Spark YOUR MARKETING Marketing Is Even More Everything, Everywhere, All At Once

By Carter Harkins and Taylor Hill, Co-Owners, FutureNow Marketing

After participating in the AI Summit For Agencies In 2025 a few weeks ago, it became clear that as things change in the marketing space, one thing that is not going away is all the places, old and new, where opportunities for marketing take place. While we concentrate on what we know (or think we know) is the right place to spend our dollars, we can’t lose sight of new opportunities that may be both better and more affordable for our business.

One of the presenters talked about how difficult the attributions have become for marketing channels, and that’s one reason marketing companies point businesses to those they can give attribution to as it proves their value. And while that makes great sense, what if there are other places you should be that also bring value even though it’s harder to prove?

So What’s Really Happening?

In the not so distant past, you could run a local TV ad or have a spot on radio and you would immediately see a boost in business. The attribution was easy as it was linked to a trackable phone number. However, when the internet became the “place to be,” you still could track those people who would use the phone number, but what about those who went to your website? Yes, you could see the bump in traffic and make guesses as to how many of those people went on to obtain your services but you could not be absolutely sure.

Then came PPC ads from Google, Bing, Facebook, etc. where you could track the ads and know which one worked, what didn’t, and how many came to the landing page and bought. Over the years attribution has gotten better as long as you have everything set up correctly. Add to this that what you see on one platform seems to never line up with what you see on your analytics platform no matter which one you use.

Different browsers, analytics platforms, search engines, and social media platforms, groups, subreddits, traditional media, newsletters, YouTube, and podcasts have been what we’ve all been navigating for awhile now. Add to that all the AI LLMs, the AI search LLMs, the abundant AI software programs that will – or say they will – do amazing things, and what’s a business to do in figuring out where to put your dollars?!

The good news for local businesses is you have a set area where you market, and as long as you understand the culture and your target audience, it will be easier to market to those people. The bad news is that branding in those markets can be harder to do than on a national scale. After all, who has money for a Super Bowl ad, right?

Why Branding Is More Important Today Than Ever Before

Branding has always been important, but in today’s world, it is essential. By branding, we’re not talking about changing your name, logo, etc., we’re referring to getting your name and brand in front of as many people in your area as you can. It’s great to wrap your vehicles, have your technicians in uniform, put your logo on your invoices, etc., but that’s not enough. You need to get in front of your audience.

Do you know who your audience is? Where do they hang out? When is the best time to get in front of them? What language should you use in your messaging? What should you say? And one of the most important questions, do you have proof to back everything up? Without proof, you will be found out in one review search!

This isn’t cookie cutter marketing. Every company has their audience, and you need to find the answers to the questions above for your specific audience.

We recently received a call from a senior living facility asking if we could help with their digital outreach. When we asked them the first question, “Who is your audience?” they told us it was people between the ages of 65 and 80. When we asked them how they were reaching that audience, they said Facebook ads. We asked why they chose Facebook ads, and they said the company they’ve been working with said that’s what they should be doing. Then we asked them, “Who normally comes and tours the facility before they sign the paperwork?” and they said, “The kids.” Then we asked, “How old are the kids?” They told us 40 to 65. Then we asked, “Who makes the final decision as to whether their parents will live there or not, the parents or the kids?” They said normally it’s the kids.

As you can see, they were marketing to the wrong people. Their audience wasn’t 65 to 80 year olds, it was their adult kids. This is why you have to start with the right audience. Facebook might be the best way to market to these people, but the language and messaging will still be entirely different.

Talk to your customers and ask them questions so you can identify exactly who your audience is and go from there. Once you discover where they spend their time, you will best know how to market to them in 2025. It may be a traditional platform, local newsletter, the Nextdoor app, direct mail, sponsorships, or just flyers passed out at the local ballgame.

Local branding is your best way to do business. Make sure you are showing up for your neighbors and customers and they know who you are. Make 2025 your best year ever! ■