What is the first thing you do when you want to visit a new restaurant, locate a service, look at destinations to visit, or purchase a product? You search, read reviews and visit websites to learn about other people’s experiences.

Though they were formerly competitors, Dean Heasley, Josh Griffin and Jeremy Lee became friends and combined their digital marketing strengths. In 2020, the trio formed Boro Business Lab, an agency with a unique formula for helping Murfreesboro business owners attract more customers.

A common theme with the three owners is their relational approach to helping local businesses grow. Before they combined their companies, they referred each other to businesses. Josh’s niche was websites, and he was a professional project manager who loved project management systems and processes; Dean focused on analytics and methods for getting sites to rank higher in search results, and Jeremy was, and is, a visionary in marketing strategies.

Josh Griffin

“People just want to do business with those they know, like and trust,” said Josh regarding their relational approach. “If there’s an issue going back and forth between us or one of our employees on email, we pick up the phone and call, and it’s a lot easier to talk through things. That’s the relational approach that we have.”

Boro Business Lab can provide high-quality service with transparency and affordability with the help of their “systems and processes,” said Josh. Every service they provide has an in-depth checklist to ensure they can deliver consistent quality. You can see their transparency through the educational workshops they provide to the community.

“We want to teach people and show people, ‘hey, here’s everything we know, but you can do it yourself if you want to [and] you have the time.’ They don’t have the time most of the time,” Griffin said.

As Murfreesboro’s population grows, a new group will bring fresh ideas and new businesses. However, like any startup or new business entering the market, the business owner will face several hurdles.

Josh said he believes “that a business and the personal reputation of the owner(s) is the most important thing to their business; it is more valuable than money. Those business owners who understand that will succeed here in a local community.” To help businesses in the area, Boro Business Lab utilizes its core values: Always do what’s right, be humble and honest, and get work done.

Reputation in a local community is critical. A few negatives can hurt a local business, unlike more prominent companies that can survive with the bad reviews.

To help local, service-based businesses attract more customers, Josh, Dean and Jeremy created a list that developed into their “Get More Customers” formula. The formula is a seven-step process that, when properly executed, aims to bring a local business more customers.

Their first recommendation, which is not on the list, is called “step zero.” For a new local business, this means getting out in the community, shaking hands and getting one’s name out.

“People will start knowing you, and they will Google you and search for you,” said Griffin. “They’re going to find you on Google Maps before they find you on your website.”

Each step in their formula will bring some traffic to your Google Maps, website or social media. And with traffic comes leads. And with leads, you can close the sale.

“The first step, which is primary for any local business, is setting up a Google Business Profile. Next, obtaining consistent reviews,” said Josh. “Having a visually appealing website and being consistent on social media is crucial. The final steps are to keep in touch with existing clients through email marketing and eventually run Google and Facebook ads, along with search engine optimization.”

Regarding the business community in Murfreesboro, Boro Business Lab wants to be a source in the business community that people can come to and trust.

“We know somebody that can help you because we’ve talked to and know tons of business owners, we know their business very well because we’ve helped do marketing for them,” Josh said.

With all the guarantees and promises that can get tossed around, it can be challenging for a business owner to know who is being transparent. In digital marketing, if someone guarantees you that they can rank your business number one, turn around and run away.

Brand awareness is crucial for local businesses that use technology to gain new customers. Boro Business Lab helps their clients look good online when people start searching.

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Josh Griffin is the Chief Operating Officer at Boro Business Lab. Contact Josh at josh@creativeboro.com or 615-784-9676. For more information about Boro Business Lab, visit borobusinesslab.com or connect with them on Facebook, Instagram, X, and TikTok at @borobusinesslab.