Over the past few years, I’ve seen firsthand what happens when a small, locally owned business decides to take social media marketing seriously. One of my longtime clients—a small market and deli tucked away on Tahoe’s West Shore—made that leap. We focused on retraining their customers to order sandwiches and pizzas online instead of walking in and waiting in line. It took consistency, testing, and patience, but it worked. Their customers now expect to find them online, order online, and interact with them through their phones.
Another social media marketing success story. A local tourist boat was half empty on every daily cruise. By adding a scheduled daily social media marketing strategy, we filled the boat four times a day. In the first 60 days, we raised their revenue by 74%.
That’s what good marketing does—it changes behavior. It puts today’s options right in the palm of your next customer's hand.
Which is why it’s so frustrating to watch other local organizations still throwing money at digital ads that simply don’t work. Outdated formats, poorly sized videos, and static images built for desktop when 98% of your audience is holding a phone. I’m also talking about “boosted” posts that aren’t optimized for location, goals, or even the platform itself. Boosted posts are for one-off events like a performance, a flash sale, or a single-day promotion. Period.
Here’s the truth: Tahoe’s economy runs on tourism. Visitors arrive with one main tool for finding everything—their phones. They use them for maps, reviews, restaurants, and rentals. When they scroll, they’re not just killing time—they’re choosing where to spend their money. If your ad isn’t mobile-first, you’re invisible at the exact moment they’re ready to buy.
And your feed matters just as much as your ads. I can’t tell you how disheartening it is to click on a local business and see that their last post was seven weeks ago. That’s not marketing—that’s abandonment. One post a week, minimum. Two if you’re serious. Your feed is your digital storefront. If it looks empty, people assume you don’t care or worst, you’re closed.
Just last week, I saw a local ad running in a square (1:1) format. That ratio hasn’t been relevant on Meta since before COVID. It doesn’t fit Reels or Stories, where most users live. It’s like paying for a billboard that faces the wrong direction. The ad budget was there, the intent was there—but the format alone killed the reach before the message even had a chance.
Social advertising today is about matching message, medium, and mindset. You can have the best visuals and still fail because your delivery is outdated. Mobile-first design isn’t optional—it’s expected. Clean visuals, proper ratios, vertical video, and clear calls to action are the new baseline.
Our local businesses have so much heart and grit. But if we want Tahoe to thrive year-round, we need to show up the way our audience expects to see us—professional, relevant, and active. It’s not about chasing trends. It’s about understanding that digital presence is part of your customer service. If you’re not visible on their screens, you’re not part of their choices.
Next up: “Boosting Is Not Advertising.” Why throwing a little money behind a post isn’t a strategy—it’s just noise.
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
