By: Travis Hutton

In 2025, visibility is becoming increasingly important. Small business owners aren’t just relying on word-of-mouth or social media posts. They’re using targeted media to build trust, attract customers, and potentially grow faster than ever before.

Why Strategic Media Matters

Most small businesses don’t have huge marketing budgets. But they still need attention. Strategic media gives them a cost-effective opportunity to compete with bigger brands. It’s not about going viral. It’s about getting seen by the right people.

This could be a well-placed article, a short interview, or a mention in a niche industry outlet. One effective media hit can lead to partnerships, new customers, and even investor interest. According to HubSpot, 81% of people trust what they read in earned media more than what they see in ads. That kind of trust is valuable for local service providers, coaches, or product makers trying to grow their business.

Real Examples That Work

Take Maya’s Bakeshop in Chicago as an example. Prior to 2023, her business grew slowly, mainly relying on foot traffic. However, everything changed when she was featured in a local news article about women-owned food businesses. The day the piece went live, her website crashed due to the surge in visitors. That month, her orders doubled. The best part? She didn’t pay for the feature; she simply pitched it with a brief press release and an eye-catching subject line.

Another example is Andrew Lin, an HVAC business owner in Dallas. He leveraged a trade publication to share how his team was installing more eco-friendly systems. This article helped him secure several commercial contracts that were originally expected to go to larger competitors.

Strategic media isn’t about celebrity exposure. It’s about showing expertise in the right places.

What Kind of Media Actually Helps?

Small business owners are choosing channels that offer credibility and focus. Instead of shouting into the void on social platforms, they’re placing content where buyers already pay attention. That includes:

• Local and regional news 
• Industry-specific outlets 
• Business magazines 
• Podcast interviews 
• Founder spotlights on niche websites 

Each one has a role. Local news builds community reputation. Industry coverage builds authority. Podcasts build personality and relatability.

According to the Content Marketing Institute, 73% of buyers are more likely to trust a brand after reading an article or interview—not an ad. This shift in trust is a game-changer.

This Is Where Services Like Hermes Wire Come In

Founded in 2023, Hermes Wire helps small business owners get their stories featured quickly, even without a full PR team. Whether it’s a product launch or a business milestone, Hermes Wire makes it easy to get your news in front of the right people. For many business owners, it’s their first step toward media coverage that can drive results.

Timing and Targeting

Getting media exposure at the right time can make a difference. If you’re launching a product, opening a new location, or hitting a major milestone—it’s worth sharing. Don’t wait. The best stories are timely and tied to something that may affect people beyond just your brand.

Also, targeting matters. A bakery pitching to Food Business News makes sense. A local accountant might do better in a community news outlet or small business newsletter. It’s about alignment, not just volume.

The Real Value of Increased Visibility

When small business owners show up in the right places, the effects can add up. It builds Google search presence. It boosts credibility with leads. It can give them a reason to charge more for their services. And sometimes, it even gets them picked up by bigger outlets looking for fresh voices.

That kind of visibility is tough to buy. But it’s possible to earn—if you’re smart, specific, and strategic.

Strategic media is no longer a luxury. It’s a growth tool. The small business owners who embrace it aren’t just getting noticed. They’re likely getting ahead.

Published by Joseph T.