When I think about entrepreneurship, one thing is very clear: having a great product or service is not enough. You could have the best cakes, the most innovative digital service, or the most unique idea—but if people don’t know about it, your business will struggle.
That’s where marketing comes in. Yet, I meet so many entrepreneurs who are confused by marketing, thinking it’s complicated, expensive, or something only “big businesses” do. Let me tell you: marketing is for every business, no matter the size, and you can start today—even with small, simple steps.
In my sessions, I often say: doing a business and ignoring marketing is like a gentleman winking at a girl in the dark. He is the only one who knows he is winking; the innocent girl has no idea. Your business may solve a problem, but if you are not telling people about it, how will they know your solution exist? You guess is as good....
My mentor and coach, Otieno Paul Peter (www.otienopaulpeter.com), always reminds me: Talking to People (TTP) = Building Your Business (BYB). So I ask you, how will you build your business without talking to people? You tell me!
Marketing vs selling: Understanding the Difference
Many entrepreneurs think marketing and selling are the same thing. They are not.
- Marketing is about creating awareness, building trust, and letting people know the value you bring.
- Selling is about closing the deal and exchanging your product or service for money.
Think of it like this: marketing is planting seeds; selling is harvesting the fruits. You cannot harvest what you haven’t planted, and the seeds need care. That’s why your business needs a marketing strategy before worrying about making a sale.
Know Your Target Customer
One of the biggest mistakes I see entrepreneurs make is trying to sell to everyone. When you target everyone, you end up reaching no one.
Ask yourself:
- Who needs my product the most?
- Who will benefit the most from what I offer?
- What problem am I solving for them?
When you clearly understand your customer, everything else becomes easier: messaging, pricing, and even the channels you use to reach them. Please after reading this if your persona is not well define go and build a customer persona for your business so that your marketing speaks directly to the audience you understand.
Pro tip: For a Persona template, reach out at email@mercyokoth.com.
Create a Clear Value Proposition
A value proposition is simply the reason someone should choose your product or service over others.
It should be clear, simple, and honest. Ask yourself:
- What problem does my business solve?
- Why is my solution unique or better?
- How will my product or service make life easier, better, or more enjoyable for my customers?
If you can answer these questions, you already have a strong foundation for marketing your business.
Consistency Matters
Marketing is not a one-time activity. One post on social media or one flyer will not magically grow your business. One influencer marketing will not give you an overnight visibility and keep your brand visible forever.
Consistency is key. Show up regularly in ways that matter to your audience:
- Post helpful content
- Share updates on your business
- Engage with your customers
- Post social proof
Consistency builds trust. And trust is what makes people choose your business. As my mentor taught me, people buy you before they buy from you. The journey is:
- They get to know you
- They like you
- They trust you/they buy you
- They buy from you
- Finally, they engage with your organization
This process cannot be shortcut, and it takes time and intentional effort.
My Advice to You
Start small. Focus on understanding your customers, defining your value, and showing up consistently. Marketing is not about perfection; it’s about showing up and serving your customers in the best way possible.
When you apply these basics, you will start seeing results. People will recognize your brand, ask for your products, and even tell others about you. That is the power of simple, consistent marketing.
Remember: Marketing is about planting seeds, building trust, and serving your customers. When you do that well, selling becomes a natural outcome.
If you are a small business owner or entrepreneur and want to learn practical, actionable marketing strategies, reach out at email@mercyokoth.com. Let’s grow your business, together.