Self Care & Marketing: Sanity-Saving Tips for Small Business Owners
Marketing is a complex term, covering everything from creating a brand and brand message to individual social media posts. It’s an impressive concept and an even more impressive undertaking.
Especially when you’re doing it on your own.
In the dreamiest of dream lands, we’d all have round the clock marketing support (and hey, maybe that’s something you’re actively working toward in your biz…that’s AMAZING, you rock, get choo some, more power to you, go for it, YAY), but the reality is that as entrepreneurs/small business owners/freelancers/ solopreneurs, we’re a Jack or Jill of all trades…and marketing is a big ol’ trade.
And since it’s my personal philosophy that the single best thing we can do for our businesses is take care of ourselves, I’m passing along some of the tips I’ve picked up over my time in show biz (okay fine, regular biz) that have helped me to take deep breaths, regain my sanity and make marketing not just manageable (a feat in itself!) but even a little fun.
Onward!
#1: Pick 2-3 outlets, MAX.
There’s Facebook. There’s Twitter. There’s Instagram. There’s blogging. There’s vlogging. There’s email campaigns. There’s in-person networking. There’s print advertising. There’s online advertising. There’s…no possible way to do all of them.
I repeat: You. Cannot. Do. All. Of. Them.
Because if you try (without a marketing team, which a lot of small biz owners do not have starting out, if ever), marketing will become your full time job. Which would not be ideal because, you know, you also have a business that is quite literally your full time job. Which is kind of the point.
So for your first tip, I suggest narrowing down to TWO of the above mentioned platforms (or funnels or outlets or whatever you want to call them — basically methods of marketing).
Because (in case I forgot to emphasize this) you cannot do all of them. Nor are you required to, not should you need or want to. Consider this your permission slip to take a deep breath and let the 12 different kinds of marketing you feel like you’re failing at fall awaaaay. You are not failing.
You are, quite simply, only one person, and one person can only do so much. And if you’re trying to market or promote your business at all - in any consistent (ish) way - you’re already doing great. I mean that.
#2: make sure you love the Outlets you choose.
I like to write. So blogging is one of my marketing outlets because it plays to my strengths and I look forward to doing it. Which means it always gets done.
But if you think writing is a total drag and you HATE it…don’t start a blog.
(Not even if you talk to other business owners who swear their success is thanks to their hella popular blog. What worked for them will be different from what works for you. Especially if you dread the idea of blogging.)
My early business success was actually a result of diligent in-person networking. And it worked for me because I enjoy people. I just like ‘em. I like connecting, I love learning, and other people (especially other business owners and entrepreneurs/soloprenuers/freelancers) are a fascinating and fabulous resource for learning (and friend-making!).
So a few times a month, I browse through my local entrepreneurial support network, find a few events that look fun or interesting or promising, and I go talk to people! But I enjoy meeting and talking with other people, so it’s always something I make time for and - as a result - it’s something that works for me.
But if you’re a total introvert and the idea of going to an event full of strangers you have to introduce yourself to has your palms sweaty and your stomach churning…don’t go to in-person networking events.
The name of the game: if it doesn’t fit your life, doesn’t play to your skills or involves something you actively dislike…DON’T DO IT.
Instead, choose two of your favorite ways to advertise your business. Because if you enjoy the ways that you market, chances are that you’ll do them well and you’ll do them thoroughly. And if you do them well and thoroughly, chances are you’ll be consistent with your marketing. And if you’re consistent with your marketing, you’ve already won, like, 85% of the battle.
Long story short: if you enjoy it, you’ll do it. And if you do it, no matter what it is, eventually IT WILL WORK FOR YOU & YOUR BUSINESS.
Because the real way you win is by creating a system within your business that you actually look forward to — and if you’re going to run a business of any kind, it should at least be a little fun.
#3: Create an Ideal Client Avatar.
Trust me when I say — marketing is a lot easier when you know who you’re marketing to. Sounds obvious, but you’d be surprised (a.k.a it took me a few months to realize and get a handle on this when I started my web design biz #whoops).
An Ideal Client Avatar (ICA) is an in-depth description of the kind of person you’d most like to have as a client or customer. You ICA is a dreamland representation of the dream population you’d like to be serving with your business.
And they’re SO fun to create because they’re your actual client dreamboat, and who doesn’t like designing their perfect dreamboat of a human? (Throwback to middle school when I had about seven “IBAs”…Ideal Boyfriend Avatars. Spoiler alert, I never came across a live one of those in middle school. I know…shocking.)
There are about a dozen different ways to download a template for coming up with the profile for your ICA — I’ve actually designed one that I send to every client I work with! As their web designer, it’s massively helpful for me to know exactly who my clients are trying to appeal to with their website, and I want to design it with their ICA in mind so that their site attracts and keeps the right person/people.
(And since I love you, dear reader, you can download my ICA Guide FOR FREE at the bottom of this post!)
So get extra dreamy. Let your business fears and doubts fall away and think of that amazing person whom you’ve always wanted to work with, who you’ve always wanted to serve, who you’ve always wanted to help with your products or services. Crystallize their every fabulous detail and believe that they’re out there (because I promise you…they ARE). And then…
#4. …market to that client, only.
Your third tip of the day (of the blog?) is what other marketing folks call, “Marketing To One.”
Marketing To One is exactly what it sounds like — steering, cultivating, designing, creating and sending all of your marketing efforts into the world with that ONE lovely ICA in mind.
When you write an Instagram caption, write it for your ICA (instead of wondering what that guy you went to college with will think, or if your judgy ex-coworker will think it’s cheesy, or if that girl will say…).
When you’re deciding on your brand colors, design them based on what you think would appeal to your ICA (instead of worrying that you’re using too much pink, which might turn off Mr. Pink-Is-For-Girls, or if your palette is too vibrant, then more low-key business might not want to work with you…)
And I get it; it’s tough to narrow it down. Especially when you’re starting out (and I speak from experience on this), you’re afraid to alienate anyone.
You want your business to work and sometimes, you’re willing to work with just about anyone if it means you’re getting business and making money.
But — here’s the kicker — you actually WANT to alienate people who ARE NOT your ideal clientele.
When you Market To One, you will inevitably turn other people off. They won’t like the way to speak, they won’t like the products or services you’re offering, they won’t like the way you present yourself…and thank heavens! Because chances are if they don’t like you, your business and/or the way you present yourself, you don’t want to work with them either.
The sooner you start marketing to you ICAs, the sooner you’ll be reeling them in. So when you find yourself floundering in the pool of Getting Everyone’s Approval, take a deep breath, think of your One, your ICA, and speak directly to them. They’ll love you and approve, I promise ;)
#5: Keep your marketing mindset in check
You knew this blog couldn’t be in the “self care” category without mentioning self talk, right?
Right.
Self talk is defined by Psychology Today as the “inner voice that provides a running monologue on [your] life throughout the day and into the night. This inner voice, combining conscious thoughts with unconscious beliefs and biases…[provides an] internal chatter that can be cheerful and supportive or negative and self-defeating.”
…and you bet your ass it plays into how you approach marketing.
You may not even actively realize it, but if/when your struggle with your marketing plan, part of it could be because your mindset and self talk are leaning towards the “negative and self-defeating” side of things.
Raise your hand if any of the following thoughts are familiar:
“What I want to achieve isn’t possible.”
“People out there don’t want to hear from me.”
“I’m never going to get a handle on which marketing tactics or tools to use.”
“I never follow through anyway, what’s the point?”
“There’s so much information and competition out there…how is anyone even going to find my business/products/services?”
“I’m not consistent enough and therefore I am the WORST.”
“Nothing I do for my business is enough.”
“If my marketing strategy fails, it’s because I am a failure.”
Kudos to you if you didn’t raise your hand for any of those, because I’ve thought every single one of those things at least once before (and also 764 other times).
Self doubt is common and frequent among business owners, creatives, freelancers and the like. You are not alone.
You’re also not correct, about any of the above.
And while I can’t discount the thoughts above (and certainly don’t want to invalidate whatever dark space you might be slogging through right now…slog away, but please do come out the other side. We need your brilliant ideas!), I do want to provide you with a few “reframes” when these thoughts pop up from time to time.
Reframing a Negative Marketing Mindset
“What I want to achieve isn’t possible.”
“What I want to achieve feels difficult and far away right now. But I believe in what I’m selling and even when I don’t necessarily believe in my abilities, I believe in what I’m doing.”
“People out there don’t want to hear from me.”
“My ICA is a real person and they want to hear from me, so I’m going to create my content for them, and that is enough.”
“I’m never going to get a handle on which marketing tactics or tools to use.”
Deciding on a market strategy feels overwhelming right now. I’ll take a deep breath, drink some water and try to approach marketing from a place of what I enjoy and how I want to reach people. (I’ll also stop thinking I have to employ every marketing tactic under the sun, and I’ll just pick ONE to start.)”
“I never follow through anyway, what’s the point?”
I get burnt out on promoting my business sometimes, and that’s okay. That doesn’t mean I’m a quitter, though. It just means I need a break and every business owner in the history of ever has needed breaks. Even if it’s just one day or a full on sabbatical, I’ll just take some time and revisit my business marketing when I feel recharged.”
“There’s so much information and competition out there…how is anyone even going to find my business/products/services?”
“There is a lot of information out there and there are several businesses that offer the same services/products that I do, but no one will ever be able to offer them the way I offer them, because no one else is me. Just by being myself, I offer something a little different and the people who are meant for my ‘flair’ will be drawn to me when I make the effort to reach them.”
“I’m not consistent enough and therefore I am the WORST.”
“I am not always consistent because I am human which means I am imperfect, and I have a life full of other elements, which means that sometimes, things come up. When I am not consistent, I am not “the worst.” It means I will pick it back up again as soon as I can and I will not beat myself to death over the “consistency” I missed.”
“Nothing I do for my business is enough.”
Running my own business (especially if I’m a one [wo]man show) is a multifaceted job with dozens of tasks. I have so much to do because I am committed to constantly improving, and that makes me wonderful. There will always be more to do, and I will do it when I can. I am only one person and there are only a handful of hours in a day and I can only do so much (while also enjoying the other parts of life that I richly deserve).”
“If my marketing strategy fails, it’s because I am a failure.”
“If my marketing strategy fails, then I have the opportunity to reevaluate, fine tune some details, try new things or even explore a whole new direction. My business is what I do but it is not who I am, and I will not take marketing results personally OR base my worth or value on my business success.”
Take care of yourselves — that’s what matters most.
