Going through this with now with my son. This is especially important for those kids on the lower end of D1, D2, D3, etc.
Creating a spreadsheet with contact info for head coach, position coach, and recruiting coordinator and then emailing them with grade transcripts, Hudl film, and brief bio at least helps put you on their radar. We’ve had good success with getting responses via email, text, and Twitter DM by doing this.
The key is to know your boy’s realistic possibilities. Sending film to Alabama for a 6’0” offensive tackle won’t get you anywhere. But the same kid may be of interest to the right school. Be realistic, then aim a little higher.