20 Expert Marketing Tips For Solopreneurs
For solopreneurs—especially those launching their very first business venture—marketing can feel like both the biggest opportunity and the biggest challenge. With no team to delegate to and limited time and budget, every decision has to resonate, and every dollar spent has to count.
The pressure to show up, build a brand and attract the right customers can be overwhelming, but it's also an opportunity to create outreach that's uniquely personal and effective. Below, members of Forbes Communication Council offer 20 practical and effective tips to help solopreneurs tackle marketing on their own.
1. Leverage Free Online Tools
It is best to keep things simple at the beginning—trial and error will help you determine what works and what doesn't. There are many helpful tools online that can help you start, from logos to websites to business cards and personalized merchandise. Leaning on tools like AI can also be extremely beneficial; it can help with crafting messaging and with ideation and save you precious time as you are starting out. - Sabine Leveiller, VistaPrint
2. Don't Try To Tackle Every Platform At Once
A solopreneur tackling marketing should start by focusing on one channel and doing it well. For example, rather than trying to manage accounts on all of the social media platforms, identify the one that most likely has your target audience. Then, go all-in on that channel. From there, you can start adding in additional social media channels as the content creation process is streamlined and effective. - Lyndsi Stevens, Celerium
Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
3. Let People In By Sharing Entrepreneurial Insights
One of the most impactful ways of marketing a startup is to let people into your world. If you do one thing, focus on sharing insights regularly on LinkedIn. Don't push product; use it like a diary entry. A lens into an entrepreneur's world is far more interesting and builds a story that will serve as the bedrock for your brand when it's mature enough for a marketing function to take over. - Rosie Guest, Apex Group Ltd.
4. Leverage Customer Champions And Partners
Focus on sales first, but bring in customer champions and partners to help you market. They can co-create content and amplify your reach while gaining visibility for themselves. This lets you test your messaging early without burning out or overinvesting in branding before it's proven. - Rebecca Takada, Outfoxr
5. Trust Your Gut
I have a lot of love for solopreneurs. When it comes to marketing, trust your gut. You are the voice of your business, and that can't be outsourced. Bring in partners for tactical support, but your energy should go into shaping the story, your message and your positioning. That's the soul of it. Consultants can help, but don't let them steer you off course. - Liam Wade, Impression
6. Adopt Different Elements Of The Marketing Mix
Don't steer away from adopting different parts of the marketing mix as needed. For example, it might be brand building and thought leadership through your website or content, outreach to local reporters to raise your profile and product awareness, or advocacy to authorities, regulators or industry bodies. Use whatever will have the most impact for your business goals at that specific time. - Sheryl Seitz, C4 Ventures
7. Prioritize Clear, Consistent Branding And A Strong Value Proposition
Define a clear value proposition and invest in consistent branding early. Clearly stating who you help and how builds clarity in your messaging, while cohesive visuals and tone make your business look professional and trustworthy. Together, they create a strong, memorable identity that sets you apart and attracts the right audience. - Lauren Parr, RepuGen
8. Speak To Your Niche
Be authentic and speak directly to your niche—trying to appeal to everyone dilutes your message. Focus only on channels you can manage consistently and professionally. Quality trumps quantity when you're building trust and credibility solo. - Lyric Mandell, PhD, MOXY Company
9. Conduct Your Own Competitive Analysis
Don't forget competitive analysis. It is crucial to understand how your competitors are marketing their businesses to ensure you aren't left out of the conversation. You don't have to be an expert to explore their digital presences and discover where they are thriving. Use those insights to shape your marketing strategy, and research best practices for launching similar, effective campaigns. - Victoria Zelefsky, Anne Arundel Economic Development Corporation
10. Create A 'Value Flywheel' As A Guide
I'd create a one-page 'value flywheel' that maps problem, promise, proof and path. It locks your story, guides every asset and lets you atomize content across channels. This keeps every post, pitch and DM coherent, letting a solo founder ship consistently instead of chasing shiny tactics every other week. - Jamie Elkaleh, Bitget Wallet
11. Get Comfortable Telling (And Retelling) Your Story
As a solopreneur, it can feel like you've told your story a million times, in a million different ways. Keep telling it. Become comfortable with repetitive, authentic self-promotion. The more people you can reach, the more opportunities will open up for you. - Kelsey Flittner, Point One Navigation
12. Understand Your Ideal Customer And How Your Expertise Aligns With Their Needs
When it comes to solopreneurship, your personal brand is your business brand. First, make the time and effort to understand your ideal customer profile and identify the intersection between your expertise and their business needs. Then, create valuable content that showcases your knowledge and experience by guiding and advising your target audience. - Rekha Thomas, Path Forward Marketing
13. Build Meaningful Connections Within Your Sphere
Build your brand first. Find your niche and carve out a space in that sphere. Build meaningful connections, share your insight and ask questions. Establishing this foundation will help you build your reputation and credibility. - Alanood Aldhaher, American University of Sharjah
14. Prioritize Consistency Over Perfection
Focus on consistency over perfection. Whether it's posting on social, emailing your list or showing up in your community, staying visible builds trust and momentum. You don't need to do everything; just do a few things well and regularly. Marketing is a long game, and consistency is what compounds. - Maria Alonso, Fortune 206
15. Get Specific About Your Offer
You build credibility by being specific about your offer. Most solopreneurs think their business will benefit from offering a variety of services. But when you try to offer everything, you dilute your message. Generalists are forgettable; specialists are remembered. That's how to build trust. Ask yourself, 'What problem do I solve? Who benefits most from my solution? What result can I consistently deliver?' - Andrea Ruskin, Blum Consulting Partners, Inc.
16. Post Your Story And Learnings On LinkedIn
People buy from people they trust, and being active on LinkedIn is the fastest way to build that trust at scale. Show up consistently, talk about what you're learning and share your wins and your mess-ups. You don't need a marketing budget when you've got a story and the guts to tell it. - Bradley Keenan, DSMN8 (said Disseminate)
17. Aim To Build Trust And Fans
Design your marketing around building trust and fans. A solopreneur is both brand and business, guiding each prospect through the marketing funnel from awareness to advocacy. When clients refer, repeat and review, they trigger an 'advocacy flywheel' and self-sustaining loop that fuels brand equity. - Toby Wong, Toby Wong Consulting
18. Address One Problem At A Time
Marketing can mean many things. Don't try to do them all at once. Focus on one specific problem, address it and move to the next. This creates momentum. At the same time, invest in building your personal brand. It builds trust and becomes a long-term engine for leads, partnerships and credibility. - Prateek Panda, Tonic.ai
19. Experiment With Different Approaches
Don't be afraid to experiment and pivot. As a solopreneur, you have the flexibility to test different approaches without the weight of a large team's expectations. Use that to your advantage—try new content formats, different messaging styles or new tools to see what resonates with your audience. Adapt as you go, and make adjustments based on real feedback. - Katie Jewett, UPRAISE Marketing + Public Relations
20. Be Your Authentic Self
Be unmistakably you. As a solopreneur, your voice, values and story are your most powerful marketing tools. People do not buy brands—they buy the person behind them. Authenticity is your strategic edge. - Marie O'Riordan
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