5 golden tips to promoting your business

Written by Holly Tucker,
founder of Holly & Co
Photo of Holly Tucker

One of the questions I’m asked the most, from any founder, at any stage, in any sector is, “How do I get the word out there and promote my business?”

Starting a business is a thrilling adventure, and seeing it grow is one of the most rewarding experiences you can have. However, getting the word out there can feel daunting. As ever in business, there is no rule book to follow or ‘right way’ — only ‘your way’ — because it is your company, your brainchild, your passion after all!

That said, whatever sector you are in or stage you are at, I believe the key to promoting your business successfully is essentially only achievable when you have clarity on two things:

  • Your brand — in order to have something meaningful to say, you need to have a brand that stands for something beyond your product or service; something that people will want to align themselves with. This is the lifeforce of your business. It takes what I call ‘deep work’ to create and probably needs an entire collection of articles in itself! Within ‘brand’ sits your mission, purpose and personality, and these are essential factors to develop and be crystal clear on. 
  • Your customer — understanding who they are is fundamental, too. It might sound simple, but it can't be ‘everyone’ (unless you are planning to take on Amazon!). In fact, the more ‘niche’ your audience is, the more effective your marketing can be. So before you even start your marketing plan, you need to understand who your ideal customer is. What are their interests? Which social media platforms do they use? How do they like to be contacted? 

Once you have these covered, where do you begin? Well, here are five key actions to take when it comes to promoting your business.

  1. Invest in SEO: Search Engine Optimisation (SEO) is essential in this digital age because it’s how your brand gets seen. Your potential customers are using search engines like Google every day to help find what they need quickly. Optimising your website to rank higher in search results can significantly increase visibility and traffic to your business.
  2. Make the most of your deliveries: When you post items out to customers, could you put a handwritten note in with them to show them the human behind your brand and help you stand out? Adding stickers to the outside is also a great opportunity to promote your business. Alongside this, always remember that word of mouth is one of the strongest forms of advertising, and you want customers to tell others how great your deliveries are. If you’re looking for a reliable, convenient, efficient way to send your lovely products, you need a service you can trust. Did you know that for online shoppers, Royal Mail is the most trusted online delivery provider when compared to other major UK delivery providers* From tracking to delivery point, collecting returns from customers’ homes, they put their 500+ years of experience to good use. The delivery provider you choose is an extension of your brand — choose well!
  3. Reach customers through clever email marketing: Building an email list and sending out regular newsletters is a powerful way to keep your business at the forefront of your customers' minds. Share updates, new products, special offers and valuable content to keep your audience engaged and coming back for more. I let myself be vulnerable in our newsletter as I find it a great way to connect with my audience but find what’s best for you. 
  4. Leverage social media: If you aren’t on social media, you need to rip off that plaster and set up a business account — like right now. Literally, stop reading this article, and go and get set up (you could even add @RoyalMailOfficial as your first contact so you don’t miss out on more content like this!). Seriously, social media is a fantastic, cost-effective way to promote your business. You can share engaging content, create meaningful interactions with your followers and use it to showcase your products or services. And don't forget about the power of user-generated content either — encourage your customers to share photos and reviews of your products to help spread the word!
  5. Provide excellent customer service: Word-of-mouth is the original — and still the most powerful — form of marketing. Providing exceptional customer service with a human touch can turn your shoppers into brand ambassadors who will happily spread the word about your business (and these days, reviews are highly influential in converting customers). 

Promoting your business isn't a one-size-fits-all endeavour. It requires creativity, persistence, and a good understanding of your audience. Try different strategies, see what works best for your business and remember to have fun with it. You're not just selling a product or service; you're sharing your passion with the world.


*Source: Mintel Online Retail Consumer Report 2022

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