Hey UpFlippers,

Maybe you read our newsletter last week, maybe you didn't. We talked about starting a business and the simple step-by-step process to get something off the ground without overthinking. Today, we're diving deeper into the world of marketing. That's the elephant in the room: how do you market your business and bring customers to your front doorstep?

It's not easy, but it's also not rocket science. Thanks to the internet, we have an open playground to try things that have never been done before. While there are some simple rules on this playground, pretty much anything goes as long as you're respectful and not harming anyone, just like on a real playground.

You've probably heard the famous word "content," and your mind immediately spins out of control. You start asking yourself a thousand different questions and feel lost. Don't worry. We're here to break it down in the simplest way possible. Think of content as communication. It's not a PowerPoint presentation – it's more engaging when it's informal. Just like you would have a conversation with a friend or family member, that's how you should deliver information to your potential customers.

Let's break marketing into two sections: the digital and the "real-life" stuff. 

Let's get into it…

First up… Digital Content Marketing

Long-Form Written Content – Blogs

Written content helps you establish authority online and doesn't apply only to online businesses. The more you can share your story and educate people searching for answers like yours, the more you have the upper hand. It's all about sharing in-depth knowledge and building trust with your audience.

In simple, actionable terms:

If you're running a fitness business, write detailed articles on workout routines, nutrition tips, and success stories. Use tools like Google Keyword Planner to find popular search terms in your industry.

Think of this as leaving breadcrumbs for your potential customers.

Social Media Marketing – Mainly Written

Don't take social media platforms like Instagram, Facebook, and LinkedIn lightly. Online communities are powerful, especially when you build a trusted audience around your business through transparency. These amazing platforms provide a space for real-time interaction, allowing you to engage directly with your customers and get immediate feedback.

Here are a few things you can share:

Tips, behind-the-scenes looks, and customer testimonials. If you're a baker, post photos of your latest creations, share baking tips, and celebrate customer milestones.

Podcasts – Guest Appearances

Think of this as shared credibility. Being a podcast guest can expose you to new audiences and establish you as an expert in your field. It's a great way to share your story and insights in a conversational format, which can be more engaging than written content.

Reach out to podcast hosts in your industry and offer to share your expertise or have a simple conversation. If you run a tech startup, talk about your journey and share insights on industry trends.

Short-Form Video – Clips from Podcasts or Other Content

Short-form videos are the most potent source of dopamine. They're perfect for grabbing attention quickly and getting your message across quickly. Short to the point, they get people to want more. Platforms like TikTok and Instagram Reels are ideal for this type of content.

Now, since you probably did that podcast appearance… you can create clips from your podcast appearances or make quick how-to videos. If you're a chef, show short recipes or cooking hacks. Get creative.

Real-Life Marketing

Communities – Online/Offline

Building a community around your brand helps build loyalty and word-of-mouth marketing. People love being part of a group that shares their interests and values, which can create a strong, supportive customer base.

It can be as simple as:

Starting a Facebook group or joining local business networks. Engage regularly by sharing valuable content and hosting events. Get in front of as many people as possible.

Networking – Offline

One of the last ten people you emailed or messaged could be a potential customer. You never know until you start talking to your network. Friends, colleagues, and anyone else that you might have a relationship with – start with them. There is a very likely chance that someone in your friends' network.

Example: Attend local business meetups, join professional associations, and participate in networking events.

Events – Online or Offline

Show your face and have real-time face-to-face conversations. Let people feel your energy and enthusiasm when you're talking to them.

Here are some tips on what you can do:

Host webinars, workshops, or live Q&A sessions. If you run a pet grooming business, hold a free workshop on pet care tips.

Conferences – Offline

Again, conferences are another place to show your face and bring your energy. They are also great for learning, networking, and gaining exposure. They bring together people who are walking similar (or sometimes) very opposite paths in the same industry.

Here is how you can leverage this:

Attend industry-specific conferences and participate in discussions. Share your experience and takeaways on your blog or social media. Create content, find podcasts you can join, and build partnerships.

Influencer Marketing

Keep this as an option, but be careful. Depending on who you're partnering with or who is endorsing your business, make sure that you're aligned with their brand and that they're aligned with yours. There's nothing worse than a celebrity or influencer endorsement that doesn't feel genuine and authentic.

Example: Recently, a famous fitness influencer partnered with a fast-food chain, which confused their followers and led to backlash. Make sure your partnerships make sense for your brand.

The Power of Content Marketing

The truth is that you never know who will read something you've posted online. It might be a blog post, a short social media post, or something one of your customers posted about you or your business. Content marketing can reach far and wide, bringing in unexpected customers.

Need to Push Your Message Further?

Take ads and paid advertising for a spin. Depending on your business, one Instagram reel or TikTok video can make a huge difference. These days, a 30-second video can change your life. Don't rely solely on going viral; consider paying for ads to increase your reach.

Create a catchy, engaging video ad showcasing your product. Run targeted ads on Instagram and TikTok to reach a wider audience. If you're launching a new fitness app, a short demo video highlighting its features could attract an entire village of new users. What makes you different from your competitors?

Cross-Promotion

You've seen this happen a lot recently – two big businesses come together to partner on a product. Or a celebrity and a consumer product. These types of partnerships allow you to access a subset of an audience that you might not have reached otherwise. It happens in the car industry, restaurants, software, and a number of others.

Service Business example: If you run a marketing agency, partner with a web design firm to offer a comprehensive digital marketing package. Promote each other's services to your respective clients.

Product Business example: If you sell organic skincare products, partner with a local spa. Offer special discounts to each other's customers, encouraging them to try both services.

To wrap it all up…

Thanks for joining us today as we explored a small corner of the marketing world. Remember, effective marketing is all about communicating with your audience in a genuine, engaging way. Whether you're creating content, leveraging social media, networking, or using paid ads, the key is to stay consistent and authentic.

Cheers,

The UpFlip Team

There are two ways to utilize UpFlip to help you get started:

 ✔️ Check out the UpFlip Academy and get help launching your business.

 ✔️ Check out our YouTube Channel for some inspiration.

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