The Found Gen

Marketing That Works.

Digital Marketing

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Why You Don’t Need to Be on Every Social Platform (Please Stop Trying)

One of the biggest misconceptions about social media marketing is the idea that more platforms = more popularity. Many businesses believe that every major social media platform is relevant for their industry and therefore deserves their attention. The logic is, if lots of people use the platform, it makes sense to advertise on it, whether it’s TikTok, X, or Facebook. 

At least some of those people are bound to be interested in your brand, right? 

The truth is, different social media platforms are relevant for different types of businesses. And just because a certain platform is popular in general doesn’t mean it’s popular for your audience. 

Here are a few ways to decide which social platforms to focus your marketing on:

  • Identify Your Target Audience

Extensive research has been conducted to determine which platforms are most popular for each age group. While LinkedIn and Facebook are most popular for 30 to 49-year-olds, Instagram and X are most popular for 18 to 29-year-olds. However, X doesn’t get anywhere near as much actual usage as the other three platforms. TikTok is also popular amongst Gen Z and younger millennials, particularly those who consume a lot of digital content. 

How old is your average customer? Maybe it falls in the middle of the ranges for LinkedIn, Facebook, and Instagram. In this case, you can narrow down your options even further by considering how other businesses use each of these platforms. 

  • Consider the Advantages of Each Platform

Facebook and Instagram are ideal for businesses looking to build brand awareness and expand their visibility. These two platforms allow you to reach users beyond those who’ve already liked or engaged with your business’s pages by targeting highly specific audiences. You can create advertisements that target audiences by characteristics like gender, age, geographical location, annual income, etc. 

Facebook and Instagram also give you the opportunity to interact with customers directly, which is why they are widely preferred by B2C companies. Since Instagram revolves around images, it’s the go-to platform for product-based e-commerce. 

LinkedIn, on the other hand, is widely preferred by B2B companies because it’s more conducive to establishing relationships with potential clients. 

  • Which Platforms are Your Competitors On?

Next, it’s time to determine the preferred platform(s) of your biggest competitors. These businesses may have accounts on multiple platforms, but they almost certainly aren’t seeing the same levels of engagement across the board. 

So, visit your top competitors’ social media pages and see how often they are posting, and how many users are engaging with their content (on average). Remember, you share the same target audience as these businesses, so if they are finding success on a certain platform, there’s a strong likelihood you’ll see similar results. 

  • What About TikTok?

Since TikTok is so trendy with younger demographics, lots of businesses feel the need to build a presence on this platform so they can market to this audience.

But here’s the thing about video content: It’s not as easy as it looks. You won’t go viral by posting a video of you talking about your brand or explaining how your latest product works. Businesses that see success on TikTok put significant time and resources into their videos to ensure that each post provides real value.

In order to capture and maintain someone’s attention on TikTok, you have to tell them something genuinely interesting or amusing, something that makes then laugh, smile, gasp, nod in agreement, etc. TikTok users typically engage with content that makes them react with strong emotions. 

So, if your competitors have found success on TikTok and you’re willing to put in the effort to create valuable content, go for it. If you don’t have the time or resources to make this happen, there’s nothing wrong with ignoring TikTok and concentrating on a platform where you’re more likely to foster engagement. 

For further advice on how to choose the right social platforms to market your brand, contact the team at The Found Gen today. 

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The Design You Almost Approved Was the Right One

Developing a brand identity requires some very careful decision making. Every choice you make – especially in relation to imagery – could have a huge impact on your business’s future.  

Given the magnitude of these decisions, it’s completely understandable to approach branding with tremendous caution. 

However, this can also lead businesses to be too conservative with their choices, a.k.a. playing it safe. A strong brand identity stands out from the crowd – as unnerving as this may be – because it wants to be noticed. 

People Don’t Engage with Generic Content

You don’t have to be a scientist to know that people are naturally reluctant to be different. Whether it’s our choice of clothing, entertainment, or occupation, most people conform to the status quo. 

This mentality is perfectly fine in certain areas, but branding and marketing isn’t one of them. 

When someone is scrolling on social media or looking through their inbox, they breeze past generic, artificial-looking content. Same thing with websites: If it looks like everybody else’s, it’s an instant turn-off, especially in the age of AI. 

This isn’t what people want to see, so they don’t engage with it. 

Does it Look Good, or is it Just Familiar?

Unfortunately, many brands are so cautious about their branding that they choose elements they’re familiar with, things they’ve seen before. In other words, they base their decisions on what’s been already done, creating more and more of this generic content. 

We get it: sharing things in common with successful businesses feels good. 

Being different has the opposite effect. It’s uncomfortable. This has led countless businesses to reject bold, creative branding choices in favor of what’s safe and familiar. In many cases, the business thinks they’ve chosen a great design, but there’s nothing unique about it whatsoever. 

Boutique Agencies are Not Afraid to Be Different

Fortunately, one of the biggest benefits of working with a boutique marketing agency is the fact that they’re not afraid to be different. They are used to taking chances because they’re willing to think outside the box if it will help their clients perform. Rest assured, if these agencies just modeled their strategies on what’s already been done, their clients would not be very happy because they’d be lost in the noise. 

What do we mean by being different? From an artistic perspective, we mean web designs that incorporate unique color palettes or layouts. Odds are, your businesses does something very differently than your competitors, and your imagery should reflect that. 

We also mean content that makes your audience feel something, as opposed to nothing, which is the norm. Bold marketing makes people laugh, gasp, smile, nod in agreement, etc. Not only does this catch their attention; people are more likely to engage with content when they’re in a heightened emotional state, whether it’s happiness, curiosity, even anger. 

Bold Marketing Resonates with Your Audience

Another benefit of bold marketing is that it’s more shareable. When people share content on social media, it’s often because the topic makes a powerful statement that aligns with their personality or beliefs. It’s no wonder so many people like to share content that affirms their support for a certain political or social issue.

We’re not telling you to go this route. But, if you want to create content that resonates with your audience, think about the values they firmly believe in. For example, let’s say your audience is small business owners. This audience has a positive view of entrepreneurship, so you’d be wise to support this idea in your content. 

Bold marketing is risky because it says something, instead of nothing. But it’s also strategic because it targets your audience’s heart and soul, while emphasizing the unique value your business provides. 

For further advice on how to make your marketing bolder and more impactful, contact the team at The Found Gen today. 

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How Blogging Can Help Your Law Firm Attract More Clients

Few industries are better suited for blogging than law. Most people do their due diligence before contacting a prospoective lawyer, and rightfully so. They need to know they can trust you, and a blog is the perfect tool for giving potential clients this reassurance. Effective blogging clearly communicates that your firm can be trusted and that the needs of your clients truly matter to you. 

With this in mind, here are a few ways blogging can help your law firm attract more clients:

  • Blogging Demonstrates Your Expertise

Most people don’t read a law firm blog page for fun. In fact, while we don’t have the statistic in front of us – we are pretty confident in saying people tend to read law firm blog posts when they are facing an issue that requires them to hire a lawyer for assistance. This person wants to see that you understand what they’re going through, and that you know exactly what to do in these situations. 

Blogging is your channel for sharing your extensive knowledge of relevant legal issues, especially those your clients frequently find themselves in. This is where you can explain to your clients how a certain legal process works or advise them on the best way to approach a certain legal process. You can also use your blog to discuss recent changes in state laws and how they might affect the future of your practice area. 

  • Blogging Allows You to Speak Your Clients’ Language

Let’s be honest, law is not the easiest of subject matters for those of us without a JD on our walls. And when someone is stressed out about a legal situation, the last thing they need is to feel lost in legal jargon and more unsure of the road ahead – not to mention the costs associated. Blogging gives you a chance to change that narrative.

Think about it this way: if someone lands on your blog after searching “what do I do after a minor car accident?”, they’re not looking for a breakdown of state statutes. They want someone to walk them through what to do and what to expect, step by step. This is your opportunity to be that resource.

Your blog can serve as a bridge for your clients – a place where they can feel safe, heard, and assuaged from the overwhelm and stress that has landed them on your page in the first place. Your blog is a key moment where you can connect with your audience as a trusted advisor rather than a distant legal authority. And honestly? That’s exactly the kind of lawyer people want in their corner.

  • Blogging Can Help You Engage with Highly-Targeted Audiences

Many firms want to become the preeminent firm for their practice area in their city. They want their audience to know that they understand local laws and legal procedures better than anyone. Blogging allows you to address highly targeted audiences by tailoring your content to their specific needs. This is where you discuss legal issues that are uniquely relevant to your local community. 

Tailoring your topics to your audience’s needs also helps your blog stand out from more generalized content created by larger firms. The more specific the title, the more likely your audience is to click on it (e.g. “How to File for Divorce in Texas”). 

  • Blogging Makes Your Firm More Accessible

Lastly, blogging helps law firms attract clients by significantly increasing their online visibility. When potential clients enter a legal question into Google, your content is more likely to rank highly on the first page of results if your blog is regularly updated and full of relevant information. 

Your blog posts can also be shared on your social media pages and email newsletters, with the goal that they’ll eventually be shared by someone else. When other people share your content, it shows search engines that your blog is relevant and trustworthy, improving your search engine rankings even further. 

It’s important to note that the rewards of a successful blog are only reserved for those who publish high-quality content. Any lawyer can regurgitate what they’ve been taught. Search engines prioritize law blogs that take the time to break down the issue at hand and provide genuinely helpful advice, completely free of charge. Doesn’t that sound like the kind of lawyer you’d want to work with?

For further advice on how to start a blog for your law firm, contact the team at The Found Gen today.

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If Your Website Hasn’t Been Updated Since Game of Thrones Was Good, Let’s Talk

Game of Thrones wasn’t just a show. It became a cultural phenomenon that, wait for it, aired over a decade ago.  

 

Time is funny like that. Big moments can feel like yesterday – even though eons have passed. 

 

The question is: has this same time-lapse happened with your website? 

 

It may seem like you just updated it, when in reality, it’s been more than a few good years. If so, there’s a solid chance your website could use a refresh, because the world is a very different place since 2019. 

 

Has Your Business Changed Since Your Last Update?

 

Odds are, updating your website took a lot of your time and effort. It was a big project, and that’s why it feels so recent, even though it was at least four or five years ago. If your new website is drastically different than your previous one, it can take years to get used to seeing it every day. 

 

But think about how much has changed in four or five years. Successful businesses evolve over time, and your website needs to reflect any changes in your offerings or your brand identity. Has your target audience changed? Have you made some tweaks to your logo or brand voice? Consistency is key in establishing a brand identity, so your website should clearly reflect your business’s values and messaging. 

 

Outdated Websites are Not Secure and Mobile-Friendly

 

Search engines prioritize websites that are modernized, fast, and secure. So, the longer you go without making improvements in these areas, the more your search engine rankings will suffer. 

 

Redesigning your website gives you the opportunity to modernize by incorporating the latest cybersecurity defenses and strengthening your website’s mobile capabilities. Additionally, in this ever-mobile world, it’s imperative to ensure your website’s design is truly mobile responsive. 

 

Outdated Websites are Not Optimized for SEO

 

Google has recently revealed that artificial intelligence is now going to being used as part of their programming to evaluate websites, which means that the criteria for an SEO-friendly website is going to change yet again. Not a big surprise, there.

 

What this means though, is that the standard practice for white-hat SEO strategies all the while will remain in place. Instead of filling your pages with keywords and backlinks, your website needs to be heavily focused on user experience, so visitors can find what they’re looking for as easily as possible. Websites that are difficult to navigate are viewed as distrustful by search engines, meaning they won’t recommend your content to innocent searchers. Oh, and AI tends to favor human written content that it can then use as the gold standard for their information gathering. 

 

An Outdated Site Only Gets Harder to Maintain

 

Outdated websites are harder to maintain and upgrade. So, if you wait longer than four or five years to give your website a refresh, it’s only going to get harder to bring it up to date with the latest technologies. Additionally, an outdated website may not be competitive with the newest version of your target audience’s preferred web browser. This can make your website significantly slower and at risk for cybersecurity threats. 

 

Consumer Expectations Evolve, So Should Your Website

 

As you can see, an outdated website isn’t just a cosmetic issue. You could be unknowingly losing out on a surprising number of potential leads because your user experience is so poor. The fact is, consumer expectations evolve very quickly, and your website needs to keep up. 

 

For more advice on how to know your website is due for an upgrade, contact the team at The Found Gen today. 

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We Look Great on Your Org Chart (and You Don’t Have to Invite Us to the Holiday Party)

A common dilemma of growing businesses is whether they should build an in-house marketing department or outsource their marketing to an agency. Well, one of the biggest advantages of the latter option is convenience and simplicity. 

This may come as a surprise at first. Wouldn’t a team of in-house employees be easier to work with than an outside agency?

Believe it or not, an agency has a stronger chance of making your life less complicated. Here’s why:

In-House Marketing Teams Complicate HR

First off, let’s make one thing clear: multi-channel marketing requires a wide range of skills like writing, designing, coding, etc. So, if you’re thinking of building an in-house marketing team, we’re not talking about 1-2 people. Conservatively speaking, you’re probably going to need at least 4 full-time employees. 

That’s another department to add to your company’s org chart. You now have to figure out who this department reports to, how they’ll fit into your daily processes, how this team will be paid….you get the idea. 

If that doesn’t sound stressful to you as a business leader, rest assured, your Human Resources department will strongly disagree. 

Working with an agency takes this whole HR mess off your plate. No new department to manage, no new hires, salaries, and benefits packages to worry about. The only matter that needs to be decided is your agency’s main line of communication. Otherwise, your daily processes stay the same. 

Boutique Marketing Agencies Build Relationships, Too

Successful agencies make every client feel like a top priority. Even though the agency is operating on their own schedule and not in the same physical space as you, they’ll respond to your communications promptly (if not immediately), whether it’s an email, text, or instant message. You’ll probably meet with the agency’s founder(s) or a senior level strategist at least once per week, and this person will oversee your content to make sure it aligns with your expectations (just like an in-house marketing director would do). 

Also, your main line of communication won’t just update you with facts and figures. They’ll build a genuine relationship with you and get to know your business like the back of their hand, as if they were working with you side by side each day. 

Boutique Agencies Bring More Experience and Expertise

Another massive advantage of hiring marketing agencies is industry expertise. It’s very difficult to find an experienced in-house copywriter or designer who specializes in your industry, and doesn’t need to be educated about your business model, challenges, audience, etc. 

Many boutique marketing agencies bring extensive experience with different industries. They’ll know how to write in a voice that’s familiar to your audience, as well as which marketing tactics have and haven’t worked for this audience before. Why? Because they’ve worked with multiple businesses just like yours, and they’ll be ready to implement an evidence-based strategy shortly after your first meeting.

Expertise, reliability, and the lack of any HR-related troubles are just a few of the many conveniences that come with outsourcing your marketing. Agencies keep businesses lean and organized, and their exemplary responsiveness should add to your peace of mind.

For further advice on choosing a marketing agency for your business, contact the team at The Found Gen today. 

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Marketing in a Recession: Why Cutting Your Budget Could Hurt Long-Term Growth

When economic uncertainty hits, marketing budgets are often the first to land on the chopping block. Sure, maybe it feels logical: pull back, conserve cash and wait for calmer waters, but history (and data) tell a different story. Brands that completely disappear during a downturn often pay a much higher price later in lost visibility, weakened trust and slower recovery.

This isn’t an argument for spending recklessly when times are tight. It’s an argument for spending intentionally. A recession isn’t the moment to go dark; it’s the moment to get focused and strategic about where your marketing dollars go.

Cutting Noise is Smart. Cutting Visibility is Not.

There’s a big difference between trimming inefficiencies and eliminating your presence altogether. If your marketing hasn’t been reviewed in a while, a downturn can be the perfect catalyst to clean house. That may mean cutting tactics that aren’t performing, eliminating vanity metrics and reallocating budget toward channels that actually drive results.

What hurts brands long-term isn’t reducing waste; it’s reducing visibility. When you stop communicating entirely, you don’t just save money — you create space for competitors to own the conversation, build trust and stay top-of-mind while you fade into the background.

Recessions Reward Focused Brands

When consumers become more cautious, they inherently become more selective. This is where consistent, value-driven marketing matters most. Brands that continue to show up with helpful content, clear messaging and steady communication signal stability and confidence at a time when people are craving both.

Smart recession marketing often means leaning into:

  • High-ROI channels like email, SEO and organic social
  • Messaging that emphasizes value, trust and long-term benefit
  • Content that answers real questions and supports decision-making

You don’t need a massive budget to do this well. You just need clear understanding of who you’re speaking to and why your brand matters to them.

Visibility Builds Momentum You Can’t Buy Later

One of the most overlooked risks of cutting marketing entirely is how difficult it is to restart. Rebuilding awareness, traffic and trust after a long pause often costs more than maintaining a consistent presence would have in the first place.

Brands that keep investing — even at a reduced level — tend to rebound faster when the economy improves. They’ve stayed connected to their audience, preserved brand equity and built momentum instead of starting from scratch.

Spend Smarter, Not Louder

A recession isn’t the time for bloated budgets or experimental fluff, but it is the time to prioritize what works, refine your strategy and double down on channels that deliver measurable value. Think quality over quantity, relevance over reach and consistency over bursts of activity.

Marketing during uncertain times isn’t about shouting louder. It’s about showing up with purpose. Unsure where to start? Here are 6 campaign ideas to help businesses navigate a recession. 

Have Questions? Contact Us at The Found Gen for Help

Cutting your marketing budget entirely might feel safe in the short term, but it often creates bigger challenges down the road. The brands that weather downturns best are the ones that adapt, not disappear.

At The Found Gen, we help businesses navigate moments like these with clear strategy, smart prioritization and marketing plans built for long-term growth. If you’re rethinking your budget and want to make sure every dollar works harder, we’re here to help.