Where Should You Advertise? A Straight-Talk Guide for Local Businesses

By Sherry Merideth, Founder, Spotlight Around Town

Let’s be honest — figuring out where to spend your ad dollars can feel like tossing darts in the dark.

Billboards, radio, Google, social media, podcasts, flyers… everyone’s shouting “we’re the best!”

But the truth is, different industries shine on different stages. The goal isn’t to be everywhere — it’s to be seen (and remembered) by the right people, in the right places.

Let’s break it down.

Tourism & Hospitality: Sell the Experience

If you’re a hotel, bed & breakfast, winery, or adventure company, your best medium is visual storytelling.

People want to see themselves there.

Best for you:

• Social Media (Instagram, TikTok, Pinterest): Show the view, the vibe, the feeling.

• YouTube Shorts or Reels: Behind-the-scenes clips, local attractions, happy guests.

• Community Radio Ads: Keep your name top-of-mind for locals and travelers already exploring nearby.

💡 Pro Tip: Pair a radio spot with a short video ad. The radio builds recognition — the visuals close the sale.

Home Services & Contractors: Earn Their Trust

Plumbers, roofers, landscapers, and handymen aren’t just selling services — they’re selling peace of mind.

Your audience isn’t looking for flash; they want to know you’ll show up and do it right.

Best for you:

• Google Ads & SEO: When pipes burst or roofs leak, people Google first.

• Local Radio & Nextdoor: Great for staying visible in your community.

• Vehicle Wraps: Your rolling billboard never clocks out.

💡 Pro Tip: Create a quick testimonial reel with your happy customers — that local face builds instant credibility.

Retail & Boutiques: Keep It Fresh

Small shops live and die by local love and repeat foot traffic.
People follow what feels personal, fun, and ever-changing.

Best for you:

• Instagram & Facebook: Perfect for product drops, sales, and behind-the-counter moments.

• Email Marketing: Build your insider club — first looks, exclusive deals, early invites.

• Community Magazines: Beautiful visuals plus local distribution = the perfect match.

💡 Pro Tip: Consistency wins. A steady rhythm of posts, stories, and small ads beats one big push any day.

Venues & Wineries: It’s All About the Atmosphere

You’re selling the soundtrack of someone’s weekend. Your marketing should feel like an invitation.

Best for you:

• Event Listings & Local Blogs: “What’s Happening This Weekend” pages bring curious locals.

• Community Radio & Podcasts: Ideal for events, tastings, and live music nights.

• Reels & TikToks: Show the laughter, the lighting, the live band energy.

💡 Pro Tip: Don’t over-polish. Authentic moments filmed on phones often outperform professional ads in engagement.

Realtors, Insurance, and Financial Pros: Be the Name They Remember

These industries thrive on trust, reputation, and repeat referrals. You don’t need to shout — you need to stand steady.

Best for you:

• LinkedIn & Facebook: Build authority through education and local updates.

• Community Radio: A powerful way to reach homeowners and established locals.

• Direct Mail or Postcards: Still works — especially when they’re beautifully branded.

💡 Pro Tip: Consider sponsoring a radio segment or community newsletter. It says, “I’m invested here — just like you.”

Artists, Creators & Nonprofits: Build a Movement, Not Just a Following

You’re not just selling a product; you’re selling purpose, impact, or imagination.

Best for you:

• Instagram, TikTok, YouTube: Storytelling, tutorials, and heart-led posts connect deeply.

• Podcasts & Radio Features: Perfect for building emotional connection and community support.

• Collaborations: Partner with local cafés, wineries, or boutiques to cross-promote.

💡 Pro Tip: Always add a personal note in your posts — “This piece was inspired by…” — it humanizes your work.

Final Thoughts

Advertising doesn’t have to feel like guesswork. Think of it like matchmaking — your story just needs the right audience.

Whether that means a 30-second radio spot, a TikTok that makes people smile, or a magazine feature that stops someone mid-scroll — the magic happens when your visibility meets your voice.

At Spotlight Around Town, we help businesses choose the right mix of local and digital visibility — without the fluff, without the overwhelm.

📣 Ready to find your perfect spotlight?
Let’s create your custom visibility plan today.

🌲 Rooted Local. Radiantly Visible.