The pandemic has caused many business owners to struggle, but its impact on women and minority-owned companies are even more intense. A number of minority-owned businesses have experienced lost income, layoffs and closures.

Despite this, there are more women of color launching businesses now than in previous years. However, many of these enterprises rely on bootstrapping for growth and survival.

To thrive as a women of color business owner in this competitive environment, you must implement branding and marketing strategies that:

  • Are cost-effective
  • Can be implemented quickly
  • Have excellent ROI

Looking for tips to elevate your company’s profile? Here are seven branding and marketing strategies for women of color entrepreneurs.

1. Become a thought leader in your industry.

Competence and expertise are two of the most important branding and marketing tools women of color can deploy. The best way to show off your expertise is by producing thought leadership content. These include:

  • Informative Blog Content
  • Explainer Videos
  • Whitepapers
  • Wikis
  • FAQs
  • Podcasts
  • Articles

2. Promote user-generated content.

People enjoy sharing their opinions, stories and experiences. As a business owner, you can use this desire to increase your reach in the community and connect with your audience.

Types of user-generated content include videos, images, stories and testimonials. Encourage your company’s social media followers and customers to share content to your website or social media pages.

Typically, marketing campaigns that promote user-generated content earn more trust and engagement. They can also boost the chances of users sharing your content with others.

3. Implement online marketing tools.

There are several tools that you can use to improve your ability to reach your target audience. Many of these are free. These include:

  • Google Analytics
  • Google My Business
  • Hootsuite
  • HubSpot Marketing
  • Canva
  • PicMonkey
  • Hotjar

4. Boost your website’s performance.

Website performance can impact SEO, engagement and conversions. Take steps to ensure that your site loads quickly, is easy to navigate and works well on mobile devices.

Explore the following resources to help you learn more about boosting your website’s performance.

5. Use similar branding techniques on your social media sites, business cards and website.

When it comes to brand recognition, visuals are key. Your company should have a consistent design that it communicates through its logo, use of typography and color schemes. 

Here are a few questions to consider.

  • What is your brand’s style? Examples include bold, playful, serious, etc.
  • What tone do you want your brand to convey?
  • What are your company’s mission and values?
  • Are there any brands that inspire you?

6. Define your target audience.

The most effective marketing efforts are highly targeted. If you create detailed customer personas, you will be better able to create advertising and marketing content that speaks to your audience.

Use the following resources to help you define your target audience.

7. Use social media to engage with your customers and target audience.

Whether you use paid ads or stick with organic content, you should be taking advantage of every opportunity to communicate with your followers on social media. Popular social media sites for businesses include YouTube, Pinterest, Facebook, TikTok, Instagram, LinkedIn and Twitter.

Identify the platforms where your audience is most active and focus your efforts on those. You don’t have to be active on every social media site. Be sure to post quality content to your social media channels.

In order to reach your business goals, you must also reach your audience. These branding and marketing strategies can be deployed at little cost but have significant benefits for your company’s bottom line.

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