Do things that don’t scale
Lately, I’ve been having the same conversation on repeat with founders and marketers: The reliable marketing channels just aren’t working anymore.
It’s a strange, noisy time to work in marketing. But in that noise, one thing remains: connection and everything. So, while the traditional channels may not be working, you now have the opportunity to do it better. How? Just do things that don’t scale.
Start by Knowing Your Audience, Really
One hundred super fans will grow your business faster than a million people who vaguely know your name. That starts with obsessing over your audience: not just who they are on paper, but what drives them. What do they care about? What do they need? How do they spend their time? And yes, this means actually talking to them! Not a survey or a persona worksheet (though hey, those help too!). But with 1:1 conversations.
For example: when I kicked off with my client Eddie AI, we spent four weeks in 1:1 conversations with 50+ video producers. We wanted to understand their product needs, but also where they spent time online, what creators they followed, what communities they trusted. That process helped us discover unexpected influencers, deprioritize ineffective channels, and build the product and marketing from a stronger foundation.
As a bonus? Nearly every person we spoke with shared Eddie on LinkedIn. The result wasn’t just product insight, it was early earned media and community traction.
From Connection to Conversion
“Connection” might sound like a dressed-up version of “engagement,” but I see it differently! Most scalable marketing channels are obsessed with speed: how fast can we get from awareness to conversion? But when you collapse the funnel too aggressively, you skip the chance to actually build a relationship. Yes, conversion matters, we all need to make money! But loyalty isn’t built through impulse buys. It’s built through trust, time, and relevance. Performance without connection isn't growth. It's future churn…
A Reframe for Paid Media
I’m not anti-paid, in fact I love paid partnerships and media. But I do think we’ve lost the plot on how we use it. Instead of starting with platforms, start with people. Here’s how I guide teams right now:
Creators first – 1:1 partnerships that spark connection and creativity
Independent media next – Think newsletters, events, and niche communities that build relevance and trust
Then, experiment – Explore unexpected placements that deliver outsized impact (for example, places like Unsplash)
Finally, amplify – Turn to the major platforms (Meta, Google, LinkedIn) only when more amplification makes sense
This isn’t revolutionary, it’s just more human (and more fun)!
For example: When I was at New Stand, our most effective campaign wasn’t from LinkedIn ads or Google Search. It was a 360° partnership with I Hate It Here by Hebba Youssef. Why? Because Hebba had built a true community, and showing up there was far more meaningful to our ICP than showing up in their feed unannounced.
A Quick Reality Check & Final Thoughts
It’s easy to feel pressure to scale fast, especially in high-growth environments and when you have significant funding. But some of the most meaningful brand-building work happens in quiet, unscalable moments: a great conversation, a thoughtful event, a niche partnership. These aren’t detours from growth, they’re the foundation for it!
If Tactile was my client today…
As someone who's built marketing strategies for a ton of startups, I've recently decided to treat Tactile like a client and go deeper on what actually works (with a healthy dose of experimentation!). Here's a recap in case it's helpful for others in a similar space. This isn't yet a full strategy, just a log of what's worked so far:
My #1 business driving channel = referrals
This is the least surprising, but human connection works! Direct introductions from people I've worked with, plus client referrals to other startups, continue to be critical to my business.
My most surprising channel = Instagram reels
A few months ago, after neglecting the Tactile Instagram, I committed to 1 week of consistent posting. Result? I booked 3 new business calls! And no, I don't have a big audience (I only have 930 followers, please follow Tactile). Why did it work? I'm actually having fun, and the format fits my business offering.
My emerging channel = Intro
One of my best clients found me there! I've booked a few promising calls with potential clients over the past few months. Having a place to offer a breadcrumb of your offering is extremely helpful. It's low stakes for your prospects and low stakes for you. Plus, this has been very low-lift.
My nurture channel = Events
For me, events haven't been business creating, but they've been critical to staying connected. And if my number one channel is referrals, I think of events as an important piece of this pie. Plus, I love them. (Though real talk, as a parent, attending events is tough!)
My lowest performing channel = LinkedIn
LinkedIn is my lowest performing business growth channel (sort, of). My own profile and posts have been helpful for staying connected to friends and colleagues (and an important nurture channel for referrals)! But I don't really view it as a direct growth channel.
My retired channel = Substack
I actually spend a ton of time on Substack! For clients, I lock in brand partnerships with creators and integrate Substack into press strategies. I'm also personally subscribed to almost 50 newsletters. However, for my business, I've chosen to spend less time trying to build my own platform.
My 'I need to finally prioritize this' channel = Press/Personal Brand building
Since relaunching Tactile, I have invested zero time in media for myself, and I know this is a massive miss. If Tactile was my client today, this would be core to our strategy. So, I am taking my own advice and finally prioritizing this in Q4. Please hold me accountable ;)
At the end of the day, these all work together and serve different purposes. The goal is to build a flywheel that's aligned with the brand I'm building, the audience I'm seeking to engage, and rooted in the reality of my resources and time. What's worked for you? Share what channels have surprised you in the comments!
We're Back: Tactile (pt 2!)
We’re back!
Today marks a new chapter for Tactile, and honestly, it feels like coming home.
I started building Tactile 8 years ago, working with beloved brands and institutions like Dripkit, Modernist Financial, Argent, and The Boston Globe. Since then, I've honed my expertise in-house as the SVP of Marketing at places like New Stand and Morning Brew, but Tactile was always my heart.
Those years leading marketing for iconic media brands taught me something crucial: the companies that break through aren't the ones with the biggest budgets or the flashiest campaigns. They're the ones that understand their audience so deeply that every piece of content, every partnership, every strategic decision feels inevitable rather than forced. That's what Tactile is built to do.
What We Learned
The media landscape has shifted dramatically since we first launched. The playbooks that worked five years ago (tbh even two years ago) are no longer enough. Founder-led brands are competing not just with other startups, but with creators who have million-person audiences and legacy media companies finally figuring out how to be nimble.
But here's what hasn't changed: authentic connection still wins. The brands succeeding in this environment aren't trying to be everything to everyone. They're finding their specific communities, understanding what those communities actually care about, and showing up consistently with value that feels genuine.
Our Mission Going Forward
Tactile helps the brands we believe in build meaningful connections with their audience. We're here to help you build something that lasts. Our approach is rooted in deep audience understanding and story-driven strategy. We help brands identify the communities where they truly belong, craft content that resonates authentically, and build partnerships that create real value for everyone involved. Whether that's through strategic audience development, earned media that breaks through the noise, or content marketing that actually engages, we're focused on sustainable growth that aligns with who you are as a brand.
Welcome to Tactile 2.0. Let's make something good together.