What Are the Best Solopreneur Marketing Strategies?
To help solopreneurs navigate the world of marketing, we reached out to 16 business owners, marketing professionals, and entrepreneurs for their favorite strategies. From outsourcing your marketing efforts to leveraging marketing automation tools, discover the top marketing approaches these experts recommend for solopreneurs to succeed in their ventures.
- Outsource Your Marketing Efforts
- Utilize Incentivized Referrals
- Maintain a Consistent Social Presence
- Create Content on LinkedIn and YouTube
- Build a Strong Personal Brand
- Join Relevant Online Communities
- Embrace Personal Marketing and Networking
- Build Your Personal Brand
- Try Affiliate Marketing
- Create Targeted Social Media Content
- Master Facebook Ads
- Invest in a Professional Website
- Cultivate Authentic Community Connections
- Prioritize a Content Marketing Strategy
- Choose Your Marketing Method Wisely
- Leverage Marketing Automation Tools
Outsource Your Marketing Efforts
A one-person business should outsource its marketing if at all possible. The more tasks we take on, the more we are spread out, and the less we can focus on all of them. There are plenty of marketing agencies, and even apps, that can take a lot of time-consuming responsibility off of your hands. Rather than spending ages learning the most effective marketing for you, outsource it and focus on the core of your work.
Rick Berres
Owner, Honey-Doers
Utilize Incentivized Referrals
As a solopreneur, marketing your business can be difficult and intimidating. However, approaching marketing with an organized plan is key to success. A common but effective strategy for solopreneurs is incentivized referrals—offering discounts for customers who refer their friends.
By providing loyalty programs or special incentives, existing customers can become spokespeople for the business and extend its reach beyond simply being featured on social media channels.
This method’s effectiveness lies in allowing current fans of the business to spread excitement about it through real-life conversations rather than strictly internet-based strategies. As long as you are creative and actively engaging potential customers, all kinds of marketing strategies can be successful for solopreneurs!
Julia Kelly
Managing Partner, Rigits
Maintain a Consistent Social Presence
When you choose your brand or business name, you should definitely make accounts on all social media platforms such as Facebook, Twitter, Instagram, TikTok, etc. These networks give you the chance to engage with your target audiences, as well as showcasing your content through written posts, photos, and videos.
For your handles, you should select your brand name, or something as close to it as possible so that you’re easy to find and memorable enough to not forget. This should enable you to have a consistent marketing presence among all online channels, including your website and digital communications.
Aaron Winston
Strategy Director, Express Legal Funding
Create Content on LinkedIn and YouTube
As a solopreneur, your approach to marketing should revolve around content creation on social media platforms, specifically LinkedIn and short-form video platforms (YouTube, LinkedIn). Mostly because, as a solopreneur, you are more often than not limited on both capital and time.
LinkedIn becomes your stage to showcase your expertise, positioning your personal brand as a beacon in the industry. On the other hand, short-form video platforms give you the opportunity to present bite-sized, easily digestible insights, great for sustaining the attention of your audience.
In a nutshell, this approach offers a budget-friendly and time-efficient way to build your brand, gain credibility, and foster meaningful relationships.
Ian Dukleth
Entrepreneur – SEO and Content Strategy, Ian Dukleth
Build a Strong Personal Brand
Personal branding is a potent strategy for solopreneurs. It’s about showcasing your unique skills, experience, and personality to connect with your target audience on a personal level. Start by defining what sets you apart, then consistently communicate that across all your marketing channels.
Share insights, tell your story, and engage with your audience. This approach humanizes your business and builds trust, which is incredibly important for solopreneurs. Your brand is not just what you sell, but who you are. Make it count.
Jaya Iyer
Marketing Assistant, Teranga Digital Marketing
Join Relevant Online Communities
Social media marketing is a fluid world in which trends can change very rapidly. Therefore, to stay ahead of the game if you are a solopreneur, make sure you join online community groups. There are many factors that can impact the success of a marketing campaign, but one of the most important is timing, meaning that if you miss the optimal window, what was initially a great idea could fall flat.
However, by joining online community groups that are relevant to your market space, you can ask questions of consumers, find out the latest news in the industry, and learn the most common pain points, which will provide you with the data to create marketing campaigns that are relevant to your target audience.
By engaging with online community groups in your industry, a solopreneur will be able to access direct sources to make certain they have the latest data to boost their marketing efforts.
Derek Flanzraich
Founder and CEO, Ness
Embrace Personal Marketing and Networking
As a solopreneur, I take on a personal marketing approach. You are your brand, and it’s important to live and breathe it! One-to-one marketing and networking have been the backbone of my marketing strategy, helping me build long-term relationships and generate consistent new leads.
I work hard to build and foster personal relationships with my clients, and in turn, they are happy to return for more sales or refer me to new clients. In networking, I get to build personal relationships with other solopreneurs in my industry who can help me find the ideal clients, build my brand, and solve common problems.
I also stay connected to the new trends in my industry so I can stay ahead of the game.
Doug Ash
Founder, Doug Ash Photography
Build Your Personal Brand
When you decide to go for solopreneurship, it is imperative that you build your brand and establish your authority in your field of expertise.
These are substantial in establishing your credibility, as well as building trust and relationships among your clients and followers. In this process, you should be able to find your strong and distinct points per market segment. Needless to say, your personal brand must be clear and apparent in all your sales and marketing initiatives.
No matter how extensive your experience may be, do not stop expanding your reach. It is also acceptable to promote your work and seek support from your community.
Tristan Harris
Demand Generation Senior Marketing Manager, Thrive Digital Marketing Agency
Try Affiliate Marketing
One effective marketing strategy for solopreneurs is affiliate marketing. Affiliate marketing allows solopreneurs to leverage the networks and influence of others to promote their products or services.
By partnering with affiliate marketers, solopreneurs can expand their reach and tap into new audiences without the need for a large marketing team or budget. To implement affiliate marketing as a solopreneur, start by identifying potential affiliate partners who align with your target audience and niche.
Reach out to influencers, bloggers, or industry experts who have a loyal following that matches your ideal customer profile. Offer them incentives, such as commission or referral fees, for promoting your products or services to their audience. Provide affiliates with personalized tracking links to track their performance and measure the success of the partnership. Create engaging and compelling promotional materials that affiliates can use to promote your products effectively.
Dom Bavaro
Founder, The Dadapreneur Blog
Create Targeted Social Media Content
As a solopreneur, I constantly remind myself that my social media presence is not about me; it’s about my target audience. Yes, I may create a “day in the life” TikTok video or share a personal story on LinkedIn, but even the “personal” content should have a business goal.
For example, the “day in the life” is relatable to fellow solopreneurs and highlights my service offering in a “not sales-y” way. The personal story on LinkedIn deepens my relationship with existing clients and puts me top of mind even if we haven’t worked together in a while.
As with all marketing, ensure your social media content appeals to your target audience!
Jyll Saskin Gales
Marketing Instructor, Jyll.ca
Master Facebook Ads
Solopreneurs, when venturing into the marketing realm, often face the dilemma of selecting the most effective platform. The key to success lies in focusing on and mastering a single platform before branching out. Among various options, Facebook ads present an appealing starting point due to their cost-effectiveness and wide reach.
Facebook ads serve as a powerful tool in a solopreneur’s marketing arsenal. They are affordable and offer precise targeting, enabling you to reach the most relevant audience. Invest time in understanding the intricacies of Facebook ad management, including ad creation, targeting options, and performance analysis.
By mastering these aspects, solopreneurs can harness the full potential of Facebook ads, driving significant results even on a modest budget.
Shane McEvoy
MD, Flycast Media
Invest in a Professional Website
Having a professional website showcases your brand and builds credibility. Ensure that your website is visually appealing, easy to navigate, and provides relevant information about your products or services. Optimize it for search engines to increase visibility. Implement clear calls to action to encourage visitors to take the desired actions, such as signing up for a newsletter or making a purchase.
A user-friendly website enhances the overall user experience, encouraging visitors to stay longer and explore more. It should be mobile-responsive and fast-loading to accommodate users on various devices and ensure a smooth browsing experience.
By investing in a well-designed website, solopreneurs can effectively market their brand, attract customers, and drive business growth.
Simon Brisk
Director, Click Intelligence
Cultivate Authentic Community Connections
Building meaningful, authentic connections is crucial in marketing for solopreneurs. The goal goes beyond simply posting content; it involves initiating conversations, encouraging self-reflection, and cultivating shared interests within the community.
This approach plays a significant role in shaping my brand, especially in the mindfulness industry, where my customers’ insights are key in fostering mutual understanding.
Bayu Prihandito
Founder and Entrepreneur, Life Architekture
Prioritize a Content Marketing Strategy
Solopreneurs, those who manage their own businesses, must adopt a strategic and focused approach to marketing in order to optimize their efforts and resources. One highly effective marketing strategy for solopreneurs is content marketing.
Content marketing is a vital strategy for solopreneurs to maximize their marketing efforts. By creating valuable and relevant content, such as blog posts, articles, videos, or podcasts, solopreneurs can establish themselves as industry authorities and build trust with their target audience. Understanding the audience’s needs and conducting keyword research helps optimize content for search engines. Promoting content through social media platforms and engaging with the audience fosters community and increases brand awareness.
Consistency, quality, and regular content creation are key to maintaining momentum and attracting new customers. Content marketing enables solopreneurs to grow their businesses and achieve their goals.
Vikrant Shaurya
CEO, Authors On Mission
Choose Your Marketing Method Wisely
The answer to this depends on the solopreneur, their business model, and their bandwidth. There is so much touted online about what you “should” do, and it’s no surprise that when solopreneurs try to do “all the things,” they don’t gain traction.
To determine the approach to marketing that you will implement, you need to look at where your audience hangs out. If you work with consumers, they’re more likely to hang out on social media. If you work with businesses, they’re likely to be too busy to hang out on social media. Which marketing method will reach your audience best?
B2B businesses can gain traction with Search Engine Optimization (SEO) if leaning into social media marketing doesn’t make sense. B2C businesses can leverage social media marketing as well as SEO.
Your next question is what’s your bandwidth? Are you able to commit to a strategy for 6 months or more? You need to go all in with a strategy for a long enough period to be able to assess its effectiveness.
Carmen Reed-Gilkison
Co-founder and Business Strategist, Encore Empire
Leverage Marketing Automation Tools
Solopreneurs can automate everything from sending emails to scheduling meetings to posting on social media. Therefore, automating marketing activities is one of the best strategies to implement as a solopreneur to boost marketing and achieve a good ROI.
Since solopreneurs are quite busy managing multiple business-related activities, automation tools like Mailchimp for email marketing, Marketo for content, and Sprout Social for social media channels are their best allies to save time, manage resources strategically, and boost marketing activities.
Ben Miller
Founder, Focus On Digital
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