Marketing online is easy. Generating actual sales and leads online is not.
I'm Dwight Davis. I moved to Boise in January 2017 to lead integrated digital marketing at TSheets, through its acquisition by Intuit. I've been doing this work since 2006.
Today I work directly with owners in Boise, Meridian, Nampa, and Caldwell. Not an account manager. Me.
If this were my money
Almost every business that calls me opens the same way: they've decided on a marketing tactic and want to know if it's the right one. Usually it isn't the wrong thing. It's just not the first thing.
Tactics don't pay back on the same schedule. Some put cash in the bank this week; others take two quarters. Here is the exact order I spend in when managing a campaign.
People typing what you sell, today. The shortest distance between a dollar spent and a ringing phone.
People who haven't asked yet. Cheaper per click, but requires measurement to already be running.
The cheapest revenue in your business, yet the channel most owners leave untouched.
Start it now. Expect nothing for two quarters. Then it compounds and keeps producing long after click spend stops.
- Call tracking
- Form attribution
- GA4 configured properly
- Revenue written back to the CRM
- Organic social posting
- Untracked brand awareness
- Trend videos
- Press releases
- Display impressions
That's the entire method: turn on precision measurement so nothing is invisible, spend first where cash returns in days, start the compounding work immediately, and be completely honest about the timeline.
Two things, and I do them myself
Paid Search
Google Ads, Local Services Ads, Shopping. Built so every dollar is traceable to a call, a form or a sale, and so the wasted half is visible enough to cut.
SEO & AI Search
Local, organic, and AI search optimization (how ChatGPT, Gemini, and Perplexity read your business). The slowest investment on the board, but the only one that builds permanent equity.
I don't do branding, and I don't manage organic social media. I have trusted local partners for both and will introduce you. Knowing what I don't do makes it easy to judge what I do.
Small business is where I thrive
I wrote the marketing plan for small business online advertising at AT&T and the Houston Chronicle. I ran digital for major companies, IBM and Intuit among them. I've learned a lot since 2006.
The businesses on the other end of that work were HVAC contractors, plumbers and electricians, law firms, dental and medical practices, auto shops, jewelry repair, industrial suppliers. Different trades, same two questions every time. Where do the leads come from, and what did they cost.
Idaho is home.
Small business is what I'd do for free, because it's fun.
What I do for clients stays between me and them, during and after. There's no shortage of owners who'll vouch for the work, and I'll put you in touch with them when we talk.
Can you take a look?
That's how most client conversations start. Fifteen minutes on the phone. Tell me what you sell and where your leads come from now. I'll tell you what I'd fix first and what I'd leave alone for a while.
If it's useful, we keep talking. If not, you've spent 15 minutes.
I answer my own phone.