Part 2: Investing in Digital Marketing

OUTdrive episode 127 Part 2 with Steve Kroll

OUTdrive Episode 127 with Steve Kroll

When a consumer comes across your online presence, can they tell who you are? Or, maybe more importantly, can they tell what you are not? In our second episode with Steve Kroll, we discuss why businesses located in the Midwest should be leaning into what they know and asking for support in delivering the message. As Steve puts it, we want our client’s consumers to feel like they are “running their fingers through the wheat.” To achieve that, you need authentic representation and a digital-savvy team that can get you found.

Steve is the President of Granular, a data-driven digital marketing agency. Granular was founded and is run by digital marketing veterans with both in-house Fortune 50 and agency-side marketing experience. The expertise was built by hands-on management of well over $100 Million in PPC and digital marketing ad spend. Granular is headquartered in Milwaukee, Wisconsin and was founded in 2014.

Check out Part 2 of this mini-series to learn what Midwest businesses can do to reach rural American consumers and the best ways to approach a digital marketing strategy.


  • 2:00 – Industry insights Steve and the Granular team are seeing happening right now that they are incorporating into client programs
  • 8:15 – Steve explains performance max campaigns, the latest tool in Google’s tool belt
  • 13:45 – Steve and Cliff discuss the skills marketers should invest in learning outside of high-level digital expertise
  • 18:30 – Insights behind Midwest-based businesses and how they can improve going to market
  • 24:30 – How an organization should approach building a foundation for a digital marketing program
  • 29:45 – Steve tailors his previous answer toward a rural American audience and Midwest-based businesses
  • 33:00 – Why Granular puts an emphasis on philanthropy in their business
  • 34:15 – Steve’s recommendation on where marketers can go to find more content on digital strategy and tactics