How to be consistent at marketing your business as a solopreneur or small business owner

Want to know how to be consistent at marketing your business as a solopreneur or small business owner? Consistency in marketing is key but as a solopreneur or small business it can be difficult to achieve. The likelihood is that marketing your business is just one of many things you have to do, and therefore it is easy to struggle with being consistent at marketing your business. But don’t worry I’m here to help you. Keep on reading to find out how to be consistent at marketing your business as a solopreneur or small business owner.

 

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Why being consistent at marketing your business is important – especially as a solopreneur or small business owner

Before diving into how to be consistent at marketing your business it is important to discuss why consistently marketing your business is important – especially as a solopreneur or small business owner. Consistency in marketing is key for a business no matter the size, but as a solopreneur or small business owner you don’t have the advantages of a recognisable brand, big marketing budgets and thousands, or even millions, of raving fans. You are likely to have a limited amount of time and money for marketing your business, which means you need to ensure you are making the most of those resources. And the way to do that is by being consistent.

 

When someone buys a product or a service they are putting trust in the seller. They are hoping that in return for their money, they will get what has been promised. This involves a degree of trust and you build trust through your marketing. Being consistent with your marketing is what will help you to build that trust, which is why it is essential you focus on being consistent in your marketing.

 

HOW TO BE  CONSISTENT AT MARKETING YOUR BUSINESS AS A SOLOPRENEUR OR SMALL BUSINESS OWNER

 

Understand that there are two main aspects to being consistent at marketing your business

When most solopreneurs and small business owners think about consistency they are focused on the frequency of the marketing activity. For example, if you are using social media as a way to market your business then when you think about being consistent it might be that you are thinking about posting 5 times per week. This is being consistent from a frequency perspective, which is an important part of consistency, but it isn’t everything.

Whereas the first aspect of consistency looks at when you are marketing your business, the other aspect of consistency looks at how you are marketing your business. You need to ensure that the way you are marketing your business, whether that be the videos you create, the emails your write, the images you use on your website, the ads you run etc, are all consistent. The aim is that no matter where someone comes across your business or brand, they should feel as if they are being communicated to by the same business. In order for this to happen you should have created a brand for your business, even if your business is “just you”. Your brand should include information such as brand values, colours, fonts, aesthetic style for imagery purposes and tone of voice. You might have mentioned that I didn’t include logo in that list. Many people think a logo is their brand and it isn’t. In fact, you can have a very strong brand and no logo.

 

Create a realistic publishing schedule

As mentioned earlier a part of being consistent at marketing your business involves the frequency at which you are marketing your business. As a solopreneur or small business owner your aim when choosing the frequency you’ll publish content at should be to create a schedule that is realistic for your business and your resources right now. In many cases that might mean not marketing your business in line with best practices, and that might feel wrong, but you have to remember best practices are usually created for big businesses with dedicated marketers.

 

In reality that might mean that even though you know you should be emailing your mailing list once a week you only commit to sending one once a fortnight. Or you even though a TikTok expert said to post at least 3 times a day you decide to only commit to one. Side note: I definitely don’t believe you need to post three times per day on TikTok. I share all in this blog post.

 

The reason why it is important to create a realistic publishing schedule is from a consistency perspective it is better to start with less and become consistent and then slowly build up than to have a few weeks where you achieve the ‘best practice’ schedule and then after 3 weeks you can’t keep up with it anymore and stop marketing your business altogether. It is disheartening for you and it is bad for the people who may have got used to reading your emails, listening to your podcast or checking your Instagram Stories.

 

If you haven’t already set a publishing calendar then check out my 2023 content marketing plan workbook.

 

 

Define your content pillars

The easiest way to be consistent with the content you are creating to market your business is through having content pillars. Content pillars act as core themes for the content you create for your business and ensure that all of the content you create to market your business is on brand. For example, a financial coach might have content pillars that are budgeting, saving and investing and a health coach might have content pillars that are diet, nutrition and exercise.

 

As you can see from the example above the content pillars are fairly broad. This is purposeful because a content pillar should still give you lots of opportunity to create content from different angles within that pillar, but it ensures you stay “on brand”. This is especially important when you think about the purpose of creating content to market your services and products. By having content pillars that are closely related to your products and/or services, and then only creating content that relates to those pillars it will be easy to ensure that you are always connecting back to what you want to sell.

 

 

TAKE YOUR CONTENT MARKETING TO THE NEXT LEVEL IN 2023? JOIN START STRONG As you can see there is a lot to consider and do when creating content to market your business, which is why so many business owners spend hours making content, but not getting the results they desire. That’s why I create Start Strong. Start Strong is an intimate group accelerator for established online, service-based, business owners who are ready to take their content marketing to the next level in 2023! I’ll give you the training, personalised advice and accountability to ensure you make the right decisions and take the right actions so that your content becomes the lead-generation and sales tool you dream of. Find out more and join Start Strong by clicking here.

 

Create marketing routines, systems and processes

If you want to be consistent at marketing your business then you need to ensure you have the right marketing routines, systems and processes in place. These don’t have to be complicated, but it is about being serious about how you approach your marketing. For example, you should think about your marketing in different stages: planning, creating, distributing and analysing.

 

Planning
Your marketing should be planned in advance. You need to set a regular time when you sit down and plan what your marketing will be over the upcoming week, fortnight, month, quarter or even year.

 

Creating
Planning in advance will help with the creation process as you’ll have a clear idea of what needs to be created for an upcoming period of time. However, depending on the variety of your marketing you might need to be creating videos, writing emails and social media captions, editing blog posts, taking photographs and more. Again you should set time aside for when you’ll create and ensure that you have the right systems in place for storing everything you create.

 

Distributing
How is your marketing going to get out into the world? Some marketing has to happen in real-time (such as live videos) but others can be scheduled in advance. This can be done very often directly through the channel or platform, but in some cases, you can also use third-party schedulers. My social media scheduler of choice is Later. It allows you to post across Facebook, Twitter, LinkedIn, Instagram, Pinterest and TikTok. You can read more about Later and why I love it here.

The distribution processes also cover how you’ll repurpose your content. For example, you might use Repurpose.io so once a video has been published on Instagram it is also automatically distributed to Pinterest, YouTube Shorts and TikTok.

 

Analysing
There is no point in being consistent at marketing your business if you are marketing your business poorly. Making the time to regularly review and analyse your marketing is key. Getting to understand your usual performance is key not only to benchmark against industry standards but be able to see when you are under or over-performing compared to usual.

 

6. Get external accountability and support

Last but not least if you are serious about being consistent at marketing your business as a solopreneur or small business owner then you should look at getting external support and accountability.

 

In a big business, marketing happens because marketers have to report to someone. The reason why many solopreneurs or small business owners struggle to be consistent with their marketing is because “marketing” falls down their to-do list. Something else urgent happens (usually involving a client) and that becomes more important. The reality is tasks that have someone waiting, or even chasing you, are going to get done before a task that only you are aware of (and might not be currently valued highly enough).

 

That’s why working with a marketing coach or mentor who is aware of your plans and holds you accountable for following your plans can make all the difference. Now marketing isn’t something that can just drop off the to-do list unnoticed.

 

WANT TO BE MORE CONSISTENT WITH YOUR MARKETING IN 2023? JOIN START STRONG Start Strong is an intimate group accelerator for established online, service-based, business owners who are ready to take their content marketing to the next level in 2023! Being consistent (in terms of frequency and content) is at the core of Start Strong. I’ll be giving you the training, support and accountability to consistently publish content that drives enquiries, leads and sales! So if you are ready to seriously commit to being consistent and using your content as a lead-generation or sales tool then check out Start Strong. Find out more and join by clicking here.

 

That’s it! You now know how to be consistent at marketing your business as a solopreneur or small business owner

 

The importance of being consistent at marketing your business as a solopreneur or small business owner can’t be overstated. And if you’ve read this far then you should have a better understanding about how you can be more consistent at marketing your business in the future.

 

I hope you’ve found this blog post useful. In the comments, I would love to know what your biggest takeaway has been,

 

READY TO TAKE YOUR CONTENT MARKETING TO THE NEXT LEVEL? Start Strong will help you improve the quality and consistency of your content in all forms – social, email and long form. It is an intimate group accelerator for business owners who are serious about using content in an efficient and effective way to market their business. I’ll give you everything you need to be strategic and consistent with your content. Find out more and join by clicking here.   Prefer working one-to-one? You can check out my services here.