Lost in Marketing Options? Here’s What’s Out There.

Marketing can feel like tossing cash into the wind and hoping it lands somewhere useful. "Yeah, I don’t really know, but I pay them to do stuff every month, and they email me how many impressions I get."

Your agency should be your partner—connecting the dots and showing how every piece works together in a cohesive strategy that actually moves the needle—not just throwing a bunch of meaningless analytics jargon your way.

There’s streaming audio, TikTok, websites, billboards… and that’s before I’ve even mentioned Programmatic Connected TV, and your brain checks out. I get it—it’s overwhelming. Here’s a breakdown of standard options so you can focus on what works for the uniqueness of your business.

Your Website: Your Best Salesperson

Let’s start here because everything feeds into your website. A good website is like a salesperson who works 24/7 and never asks for vacation days.

WordPress: Great if you want flexibility. You can pack up and move to a new host without starting over. (Translation: You own it.)
Custom Sites: Watch out. Some companies own the site, so you’re starting from scratch if you leave them. Suuuuper lame, stressful, and not fun to deal with.
Wix/Similar Platforms: A solid starter option. It’s cheaper and gets the job done, but you’ll know when it’s time to grow into something more professional.

Invest in your site when you can. A quality-coded site pays off in the long run. Remember: your website should work for you. Every image, heading, and call to action should be part of a bigger strategy. Not everyone is skilled in face-to-face sales (me), but digital sales is an entirely different type of psychology. Find someone well-versed in how to work toward your goals.

Social Media: Where Everyone Hangs Out

If you’re not showing up on social media, it’s like hosting a party no one knows about.

TikTok: If you’ve got good video ideas and want to go viral, it takes dedication. TikTok has a totally different psychology than your average longer-form, fully-produced video. Bonus? It has a great paid ad platform that’s open to everyone. Think about how much the algorithm already knows about YOU—leverage that.
Facebook/Instagram: Still solid, especially for ads targeting specific interests or age groups. People love to hate on it, but (as of now, anyway—depending on your audience and goals) I stand by Facebook. The targeting isn’t as sharp as it used to be, but it still reaches a wide demographic. Would I recommend it to a commercial construction company? No. For a local casual/fine restaurant? Yes. For a roastery selling coffee beans with a website for retargeting? Yes!
LinkedIn: Ideal for promoting yourself and targeting professionals. It’s a solid B2B (business-to-business) platform. LinkedIn could shine for commercial construction or manufacturing companies—or even recruitment campaigns.
YouTube: Think of YouTube as both a search engine and a social platform. It’s ideal for long-form storytelling or tutorials. With affordable skippable ads and a wide reach, it’s perfect for boosting awareness or showing off your expertise. Bonus points if your video content is both educational and engaging.

Social media is budget-friendly and lets you experiment. Try stuff, track what works, find your niche, and adjust. Don’t dabble—get intentional. If you want crazy-accurate targeting, consider partnering with a media buyer or agency. Trust me: the ROI is worth it.

Billboards, Print, and Mailers: Old-fashioned Isn’t a Bad Thing

Yes, these still work! Billboards, flyers, and mailers can be impactful for local businesses. But here’s the trick: Location. Geography. Time.

Take Nicolet, the lawyer guy. He’s had ads up for months on busy highways, and it’s worked—but it’s $$$$$. Spendy. Still, it’s more valuable than a machine dealer running a 10-second rotating digital ad on a Grand Forks street for a month. Why? AUDIENCE. PATIENCE. PROCESS.

If you’re sending mailers, pair them with digital ads. Please! It creates more touchpoints (seven or more, for most people to take action!). Pineapple and pizza: physical and digital working together for the win.

Radio and Streaming Audio

Don’t sleep on sound! Traditional radio is great for reaching local audiences (affordable, too), and every car has a radio. Stations often have high-quality recording studios and decades of experience to help create your ad.

Streaming audio (Spotify, Pandora, Apple Podcasts, etc.)? That’s where creativity shines. You can target ads based on listener preferences, location, and even mood (“female,” “24-34,” “recently single,” “crying in the car playlist,”… sounds like you could use BetterHelp or a B12 shot from your favorite med spa… not sponsored lol).

Audio ads are also cheaper than video. Win-win.

Print Signs and Flyers

Sometimes simple works. Yard signs, posters, and flyers are affordable and effective for local events or businesses. The downside? No analyticsssss. You don’t know who saw your sign or whether they’re in-market for what you’re offering. Still, it’s fantastic for building local awareness.

Digital Advertising Options

Feeling overwhelmed by terms like retargeting, Connected TV, and display ads? Let’s simplify:

Display Ads: Affordable and great for brand awareness. Think of them as digital billboards to increase visibility.
Retargeting: Follows people who’ve visited your site, reminding them you exist. It’s effective when done thoughtfully—but don’t overdo it. Platforms like Facebook and TikTok can handle retargeting seamlessly.
Streaming TV/OTT Ads: Non-skippable ads on platforms like Hulu or Roku. Great for flexing, but pricey (~$1,000+/month). It’s all about customizing to your goals here.
Search Ads (Google Ads): Perfect for targeting people actively searching for what you offer. Pair them with a broader tactic to get people thinking about you.

If you want top-notch targeting (think Nordstrom quality vs. Walmart), consider talking to an agency that utilizes the Trade Desk as a DSP. It’s pricier, but the targeting and results are unmatched.

The Key: Time and Place

Not every tactic is right for every business. It depends on your goals, budget, and audience. Your ads should work together to guide your customers toward action. Don’t dabble—it's ineffective, you'll feel frustrated and want to give up.

Start small, test what works, and grow. Don’t try to “be everywhere” unless you’ve got a Fortune 500 budget (in which case, call me).

Recap

Website, social media, print, audio, digital. And we haven’t even scratched the surface of content and strategy—but that’s a conversation for another day.

Grace’s Place | Passion Project