In Business: Jacqueline LaVana Digital Marketing Consulting

WAYLAND, MA - One Wayland resident is proving that you don’t need a storefront to do business in Wayland.

Jacqueline LaVana is a digital marketing consultant who has worked with such well-known brands as Google, Constant Contact and iProspect over the course of her more than 12 years in the business. Now, she works out of her home office helping her clients, which range from small businesses to tech start-ups to luxury consumer goods brands. LaVana’s primary focus is working with clients to drive leads and sales for their business online in a measurable, cost effective way.

Take a look at our Small Business Voices Q&A. If you have a small business in Wayland and want to be featured on Wayland Patch, email wayland@patch.com.

What made you decide to open your business in Wayland?
We moved to Wayland three years ago. I currently work from my home office and, as my business continues to grow, am excited to become more involved in the small business community in town.

What do you like best about it?
I love the small town feel of Wayland and the enthusiasm residents have for making this a great place to live and work.

What’s the biggest struggle for a business like yours?
I am a digital marketer and it’s a constantly evolving space. The biggest challenge is staying on top of trends in the market and continuously bringing new ideas to the table for my clients. I primarily work on marketing programs on Google, Facebook, Twitter and Pinterest. Almost every week there’s a new feature available that I need to be aware of and ready to implement.

What do you see for the future of your business?
Digital advertising is the most measurable of all advertising. Whereas with a TV ad, I can’t see the direct impact, with online advertising I know who clicked and how they are engaging with my client’s website and brand. The future of this business is bright as online marketing is affordable and measurable for most businesses.

Politics and small business: How does government, local and otherwise, affect your business? Web privacy is a hot topic and something that impacts my business. As a marketer, it’s important to be in front of people with your brand or product, but not invasive.

You can find out more about LaVana’s business, check out her website at www.jacquelinelavana.com

In Business is a regular feature on Wayland Patch that spotlights local businesses. Have a business that should be profiled? Email wayland@patch.com.