How to Market Your Small Minority-Owned Business
If you own a minority-owned business, you have your work cut out for you. Minority entrepreneurs continue to face disproportionate obstacles acquiring the funds and resources they need to run successful businesses.
But we don’t have to tell you this – you already know!
While we wait for the system to play catch-up, minority business owners have no choice but to buckle down and come up with smarter ways to promote and grow their businesses. Below, we’ve listed five steps you can take to give your minority business a competitive edge.
1. Showcase diversity info front-and-center.
These days, more and more consumers are actively searching for minority businesses to support. Take full advantage of this by adding minority-owned badges to your social media pages and Google Business listing. Use your website and social media to share your unique perspective and story as a minority entrepreneur. If TikTok has taught us anything about our current consumer culture, it’s that people are craving authenticity and connection. Your personal experience as a determined business owner is a great place to start.
2. Use a hyper-targeted approach.
To get the most of your marketing efforts, avoid casting your net too wide. Pinpoint the target audience that will be most interested in your products or services. Then, unapologetically tailor your marketing campaigns directly to them. Create targeted ads, build a presence on the social platforms your target audience uses, and craft copy and visuals that uniquely appeal to them.
3. Prioritize authentic customer interaction.
Strive to be as authentic and real as possible. Stay engaged with the community, and make sure your marketing reflects the current climate and pain points. Request and promote social proof (i.e. reviews, testimonials, and referrals). Regularly seek feedback and respond meaningfully. Strengthen connections with customers by hosting giveaways, contests, and events and featuring them in newsletters and social media posts.
4. Never underestimate the power of networking.
Join a community of fellow local minority entrepreneurs. There are an increasing number of organizations out there specifically structured to support minority-owned businesses. Some even offer business resources for FREE. In addition to resources, these groups often provide unique opportunities to connect with other minority-business owners. Once plugged in, embrace any chance you have to collaborate and promote one another.
5. Obtain minority-owned business certification.
Through North Carolina’s Historically Underutilized Business (HUB) certification program, minority entrepreneurs can access critical business opportunities they wouldn’t otherwise be privy to. Eligible businesses must be at least 51% owned and operated by someone who falls into a minority category (Black, Hispanic, Asian American, American Indian, female, disabled, or socially and economically disadvantages, as defined in 15 U.S.C 637).
Want to become HUB-certified? FSU HUB hosts certification workshops from time to time to help you do just that! Contact us for more information.
How FSU HUB can help your minority-owned business
At Fayetteville-Cumberland Regional Entrepreneur & Business HUB, our mission is to give minority-owned, women-owned, veteran-owned, and otherwise disadvantaged businesses the resources they need to flourish in the following North Carolina counties:
- Bladen County
- Columbus County
- Cumberland County
- Harnett County
- Hoke County
- Moore County
- Richmond County
- Robeson County
- Sampson County
- Scotland County