Summary
Let’s talk about what really makes marketing tick—especially for small businesses that are out there hustling every day. It doesn’t matter if you are running ads or simply posting on social media, the key to marketing success starts with: Consistency, Authenticity, and Generosity. Nail all three, and you’ll stand out in a world packed with “me-too” brands shouting for attention. Let me break it all down with a friendly, real-world perspective.
People buy from people that they like and trust. To gain that trust, a small business owner needs to show the world herself. The average person needs to see a message at least 7 times before it sinks in (consistency) and in today’s digital world relevancy is key to gaining that consistency. Relevancy comes from being authentic and generous with information.
So, when building out your marketing plan, keep this in mind as you get started. How are you going to ensure that you can be authentic and generous on a regular basis?
Consistency
Why It Matters
Staying Top-of-Mind: Ever wonder why big brands run ads year-round? Because the moment they go silent, competitors slide in. As a small business, showing up steadily—whether online or in person—is how you stay visible.
Building Trust Over Time: People trust you more when you’re not a one-hit wonder. Regular marketing reminds customers you’re here for the long haul.
Practical Tips
- Plan Your Shots: Draft a simple content calendar. (Doesn’t have to be fancy—could be a Google Sheet.) Stick to it like you would a practice schedule for your golf swing.
- Avoid the All-or-Nothing Trap: Instead of spamming every day for a month and then vanishing, spread out your efforts evenly.
- Adapt as Needed: If you notice your audience is more active on certain platforms (maybe Instagram more than Facebook), adjust but keep the drumbeat going.
Personal Note: I started posting to LinkedIn in early 2024 to help establish trust in my consulting business. At first, I was “shouting into the void,” but after a short while, my follower count started to rise. I quickly jumped to 4,000 followers within the first three months and I would routinely top 10,000 views every week.
Authenticity
Why It Matters
Cut Through the Noise: In a sea of cookie-cutter posts, your genuine voice stands out. People can spot “forced” content from a mile away. Your customers want to know whom they are dealing with…put yourself forward.
Human Connection: We crave real human stories. Think about your favorite brands—chances are, you like them because their message feels genuine.
Practical Tips
- Share Your Backstory: Talk about why you started this business. Share a personal anecdote about your first big client success (or even a hilarious fail) that shaped the way you work today.
- Use a Conversational Tone: Write or speak like you’re chatting with a friend. This isn’t a courtroom; it’s your brand’s campfire chat.
- Highlight Personal Passions: Are you obsessed with skiing, craft beer, or painting? Show a snippet of that on social media or in your newsletters. Your passions help people connect with you on a deeper level.
Real-World Example: A local café owner I know started posting short “Coffee Chats” on Instagram, where he talked about the best local hiking spots. He’d mention what roast he was enjoying that day, toss in a personal tip about finding hidden trails, and sign off. People loved it. It was never “hard-sell,” but his authenticity kept customers hooked—and his sales went up, too.
Generosity
Why It Matters
Establishes You as the Go-To Expert: When you give out valuable info for free—like how-to guides or insider tips—people trust that you genuinely know your stuff.
Builds Loyalty: The more you offer without an immediate ask, the more your audience feels cared for. That sense of goodwill is marketing gold.
Creates Community: Generosity prompts people to share your content. The more people sharing, the further your message travels.
Practical Tips
- Educational Content: Run a free webinar or publish blog posts on your top FAQ. Don’t worry about “giving away too much.” People remember the brand that helped them. Or post informational content on your social media.
- Customer Support Above & Beyond: Offer extended trial periods or a follow-up consultation—something extra that’s not expected.
- Collaborate: Team up with other small businesses to host joint events or giveaways. It lightens your load, exposes you to new audiences, and sparks goodwill across communities.
Quick Story: This was my “go to” in corporate marketing. My teams always produced highly relevant content for the market and we never failed to gain new customers because of it. We often would set records with my media partners for our webinar content.
Pulling It All Together
Think of these three pillars—Consistency, Authenticity, and Generosity—as the triple crown of small business marketing success. They reinforce one another. When you’re consistently authentic, your generosity doesn’t feel forced, and your audience grows because of it.
Action Steps
- Create a Simple Marketing Calendar: map out both where you plan to communicate with your audience (use multiple channels) and what your “content plan” is going to be.
- Define Your Voice: Come up with three words that describe how you want to “sound” in your marketing (e.g., “friendly,” “expert,” “lighthearted”).
- Offer a Useful Freebie: Maybe it’s a checklist, a mini-ebook, or a short video tutorial on something your customers struggle with.
Final Thoughts and a Question for You
Building a strong brand isn’t about a single, flashy campaign; it’s about showing up, being yourself, and helping others. Do that, and over time, you’ll become a trusted go-to in your field. Step by step, post by post—consistent, authentic, and generous marketing can transform your business.
Now I’d love to hear from you: Which of these three pillars—Consistency, Authenticity, or Generosity—do you feel comes most naturally to your business, and which one do you want to focus on improving next? Let’s swap stories and ideas; it’s how we all get better together!