Running a queer-owned small business is an empowering venture, but crafting a marketing plan that authentically connects with your audience is key to its success. A well-thought-out marketing strategy ensures that your business not only reaches the right people but also builds a loyal customer base by aligning with values that resonate deeply within the LGBTQ+ community.
In this detailed guide, we will break down the step-by-step process of creating a marketing plan that will elevate your queer-owned business, helping it to grow sustainably while making an impact. From understanding your audience to leveraging social media, content marketing, and community engagement, we will cover everything you need to know to create a marketing strategy that reflects your identity, mission, and goals.
Understanding your audience as a small queer-owned business
To create an effective marketing plan, it’s crucial to first understand who your audience is and what matters to them. While the LGBTQ+ community is one of the groups you may cater to, your audience could also include a broader range of people who share similar values of inclusivity, equality, and social justice. Knowing how to reach and connect with these various segments can make a significant difference in how your business grows.
Define your target audience as a small queer-owned business
Your business may appeal to several different groups, including:
- LGBTQ+ consumers: These are people who actively support businesses that align with their values of inclusivity and equality.
- Allies: Non-LGBTQ+ individuals who are committed to supporting businesses that promote diversity and LGBTQ+ rights.
- Local communities: People in your area who are seeking businesses that prioritize ethical practices and inclusivity.
- Queer entrepreneurs and professionals: These individuals may be interested in collaborating, partnering, or supporting your business.
Researching your audience as a small LGBTQ+ owned business
Once you’ve identified your target audience, it’s important to dive deeper into their preferences and behaviors. Use tools like Google Analytics, social media insights, and customer surveys to gather data on what your audience is interested in, how they engage with brands, and what kind of content resonates with them. Participating in local events or engaging with online forums can also provide valuable feedback that helps refine your marketing strategy.
Defining your brand identity and values as a small LGBTQ+ owned business
Your brand identity is the foundation of your marketing plan. When you’re running a queer-owned business, it’s important that your brand reflects your values clearly. This is what will connect you to your customers and help build long-term loyalty.
Building an authentic brand identity as a small queer-owned business
It’s essential that your brand feels real and resonates with the people you want to reach. Think about:
- What makes my business unique as a queer-owned brand? Highlight your personal story, business journey, and the reasons behind starting your business.
- How does my brand show support for LGBTQ+ inclusivity? Whether through partnerships, donations, or everyday practices, make sure your efforts are visible.
- What message do I want to send? Define the key message you want your audience to take away. It could be about celebration, empowerment, equality, or other values that resonate with your target community.
Tips for building an inclusive brand as a small LGBTQ+ owned business
- Use inclusive language in your communications to make all people feel welcome.
- Diversify your representation by showcasing different LGBTQ+ identities, stories, and experiences in your marketing.
- Be transparent about your commitment to LGBTQ+ rights, both in your business practices and in your messaging.
Share LGBTQ+ stories within your brand’s narrative to help your community feel seen and heard, whether it’s customers or clients’ stories or founders’ stories.
Setting clear marketing goals for your queer-owned business
Setting concrete goals for your marketing efforts will help guide your strategy and give you clear targets to work toward. By making your goals measurable, you can track your progress and make adjustments as needed.
Define your goals
Start by setting SMART goals which are Specific, Measurable, Achievable, Relevant, and Time-bound. For example:
- Increase website traffic by 30% in the next six months using targeted SEO and blog content.
- Grow social media engagement by 50% within three months through more interaction, live videos, and showcasing behind-the-scenes content.
- Boost local brand awareness by participating in LGBTQ+ events and festivals over the next year.
- Increase sales by 25% from targeted LGBTQ+ advertising campaigns.
Measuring your success of your marketing goals
You’ll need to track your progress to make sure your efforts are effective. Use key performance indicators (KPIs) like engagement rates, website visits, conversion rates, and mentions in the media to evaluate how well your marketing strategy is working.
Don’t forget to review your goals regularly. This way, if something’s not working, you can make adjustments quickly and stay on track.
Crafting your multi-channel marketing strategy as a small queer-owned business
Marketing through multiple channels ensures that your message reaches your audience wherever they spend their time. Use a combination of tactics to build awareness and engage with your community in different ways.
Utilize social media marketing as a small LGBTQ+ owned business
Social media is a powerful tool for connecting with the LGBTQ+ community. Platforms like Instagram, TikTok, and Twitter are great for building engagement and fostering a sense of community.
- Use hashtags like #QueerBusiness or #LGBTQOwned to make your content discoverable.
- Share behind-the-scenes content and real stories from your team or customers to build a personal connection.
- Collaborate with LGBTQ+ influencers or UGC creators who align with your brand values to expand your reach.
- Create video content that highlights your brand’s mission and values. Videos have a personal touch and can help bring your message to life.
Utilize content marketing & SEO blogging
Creating content is a great way to establish your authority in the space and provide value to your audience. Some ideas for blog posts could include:
- How our makeup brand is dedicated to empowering the LGBTQ+ community
- How our clothing brand is dedicated to sustainability
- How our jewelry brand is committed to supporting the queer community
By offering practical tips, sharing insights, and being transparent about your business journey, you can attract people who appreciate your brand and want to learn more.
Utilize email marketing
Email marketing allows you to engage with your audience directly and provide personalized content. Start by building an email list of interested customers, and send out regular newsletters that feature:
- Exclusive discounts for returning customers.
- Updates on new products or collections.
- Community events or collaborations.
Be sure to segment your list based on customer preferences so that you can send more relevant content to different groups.
Prioritize community engagement & events
Your connection to your target audience should be genuine, not just a marketing tactic. By participating in community events or hosting your own, you can foster deeper connections with your audience.
- Attend LGBTQ+ related expos and other local events such as small business networking events where your community gathers.
- Sponsor or partner with LGBTQ+ nonprofits or your local LGBTQ+ Chamber of Commerce to give back.
- Host workshops or seminars on topics like “Branding for small businesses,” especially if you’re able to share your expertise with other queer entrepreneurs.
Look into paid advertising
If your budget allows, paid ads can help you reach an even larger audience. Focus on platforms where LGBTQ+ communities are active, such as TikTok, Facebook, Instagram, and Google Ads.
- Use targeted ads for LGBTQ+ keywords or demographics to make sure your ads reach the right people.
Sponsor content on LGBTQ+-focused media platforms that attract your audience.
Marketing plan example for a small queer-owned business
Business type: Queer-owned clothing brand
Marketing plan snapshot:
- Goal: Increase online sales by 40% in 12 months.
- Target audience: LGBTQ+ individuals aged 18-35, fashion-forward consumers, allies.
Strategies:
- Social media campaigns featuring queer models.
- Collaborations with LGBTQ+ influencers, content creators, and UGC creators.
- Blog content focused on queer fashion trends.
- Email marketing for upcoming launches.
- Paid ads targeting LGBTQ+ demographics.
- Participation in LGBTQ+ pop-up events and fashion shows.
Get started on your small queer-owned business’s marketing plan today
For queer-owned businesses seeking to refine their marketing efforts, Marketing by Rocio’s Marketing & Brand Intensive offers a 30-day program designed to deliver results. This intensive is perfect for business owners who want to create clear, compelling messaging and develop a targeted marketing plan that resonates with their audience. Whether you’re building your brand from the ground up or seeking to streamline your current strategy, the intensive provides expert insights and actionable steps for growth.
Ready to take action and grow your brand? Marketing by Rocio’s Marketing & Brand Intensive is your opportunity to get a personalized, strategic marketing plan that aligns with your unique goals. Start today and transform your business’s marketing in just 30 days. Contact me today!
