Last week, I sat in on a small business marketing talk from a national firm. They laid out the full buffet: SEO, email marketing, paid social, content calendars, and social media management. You name it. But here’s what struck me: not one of the business owners in the room could afford most of what they were selling. And really hit me was that 90% the people in the room truly didn’t know where to start. No doubt about it, the speaker/owner and Truckee resident knew her stuff, but on a national level.

It wasn’t rooted in local knowledge. No nod to our seasonal rhythms, our feast and famine cycles. No mention of how visitors and locals move through our community. Just a broad, generic marketing playbook.

So let’s regroup. If you’re a small business in the Tahoe-Truckee region, here’s a practical roadmap for how to think about your marketing. Not all at once. Not all this month. But step by step, in the right order.

Step 1: Your Website

This is Your Online Anchor. Before you worry about TikTok or a newsletter, your website needs to clearly tell people:

• What you offer
• Who it’s for
• How to buy or book it

Mobile-friendly. Fast. Simple. Branded. This is the only platform YOU control. This is the anchor for all the other platforms you will add along the way. Make it count.

Step 2: Local SEO

Help People Find You. Most people start their search on Google. If your business doesn’t show up in local search results, they’ll never make it to your website.

Start with:

• Google Business Profile (and keep it updated)
• Clean, consistent listings across the web
• Location-rich content on your site

Step 3: Social Media

One Platform, Done Well You don’t need to be everywhere. Pick one platform where your audience is active and show up consistently.

Pro tips:

• Use photos of you and your space — authenticity wins
• Create content for your most powerful platform and then repurpose it for other channels.
• Short-form video (under 1 minute) performs best, especially when paired with local visuals

Remember my mantra - “What do you want to say and who do you want to say it to?” This will point you to your power platform.

Step 4: Email Marketing

If you’re ready, not every business needs email marketing. Here’s a quick checklist:

• You already have a list of past customers or local contacts.
• You have something new to share monthly (sales, events, tips)
• You want to drive repeat visits or purchases

If these boxes are checked, email is a cost-effective way to stay top of mind.

Step 5: A Newsletter

Build a Relationship A monthly newsletter isn’t just a sales tool. It’s a way to share your voice, highlight what’s going on locally, and remind people why they love your brand.

Keep it simple:

• One main story or update
• One featured product/service
• A local insight or seasonal note
• A clear call to action

Go figure, my business is centered around video, and yet these newsletters have been one of my best marketing ROI’s.

Step 6: Paid Advertising

When Everything Else is Working Only consider ads once your website, social, and SEO are dialed. Otherwise, you’re just paying to send people to an unready storefront.

Start small with:

• Boosted posts on Facebook/Instagram
• Google Ads for your most searched product or service
• Seasonal campaigns with a clear goal (event, sale, launch)

Final Thought. Marketing isn’t a one-size-fits-all service bundle. Especially not in a place like Tahoe. Start with what you own (website), move to what makes you findable (SEO), and build your presence with social and email — all grounded in who you are and what your community values.

Need help figuring out where you are on this roadmap? I'm available for a chat.

 If there is a topic you’d like to hear more about, by all means, comment below or direct message, and I’ll do my best.

Nothing better than a good question to jump into.

Reach out for a talk over coffee or a hike, I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com

Comment below or share.

Trina Gold

Master Creator

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