Online marketing has provided us, as small business owners and entrepreneurs, with an enormous opportunity to reach a large number of people with our message. Never before has the playing field been so even.

However, the flip side of this opportunity is overwhelm. There is literally thousands of ways in which you can connect with your ideal audience, but which method’s should you actually use?

Four Factors

When choosing the best way to market your business, most of the marketing information around will have you believe you need to do 3 forms of analysis: target market, SWOT and competitive.

While all still important, I would argue there is one more important factor missing.

You see, the thing with traditional marketing texts is that they were created by large businesses or academics. They weren’t created with the small business owner in mind.

So instead of just these 3 factors, you have one more important one to consider that big business just doesn’t have – and that is your personal strengths and passions. All those things that make you unique and beautiful and that are so intertwined with the business you created.

How to Apply the Strength Factor

The key here is to choose marketing methods which you will be naturally good at and enjoy and therefore stand out for the crowd.

Here are a few examples:

  • If you are an extrovert who loves talking with people, then use social media to it’s full extent and get social.
  • If you love to help people and go that extra mile, then leverage that into creating content that will make you known for your ability to help.
  • If you are great with numbers and analysis, go for methods such as advertising where you can really experiment and test to see which ads and landing pages get you the best results.
  • Or if you share really compelling and convincing messages, use video to really get the power in your message across.

Then there are of course, your technical skills such as design, administration, speaking or programming. All can be applied in online marketing in some way.

Those examples are all on a macro level but strengths-based marketing can also apply on a micro-level too. For example, in creating your content you would want to consider the way you best like to communicate, whether it be written, audio or visual, and then use it.

Yes, the way your target market likes to consume their information is another important consideration, but you wouldn’t want to force yourself to write if you really don’t enjoy it. In the end, you will resent doing it and it will become a chore.

However, if you love to connect over video, you will be much more inclined to do it consistently. And consistency and enjoyment is far more important than forced compliance.

Don’t let this be an excuse

One caveat before I conclude: just because you don’t consider yourself good at something doesn’t mean you should write it off altogether. You might just surprise yourself.

Success doesn’t come from staying in comfort zones. You need to stretch yourself a little and try new things. After all, isn’t that what small business ownership is all about?

Give yourself permission to try and to learn. You might be surprised that something that once scared you has become one of your greatest strengths.

Your turn

It’s time now to take a step back and reflect on all those compliments your friends, family, bosses and customers have been giving you over the years. What have they always praised you on?

Then ask yourself, what do you really love to do? Where do you lose hours of time without even realising it?

Start there and then have a think about which of the many, many marketing choices you have and which ones will really let you shine.

After all, your gifts and talents deserve to be shared.


Yael, creator of Mix Savvy, is an online marketing strategist and matchmaker for small business owners who want to leverage the power of online marketing but don’t know where to begin. She helps her clients ditch the overwhelm and find their perfect marketing mix.


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