From Overwhelmed to Online
How Small Business Owners Can Start (and Grow) Their Digital Presence
I remember first speaking with my client Alina Rivera, a financial wiz and Puerto Rico local. I was practicing my botched Spanish, and we instantly bonded over our love for travel. I couldn’t believe she was nervous to get in front of the camera — she was the definition of personality.
She knew having a digital presence was important. She just felt totally stuck on how to start.
And that’s what inspired this post.
So many service-based business owners feel this way. They know they should be online, but starting feels overwhelming.
It’s not like selling an aesthetically pleasing product where you snap a photo, add a trending audio, and post it. When your business is built on trust, showing up online can feel vulnerable and, frankly, awkward at first.
But what I’ve learned through working with clients like Alina is this: you don’t have to do it all at once. You just have to start.
Intentionally, and in your own voice.
Start With the Why (Not the Platforms)
Before posting anything, it’s important to pause and ask: Why am I doing this?
Are you trying to attract new clients?
Build credibility?
Educate your community?
Establish yourself as a thought leader?
Maybe it’s all of the above.
Your "why" is your foundation. It guides your tone, the platforms you choose, and the kind of content you’ll create.
Focus on Just One or Two Platforms
You don’t need to be everywhere. Start where your audience already is. For professional services, LinkedIn is often the best place to begin. If you're more creative or visual, Instagram might make more sense. But pick one or two max, and learn them well.
Trying to be on five platforms at once will only lead to burnout and inconsistency.
You Don’t Need Fancy Equipment
This one’s huge. I’ve recorded high-performing videos with clients on iPhones, in quiet corners of their homes or offices. The content that lands best isn’t polished or perfect. It’s real.
What matters most is clear audio, good lighting, and that your message actually helps someone.
If your kitchen is in the background? No big deal. Just don’t film next to a blender (unless it’s somehow included in the hook).
Use AI, But Don’t Lose Yourself in It
AI is a game-changer. You can generate a 30-day content calendar in minutes. You can write outlines, refine your tone, brainstorm video ideas.
But here’s the catch. Everyone is using AI now. Which means it’s never been more important to infuse your own voice and perspective into your content.
In our workflow, we use AI as a starting point, not the final say. It helps structure and speed things up, but the final product always reflects the business owner's real expertise and personality.
Document, Don’t Perfect
In the beginning, your content doesn’t need to be polished. Just start recording.
Answer questions you hear from clients. Share a recent win. Talk about a lesson you just learned. Even if it feels small or “not ready,” record it. Those thoughts evolve into full content pieces later like blog posts, newsletters, or video series.
One of my favorite things I tell clients is to start with your iPhone. You can build from there.
Progress Is the Goal, Not Perfection
You don’t go from zero to full content creator overnight.
Start with a stagnant Instagram post or a thoughtful LinkedIn write-up. Move on to recording a few simple videos. Then maybe a podcast. A blog. A newsletter.
You evolve over time. And that’s the point.
For Alina and me, that evolution has looked like a blend of creativity, consistency, and something we both love deeply: travel. We’ve found a way to combine our love for exploring new places with our mission to grow our businesses. We've recorded content on the go, brainstormed ideas in cafés, and turned trips into creative strategy sessions.
It's definitely not traditional, and we know how fortunate we are to make it work, but it’s helped both of us grow in ways we never expected. We’ve built something that’s flexible, aligned with our lives, and fun. And honestly, that energy shows up in the content.
That’s what happens when you design a system that works for you.
Interested in started your digital journey? Let’s talk!
Alina Rivera, CPA, CVA, CFE, MAFF, CEPA, CGMA
Advising Puerto Rico
Connect with Alina