Choosing The Right Tools for Your Marketing

Effective marketing in 2026 (and honestly beyond) is like driving down the Vegas strip. Everyone's doing it, selling it, or trying to sell you a course or a magic tool to do it on your own. This article is not going to be like my usual blog posts, but instead a cut and dry no fuss guide for navigating some the options available to you and your business. Before we begin, there are three key points to know -> 1. AI-generated content, NO MATTER THE PLATFORM, is not your own. It's unable to be trademarked or receive a copywrite, so while AI is wonderful for many things, you should never use it to generate end-use material. I love using it for things I don't mind being shared (peep the blog cover photos), but wouldn't be caught dead using it for a finished logo, flyer, or important written content. 2. Know your skill sets. Are you a quick learner? Are you comfortable navigating a digital space or a "Tech Native?" If so, DIY options may be perfect for you. 3. Know your capacity. Are you so busy you're missing meals or living in a sea of sticky-notes? If so, skip the DIY and pick the best solution for you. You can always change plans later, but you cannot regain time. If you know the cost of your time, deciding should take minutes. For the actual tools, we'll break this down into two categories: 1. DIY Here are some of my top performer picks in do-it-yourself software -> InDesign Cost: About $25 a month Pros: Industry Standard, Excellent Support, Plays Well With Others (integrates easily with other software), Decades of Instructional Videos Available Cons: Steep Learning Curve, Subscription Based, Overkill for Simple Marketing Needs Anna's Note: This is a requirement for companies generating print materials for others, not required for 90% of other businesses or social media marketing. Affinity Cost: Free Download Pros: Free, Many Options, Excellent for Designers, Intuitive for Tech Natives Cons: Steep Learning Curve for Non-Tech Savvy Users, Less Drag & Drop Features, Stuck on your computer (not able to work seamlessly between desktop and phone) Anna's Note: If you are a creator, artistic, and comfortable in the tech world, this is for you. If you are looking for ease of use generating mass-content, pass on this one. Canva Cost: Varies. Free for NPO's, can be as low as $14 per month for individual users. Pros: E-A-S-Y. Anyone can use Canva. Affordable, New Features Added All The Time, Team Sharing, API Integrations Cons: Subscription Based, Limited on Custom Design Work, Saturated Market Anna's Note: I use this for nearly every single client. Canva is integrated into my phone and I am able to offer financially accessible services and team work with Interns and Peers through Canva, which is not something I can do with the other options. I can generate a very basic social media post in minutes where I may spend an hour or two in in Affinity. In my opinion, everyone should have Canva on their roster if they ever plan do do any marketing work themselves - hands down. Blender Cost: Free Download Pros: 3D, VR, and Video Editing and so much more! Cons: Steep Learning Curve, Computer Download. Not Ideal for Print/Basic Materials, Heavy PC Storage Needs Anna's Note: Tech Natives Unite! Blender is a sandbox of endless possibilities for those with endless time. If VR, 3D, and Video 2. Out Sourcing If time is NOT on your side, get that work out of your schedule and out of your stress load. 1. Companies Companies are great, the cost range is WIDE. Ask around, make some calls, and research what you need and where your budget it. Established companies with large teams may easily charge $25k for a brand kit, which others can get you taken care of for $500. Price does not always equal experience, but instead typically reflects time, capacity, and overhead. Finding the right company for you to work with consistently, will save you a lifetime of headaches. Pros: Better Work Quality Guarantee, Possibility for Future Work/Ongoing Support, Integrated Systems Cons: Time To Interview/Review, Cost 2. Freelancers Fiverr really super charged the world of accessible free lancers. In today's market, you can get a logo for as low as $25. The only catch? Sometimes they look like they cost $25. You can find these on social media groups too. Pros: Cheap and Fast, By-The-Job Pricing Cons: No Working Relationship, No Support, Minimal Local References 3. Interns/Schools This is a GREAT option if you know what you need and have a dedicated staff person to support this work. I partner with young professinals both in my business and through pro-bono work with numerous NPA clients of mine. You will get new skills, new ideas, and big energy with interns or colleges, but you will need to calculate supervision time to roughly 25% of the total hours they are spending on supporting your work. Pros: Usually Free, Outside Skills, Fresh Energy, Fun Experience, Excellent for Finding New Hires Cons: Takes Time, Quality Mixed, Limited Time Together, You Need Experience To Give to Them Conclusion If you have some experience and moderate time, go with Affinity and Canva. If you have little time and experience, partner with a company. If you have a lot of experience and a little time, consider an internship program or company. If you are in need of a logo in 24hrs for an event or project - Freelancer all the way If you are an expert and have signifiant time or want to learn to be an expert - try all software that applies to you, and do more research for niche programs that may fit your digital media style. Don't gamble your time and money, just choose that path that best fits your needs to the best of your abilities and be at peace with your decision. Reevaluate regularly and move with the flow.