From the Archive

Online advertising can feel like navigating a dense forest without a map—especially for businesses trying to sell nationally without the resources of big-name competitors. That’s why I invited Krystal Covington,  to share her expertise. Originally released in September 2022, Krystal’s tips are still relevant today.  Together, we explored how businesses can use geo-targeting and smart collaborations to stretch their advertising dollars further and stand out in targeted markets.

Here are the highlights of our conversation:

Focus Your Efforts With Geo-Targeting
Even for businesses that can sell anywhere, narrowing the focus to specific regions can make a big impact. Tools like Google Trends help identify where demand is strongest, allowing companies to allocate their budget effectively. For instance, a $500 geo-targeted ad campaign in high-interest areas can yield better results than a $3,000 national campaign competing against industry giants.

Collaborations and Partnerships Pay Off
Building “power partnerships” with complementary businesses can expand your reach without blowing your budget. From co-branded sweepstakes to shared promotions, partnerships allow you to tap into each other’s audiences and grow your contact lists while creating mutual value.

Creative Strategies for Audience Growth
Krystal shared her experience using tools like Gleam.io to run contests that reward participants for actions like visiting websites, following social media accounts, or joining email lists. This approach not only engages audiences but also helps both partners grow their visibility in meaningful, measurable ways.

Adapt These Strategies Locally or Nationally
Whether you’re targeting your hometown or a far-off market like Baltimore, the principles are the same. Find either local partners in your target area or collaborate with nearby businesses to enter new regions together.

our guest Krystal Covington

As the Founder of Shofar Business Consulting, she is passionate about creating meaningful connections between the African Diaspora in the United States and the untapped potential of Namibia’s growing economy. My work focuses on empowering American investors to explore investment opportunities and establish ventures with local Namibian entrepreneurs.

Through Shofar, we organize conferences and educational events that provide a clear pathway for investors to understand and engage with the African economy. We also offer comprehensive business consulting services, helping U.S. business leaders and investors navigate and steer these ventures to success—even from overseas. The goal is to facilitate long-term partnerships and ensure sustainable, mutually beneficial growth.

With over 15 years of experience in business growth strategy, communications, and public relations, her mission is to empower investors and entrepreneurs to thrive in emerging markets. Her previous work has been recognized by top outlets like TEDx, Forbes, and Entrepreneur, and she has led initiatives that have garnered six-figure revenue growth and national media attention.