Marketing – it’s a word that can often be enough to make any startup founder’s skin crawl; particularly when you’re wearing so many hats in your business already. And while it can become a task that ends up last on your to-do list, without it, it’s difficult to both reach new customers, and make sales in your business!

If you aren’t already thinking about how you can market your business, now’s the time to do it; so you can both build your brand and connect with your audience online.

Read on for our marketing tips! 



Building a beautiful brand and creating show-stopping products and services mean nothing if you don’t first get to know WHO your audience is, and how you’re solving their problems. The first step to understanding your audience is to do your research and gather information on your existing customers or clients. Your audience shouldn’t be EVERYONE, so it’s important to identify just a few different audience groups who would really care about your product or service and how it could help them.

Take the time to look for similarities among your customers – such as age, gender, location, career, and buying behaviours. Then, develop one or more audience personas based on the information that you gather, so that you can develop messaging that speaks directly to this type of buyer. If you haven’t yet made a sale, that’s Ok! Go back to your unique value proposition and the research you did in the early stages of developing your business, and use this to develop initial assumptions about who your customers may be. (This can be adjusted once you have collected more data from your sales.)

Your marketing messaging should then speak to this group (or groups) of people that you have identified first. Think about the language that your customers would typically use, how they may be feeling, and how you can alleviate their pain. This will go a long way in creating content which speaks to them on a personal and individual level, in a meaningful way. Your audience wants to know that you understand them, so consider the following to help you craft your message:

  • How would you audience describe their problem if they were having coffee with a friend?
  • What is most important to your audience when it comes to having their problem solved?
  • How you could best support your customers to solve their problem?



Now that you better understand your audience, it’s time to take things a step further and consider where you can find them online! Building your brand across every social media platform or channel is both time consuming and unnecessary. At the end of the day, having a TikTok channel just because YOU like it means nothing if your audience doesn’t even use it to begin with.

Think about what channels your audience are most likely to use. Are they regularly scrolling Facebook? Uploading their latest reel to Instagram? Or do they prefer the professionalism of LinkedIn? If you are trying to attract Business to Business (B2B) clients, then you may wish to focus your efforts on LinkedIn. If your main customers are the consumer, then platforms such as Facebook, Instagram, or Pinterest may be where you’ll spend your time.

Trial and error will be your key to success in the early days of finding where your audience is online, so spend a month seeing what kind of responses you get from your efforts, and go from there.



While the primary goal of marketing your business is to make sales, it shouldn’t be an obvious focal point. Your audience needs to build trust and authority in you before making a purchase, so it’s important to create content which does just this!

Content which focuses on providing your audience with information or value, helps them get to know you, or shows how you can solve their problems, will go a long way in building this feeling of trust. Offering social proof is another great way to do this – creating content which showcases other people utilising your products or services (through case studies and sharing reviews or testimonials) allows your audience to connect on a deeper level. When they can see someone who is just like them using your brand, they can imagine using it, too.


To read the full article, please head to our website here.

Startup Gippsland

- Startup Gippsland

Startup Gippsland is a collaborative project by the Bass Coast Shire, Baw Baw Shire, East Gippsland Shire, Latrobe City, South Gippsland Shire and Wellington Shire councils. Its aim is to support entrepreneurs who have business ideas that can scale to a national or international level.

Startup Gippsland has 3 programs to support startups at different life stages:
- A Incubator Program for early-stage startups to focus, validate and grow their business or idea.
- A Accelerator Program for later-stage startups to prepare their business for scale and international expansion.
- A Open Program of one-off events for startups at all stages to learn business fundamentals like business modelling, pitching and exporting.

To find out more about Startup Gippsland and each of the programs, head to www.startupgippsland.com.au
If you have questions about the program, your idea and eligibility, or the application process, then email us at hello@startupgippsland.com.au or call us on (03) 5644 3321.

Startup Gippsland is funded by the Department of Industry, Science, Energy and Resources, and delivered by GippsTech.

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