Stop hiding behind your work: Steps you can take to create a human approach to marketing your small business
It’s not too late to pivot your marketing strategy.
Marketing is a constantly evolving industry, especially in the age of social media. Despite having a degree in marketing, I've learned that there's always something new to discover, which is why I've taken it upon myself to do my own research and continue learning, because when you’re an entrepreneur, you’re a forever student. So let’s talk today about marketing from a small business perspective, focusing on how to market not just your products and services, but also yourself! And remember, it’s never too late to pivot your marketing strategy or start taking more steps to humanize your brand in a more authentic and meaningful way, none of us are perfect, and that’s the whole point! As long as we’re living, we’re learning, so it's important to discuss both successes and failures as creative entrepreneurs and small business owners because everyone has had their fair share of setbacks, which is just part of the journey.
Are you a small business owner that struggles with showing their face? Are you hiding behind your work on social media? Keep reading.
Humanizing your brand is critical but challenging for artists and business owners of all types. It can be tough to show your face, especially when you're busy with a full time job alongside your small business. However, it's crucial to let people know who you are and share your story with them in a way that stays true to you. Of course, privacy is important, and you have the right to privacy and boundaries. Everyone approaches it differently, and it's up to you to decide what you're comfortable sharing. As for me, I try to be as open as possible without oversharing. I want people to get to know my personal side because it fosters connection, communication and trust when I put myself out there rather than just hiding behind my work. As a service based business, it’s really important for my clients and customers to trust me. But how can they do that if they don’t know what I look like?
There are many ways to humanize your brand, but one of the easiest is to be intentional about getting on stories, sharing who you are, and sharing part of your day. Even if it sounds silly, I've shared the most ridiculous things just to show people my fun side, like taking an Instagram story in the drive-through somewhere, sharing a funny moment from my day. As a business owner, it's easy to fall into being buttoned up 24/7 and professional, which is fantastic, but show people who you are. Don't be afraid to be a little goofy because people like seeing that side, and they're more likely to interact and purchase from a person that they know and trust rather than a company or brand they don’t feel connected to.
One of my favorite examples of someone who humanizes their brand exceptionally well is Dani Austin, a lifestyle influencer who now owns her own business-to-consumer company, Divi. On social media, Dani shares her personal life, the day to day, her struggles, and her successes with her followers, making them feel like they're part of her story. She always shares her personal experiences, which makes her followers feel like they know her on a personal level.
I’m often on social media marketing my own business, but I also use it to connect with other business owners in my niche. I LOVE discovering new small business accounts or artwork-based pages. There’s so many talented people in this world to discover in the online space! One thing I’ve noticed though is that there’s oftentimes been pages I’ve followed for months and years without knowing who was behind the work, and then one day, they showed their face, and I was like, "Where have you been?!" I had no idea who the human was behind the account. So start letting people know who you are right now. Don't hide behind your work because you have something special to offer to people just by being yourself. Even if you feel awkward in front of the camera, don't spend so much time worrying about it. Just post it.
“Don't hide behind your work because you have something special to offer to people just by being yourself.”
People get hung up on everything being perfect. If you wait until everything is perfect, you’ll never start! The number of times I've posted a story that wasn't camera-ready or professional is countless. If you don’t post it, you'll get stuck overthinking everything. If you can make it a habit, it only takes 60 seconds to take an instagram story, and the more you get used to doing it, the easier it'll be. The easiest way is to get comfortable with being real on social media is to hop on Instagram stories and talk to people, be vulnerable in your captions, and share something from your day. People need to know who you are because it helps with storytelling, branding, and selling.
Remember, you at the heart of your brand, and you have your own unique story that only you can tell, and there’s a lot of people out there that need to hear it.
Marketing is all about creating a connection with your audience, and there's no better way to do that than by humanizing your brand. By showing your personal side, you'll build a loyal following who will be more likely to engage with your content and, ultimately, purchase your products or services. Remember, it's okay to be vulnerable and share your story, even if it's not perfect. Your authenticity is what will set you apart from the competition, so don't be afraid to let your personality shine through.
Always rooting for you!
