Welcome to Part 4 of the series, "Getting Your First 100 Customers." By now, you’ve:
3. Nailed your products.
Over the years, I’ve encountered countless founders who believe the illusion that once you have a great product filling a market gap, it will sell itself—and therefore, marketing isn’t necessary.
Right?
Wrong!
I respectfully and completely disagree. If you don’t actively communicate what you offer, you may get a few accidental sales or word-of-mouth referrals, but it’s unlikely you’ll reach the tipping point to scale your business in the long run.
Marketing isn’t just about selling—it’s about connecting. Communicating your product offerings, value proposition, differentiating strategy, and what your brand stands for (your mission, vision, and core values) allows your target audience to know you, understand you, and join your community.
Why Marketing Matters
Marketing and promotion help you:
Create brand awareness
Generate demand for your products and services
Boost sales
Attract new customers to try your offerings and provide feedback
Showcase your unique selling point (USP) and differentiators
Build a community and network
So how can you effectively spread the word and get your first 100 customers (and beyond) without spending a fortune?
Here are 9 strategies to help you succeed:
1. Leverage Your Network
Start with your inner circle—friends and family who care about your success. They can try your product and provide feedback. Offer free trials, products, or memberships to get them on board, then turn them into brand ambassadors. People are more likely to buy from brands recommended by someone they trust.
Encourage your network to share your product by offering them discount codes or special offers to pass along. Their friends have friends, and word-of-mouth can grow exponentially.
2. Perfect Your Offline and Online Presence
Your storefront—whether physical or digital—is your customers’ first window into your world. Invest in making it inviting, easy to navigate, educational, and on-brand.
For online businesses, ensure your website and social media pages are optimized and user-friendly. The purchase flow should be seamless, content easy to consume, and contact options readily available.
Social media is a powerful complement to your website. With 4.2 billion active users, it’s a platform you can’t afford to ignore. Select channels that align with your target audience (e.g., Instagram and TikTok for Gen Z or LinkedIn and Facebook for professionals). Consistency is key—regularly update your pages to keep your audience engaged.
3. Create Outstanding Content
Engaging, relevant, and useful content attracts and retains your target audience. For example, if you sell yoga gear, create a blog about yoga, fitness, and healthy living. According to a Hubspot report, businesses with blogs generate 126% more leads than their competitors who do not have blogs, and 64% of customers make purchase decisions by relying on blogs rather than newspapers.
Video marketing is another excellent tool. Create videos showcasing your product features, values, or customer testimonials. Share these on YouTube, TikTok, and Instagram, and embed them on your website. Keep your audience engaged by posting consistently and experimenting with fun content like polls, quizzes, or contests.
Get some inspiration for fun social media contests here
4. Build and Market to an Email List
Gather email addresses from those who engage with your website, social media, or events. Use email marketing to share diversified, non-commercial content that’s interesting and valuable.
For example:
Share blog articles or tips and tricks (e.g., cooking tips for a food company or skincare advice for a beauty brand).
Include personal updates if your business is tied to your story (e.g., travel experiences if you’re a freelance travel consultant).
Avoid being overly sales-focused; provide value first to retain your audience.
5. Give Talks and Host Webinars
As a founder, telling your brand’s story should be a priority. Speak at conferences, webinars, and workshops to build awareness and credibility.
Educational webinars or events showcasing your product philosophy (like Lululemon's free yoga classes) can grow your following. While it’s tempting to delegate these appearances, your personal passion and story will resonate far better with your audience.
6. Utilize an Influencer Community
In The Tipping Point, Malcolm Gladwell identifies three key figures who drive change:
Mavens: Experts who share knowledge.
Connectors: Natural networkers who link people and groups.
Salespeople: Charismatic persuaders who sell ideas effortlessly.
Identify these people in your network and engage them as advocates for your brand. Offer incentives like commissions, advisory roles, or partnerships to align their interests with your business goals.
7. Run Promotional Campaigns
Everyone loves free trials, discounts, and giveaways—they tap into basic human psychology. Promotional gifts can boost brand recall and even turn recipients into ambassadors.
For example, at a clean energy conference, a solar panel company handed out eco-friendly hand sanitizer with their logo. It was relevant to the audience and context, creating a lasting impression.
8. Encourage Reviews and Referrals
89% of consumers check online reviews before purchasing (Trustpilot). Positive reviews build trust, so incentivize your customers to share their experiences.
Referral programs are another great tool—just ensure they’re transparent and easy to understand. Complex terms and conditions can repel potential advocates and harm your brand’s reputation.
9. Form Partnerships and Alliances
Identify groups or businesses that your target audience already knows, trusts, and is actively affiliated with, and approach them with the idea of forming a strategic partnership. The goal is to leverage their existing audience and credibility to amplify your reach while also providing value in return.
For instance, if you run a healthy juice company, consider partnering with nature and hiking clubs. These groups align perfectly with your target demographic—individuals who prioritize health and an active lifestyle. Similarly, if you sell baby products, a collaboration with moms’ groups can help you connect with your ideal customers in a trusted, community-driven environment.
That said, partnerships are not always easy to form. They often require time, effort, and careful consideration to create an arrangement that benefits both parties. Partnerships can take many forms:
You might negotiate an exclusive sponsorship agreement where your brand becomes the sole sponsor of an event or initiative.
You could provide the group or business with free access to your product or services, allowing them to experience your offering firsthand and potentially advocate for it.
Sometimes, simply sharing your compelling story and demonstrating the value your brand brings can be enough to convince them to feature you, allow you to speak to their audience, or promote your product organically.
Whatever the setup, avoid rushing the process or using a "one size fits all" approach. Partnerships are most effective when they feel authentic and mutually beneficial. Take the time to thoroughly understand your potential partner’s goals, audience, and values. Work together to design a win-win arrangement that works well for both sides, ensuring a successful collaboration that resonates with your shared audience.
Remember, the most impactful partnerships are built on trust, alignment, and a shared vision for providing value. Patience and thoughtful communication are key to making these alliances a success.
10. Invest in Digital Advertising:
Traditional advertising methods, such as TV ads, print ads, billboards, and direct mail, can be quite expensive. Unless you can secure a fantastic deal, I recommend opting for digital advertising, which offers vast reach, real-time data insights, the ability to optimize campaigns quickly, and a higher return on investment (ROI).
Consider this: 93% of all online interactions start with a search engine. Paid search ads on Google allow your business to appear prominently against keywords that directly align with your offerings. For instance, if a prospective customer searches for “men’s red shoes” and you sell them (along with other colors), bingo! Your ad will display, the customer will click on it, and they’ll be directed to your website—your storefront—where they can browse and purchase your products. This approach is known as pull marketing because it draws in users who are actively looking for what you offer.
In addition to paid search ads, you can leverage display ads across platforms like the Google Display Network, Facebook, and Instagram, or use video ads on TikTok, Facebook, Instagram, and YouTube to tell your story. These channels are excellent for reaching potential customers who might not yet be searching for your product but fit your target audience. This strategy is referred to as push advertising, as it introduces your brand and offerings to users who may not be actively seeking them but are likely to find them relevant and appealing.
What’s Next?
Congratulations on spreading the word with effective marketing and promotion! Next week, I’ll share the final part of the series: perfecting customer service. Stay tuned!
Hi! I'm Merve. 👋 I help leaders build high performing teams, amplify their business impact, and advance their careers.
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