As a solopreneur, you’re not only the CEO, but you’re also a marketer, salesperson, accountant, and so on.
You’re already wearing a lot of hats.
Now you need to figure out how to market your services and yourself as the founder and face of your company.
No wonder marketing can feel overwhelming!
So, what can you do to make marketing more enjoyable, and ensure that you actually do it?
1. Choose your marketing channel wisely
You want to pick a marketing channel that aligns with your strengths, personality, and stage of business.
Way too often, I’m coaching someone and they say they want to try X, Y, or Z strategy, because they think they need to use that strategy to be able to sign clients.
But what they’re forgetting when they look externally for advice is tapping into their own intuition around what might feel more aligned with them.
So, if you’re an introvert who is good at telling stories and values your privacy, sharing your life on social media probably isn’t the right fit for you.
Instead, hosting or guesting on podcasts may be a more natural choice.
And if you’re new to business, then trying to recreate a ten-step funnel or running paid advertising isn’t a wise idea.
Stick to more traditional strategies, such as building relationships, referrals, and word of mouth. Or do the online thing, but stick to the basics.
When I work with solopreneurs, one of the first things I do is help them tap into their intuition about what the best marketing channel is for them.
Of course, this isn’t set in stone, and sometimes it takes a bit of trial and error to find the best fit. But taking the time to understand your personality and strengths will make this choice much easier.
Want to understand the best marketing channel for you? Take my two-minute quiz and get three custom strategies just for you!
2. Turn your marketing channel into a strategy
Just because you’ve chosen a marketing channel doesn’t mean you have a strategy for getting people to buy from you.
Seasoned marketers like myself know that multiple things must happen to move someone off a particular platform and bring them to your website. This is usually achieved through calls-to-action that lead them to take a specific action (e.g., book a call, download a freebie, register for a webinar, etc.).
Or even bringing someone from a face-to-face interaction to booking a call with you and becoming your client.
When you think of your marketing channel and the content you’re posting, how are you leading people to the next step towards working with you?
Are you being intentional about the journey you’re creating for people?
The often-quoted statistic in marketing is that people need to see your message at least seven times before they buy from you.
How are you creating these touchpoints, as they’re known in marketing?
If you want to understand this concept further, watch my free training around turning your cold audience into clients.
3. Go a level deeper to build more trust
When you’re a solopreneur, it’s not easy to get someone from browsing your website to working with you, especially if you’re a coach, consultant, or another type of service provider who can’t easily sample their work.
Yes, you could offer complimentary strategy sessions or discovery calls, but most people are aware that these are often thinly veiled sales conversations so they’re hesitant to book unless they’re pretty sure they want to work with you.
Or you could give your work away for free, but who wants to do that? Not to mention, you don’t typically attract serious buyers when you do that.
So how do you build trust online?
You share a little bit of your knowledge or create an online interaction where people can experience your work. You can achieve this by creating a valuable freebie, lead magnet, or take it one step further by creating a training or on-demand workshop.
Or even better, host a live training where participants can truly experience your expertise.
Then your people can experience you and understand if they’d be a good fit for your services.
And not only that, but they show up to your sales calls already understanding what you do. So, sales become so much easier.
4. Stand for something
And finally, to make your marketing more effective, you have to have a unique perspective. If you’ve ever scrolled social media, you know that there are thousands of people creating content trying to grab your attention. You need to have a unique perspective to stand out in the sea of sameness.
At first, you may not have a strong point of view on your industry. But after working with a few clients, you’ll start to form an opinion on what works best for them.
Don’t keep this to yourself. Share your opinion widely and specifically, the things you see that most others miss. Or the way you disagree with how things are typically done. Or the beliefs that your clients have had to dismantle to be successful.
This is part of your magic—the thing that your clients experience when you work with them one-on-one, but you can still share those insights with the rest of your audience so they can see you as the expert you are.
Want more help with your marketing?
Book a free call with me to learn more about my 1:1 coaching program for new entrepreneurs designed to help you get clear on your marketing and start attracting clients. Or learn about my coaching for more experienced solopreneurs.
About Agatha:
Agatha Brewer is an ICF-certified business coach who helps solopreneurs launch and grow businesses that actually feel good to run. With 19 years of corporate marketing experience—ranging from small agencies to big-name Fortune 500 companies—she knows what it takes to build something that lasts. For the past five years, she’s been working directly with new business owners, offering guidance and support every step of the way.