Why NZ Businesses Need to Rethink How People Find Them Online

After spending a few weeks overseas — from the Greek Islands to the busy beach towns of Southeast Asia — one thing stood out more than anything else.

Everywhere we went, businesses made it really easy for people to find them, book with them, and buy from them online. Seamless. Casual. No big funnels, just smart use of platforms people were already on.

I wasn’t going out of my way to hunt things down — I was making decisions based on what popped up in the moment. A story on Instagram. A pin on Google Maps. A quick reply in the DMs.

It got me thinking about how different the picture still looks back home. How many New Zealand businesses — especially in smaller towns — are missing simple opportunities to meet people where they already are.

So here’s what I learnt while overseas, and why it matters if you’re a Kiwi business trying to stay relevant online.

It’s Not All About the Website Anymore

Across the trip, we booked dinners, tours, taxis, and day trips — all without touching a single website.

Instagram DMs were used for reservations. Google Maps helped us choose between options on the street. TikToks gave us quick previews of what to expect. It was fast, informal, and worked because the information was where we already were.

This is a big shift from the old days when a website was the main point of contact. Now, people expect to find what they need across multiple places — social media, maps, messaging apps — and they want it to be simple and quick.

One standout? Sailing holidays around the Greek Islands. Entire trips were being discovered, booked, and shared entirely via Instagram and TikTok. No lengthy website forms. No clunky booking engines. Just smart use of content, social proof, and direct messaging.

If your marketing relies entirely on driving people to your homepage, you’re probably losing them long before they get there.

Different Audiences, Different Habits

One of the biggest takeaways from this trip? Everyone’s online — but they’re not all using the internet the same way.

Older generations leaned on Facebook, Messenger, and WhatsApp to stay connected and share updates. The 30–50 crowd (let’s call them the planners) used Instagram, email, and Google to research and book. Meanwhile, teens were on Snapchat, TikTok, and YouTube — not just for entertainment, but for decision-making.

Three different digital behaviours, all in the same place, all trying to make plans.

The lesson for businesses? If you’re only showing up in one spot — or assuming everyone’s on the same platform — you’re missing chunks of your audience.

Your Digital Presence Is More Than a Feed

Today, your online presence works like a storefront, a service desk, and a personal recommendation all at once.

• Your Instagram feed gives people a first impression.

• Your Google Business profile tells them if you’re legit.

• Your DMs are where they expect quick, human replies.

• Your videos — Reels, TikToks, or even casual Stories — show what you’re like to work with or buy from.

People want to know you’re reliable, easy to work with, and human. Your content needs to show that — in every place your customers look.

If your feed looks abandoned, your messages go unanswered, or your details are out of date, people will simply keep scrolling.

You Don’t Need to Do Everything — Just Something

This doesn’t mean you need to overhaul your entire marketing strategy or jump on every trend. It means being intentional with where you show up — and making sure your info is clear, current, and welcoming.

Haven’t touched your Google listing in a year? Start there. Still treating Instagram like a digital flyer board? Try a behind-the-scenes Story. Not sure where your audience is? Ask them. Or look at where your competitors are getting traction. Start small, stay curious, and build from there.

Modern marketing isn’t about shouting louder — it’s about showing up smarter.

Customers are making decisions through social feeds, maps, videos, and messaging apps — often before they’ve even looked up your website. That’s where the real trust is built. If your business isn’t in the scroll, in the search, or in the inbox — someone else will be. So meet your customers where they already are. Show up, be helpful, and keep it simple.

That’s the kind of marketing that actually works.

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