Your Marketing Isn’t Broken. It’s Just Built on Sand: A Small Business Marketing Strategy That Works in Pocatello

Why Pocatello businesses are seeing less return—and how to rebuild the right way.

I got a call from a local business owner last month—let’s call her Lisa.

She runs a service business just off Yellowstone. Been in the game a while. Loyal clients. Strong word-of-mouth. But lately?

Crickets.

She’d tried everything—posting to Instagram, boosting a Facebook ad, even hiring someone to “just do SEO.” Still no real traction. She was exhausted.

“Maybe my marketing’s just broken,” she said.

I’ve heard this before.
If you’ve been in business in Pocatello the past few years, maybe you’ve said it too.

But here’s what I told Lisa—and what I’ll tell you now:

Your marketing isn’t broken. Your foundation is.
And you’re not alone.

What’s Really Going On in Southeast Idaho

Let’s be honest—this part of Idaho operates differently than the big cities do.

People don’t just scroll and buy. They ask around. They Google. They read reviews. They want to trust you before they even call. And if they can’t find you online—or worse, they find an outdated site or zero Google presence—you’re invisible.

That’s what happened to Lisa.

Her website hadn’t been updated since 2017.
Her Google Business Profile still listed summer hours.
She had no idea what her SEO person was even doing.

She wasn’t failing. She was just building on a shaky foundation—trying to grow on top of guesswork.

The Hard Truth About Most Marketing in Pocatello

Most business owners I talk to are overwhelmed. They think they’re supposed to be everywhere.

Post more. Do Reels. Buy ads. Use AI.
And somehow, still answer every phone call, invoice clients, manage staff, and keep the business running.

But no one tells them this:

If your foundation isn’t strong—your website, your messaging, your local SEO—everything else will feel like a waste of time.

Because it is.

The Shift Lisa Made (And You Can Too)

We didn’t start with ads. We didn’t chase followers. We started with the simple stuff—what I call real strategy.

First, we rebuilt her Google Business Profile.
Not just the basics—photos, hours, reviews—but messaging that actually spoke to her audience. Clear language. Local relevance. The kind of thing someone searching “service businesses near me in Pocatello” would want to read.

Then we overhauled her website—not a redesign, just a refocus. We added one strong call-to-action. Made sure it loaded fast. Added testimonials. And made it obvious what she does, who she helps, and why she’s different.

Finally, we rewired how she thought about marketing.
She stopped chasing trends and started building systems.
We tracked results. Measured leads. Improved over time.

That’s how you market in Southeast Idaho.
With intention. With clarity. With a solid foundation.

What About You?

If you're reading this and wondering why things feel slow…

Ask yourself:

• Does my website clearly explain what I do and who it’s for?

• When someone Googles me, what shows up?

• When’s the last time I updated my Google Business Profile?

• Am I building something sustainable—or just throwing things at the wall?

Be honest. Because the fix isn’t more effort—it’s better structure.

What to Do Next (No Gimmicks. Just Guidance.)

Start with the most visible thing:
Your Google Business Profile.

Make sure it’s claimed, updated, and full of fresh content.
Add some photos from your phone. Respond to reviews. Add your services.

It’s free. It’s local. And it works.

Next, read your website like a stranger would. If you can’t tell within five seconds who you are, what you do, and why it matters—you’re losing people.

Then, if you want help putting it all together, that’s where I come in.

I offer a free 30-minute strategy call for business owners in Pocatello who are tired of guessing.

No gimmicks. No pressure. Just straight, honest feedback—and a path forward.

Final Thought

You don’t need a new logo. You don’t need more posts.
You need a plan built for this place, these people, and your version of success.

So stop chasing. Start building.

Because your marketing isn’t broken.
It just needs a better foundation.

—
Written by Morgan McKell
Marketing Strategist | Strategy Zoo | Based in Pocatello, Idaho