Free Guide: How to Grow an Audience from Zero as a Solo Entrepreneur

Are you toying with the idea of becoming a solo entrepreneur? Or starting a side hustle and "seeing where it goes."

You are not alone.

According to an Entrepreneur.com article by Yali Saar published in 2022:

• The number of independent freelancers increased 22% from 2019 to 2022
• 83% of executives plan to increase their use of freelancers in the next three years
• Solopreneurship has been on the rise for over a decade and is projected to take up a larger segment of the economy every year.

Solo entrepreneurs are winning in this new economy.

But to win, you need to be ultra-lean and understand how to market yourself without wasting limited time. Marketing as a solo entrepreneur is different than marketing in a small or large business.

In today's issue I'm going to share 7 steps you can execute to grow an audience from zero as a Solo Entrepreneur. (In non-marketing jargon speak...)

As the solo space becomes more and more crowded, right now is the best time to get started.

(Oh, and don't be the person that spends all their time building offerings only to hit a wall when trying to sell them without an audience.)

Instead, get started with these steps now and lay the foundation of audience to build your following for future monetization.

Step #1: Nail Your Purpose

Before you attempt to build a website or create a product, it's a good idea to define your business purpose - your why.

It will help define your goals and intentions early.

If you have a business idea and haven't thought about the "why" -- this Guide on Harnessing the Power of Purpose will help you define it.

Step #2: Nail Your Audience

Who, specifically, will your business help?

How does your purpose fulfill the unique needs of your audience?

What are those needs?

The more in-depth you can understand your audience, the more you'll be able to connect and help solve their challenges.

If you're having trouble understanding your audience, ask for an interview with a few folks you know that fit your suspected audience. Come prepared with Qs and get them talking about the challenges and roadblocks they're facing.

Your customer's purpose unlocks your growth potential. ←This will show you how.

Step #3: Define an offer your audience will pay for

Because you know so much about your audience now, you know:

• How your customer makes buying decisions, who they talk to
• Where they buy
• What information they consume
• And how they're likely to engage with a business to solve their problem

This information will help you define your offer. It could be:

• A service (Consulting, coaching, hourly services)
• A product (Book, course, template, physical product)
• An experience (Speaking, peer interactions, training, exclusive experiences)

These ideas are just a start, but what you're trying to do is help your customer get from point A (I have a problem) → to point B (I have a solution).

Also think about about how your offers might evolve over time.

Today, I provide my clients marketing consulting and coaching services. However, there is a segment of my audience that are self-starters who just need a roadmap, checklist, and operating system. They would benefit greatly from a self-serve product that gets knowledge in their hands at a lower cost. (Future product I'm considering.)

Keep in mind, if you're just getting started on the side you don't even need an offer right away.

Really.

Our priority is to start growing an audience that experiences challenges we can help them solve, eventually. (You'll read more on this in Step #6)

So keep your offer in mind, or develop it now. Either way, learn from your audience as you grow, and make sure your offer solves a problem.

Step #4: Build a website

So many people over complicate and over think this step when just starting out.

If you're established, got a great budget, and are ready to go all in, you can definitely build a detailed and robust site.

But if you're looking to prove a concept before invest too much time and money, keep things simple.

• Messaging: Use your purpose and audience knowledge to craft clear and simple messaging
• Tools: If you're not technical or design inclined, you can use templates from an easy, inexpensive website builder like Wix or Squarespace.
• Examples: Find inspiration websites you love in and out of your industry
• Attention: The area "above the fold" is really important. This is what visitors see before they start scrolling. Use it to grab visitors attention so they stick around.
• CTAs: Be clear about the action you want visitors to take. This is your "call-to-action". You'll typically see these on websites as buttons with an action verb.
• Grow an email list: This is something you can add over time. But if you're selling a digital product, cultivating an email list will be really important.

 
Step #5: Claim your social channels

It's a good idea to claim the social channels that you see yourself realistically connecting with your audience on someday.

To "claim" means to create your social profile and brand with your unique handle so no one else gets it.

(A social media handle is your username. This could be your name or your business name depending on how you are approaching the market.)

On platforms like Twitter and Instagram, a handle follows an @ symbol, like @ColleenKranz. It is a way for people to find you and communicate with you.

No, this doesn't mean that you have to start posting on every social channel every day.

It means that when you're ready to start using that channel, you own the brand and handle.

Which social channels is your audience using?

(Don't know this? Go back to Step 2. It means you haven't dug deep enough.)

Create your social profiles on the platforms your audience is most active on.

In Step #6 you'll choose which social platform to focus on first.


Step #6: Create a sustainable growth strategy

When you're a solo entrepreneur, it's difficult to balance time operating your business, managing it, and marketing it.

Many people are also starting on the side while they still have a full-time gig. (A smart way to prove out a business concept before diving all in.)

Name of the game?

Sustainability. Avoid burn out.

If you're just starting out, or hustling on the side - think about growth as sustainable activity over time that compounds. What can you realistically do, every week, for a year.

For your solo business this might look like:

• A weekly newsletter
• Creating a weekly podcast
• Posting an educational video
• Posting on a social platform daily
• Setting up 2-3 networking meetings per week
• Connecting with one potential partner each month
• Hosting a monthly gathering bringing value to your audience

I like to think about solo entrepreneur growth funnels in three phases: CONNECT, CULTIVATE, and MONETIZE.

(Growth funnel = the path your audience takes from not knowing about you, to buying from you.)

In the CONNECT phase we are attracting attention, we're going to the places (perhaps digital and physical) where our audience is.

In the CULTIVATE phase we're working to build trust and relationship with our audience by bringing value.

In the MONETIZE phase we're offering a solution to our audience's problem.

Remember.

As you build your growth strategy as a solo entrepreneur it's easy to get distracted by "shiny objects", inefficient with disorganization, and bogged down by not having processes.

Before you know it, you're burned out and not enjoying what once was a passion for you.

You can't do it all.

Start small, use systems, automate repetitive tasks, leverage technology, and allow yourself the mental space to keep enjoying the work!

Step #7: Ask for testimonials and referrals

Testimonials and referrals are the ultimate social proof.

Ask for them often. And use them.

• Testimonials: When you're building as a solo entrepreneur, start by asking colleagues or friends that can speak to your work. If you have established clients, proactively ask them. Make sure they know what you'd like the testimonials to be about and that it would be impactful for our target audience.
  
  Once you receive a testimonial, use it. Include it on your website with your call-to-action, your social channels, your marketing emails, and when someone asks you for more information.
  
  As you get going, make asking for testimonials part of your ongoing customer process.
• Referrals: Asking your customer to become your advocate is a powerful thing. And the more you help solve your audience's challenges, the more referral opportunities you'll have. When just starting out, be very deliberate about your ask and specific about your audience.

In my business, I'm asking for LinkedIn recommendations to start. For more established sellers of digital products, testimonial platforms like Testimonial.to save time and prompt customers at the right time.

So, there you have it.

If you're looking to build an audience from zero as a solo entrepreneur, follow these 7 steps.

• Step #1: Nail Your Purpose
• Step #2: Nail Your Audience
• Step #3: Define an offer your audience will pay for
• Step #4: Build a website
• Step #5: Claim your social channels
• Step #6: Create a sustainable growth strategy
• Step #7: Ask for testimonials and referrals

That's all for now, hope you found this helpful.



Whenever you're ready, there are 3 ways I can help you:


1. Coaching for solo entrepreneurs. Want to grow, but need guidance on how to build your solo marketing engine the right way? Contact me now


2. Consulting for small businesses. Let's build and execute revenue-focused marketing strategies that grow your business, community, and brand. Contact me now


3. Give Back Office Hours for Non-Profits: I want to help you help your community. I offer free coaching to help you reach your audience (booking out 8 weeks). Contact me now