What the Introverted Entrepreneur Should Know About Marketing Their Brand

Small Business Meeting

An entrepreneurial drive combined with the social preferences of an introvert can be challenging for some. After all, when it comes to entrepreneurial marketing, it’s required to hold authority like a public figure would. While that’s not impossible for someone who prefers their alone time, it sometimes can feel like an uphill battle. It can be easy to make career mistakes like isolating yourself or stepping back from the limelight, but nonetheless marketing is necessary for businesses.

Introverted entrepreneurs should understand that they have a leg up on extroverted entrepreneurs in some ways. Despite the things they may have to adjust in their personal business transactions, they are able to relate to certain audiences that extroverts may not be privy to. Additionally, the internet offers them a platform to do this more comfortably.

Relating to Introverted Target Markets

If there’s anybody who understands introverts, it’s other introverts. The fact is that some introverts don’t do well with extroverted advances, of which most marketing might feel like. They get uncomfortable because they feel forced out of their shell before they’re ready. This can cause them to not respond well to boisterous marketing efforts — and because of that, it may be best in marketing when introverts reach out to other introverts.

Introverts may have a tendency to show rather than tell — that is, they demonstrate their experience instead of bragging about it. This is because, typically, introverts don’t like to talk themselves up to strangers. However, demonstrating this experience may let their story and knowledge talk for them.

Another marketing advantage that an introverted entrepreneur has is they are less likely to stereotype other introverts. They don’t assume that this audience will not want to be heard, or write them off as rude for acting reserved. They know how to talk to them respectfully and understand them in a way that extroverts may not be able to.

Digital Is Your Best Friend

Because introverts aren’t often as forward or loud with their actions and words, digital marketing is their strongest asset. While it’s a more technical form of marketing, it may feel more organic than talking with someone face to face. They can spend their energy making a message accessible, rather than making it personable.

If you’re choosing to market to other introverts primarily, then using digital tools to create the more accurate marketer profile is a must. This will help you form the perfect idea of who you’re trying to sell to. And if you’re worried about missing extroverts in this marketing, don’t worry — extroverts are still affected and reached by digital marketing. It’s just that the focus of your efforts may be shifted.

However, digital marketing is an ever-changing process that requires paying attention to trends and facing challenges head-on. It requires immersing oneself in new technology, utilizing content, and personalizing your relationships with other customers via social media. Luckily, that personalization may come naturally to you if you’re not comfortable with new in-person meetings!

You Will Have to Navigate In-Person Communications

Even with your introverted strengths, running a business does require in-person communication skills. Some introverts may need to learn how to be personable. Impersonal entrepreneurs have built reputations for being cold, standoff-ish, or distant, therefore hurting their success. To ensure this doesn’t happen to you, it may require leaving your comfort zone a little bit.

Therefore, there are two things you’ll have to pay extra attention to.

  • Body Language: the nonverbal parts of your demeanor are very important to how you are perceived and go a long way toward building respect from individuals. Maintain eye contact, nod to show that you’re listening, and use your actions to help in explanations (i.e. move your hands).
  • Tone of Voice: it’s been proven that customers prefer a casual tone of voice when speaking with them. They want to be treated as peers. On the other hand, it’s still wise to  know your audience, especially when cutting a business deal. Do they act formal or casual? Cater yourself to that.

This may require some training, because generally, it’s not something that people think about. But it can make or break a new customer. Body language can make people feel heard, welcome, and like you’re taking an interest in them. Your tone of voice can speak over the words you use. While you may never be boisterous, you are still able to take control of a conversation.

If you’re able to become that person in the situations you need to, the rest will be a piece of cake. With digital marketing, you have ample time to be productive while you recharge after socially stressful interactions. And of course, relating to other introverted customers will come naturally. These are necessary traits. Thankfully, they’re traits that introverts do best.

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Paul Tomaszewski is a science & tech writer as well as a programmer and entrepreneur. He is the founder and editor-in-chief of CosmoBC. He has a degree in computer science from John Abbott College, a bachelor's degree in technology from the Memorial University of Newfoundland, and completed some business and economics classes at Concordia University in Montreal. While in college he was the vice-president of the Astronomy Club. In his spare time he is an amateur astronomer and enjoys reading or watching science-fiction. You can follow him on LinkedIn and Twitter.

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