Looking for effective strategies to market a new small business and hit the ground running? Then you're in the right place.
Hey there, Gorgeous!
If you’re launching a new small business, congratulations! This is such an exciting time. But I know it can feel a little overwhelming too. The key to building momentum and getting customers through your door (virtual or physical) is effective marketing.
But where do you start?
In this post, we’ll dive into some simple strategies to help you market your new small business, connect with the right people, and start turning those big dreams into reality.
Before we dive in, let me share a quick tip: If you want to take your marketing skills to the next level, check out my book INNOVATE: Unleash Your Creative Marketing Brilliance. It’s packed with ideas to help you think outside the box when it comes to promoting your business.
And for those of you just starting your solopreneur journey, my book START: The Solopreneur's Blueprint For Building Your Dream Business will give you the foundation you need to get things off the ground.
Alright... so let's dive in here, shall we?
Define Your Brand
Establish Your Brand Identity
Unlike popular belief, your brand isn't than just a logo and the colours you use to represent your business. It’s the heart and soul of your business.
What do you stand for?
What makes you different from everyone else out there?
Defining your brand’s mission, values and unique selling proposition (USP) will help you shape how people experience your business. Your brand includes the language you use, they style of your images and the way your customers (and potential customers) feel with any interaction with you.
Let your brand personality shine through everything you do — from your website to your customer interactions. That way, when people think of your brand, they’ll know exactly what you’re all about.
Create A Professional Website
Think of your website as your online storefront — it’s where people come to learn more about what you do and how you can help them. Make sure your website is professional, easy to navigate and mobile-friendly. It should clearly communicate who you are, what you offer and why people should choose you.
Plus, a good website builds trust with potential customers, so take the time to get it right.
Know Your Audience
Identify Your Target Market
Who are you trying to reach?
The better you understand your audience, the easier it’ll be to connect with them. Take some time to identify who your ideal customers are — their demographics, interests and challenges. Knowing this will help you craft messages that speak directly to them and their needs.
Conduct Market Research
It’s important to stay in the know about what’s happening in your industry. Conducting market research gives you insights into trends, competitor strategies and customer preferences. This knowledge will help you position your business in a way that stands out from the crowd and meets your audience’s needs.
Use Social Media
Choose the Right Platforms
Social media is such a powerful tool for marketing a new small business, but not all platforms are created equal. The trick is to focus on the ones that your audience loves most.
Are they on Instagram and TikTok?
Or do they hang out on LinkedIn?
Perhaps Pinterest is where you're potential customers like to gather.
Start with the platforms that make the most sense for your business and build from there. And don't feel like you need to be on all of them. Focus on the one or two platforms that your market prefers and use these well.
Create Engaging Content
Content is essential when it comes to social media. Post content that’s valuable, fun and engaging for your audience. Share tips, behind-the-scenes peeks, customer testimonials or even a little inspiration.
And here’s the golden rule — consistency. Plan your posts with a content calendar, so you’re showing up regularly in your followers’ feeds.
Engage with Your Audience
It’s not just about posting; it’s about connecting. When people comment on your posts or send you messages, take the time to respond. It’s these personal touches that build relationships, increase loyalty and get people talking about your business.
Leverage Email Marketing
Build an Email List
Start building your email list as soon as you can.
Why?
Because email is one of the most direct ways to stay in touch with your audience. You can offer something special — like a discount, a freebie or exclusive content — to encourage people to sign up.
Once they’re on your list, you have a direct line to them, which is so valuable for nurturing relationships and driving sales.
Send Valuable Content
Your subscribers joined your list for a reason, so make sure you’re sending them content that delivers. Whether it’s a newsletter, a promotion or an update, make it personal and valuable.
The more you show your audience that you care, the more likely they are to stick around and support your business.
Network and Collaborate:
Attend Industry Events
Networking is such a game-changer, especially when you’re marketing a new business. Get out there — whether it’s at industry events, conferences or local meetups — and start making connections. Not only can you meet potential customers, but you’ll also build relationships with other business owners who can support you along the way.
Collaborate With Other Businesses
Partnering with businesses that complement yours can open up so many new opportunities. For example, if you’re a wellness coach, consider teaming up with a local yoga studio to offer a joint package.
When you collaborate, you can introduce each other’s audiences to your offerings, which means more exposure and more customers. This has been one of my best forms of marketing since I began my business back in 1998.
Use Paid Advertising:
Search Engine Ads
Want to get your business in front of people who are actively searching for what you offer?
Search Engine ads, such as Google Ads, can help you do just that. By targeting specific keywords, you can show up when potential customers are searching for businesses like yours.
Social Media Ads
Social media ads are a great way to reach new audiences. Platforms like Facebook, Instagram and LinkedIn offer detailed targeting options so you can tailor your ads to specific demographics and interests.
Experiment with different types of ads to see which ones resonate best with your audience. I recommend starting with a small budget while you're testing your ads. Then, once you've got a pretty good idea of what's working and what isn't, you can scale up and spend more.
Offer Promotions and Incentives:
Discounts and Special Offers
Who doesn’t love a good deal?
Offering limited-time discounts or special promotions can create a sense of urgency that encourages people to take action. It’s a great way to bring in new customers and keep your current ones coming back for more.
Personally, I prefer to add value with special offers, bundling products or adding worthwhile bonuses, rather than offering discounts, but it depends on the situation.
Referral Programs
Word of mouth is still one of the most powerful marketing tools out there. Consider offering a referral program that rewards your existing customers for bringing in new clients. It’s a win-win — they get a perk and you get more business! This has been another of my top marketing strategies over the years.
Track and Analyse Your Results:
Use Analytics Tools
To know what’s working, you need to track your results. Use tools like Google Analytics, social media insights and email metrics to get a clear picture of how your marketing efforts are performing. The data will show you what’s resonating with your audience and where you might need to make some tweaks.
Adjust Your Strategy
Marketing isn’t a one-size-fits-all game. It’s about experimenting, learning and making adjustments along the way. Use the insights you gain from your analytics to fine-tune your strategy. And don’t be afraid to try new things!
Wrapping It Up:
It takes time, effort and a little bit of creativity to market a new small business. By following the strategies outlined above, you can effectively market your business and start attracting new customers.
Keep in mind that there’s no one-size-fits-all approach. But once you find what works best for you and your business, you can do more of what works and less (if any!) of what doesn't. Be persistent, keep learning and most importantly, have fun along the way!
