your business? Drop a comment below!
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