In order to grow your sole trader business, you’ve got to get your name and your products or services out there into the world. After all, it’s difficult to find customers if no one knows who you are or what you do – even if you have the exact solution they’re looking for!
This is where a good marketing strategy can make a real difference. Marketing is all about finding what works for you and your business, doubling down on it, and ignoring the noise. Not to sound like a Woolies greeting card, but success does look different for different people – it’s going to be trial and error to figure out what it looks like for you.
With that in mind, let’s begin, shall we?
What is marketing?
Like we said, marketing is all about letting the world know about your business: who you are, what you offer, how you can help them. It’s more than just advertising – it’s the process of creating a connection between your services or products and the people who need them.
You need to show that you can provide real value for your customers, especially if you want them to keep coming back for more!
Why marketing is important for small businesses
For sole traders, marketing is one of the most essential ways to grow – if potential customers don’t know you exist, they can’t come to you when they need your solution. That’s no good, for you and for them!
Just like customers aren’t all the same, marketing doesn’t come in a one-size-fits-all template. Since every business is unique and every customer base is different, an effective marketing strategy means meeting people where they are, whether that’s online, in your local community, or through word of mouth.
The right marketing methods for you might look very different to the business next door, and that’s completely normal. We’ll dive into this more deeply in just a sec, but first –
Building your business’ brand
Now we get to the fun stuff!
Some industries are so crowded, they feel like the Boxing Day sales at Myer – everyone is vying for attention! That’s where having a strong brand is your secret weapon. A solid brand helps you cut through the noise and be memorable, like that one person at a picnic who brought the best snacks (everyone remembers the snacks).
At a practical level, branding can include:
- A business name (including any abbreviations)
- A logo
- A colour palette
- Brand values
- A mascot (feel free to throw a costume on your dog and add him to your website. We will love you for it)
Let’s take a look at each of those things:
Your business name
You can choose to come up with a name for your business, or you could trade under your own name, or even smash both together. It’s completely up to you!
Whatever you opt for, there are different things to consider. If you trade as ‘Ronaldo’s Bookkeeping’, for example, you’re leveraging your own name and hopefully a strong personal brand.
But even if you’re behind something more abstract, such as ‘Numbers Matter Solutions’, remember that people are still buying from you, not just your business. In fact, as a sole trader, you might find yourself juggling a business brand and a personal brand at the same time.
It’s also best to keep your business name simple and clear – if your business name has more puns than a dad-joke competition, customers might end up more confused than convinced.
For example: ‘Sue’s Shoes’ tells people exactly what Sue’s about. On the other hand, calling your business ‘Footloose Innovations’ or ‘The Next Step’ might need a little explaining (unless your target market is professional dancers with a love of puns – now that is niche!).
Whatever you decide on, make sure you love it – it might be hard to pivot once your punny salsa TikToks go viral!
A logo
Like the saying goes, a picture is worth a thousand words – and a good logo can really make your business memorable.
It’s generally best to keep your logo somewhat related to either your business name or what you do. But beyond that, there’s room to be creative.
Your logo could be as simple as your initials in a funky font, or as elaborate as a hand-drawn koala (if you’re a freelance zoo vet, for example – gotta keep it relevant!). The trick is to keep it recognisable and true to you.
If you feel you’re a bit lacking in the arts department, you could always commission a freelance graphic designer to put something together for you. Or if you’re a bit strapped for cash, you could have a play on Canva and see if anything sparks inspiration.
Brand colours
You could decide to stop at a brand name and a logo – or you could really tap into your creative side, and put together a colour palette for your brand!
A good colour palette can help set the vibes for what buying from/working with you is like – think calming blues for a corporate consultant (reassuring!), or bold reds if you’re running a salsa dance school (spicy!).
Notice that we didn’t just say “colour” – we said “colour palette”. A good colour combination could make your marketing recognisable at a glance, or even help customers get a feel for what you do instantly.
Having a colour palette to hand can also help you whip up marketing collateral (which we’ll cover in a sec). You won’t have to decide every time what colours you’ll use in a social post, for example, because you’ve already outlined your brand colours.
Brand values
Are you super-reliable and always on time? Do you only use eco-friendly products? Do you promise to never work with companies that harm animals? (Good for you!). Whatever you stand for, let it shine through – it helps the right clients find you, and reassures them that you’re the real deal, while repelling the ‘wrong’ customers (more on finding your ideal customers later).
Even if you decide you don’t want your brand values to be public facing, having a good sense of what your business values can help guide your decision making. Your customers will still feel the effects of your values, even if they don’t know exactly what they are.
A mascot
We’re only partially joking with this one.
For example, if you’re a landscaper, and your dog sometimes accompanies you on jobs, she could become the recognisable face of your business. She probably brings a lot of joy everywhere she goes, even if she stays in the ute while you work. Who wouldn’t be excited by a very good girl?
One final note: Original branding is essential. You can be inspired by other people’s businesses, but don’t copy them! If your logo looks suspiciously like the golden arches, it might be time to rethink. You want your audience to remember you, not mistake you for someone else (or for you to get a call from a lawyer instead of a customer).
Building a memorable brand takes some thought, but it’s worth it. When customers remember who you are and what you do, they’ll know exactly who to contact next time they need your products or services – no decoder ring required.
Putting together a marketing strategy
So, you’ve got a brilliant business, a recognisable brand, and now you’re ready to share it with the world – go you! But before you go handing out flyers to everyone from the prime minister to the neighbour’s cat, let’s talk about strategy. Good marketing isn’t just about being seen – it’s about making sure the right people see you.
Here are some key considerations:
Who are your customers, really?
There’s an old marketing saying that “if you’re for everyone, you’re for no one.” If you try to appeal to literally everyone, your marketing will be so generic that it doesn’t stand out. Defining your audience is key to success.
One helpful exercise is to create your ‘ideal customer’ where you give them a name, age, gender, and so on. This process, known as persona marketing, gets you thinking about who you might like to market to.
For example, let’s say you sell wooden cooking utensils on Etsy. To help target your ideal customer base, you could create an ideal customer profile, which might look something like this:
- Name: Jess
- Age: 27
- Lives in: Brisbane
- Likes: Cooking shows, eco-friendly kitchen utensils.
To target “Jess”, you could try joining the official MasterChef Australia Facebook fan page, and posting photos of MasterChef recipes with your wares in the background. Who knows? You could make new friends and show off your brilliant spatulas at the same time.
Alternatively, if you’re a freelance web designer, you may find your customers span a wider range – demographic marketing might not be as effective for you.
That’s where thinking about psychographics comes in: focus less on who your customers might be, and more on what problem you’re solving. Maybe you help busy people save time, or small businesses make a bigger impact online. Craft your messages around that, and you’re speaking to the heart of why people need you, which may work better for your business.
Where do your customers hang out?
Spoiler alert: not all your customers are scrolling the same feeds. Your grandma probably isn’t on TikTok (but if she is, she’s way cooler than ours).
Here are a few ways you can reach the right audience:
Flyers in the neighbourhood: A classic marketing strategy, but it still works, especially if you fix fences or offer piano lessons. Putting these up on community noticeboards in your local supermarket or library can get you in front of potential customers in your community.
Letterbox drops: Similar to putting up flyers, letterbox drops with printed flyers or business cards can be great for reaching homeowners in specific areas – think cleaners, tradies, tutors and more.
Facebook groups: You can find these for everything from local buy/sell groups to niche hobby communities. If you’re a pet sitter, there’s probably a group full of lonely Labrador parents just waiting for you!
Make sure to check the rules about promoting businesses as not all groups allow this. Add value by commenting on others’ posts (and perhaps casually weaving in how your business helps). You can even start your own Facebook group (although this can take a lot of time and energy to build).
Instagram profile: This is ideal if your work is visual – photographers, bakers, artists, you name it. In creating a solid Instagram profile, you can build an audience who are already interested in you and your work – a great way to gain customers!
Facebook page or TikTok profile: Facebook tends to be used by an older demographic, while TikTok is booming for businesses with younger audiences or clever, snackable videos. Don’t worry, no dancing required (unless you want to!).
YouTube channel: This is perfect for ‘how-to’ videos or sharing your expertise, particularly if you offer online products or services.
LinkedIn: This is gold for connecting with other professionals for collaborations and marketing opportunities, as well as with potential customers. While you can create a company page, a personal profile lets people see who they’re dealing with (bonus points if you use a photo where you look friendly and vaguely like your real-life self).
Social media ads: From a paid boost to make sure your selected posts reach more eyeballs, to a full campaign, social media ads can get you quickly in front of your ideal customers.
Blog/newsletter: These allow you to build trust with useful tips or updates. Say you run a gardening business, a monthly round-up of ‘What to Plant Now’ can keep your existing and potential clients engaged (and their tomatoes thriving). A blog on your own website can boost your search engine optimisation (SEO), meaning customers can find you organically – for free!
Google ads: These are particularly valuable for services people need in a hurry. When the hot water tank explodes, nobody’s browsing Instagram for help – they’re Googling ‘plumber near me’.
Google Business Profile: Get your business listed for free with Google. This is helpful if you work in a particular local area, have a physical premises, or even work online. You do need to list a physical address though, so if you work from home, consider whether you want to share that publicly or not.
Directories: Tradies, health professionals, and niche consultants can benefit from listing in reputable online directories. Customers search for ‘yoga teacher Sydney’ and your listing can appear. Good directories often come up high in searches so this is handy if your own website is not yet SEO-optimised.
What are your competitors up to?
A little detective work never hurt anyone. See what others in your field are doing in terms of their marketing: maybe they’re running workshops, or using catchy hashtags. There’s a lot of inspiration to be found amongst people who do what you do, but it’s best not to copy them. You want to stand out, not blend in.
Ask yourself: what makes your business unique? Maybe you offer lightning-fast service, or you’re the only baker in your city offering pandan-flavoured cupcakes. Whatever your difference is, it never hurts to lean in!
Set a marketing budget
Realistically, growing your business might take a little investment: think paid ads or printed materials.
If your business is more seasonal, you might choose to set aside extra funds right before your busy period, so you can double down on your marketing efforts. Or if you’re just starting out, you might be on a shoestring budget – in which case, you’d need to get a bit more innovative. Whatever you can afford to spend, make sure it’s aligned with your situation and your goals.
💡 Wondering what a sole trader budget might look like? We’ve got you covered with our guide to budgeting.
Plus, there’s a bonus: Your marketing spend may be tax deductible (depending on your circumstances)! You may be eligible to promote your services and save on your final tax bill. Now that’s savvy sole trading.
Build up your marketing collateral
Your marketing collateral is basically all the bits and pieces you put together to promote your business. Think of collateral as your business’s greatest hits album – these are the things you distribute to capture attention, communicate value, and help your business stay top-of-mind for potential customers.
Your marketing materials might include some of what we’ve mentioned above: blog posts, videos, flyers and email newsletters. It can also include business cards, case studies, portfolio images, testimonials from happy customers, or even branded stickers or fridge magnets.
Whether you do digital marketing or other types of small business marketing, the key is to create marketing collateral that plays to your strengths and helps you connect with your ideal customers.
The best bit about having a solid library of collateral is that you can reuse and repurpose what works, saving you time and effort. For example, an Instagram video that performs well might also be great as a YouTube Short – why not repost it and give it a try?
Don’t feel you have to do everything, especially not all at once. Pick what makes sense for your business and where your audience hangs out. Over time, as you create more collateral, you’ll get a feel for what works, and where.
Measure and iterate
Well done for getting stuff out into the wild! Now it’s time to figure out what’s really working, and what isn’t as successful.
Ideally, you want your marketing efforts to eventually be like a well-aimed dart – focused, measured, and hopefully hitting the bullseye!
Start by defining what success looks like for you
Is it getting more customers through the door? Selling more products? Booking out your calendar with client meetings? Or maybe, at first, it’s just about getting your name out there and having more people talking about you.
Success can look different for every business – maybe even for every marketing campaign. For example:
- If you run a mobile dog grooming service, maybe your goal this month is to book five new clients from your neighbourhood flyer drop.
- If you just launched a cooking class, perhaps it’s to get your Instagram followers up by 50, or secure three bookings from a Facebook ad.
Don’t track just sales – think about other signs your marketing is working, too:
- Did your website traffic spike after you posted a new blog?
- Are you picking up more followers or seeing more shares and comments on social media?
- Did you get a referral from a happy customer who shared your email newsletter?
Even if those likes and shares don’t always turn straight into dollars, they build recognition, so when someone does need your product or service, you’re the first business that pops into their mind.
Double down on what works, and let go of what doesn’t
If you got loads of enquiries after running a Google ad, maybe it’s worth putting more budget there next month. If your YouTube channel is collecting dust but your Instagram is buzzing, pour more energy into what’s clearly connecting with your audience.
There’s no need to keep doing what’s flopping – your time is precious, and so is your marketing budget. The more you measure and tweak your efforts, the better you’ll get at knowing where to spend your time and money for the best results.
Success in marketing is often about trying new things, learning fast, and always moving forward. Celebrate your wins, learn from your misfires, and keep iterating – your ideal customers are out there and you just need to get in front of them.
Hi, we’re Hnry!
At Hnry, we know that being a sole trader often means wearing a lot of hats: manager, marketer, chief product tester, and the person who remembers to buy more coffee. That’s why we’re passionate about supporting sole traders from start to finish.
While you’re busy building your reputation, serving customers, and growing your business, we’re here to handle the tax and financial admin that can otherwise slow you down.
For just 1% + GST of your sole trader income, capped at $1,500 +GST a year, we calculate, deduct, and pay all your taxes, levies, and whatnot for you, including:
… meaning you won’t have to think about any of that. Ever.
You go out and build your brand, we’ll make sure the tax stuff just works.
Join Hnry today!