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Building Community, Branding, and Business in Johnston County

In part two of my conversation with Carly Rye on The Best of Johnston County Podcast, we dove deep into marketing strategies, personal branding, and the power of community involvement. As a small business owner and someone passionate about connecting with our local community, this discussion really hit home for me. If you’re looking for practical advice to grow your business or make a difference, Carly brought a lot to the table.

Know Your Audience: The Foundation of Marketing

One of the first things Carly emphasized was the importance of knowing your target audience. It’s something I think about all the time in my own business. Who are you trying to talk to? What problems are they facing? And how can you solve those problems?

I like to call this your “avatar” or “archetype.” Write it down. Be specific. For me, I know most of my clients are mid-career professionals, aged 40 to 55, often with kids, going through tough times in their relationships. That helps me tailor everything I do—from my messaging to how I advertise.

Carly added an important point: “Think about your customer first. What’s in it for them? What happens if they don’t choose you?” These questions help guide your messaging and ensure you’re solving the right problems.

Getting Involved: The Power of Community

One of the simplest and most cost-effective ways to grow your presence is by getting involved in the community. Carly put it perfectly: “Find something you care about, get involved, and let people get to know you.”

In Johnston County, we’re fortunate to have so many opportunities to connect. The local Chambers of Commerce offer after-hours meet-and-greets, breakfasts, and marketing training. Festivals like Harvest Festival, Mule Days, and Railroad Days are fantastic ways to meet people and build relationships.

For example, just wearing your business logo on a shirt or having business cards on hand can help spark conversations. I’ve personally seen how grassroots efforts like these can grow a business and establish trust with the community.

Your Digital Presence: A Must-Have for Any Business

If you’re not online, you’re losing potential customers—plain and simple. Carly and I both agreed that tools like Google My Business (GMB) are essential. “Eighty percent of people will go online to validate your business,” Carly said. “If you’re not there, your competitor will be.”

It only takes about 15 minutes to create a GMB listing, and it’s free. This puts your business on the map—literally. Make sure to include your hours, location, website, and some photos of your office to make potential customers more comfortable.

Social media is another powerful tool. Carly stressed the importance of being relatable: “Share something personal—like locking your keys in the car. People want to see your human side.” That’s a great reminder to keep your social media approachable and engaging.

And don’t forget to respond to reviews, whether they’re positive or not. I respond to all of mine because it shows that I care and keeps my business relevant.

Traditional Media: Still Worth Your Time

While digital tools are important, traditional advertising—like radio and streaming TV ads—still plays a vital role. Carly reminded us that frequency and messaging are key. “You need enough ads to ensure people hear your message,” she said.

For me, choosing the right medium is all about matching it to your audience. Whether it’s radio, TV, or online ads, you need to know who you’re trying to reach and meet them where they are.

Personal Branding: Standing Out in a Crowded Field

If you work under a larger umbrella—whether you’re a realtor, attorney, or salesperson—personal branding is critical. Carly explained it well: “Be known for something. Don’t be afraid to share your expertise or speak up in groups. The word will spread.”

That resonated with me because I’ve been there. Early in my career, I handled both criminal and family law cases. As my family law practice grew, I realized it was my true passion. Specializing helped me stand out and deliver better service to my clients.

Harbor Shelter: A Beacon of Hope

Carly also shared her work with Harbor Shelter, a nonprofit here in Johnston County that provides resources for victims of domestic violence. They offer everything from emergency housing to legal assistance and counseling.

Harbor is celebrating its 40th anniversary this February with its annual Black and White Gala—their biggest fundraiser of the year. My office has been proud to sponsor this event, and I can’t recommend it enough. It’s a great evening of food, music, and raising money for an important cause.

Carly also mentioned other ways to support Harbor, like donating to Pizazz, their boutique store in Clayton, or even volunteering your time.

Domestic violence isn’t always physical, and Harbor helps people in all kinds of situations—whether it’s verbal abuse, controlling behavior, or isolation. If you or someone you know needs help, Harbor’s 24-hour crisis line is always available.

What I Love About Johnston County

I always ask my guests what they love most about Johnston County, and Carly’s answer was spot-on: the social districts in Clayton and Selma. “I love being able to shop, people-watch, and listen to live music,” she said.

Downtown Clayton is a happening place these days, with great restaurants, live music, and even an adult arcade. Selma is growing too, with spots like the North State Food Hall and plenty of antique shopping. There’s no reason to leave Johnston County—we’ve got it all right here.

Final Thoughts

This episode with Carly was packed with great advice, from creating a digital presence to building trust through community involvement. Her insights into marketing, branding, and giving back to the community are lessons we can all apply.

If you missed part one of our conversation, go back and check it out. And don’t forget to subscribe to The Best of Johnston County Podcast so you never miss an episode. New episodes drop every Monday, and I’m excited to continue exploring everything that makes Johnston County a great place to live and work.

AND MORE TOPICS COVERED IN THE FULL INTERVIEW!!! You can check that out and subscribe to YouTube.

If you want to know more about Carlie Rye, you may reach out to her at:

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