You’ve got a great business – now you just need the right people to find it. Marketing your sole trader business doesn’t have to be complicated or expensive, but it does help to have a plan. Here’s how to get started.
Know your customers
Before you spend a single dollar on marketing, get clear on who you’re actually trying to reach. There’s an old saying in marketing: “if you’re for everyone, you’re for no one.” The more specific you can get about your ideal customer, the more effective your marketing will be.
Think about who your customers are and what problems you solve for them. Some businesses do well targeting specific demographics – age, location, lifestyle. Others find it more useful to focus on psychographics: the motivations and challenges that drive people to seek out their services in the first place.
Once you know who you’re talking to, you can figure out where to find them.
Choose the right channels
Not every marketing channel will make sense for your business – and that’s fine! The goal is to find where your customers actually are, then show up there consistently.
A few options to consider:
- Social media: Instagram works well for visual businesses like photographers or bakers. LinkedIn is great for professional services. Facebook and TikTok can both be effective depending on your audience’s age and interests.
- Local marketing: Flyers, letterbox drops, and community noticeboards are still surprisingly effective for tradespeople, tutors, and other locally-focused businesses.
- Google: A Google Business Profile is a free way to get found in local searches. Google Ads can be especially useful for services people need in a hurry – when someone’s hot water tank explodes, they’re Googling, not scrolling Instagram.
- Content and SEO: A blog on your own website can help customers find you organically over time – and it costs nothing but time.
- Directories: If you work in a niche industry, listing in reputable online directories can put you in front of customers who are actively searching for what you offer.
It’s also worth having a quiet look at what your competitors are doing. You’re not copying them – but there’s plenty of inspiration to be found, and it might help you spot gaps you can fill.
Build your marketing collateral
Marketing collateral is all the material you create to promote your business: social posts, blog articles, flyers, business cards, testimonials, portfolio images, and so on. Think of it as your business’s greatest hits – the stuff that captures attention and keeps you top of mind.
The best part about building up a library of collateral is that you can reuse and repurpose what works. A video that performs well on Instagram might also work as a YouTube Short. A blog post could be broken up into a series of social posts. Work smarter, not harder!
Measure what’s working
Once you’re out there, pay attention to what’s actually getting results. Set a clear goal for each marketing effort – more website visits, new enquiries, social media growth – and track it.
If something’s working, double down on it. If something isn’t, don’t be afraid to let it go. Your time and budget are precious, so focus your energy where you’re getting the best return.
And here’s a bonus: your marketing spend may be eligible for a tax deduction (depending on your circumstances), so investing in your business’s growth could also reduce your tax bill.
📖 For more information on marketing your sole trader business, check out our full guide.
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