Congratulations - you started your business! You’ve got your logo, your website, your product and your passion - now what? You built it, will they come?
I’ve got several friends who are tip-toeing into their business, afraid to fully launch or to boldly announce this next chapter in their lives.
Why, I asked them? Some are still holding onto their day jobs for stability. Others are worried that they’ll get it wrong, that this may be their one last shot at success.
For many of us in our 50s, especially women, we were raised to be diminutive, to not draw attention to ourselves, to not be too much.
One confided that marketing her business didn’t come naturally. Translation: marketing herself and her passion, is uncomfortable.
It’s easy for some to shout it from the rooftops, but putting yourself out there can be intimidating.
And creating a marketing plan on your own can feel like a monumental task.
Gone are the days of relying on a yellow pages ad and some flyers. There are endless ways to get the word out, especially with so many social media platforms.
I’ve been there. I left a cushy job where I had a whole team to help me be the best Director of Marketing I could be. I had a digital marketing agency to handle our paid ads, advise on keyword analysis and monitor our analytics. I had a graphic designer to create popping marketing assets for me to take to conferences and business development meetings, and a social media specialist to create fun content to enhance our brand.
I had to go back to basics - and on my own. And I didn’t like it. Vulnerability and imposter syndrome suddenly became my words of the day.
And there is no damn way you will catch me dancing on Tik-Tok.
The options for marketing your solo business can be overwhelming. You may have the best ideas, the wisdom, the experience and the fancy degree to create a successful business. But you probably don’t have 10-person marketing team to help you or cash to burn.
“Start a podcast!”
“Post every day on social!”
“Turn yourself into an influencer!”
Yes, those things can work. But what happens when you don’t WANT to be an influencer or post daily on instagram?
The truth is you can market yourself and your business effectively without breaking the bank, or your spirit—but you need to be clear-eyed about what it actually takes.
And while some strategies are technically low-cost, none of them are effortless.
Marketing isn’t a dirty word. When you are marketing a small business, or a solo-business, what you’re really doing is creating tactics to develop your business. Your marketing IS your business development. You need to think tactically about what type of marketing best suits your business goals. That means thinking about your investment and your bandwidth.
Every marketing idea costs something—money, time, or energy. So before you start recording TikToks or planning a podcast, pause. Ask:
Do I have the bandwidth to do this consistently?
Can I do it well enough to stand out?
Is this approach aligned with who I really am?
If the answer is no, it’s okay to scale back—or start smaller.
Tip: Spend some time and brainstorm about what you stand for. What phrases or words describe your business, and you. Start thinking about how to weave these themes into your messaging. Don’t overdo it - between 3-5 key strategic themes are enough.
So many entrepreneurs get overwhelmed by tactics. Social media. Email lists. Videos. SEO. It’s endless.
Instead of trying to do everything, get strategic and go back to your purpose:
Who is your ideal customer?
What are they struggling with?
What do they care about?
Where are they already spending time?
Pick 1–2 things that align with your strengths and audience—then do them with intention.
Tip: Write a story about your ideal customer. Be creative - where do they live, where do they shop, what they wear, their likes and dislikes. This exercise can help you define your audience and focus on building your brand strategically.
If you're a one-woman show (or close to it), your time is precious.
You don’t need to be everywhere. You don’t need to go viral.
But you do need to show up consistently—even if that means one email a week or one great post a month.
Small steps build strong brands.
Tip: Block scheduling your time can work wonders. Use your online calendar or an old fashioned diary but make sure it’s on your list consistently.
Especially for women over 50, authenticity is your superpower.
You don’t need flashy branding or studio-quality video. You do need to be relatable. Real. Honest.
Tell your story.
Share your lessons.
Let people see the human behind the brand.
People buy from people they trust—and they trust people who feel real.
Tip: Photos of your real workspace will help your audience connect with who you are
You don’t have to be a tech whiz to use AI or automation. Let tools help you:
Draft newsletters
Brainstorm social posts
Organize your ideas
Schedule your content
The goal isn’t to become a robot—it’s to stay sane and scale smart.
Tip: Use Notion to plan your content calendar or track your ideas. Create posts and marketing materials in Canva. AI tools like Chat GPT and Claude can help with brainstorming but don’t rely on them completely - train them to learn who you are.
You don’t have to do everything. In fact, you shouldn’t.
Pick one channel. One community. One format.
Show up regularly. Build trust. Let your message grow.
You create momentum not by being everywhere, but by being consistent.
Tip: Building your email list should be your top priority. When you’re thinking about a marketing channel, think about ease of contact. For some, that may mean going to a local business event and networking - as you build your list you have an audience of likely buyers. Others may start with strategic research into online partnerships.
Whether you’re , launching a coaching business or starting a real estate company - never forget that YOU are the brand. Your experience, your wisdom, your knowledge are the key ingredients to success. The trick is to find the marketing channels and strategies that complement your personality, and don’t lead to overwhelm.
Being over 50 is not a liability—it’s a superpower.
You’ve already done hard things. You already know who you are.
Now it’s about taking your wisdom, your story, and your voice—and building something that reflects it.
Marketing is just how you share that with the world.
💬 Let’s Talk:
What marketing channel actually feels fun or energizing for you to use?
What’s felt like a total time suck?
Leave a comment—I’d love to hear.
You're the brand. Your story matters.
If you’re starting something new and want some clarity, let’s have a free discovery chat.
Think of it as 20 minutes to breathe, brainstorm, and build a little momentum.
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