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DECORAH -- In a digital world where "attention is currency and authenticity is king", simply being present online isn't enough. On Thursday, May 8, DecorahNews.com publisher Lon Haenel invited local business reps to step out from behind their brands and into the mindset of their customers. His digital marketing workshop, Get Found, Be Heard, and Stay Connected, held in two sessions at T-Bock's Upstairs, aimed to transform how small businesses approach engagement in an increasingly crowded marketplace. "In a world where consumers have more choices—and louder voices—than ever before," Haenel explained, "marketers can no longer afford to view the world from behind a brand lens. Success today demands a shift: embracing a true consumer mindset." That mindset shift lies at the heart of Haenel's model. Get Found, Be Heard, and Stay Connected offers more than marketing advice — it's a call to action for businesses to move from pushing products to providing value. In three pillars, Haenel laid out a framework to help businesses become more discoverable, more relevant, and more human. Getting Found — with Purpose The first step, Get Found, is about visibility — but not just showing up in search results or social feeds. It's about being discoverable in the places consumers are already looking, with content that speaks directly to their needs, intentions, and questions. "Today's consumers aren't just buying products—they're searching for answers," Haenel said. "They seek information that builds confidence and trust." Jackie Cooper, Executive Director for Main Street Lansing, resonated with the challenge. "Our Facebook has over 8,000 followers," she said. "But what's the best way to target and bring those visitors in so that the following is doing what it should be doing—creating that drive to get people interested?" Being Heard — Above the Noise Next comes Be Heard, a reminder that relevance, authenticity, and empathy are essential to cutting through digital noise. Whether it's a social post, an email, or a video, modern marketing is less about what a brand wants to say and more about what the audience needs to hear. "It seems like there's a rhythm of where you should be putting information," said Sheila Reicks, co-owner of Sips and Savors in St. Lucas. "To me, it's a very difficult lesson to learn since you want to put information out there while grabbing people's attention and not getting lost." Haenel emphasized that successful messages are not louder — they're more honest. "If you're not telling a story that stops the scroll, earns trust, and sparks action, you're already invisible," he said. Staying Connected — Beyond the Sale Finally, Stay Connected focuses on the long game: nurturing relationships and fostering loyalty beyond the first click or sale. It's about creating meaningful, ongoing engagement that keeps a brand top-of-mind and top-of-heart. Sara Hageman, of Sara Hageman Photography, is working to cultivate exactly that. "I'm not necessarily trying to get new clients," she explained. "I'm trying to facilitate more engagement from those I already have in order to support my business clients who are working on promoting their branding. How do you get people to engage and click on your content to start that ripple effect of engaging with other brands?" For Haenel, the answer lies in consistency and care. "The brand that helps," he said, "is the brand that sells." From Selling to Serving Throughout the workshop, Haenel's message was clear: the future of marketing is human. In a space overflowing with content and competition, the businesses that rise above are those that think like their audience, act like publishers, and build trust through service. "This isn't about chasing trends or using the loudest voice," he reminded attendees. "It's about earning attention, trust, and advocacy by thinking and acting like your audience." For local businesses in Decorah and beyond, Get Found, Be Heard, and Stay Connected offered tools and a mindset rooted in empathy, driven by purpose, and designed for real connection. "In the end," Haenel concluded, "in a world full of choices, the brands that win are the ones that put people first."

Support your local businesses

DecorahNews.com Workshop Empowers Local Brands in Digital Marketing Shift