Solopreneur Marketing [2025] Branding, Sales

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I know all about solopreneur marketing because I used to do it! Nowadays, I have a team. But my first business was just 3 employees: me, myself and I. 

Marketing for solopreneurs is challenging because you’re likely very limited by both time and money.

81.9% of small business owners are solopreneurs, according to the U.S. Small Business Administration (SBA).1 If they’re doing it, you can do it, too.

I’ll share my best tips, tricks, and technology to help you avoid common mistakes. Lesson #1: laser focus is your friend. 

Spending too much time on activities that don’t make money is your enemy.

Don’t miss my new solopreneur marketing ideas. Get my free email newsletter:

Solopreneur Marketing Strategy / How To Market as a Solopreneur

Marketing for solopreneurs isn’t the same as for a massive corporation. You’re lacking in several key resources – especially time.

Most of you want tactics, so I’ll give you that first. But I implore you, yes IMPLORE you, to think carefully about the big picture strategy and mindset I’ll give you next.

Solopreneur marketing tactics:

1 – Dominate two traffic sources. You don’t have time for more. 

Get great at two of the following:

  • YouTube
  • Instagram
  • Facebook
  • Pinterest
  • SEO
  • Running ads
  • TikTok
  • Facebook
  • Reddit

Etc.

Why two? Because social media and tech algorithms can and WILL change. You can be popular today, but tomorrow, the algorithm changes and your content is hidden. Have a backup traffic source.

2 – Get email addresses from your audience.

Why? Because of what I just said. Are you paying attention? 

The algorithms will change, and you’ll be screwed. But what if you had tens of thousands of email addresses? You could email your people directly to tell them about your new content and your new offers.

Now for what I think is just as important or more important, strategy.

Have a Clear Brand and Set Goals 

You can’t effectively market your brand until you’ve clearly defined it:

  • Niche. What exactly is your business all about? If the focus is too broad or vague, you’ll have a hard time setting your brand apart from others, and potential customers won’t recognize the value you’re offering them. Be incredibly specific about how you help people.

For example, I follow a couple on YouTube who talk about how to retire early to cheap but beautiful places around the world. This is pretty damn specific!

  • Brand identity. There’s a superficial side to this (color schemes, logos, etc.), but you also want to consider your brand’s values. What does your business think about the world, and how is that vision reflected in its branding? For example, Nike presents itself as providing motivation for athletes – hence their famous slogan (“Just do it!”). You can also connect with people by sharing your brand’s story.

The brand identity of the couple I follow on YouTube is that of a loving couple with no kids who seek a pleasant beachfront life without a 9-to-5 job. They appeal to certain people but not others. And that’s OK! As a solopreneur you shouldn’t try to compete against huge corporations that try to appeal to everyone. No, you don’t have many millions of marketing dollars like they do. Be different.

  • Consistency. Once you’ve got an aesthetic and value-driven identity, you need to stick to it across platforms. Imagine how Target’s red branding would be confused if they started giving out blue and yellow shopping bags. The more consistent you can be, the more people will remember your brand. 

Also, make sure you don’t jump straight from branding to a marketing campaign. In between, you have to ask yourself a key question: What do I want my marketing to accomplish?

Set both short-term and long-term marketing goals. These objectives should be simple and measurable – allowing you to clearly see whether you’ve met them or not in a clear timeframe.

Potential marketing goals include:

  • Increasing website traffic
  • Boosting engagement on social media
  • Generating more leads (potential customers)
  • Improving customer retention
  • Increasing revenue (this is a broad one, but it’s usually the ultimate goal!)

Get To Know Your Audience

Imagine you’re planning a children’s birthday party, and you invite an amazing death-metal band to perform. The band is great – so why are the parents so angry? The problem is that you didn’t consider your audience – uptight parents who don’t want their kids biting the heads off their pet hamsters.

In the world of solopreneur marketing, knowing your target audience is absolutely essential. You can’t properly engage with potential customers until you know who they are (and what they’re looking for)!

Lots of marketers start by creating “customer personas” or imaginary characters who represent the types of people who are likely to be customers. For example, if you’re running a pet shop, you can imagine outdoorsy dog lovers, cute cat ladies, and tattooed snake-keeping enthusiasts (pardon the stereotypes – but you get the idea).

Once you’ve identified your target audience, you should get to know them.

Imagine you’re a therapist, and the buyer personas are taking turns lying on the couch in your office. You need to determine:

  • Their problems (so you can solve them)
  • Their interests (so you can relate to them)
  • Their shopping habits (so you can reach them)
  • Their preferences (so you can cater to them)

extra point Extra Point: If you can learn all of that about your target audience, your marketing can make them feel “seen,” which is always great for forging a connection.

Besides, knowing your audience will make the logistical side of solopreneur marketing a lot simpler. Devote more time to TikTok or Facebook? If you know which age bracket your customers fall into, the choice is easy!

Being a solopreneur can be very profitable because you don’t have to pay employees. Not sure what to do? Check out my low-cost business ideas with high profit.

Build an Awesome Website

Don’t make a basic, boring site so you can check the website box and move on. Your website needs to be awesome because, for lots of people, it will be their first point of contact with your brand. 

So, how can you make a website that stands out?

First of all, you need to use a high-quality website builder. I’d go with Squarespace. They have tons of templates, meaning you can easily give your site the layout that works for your niche and brand identity. 

Beyond creating a professional-looking site, here are other website-building tips:

  • Use high-quality images. You can get free images from Unsplash or other sites.
  • Include landing pages for different products. 
  • Link to your social channels. You want people to follow you so you stay top of mind.
  • Consider search engine optimization (SEO). The strategic use of keywords and backlinks can make your website rank higher on Google.
  • Prioritize the user experience (UX). Think of what you want people to do on your website (book appointments, buy products, etc.), and then make it as easy as possible for them to do it. 
If you're a solopreneur and marketer, check out Squarespace to quickly and easily design your own website.
Squarespace is a user-friendly website builder that’s perfect for solopreneur marketing.

Automate Email Marketing

You know those emails you get from companies? At this point, we all know that an actual person isn’t hitting “send” every time. The process is automated!

And automated email outreach isn’t just something that massive companies can do. It’s completely accessible for small business owners – and it’s an important part of marketing for solopreneurs.

The easiest way to send automated emails is with email marketing software. You can check out my Kit review to learn more.

Create Valuable Content That Leads to Sales

Content can take all sorts of forms. What matters is that it’s valuable. 

By valuable, I mean that it will truly interest your readers and help them solve their problems.

But you should be strategic, too. If you solve all their problems, why would they ever buy your stuff or stuff from sponsors?

The helpful content you create should naturally lead your audience to WANT to buy stuff or sign up with your affiliate partners.

For example, if you teach people how to dress with more style, it’s natural that these people would eventually want to buy clothes, shoes, and accessories from you.

If you teach people how to get in better shape, your goal might be to sell products they need, like exercise equipment, protein powder, individualized coaching sessions, and so on.

Another strategy is to give away fantastic beginner information. But if they want your expert lessons, your audience will need to pay for your course or book.

Bottom line is you don’t want your site and social media to be full of fluff. Post material to make people say, “Wow, that was helpful – I have to bookmark this website and subscribe to the newsletter!”

Try asking yourself, “If I were them, what type of content would I find valuable?” Then, think of where your unique experience or expertise gives you the ability to share valuable information. Is there a spot where your audience’s needs and your own expertise align? BAM! You’ve found an idea for a valuable piece of content.

Also, make sure you include a wide variety of content to keep different types of internet users engaged. Here are the types of content to include:

  • Articles
  • Videos (including “how-to” tutorials)
  • eBooks
  • Email newsletters
  • Podcasts 
  • Memes 
  • Checklists

Not every content type is appropriate for every business, but try to mix in a few different forms that seem right for your brand.  

Have More Than One Traffic Source

Your brand should exist simultaneously in a bunch of online spaces. A website is a great start, but you also need a social media presence, an email list, and a few outside-the-box methods for reaching your audience. That way, you’ll be casting your brand’s net as widely as possible.

Traffic sources every solopreneur should consider:

Do you need to be active on all of those platforms? Of course not! After all, you’re a solopreneur – meaning your time is limited.

Track Your Growth and Adjust

Guess what: Marketing for solopreneurs is hard. You won’t create the perfect marketing strategy right from the start. Some tactics will work incredibly well, and others will be duds.

That’s why it’s important to track key data points and be ready to make adjustments.

If a strategy isn’t working, you need to know about it. That way, you can try something new – whether that’s a minor tweak or a shift to a whole new strategy.

Here are key data points to track:

  • Website traffic
  • Search engine performance
  • Social media engagement
  • Conversion rates
  • Email open rates

Most marketing platforms and website builders will give you this sort of data. You can also use Google Analytics to track your website’s performance. Another option is to use a tool like RankIQ. Here’s my RankIQ review to learn more.

The life of a solopreneur is always unpredictable and often hectic. You can’t control the future. But you can monitor what’s happening in the present and then use that information to make smart, bold decisions.

Commonly Asked Questions About Solopreneur Marketing

Solopreneur vs Entrepreneur 

An entrepreneur is someone who starts a new business – taking on the risks associated with the venture while also hoping to reap the rewards. A solopreneur is a type of entrepreneur – one who starts a business all on their own (without partners or employees).

A solopreneur can be doing hobbies to make money or running a full-time business.

What Do Solopreneurs Struggle With The Most?

Time management is the biggest struggle for most solopreneurs. After all, you have to handle every aspect of the business. That’s why you need to be strategic. Focus your energy on what will make you money. For everything else, find easy-to-use software and technology solutions to do it for you.

Some solopreneurs struggle with not having enough money for their business. If that’s you, check out my resources:

What Is an Example of a Solopeneur? / Solopreneur Examples 

A solopreneur is someone who starts and runs a business on their own. Examples include:

  • Freelance writers
  • Social media influencers
  • Graphic designers
  • Photographers
  • Professional bookkeepers
  • Virtual assistants

More solopreneur examples are how to make money as a video editor and how to make money as a travel photographer.

Being a solopreneur is one of my favorite ways how to make money online for beginners.

Branding For Solopreneurs? 

Solopreneurs should create a consistent brand that goes beyond their basic personal identity. For example, your brand should have its own values, niche, logo, and color scheme. This will make your brand more relatable and memorable for potential customers. For help creating a logo that will stand out, read my Design.com review.

Solopreneurs Sales and Marketing Helps?

My solopreneur marketing tips:

  • Clearly define your brand
  • Identify and get to know your target audience
  • Build an awesome website
  • Send automated marketing emails
  • Create content that’s truly valuable to your audience
  • Draw from multiple traffic sources (website, social media, etc.)
  • Track your growth and adjust strategies accordingly 

Use sales and marketing software to save time and money. You need to focus on growing your business. Let the software do the tech work for you. Check out my reviews and comparisons:

Solopreneur Marketing Examples? 

Post instructional tips about your topic on social media. Sell a course with advanced tips and tricks.

Solopreneurs Marketing Ideas? 

Reach out to people who will interview you on their podcast or YouTube channel because you can provide their audience with expert advice. For example, if you’re a sleep expert, contact travel podcasters and YouTubers to share your tips for how to get a good night’s sleep on an airplane or how to overcome jet lag quickly.

If you’re a fitness solopreneur, contact travel YouTubers and podcasters to show their audience how to stay in shape while traveling without weights. Contact mommy bloggers and mom YouTube hosts to share about how to get fit after giving birth or how to stay in shape when you’re also caring for a young child.

Related:

Sources:

1 – https://advocacy.sba.gov/wp-content/uploads/2024/07/Frequently-Asked-Questions-About-Small-Business_2024-508.pdf