Earlier this year, I had the opportunity to speak at the Texas Governor’s Small Business Summit in Uvalde during a panel on “Targeted Marketing Through Social Media Techniques.” It was an honor to represent Marken Media and share practical strategies we’ve used with our clients since launching in 2017.

Here’s a recap of what I shared with the audience — fellow entrepreneurs and business owners eager to strengthen their marketing efforts.

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📍 Start with Strategy, Not Tactics

The most effective marketing strategy begins with, well… a strategy.

When small business owners meet with us, we don’t start by talking about social media posts or logos. We start with what we call the Marken Map™ — a process that asks:

Who are you as a business? 
Where have you been? 
Where do you want to go?

This gives us a clear picture of your ideal client — not just demographics, but the kind of person you love working with and want more of.

Once we define that, we can build a plan. Some clients hire us to implement it; others use it to move forward on their own. Either way, clarity comes first.

💰Your Brand Has to Match the Price Tag

One of my favorite stories to share is about an early client who owned a venue. She was charging $10,000 per package — but her website looked like a summer camp brochure. She had done what so many do in the early stages: DIY design, just to get something out there.

We helped her rebrand with a high-end, wine-bottle feel that aligned with her pricing — from her logo to her print materials to her website.

We helped her understand that the buyer and the user weren’t always the same:
– Users and influencers (Instagram)
– Buyers and decision-makers (Facebook)

Both mattered. We made sure her brand spoke to both groups.

🔧 Solve Problems, Not Just Sell Products

One of the key things I tell business owners is this: focus on the problem you solve, not the product you sell.

People don’t want to hear about what’s on sale — they want to know that you understand them. Press on the bruise. If your marketing can reflect their pain point and show how you solve it, they’ll lean in.

That shift alone helps you find your true audience — and it changes the kind of content you share.