Marketing for Solopreneurs
If you’re a solopreneur navigating the daily juggle of running your business, you’ve likely realized marketing is one of the many hats you’re wearing—and maybe not your favorite one. You want to market yourself confidently, consistently, and without burning out. That’s exactly why marketing for solopreneurs needs to be simple, strategic, and sustainable.
I work with a lot of solopreneurs, especially those in the service space who are no longer brand new but not quite optimized. I love this space because I’m in it too. I have a background in marketing—I studied it, worked in it, and even earned a master’s degree in marketing research—but I still have to seek out brilliance in areas I don’t specialize in. Just like you. As solopreneurs, we don’t have the luxury of big teams or departments. But we do have the power to be incredibly intentional and strategic—and that’s often even more effective.
So here’s what I’d tell any solopreneur who doesn’t have a marketing background: You don’t need to try everything. You don’t need to be everywhere. You just need a solid plan based on principles that work.
Let’s break it down.
Get Clear on Who You’re Talking To—It Changes Everything
Seems wise to start with something foundational—because without this piece, even the best marketing tactics can fall flat. I’m talking about your Ideal Client Avatar (ICA).
Some people will say you can market to everyone, or that getting super specific about your ICA is overrated. And I get where that comes from. It really doesn’t matter—if you’re just going to guess or rush through it without doing the real work.
But when you take the time to truly figure it out—not just on paper or in your brain, but by digging into who your best-fit clients are and what they need—when you have a clear picture and understanding of who they are— everything else becomes easier. Your content, your messaging, your offers, even your confidence. You stop throwing spaghetti at the wall and start speaking directly to the people who actually want what you offer.
This step is too often skipped, and I respectfully disagree with anyone who says it doesn’t matter. Because when done right, it’s the foundation that holds up your entire marketing strategy.
If you’re not sure where to start, we talk about it inside the free marketing workshop and go even deeper, doing the actual work, inside the Sustainable Marketing System. It’s one of the most powerful things you can do to stop spinning your wheels and start gaining traction.
Messaging That Connects
Once you know who you’re talking to, the next step is figuring out how to talk to them. I’m a big fan of Donald Miller’s StoryBrand framework because it helps you position your client as the hero—and your business as the guide. That shift alone can make your messaging more powerful and client-focused.
Craft messaging that’s clear, not clever. Consistent, not confusing. Whether it’s for your website, your next networking event, or your social media posts, good messaging builds trust and attracts the right clients—the ones you actually want to work with.
SEO: Simple and Smart Wins
SEO sounds technical—and it can be—but that doesn’t mean it has to be out of reach. Too many solopreneurs ignore it entirely, and that’s a big miss. No, SEO may not be your biggest lead generator, but it does make sure people can find you when they’re looking.
Here’s a simple win: optimize your website with basic keywords (like “virtual assistant for creatives” or “nutrition coach in Denver”). Use headers, meta descriptions, and page titles effectively. Add alt text to your images. Set up and optimize your Google Business Profile. These are small tasks that help your business show up in search—when it matters most.
Social Media: Make It Work for You (Not the Other Way Around)
Social media is not your whole marketing strategy, and it shouldn’t feel like a second full-time job. The key is to be intentional. Choose platforms that align with your strengths and where your ideal client hangs out. Post with purpose, not pressure.
No, you don’t likely need to post every day. Yes, you can likely keep it low-key. Think value over volume. Reuse your best content, lean into personal stories, and engage authentically. You’re building a relationship and instilling trust, not chasing a trend. Or maybe you are…depending on what you’re selling! The point is to be strategic and don’t do it just to do it.
Email Marketing: Don't Skip This
Many solopreneurs push email marketing to the bottom of the list—but please don’t. Unlike social platforms, your email list is an asset you own. It’s your direct line to your most valuable asset: potential and existing clients.
Start small. Create a lead magnet that actually helps your ideal client—a checklist, template, or short guide—and offer it in exchange for their email. From there, build a simple welcome sequence, and keep in touch regularly. Remind them who you are, how you can help, and why they can trust you. This builds familiarity and authority over time—exactly what leads to conversions.
Content, Lead Gen, and Promotion Planning
Lead generation can feel like an endless to-do list. There are so many options: freebies, webinars, SEO, networking events, social media, paid ads, DMs, podcasting… just reading that list is overwhelming. I know, because I’ve been there. I was once the head of marketing for a small business, and the stress of it all kept me up many nights! That’s what led me to create the GRT Framework—because we all need guardrails.
You do not need to do it all. But you do need to be thoughtful. What are your goals? Where does your ideal client spend time? Your answers to those questions should inform your lead generation strategy, your promotion calendar, and your content plan.
Lead gen and marketing content shouldn’t be a guessing game. When you take the time to plan—thinking through when and why and how you’re showing up and what offers you’re promoting—you stop reacting and start executing with purpose. Is it work upfront? Yes. But that strategy pays off in consistency, clarity, and fewer “what do I focus on right now?” spirals.
Client Retention Is Just as Important as Lead Gen
Most businesses spend the majority of their time and energy trying to get new clients—and very little thinking about how to keep the ones they already have. It’s one of the biggest mistakes I see, and it’s super costly.
Client retention is not just about doing a good job. It’s about intentionally crafting an experience that makes your clients feel seen, supported, and excited to stick around—and refer others. It’s about creating loyalty. And from a marketing research perspective (which is where I come from), retention is often the difference between a business that survives and one that thrives.
Think beyond the transaction. What’s the experience you want clients to have from the moment they inquire to long after they’ve paid the invoice? Follow up. Check in. Offer value after the sale. Ask for feedback. Create moments that make people say, “Wow, I wasn’t expecting that.”
If you want a referral-based business, this is where you start. When your clients become your biggest fans, you don’t need to shout as loudly. They do a lot of the marketing for you.
Metrics and Maintenance Matter
Marketing isn’t “set it and forget it.” If you’re not measuring, you’re guessing. Each month, take time to review what’s working and what’s not. Track things like website traffic, conversion rates, email clicks, revenue, and leads.
This isn’t just about collecting data—it’s about making smart decisions. With regular check-ins, you can be proactive, not reactive. You’ll pivot with purpose instead of panicking.
Find Your People (and Fill in the Gaps)
There’s real magic in surrounding yourself with people who get it—fellow solopreneurs, service providers, and business owners who understand the weight of wearing all the hats. But there’s also magic in being intentional about who you surround yourself with—especially when it comes to the hats you don’t wear well.
You don’t need to become an expert in everything. You just need to know where to turn when you’re not. Maybe you’re amazing at client work but not so confident in marketing, tech, or finances. That’s okay. None of us know it all. When I left corporate, I no longer had the advantage of brilliant minds in the next office—I had to seek out that knowledge. And doing that has made me a better business owner.
So whether it’s a mastermind, business coach, a networking group, an accountability group, or a marketing group (with me!), be intentional about finding your people. The right support system doesn’t just help you feel less alone—it helps you grow smarter and faster, too.
You Don’t Have to Do This Alone—We Work Through All of This Together
If any part of this blog made you breathe a little easier—it’s because you’re not alone in how you feel. Everything we just covered? These are the exact things we dive into together inside the Sustainable Marketing System. But we don’t throw it all at you at once. You’re wearing a lot of hats, and the last thing you need is more overwhelm.
That’s why the system is designed with you in mind—structured, supportive, and paced to fit into your already full life. Each month, we focus on just one core area of your marketing. Together, we build clarity, consistency, and confidence so you can stop second-guessing every post, email, or idea—and finally feel like you’ve got this.
Whether you plan to market your business solo long-term or eventually outsource, learning how to think like a marketer gives you the power to make smart decisions for the life of your business. That’s what we do together. You don’t just get tools—you get a guide, a plan, and a community cheering you on.
If you’re curious but not quite ready to jump in, start by joining our next free marketing workshop. Or, if you’re ready to get serious about building your marketing foundation with someone by your side, save your seat for an upcoming cohort going through the Sustainable Marketing System. Still not sure? Let’s chat. I’d love to hear about where you’re at and see if we’re a good fit.
You’re capable, and you’re not alone—we’re here to help you market with clarity and confidence.