For impact-driven entrepreneurs, the task of marketing is uniquely difficult. Solving complex social issues requires complex solutions. Yet we live in an attention economy, where efficient storytelling is essential to successful marketing. If you’re anything like us, this issue has probably left you with several questions: How can I effectively communicate the complex story of my business? Amidst limited time and resources, what marketing techniques should I use?
To answer these questions, we sat down with SEED SPOT graduate Dr. Tenise Hordge, the founder of Mother’s Magical Milk. Dr. Hordge’s company helps expecting families, especially those of color, achieve their breastfeeding goals. Amidst historical inequities in the United States medical system, this mission lacks a simple solution. As a result, Mother’s Magical Milk provides an array of services: offering traditional lactation consultations, connecting new mothers with breast milk donors, and facilitating educational workshops. In the process of growing her business, Dr. Hordge has become skilled at communicating the intricacies of her venture while staying true to her mission. She provided us with four tips you can use to share your story in a way that makes your business shine:
Partner with Mission-Aligned Businesses
When we think of marketing, we often imagine billboards and online advertisements. But the most effective methods of increasing your business’s visibility are not always the most flashy. Building personal connections with local businesses is a great way to build awareness of your brand, especially in smaller markets. For Dr. Hordge, this meant encouraging entrepreneurs within her community to embrace breastfeeding-friendly policies. Within the United States, mothers who breastfeed are subjected to widespread cultural antagonism, especially in public spaces. By educating local entrepreneurs on the importance of creating breastfeeding-friendly spaces, Dr. Hordge increased her business’s visibility while staying true to her mission.
Get Involved with Local Organizations
So, partnering with local businesses is a great way to increase your company’s visibility. But how do you meet these business owners? According to Dr. Hordge, joining organizations like local chambers of commerce is a great way to grow your network. Members of these communities oftentimes share a passion for social impact, and are dedicated to helping early-stage entrepreneurs like you!
Invest in Social Media Channels
When it comes to sharing your story over the internet, there are a wealth of strategies you can use. Dr. Hordge regularly posts on her company’s blog and has an active presence on Instagram and Facebook. While this strategy works well for her, she notes that it might not be effective for everyone. As an entrepreneur with limited time, online marketing is all about finding methods that work with your schedule and most effectively reach your audience. Though Dr. Hordge’s social media channels allow her to connect with her community, she also values in-person connections as a means of increasing her business’s visibility.
Embrace Change
Sometimes your first attempt at sharing your business’s story isn’t the most effective—and that’s okay! As an entrepreneur, marketing is about trying multiple strategies and learning what works best for you. According to Dr. Hordge, it took Mother’s Magical Milk several attempts to arrive at a successful marketing strategy. Though her initial strategy primarily revolved around online communications, she realized that diversifying her approach to marketing and investing in personal networking was more effective at producing customers. We recommend a process of trying new techniques, monitoring their effectiveness, and pivoting accordingly in your journey towards more effective storytelling.
Ultimately, one of the biggest hurdles entrepreneurs face when crafting a marketing strategy is the fear of getting started. This month, set specific and achievable goals to level up your company’s narrative. Connect with mission-aligned businesses in your area. Joining at least one community organization that aligns with your goals. And finally, experiment with online marketing through platforms like Facebook and Substack. In the world of business storytelling, there are many paths to success; the trick is finding the most efficient route for you.
