The Found Gen

Marketing That Works.

small business marketing

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The Marketing Checklist You Didn’t Know You Needed

If your marketing strategy starts and ends with whatever you can squeeze in between meetings, emails and client calls, it’s time rethink your approach. Marketing isn’t just “one more thing on the list” — it’s how people discover, trust and choose your business. Yes, the stakes are that high! 

Yet, too often, small business owners and solo marketers try to handle it all themselves, and they do so without a clear roadmap. This all leads to burnout, missed opportunities and content that misses the mark.  

Fortunately for you, we’ve got a way to help you focus in on what matters most and make sure every effort drives results. So here it is, the 5-point marketing checklist you didn’t know you needed.

5 Steps to a Smarter Marketing Strategy

  1. Define Your Audience (and Actually Know Them)

To win at marketing, you need to reach the right people at the right place at the right time. So, who are your people? Before you do anything else, get clear on exactly who you’re talking to. What are their pain points? Where do they spend time online? What questions are they asking?

Your marketing campaigns, content and messaging should always start with your audience. Because if your message doesn’t resonate, it doesn’t matter how polished your graphics are.

2. Audit Your Current Marketing

Now it’s time to take stock of everything you’re currently doing, including social media, website, email, ads, etc. Look at your data to see what’s working, what’s falling flat and where there are gaps in your strategy.

A quick audit helps you avoid wasting time on tactics  that don’t move the needle and gives you a clear roadmap for improvement.

3. Plan Content that Adds Value

It’s not about you. It’s always about them. Value-first content drives results. Forget about talking only about your business. Instead, think about the questions, problems and needs of your audience. Then:

  • Write blogs that answer real questions
  • Create social posts that educate or entertain
  • Use email campaigns to provide solutions, not just promotions

Helpful content builds trust, and trust drives conversions.

4. Check All Channels for Consistency

Branding is more than a logo. It’s your voice, tone and the experience people have across all channels.

Your website, social media, email and all marketing touchpoints should all feel like they’re coming from the same place. Inconsistent messaging confuses people and erodes credibility.

5. Measure, Test, Repeat

Marketing without measurement is like throwing spaghetti at the wall and hoping something sticks. Use analytics tools to track engagement, leads and conversions. Test variations of campaigns, emails and landing pages to see what works best.

Then, lather, rinse and repeat.

Contact Us at The Found Gen with Questions 

A great marketing checklist isn’t just a list of tasks. It’s a strategic guide to help you build meaningful connections with your audience while keeping your sanity in check. 

If you’re ready to take your marketing from scattered to strategic, start with this checklist — and consider bringing in a team that can help you execute it consistently and creatively. For help doing just that, contact our team today.

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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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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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The Role of Hashtags in Increasing Engagement on Social Media

Hashtags are an essential aspect of any successful social media strategy. Designed to categorize and track social media content, a hashtag is a set of words, phrases, or numbers following the # symbol. Hashtags can be injected into your social posts, bios, and comments to most major social networks, including LinkedIn, TikTok, Pinterest, and even YouTube. 

When you click on a hashtag, it pulls together all the other social media posts with the same hashtag, generating more content centered around a similar topic. In this sense, a hashtag is like a shortcut to more content that suits your audience’s interests. 

Through this primary function, a hashtag can be used to increase engagement in a number of ways: 

Participate in Larger Conversations 

Hashtags can be used to participate in larger conversations about a trending topic. Let’s say you’re a sporting goods company and you want your posts about the FIFA World Cup to be seen by more people. If you use relevant hashtags like #WorldCup and #FIFAWorldCup and your content is highly relevant to the topic in itself, your posts about the FIFA World Cop will appear in searches and feeds when someone searches or clicks on these hashtags. This is a massive increase in visibility to users who are clearly interested in this topic, and that makes them more likely to engage with your content. 

Make Your Brand Easier to Find

Hashtags make your content much easier to find for anyone interested in that particular topic. Think about the kind of words or phrases someone might use to search for products or services like yours on social media. 

For example, someone who is interested in a healthy new moisturizer might use hashtags like #skincare and #moisturizer to search for a relevant product. If you use these hashtags in your posts about your company’s latest moisturizer, users who are interested in a product just like yours can discover your brand. On that note, you might also consider using branded hashtags so that people who have already heard of your brand can easily find posts about specific topics. 

Distinguish Your Content 

Hashtags allow you to distinguish your social media content by specific topics and themes. After all, a successful social media strategy involves content that stands out. Your posts don’t just cover the same topics and themes as your competitors, right? 

With hashtags, you can narrow down exactly what makes your content different and make it easier for people to discover your content by pursuing related topics and themes. Your competitors’ content might not be accessible through these hashtags, but yours is. And when people see how unique and tasteful your content is, they’re more likely to engage with it. 

To maximize the visibility of each individual social media post, don’t use the same hashtags every time. You want your audience to see that you are putting thought into your content and tailoring your hashtags specifically to each post, so they feel fresh and relevant. 

For more advice on how to use hashtags to boost engagement on social media, contact the team at The Found Gen today.