Marketing for Introverts

In my last year of college, my professor asked each of us to raise our hands if we saw ourselves, one day, starting a business. My hand raised basically on its own, without full acknowledgment from my brain. I was surprised that I wanted to do that, even though at the time I was an English major with no real-world experience and just a vague understanding that one day, I wanted to start my own business. 

That dream got scarier once I entered the real world and realized I wanted to start my own design business but started comparing myself to people who worked in marketing and sales. I remember having limiting beliefs, like:

• I can’t start my own design business if I’m not outgoing
• I don’t have a degree in marketing or sales (even though I had plenty of marketing experience) so I won’t know what I’m doing
• I wasn’t on the debate team so my authority on a topic will not land with people 
• I’m not the life of the party so people won’t be as attracted as they are to a louder, more gregarious person
• I don’t typically strike up a conversation with strangers on the bus, or subway, or grocery store line, so people won’t see me as friendly

In the midst of all of these limiting beliefs, my goal of starting my own design business was still there, and although I felt worried that talking about myself would feel weird, I figured there must be a way for introverts to do this too! I recall talking to my dad about someone he knew who was the most successful salesman at his car dealership. He was *to my surprise* not the loudest, with the slickest sales pitch, with the best elevator speech, with the strongest handshake, and the best improvisation skills. He was really just good at meeting people where they were, acknowledging their fears and concerns, and talking to them like they’re people. I knew that I wanted to be like that, but what’s an introvert to do when she’s just starting out? 

Here’s what I recommend for introverts:

• Intentional Social Media: Post about what you love, your interests, helpful tips for your audience, and encouragement on social media accounts that your clients use. This could be Instagram, Facebook, LinkedIn, Pinterest, or TikTok, but don’t spread yourself thin by attempting to use all of them. Be intentional about it and pick one or two. You can use these platforms to relate to people who feel the same way about the topic you’re sharing about. This builds community in a way that’s more manageable and authentic, and doesn’t feel “salesy”. Also, if you have a blog, you can use Pinterest to point people back to your blog posts that are tailored just for them. 
• Purposeful Blogging: Use your blog to share long-form content that you know your clients care about. This speaks to them because it shows that you are taking the time to educate them on their concerns and fears, and helping them to better understand something. 
• Online Networking: Attend a virtual course or workshop that’s relevant to your business (bonus points if there’s a private Facebook group where you can ask your burning questions and get feedback from other like-minded business owners). 
• Meet 1:1: Meet privately with your potential clients, peers in your industry, or mentors. It can feel overwhelming for introverts (I feel this to my core) to walk into a huge conference where they don’t know anyone (especially during a pandemic…), so adjust your approach to meeting 1:1 with people. Most will say yes! 
• Email Marketing: If you’re focused on building your email list, create a freebie. This should be something so valuable to your clients that it hurts a little to give it away for free. Ask your clients to enter their emails in order to receive that freebie, and your email list will grow into a list of superfans who are interested in your content. Connect with your superfans via newsletters and emails on topics that interest them, and provide updates, musings, helpful tips, and encouragement. Don’t spam them, but since you’re an introvert, I feel confident that you will be great at avoiding spamlife. 
• Consistency and Practice: Implementing the tips above will take time and determination. Keep at it by blogging consistently and posting consistently, and your audience will begin to grow with followers who like you for you and appreciate your helpful content. And if something isn’t working after some time, keep practicing and honing and you’ll get there. You’ve got this! 

Even if these steps feel scary, I recently saw this quote and I think it sums up how something can be both scary and the right step to take:

“When you’re not used to being confident, confidence feels like arrogance. When you’re used to being passive, assertiveness feels like aggression. When you’re not used to getting your needs met, prioritizing yourself feels selfish. Your comfort zone is not a good benchmark.” – Warrior Soul Sisters

Let’s connect on Instagram! Let me know how this works for you and if this strategy feels more authentic to your introvert self.