How BIPOC Businesses Can Benefit From Online Marketing

In our professional and personal lives, it can be difficult to find certain resources when we need them. Isolation exacerbates this challenge for everyone.

Many BIPOC consumers find it challenging to find culturally specific products and services that are available within their communities. However, research available from Statistics Canada states that as of 2018 there are approximately 600,000 immigrant-owned businesses in Canada and that some immigrant entrepreneurs are more likely to import from their countries of origin. Another 2018 Statistics Canada study indicated there are approximately 37,000 Indigenous-owned businesses in Canada with 43% of them being off reserves.

So, if there are BIPOC entrepreneurs in Canada, why might consumers struggle to find them?

What are some challenges that BIPOC entrepreneurs experience

Some challenges faced by many immigrant entrepreneurs include but are not limited to a small or non-existent business network and support system. One challenge faced by indigenous entrepreneurs is disconnection from their communities in urban areas. Both immigrant and indigenous entrepreneurs tend to rely on traditional marketing techniques “word-of-mouth” to share their businesses with their respective communities. But if consumers and entrepreneurs are isolated to small or no social networks, is word-of-mouth marketing effective enough?

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Effects of BIPOC consumers and entrepreneurs being disconnected

What happens when entrepreneurs and consumers are disconnected from their communities? Business owners whose target market is the BIPOC community, find it difficult to reach their intended customers resulting in less revenue and shorter business lifespans, while customers are unable to access the cultural products and services near and dear to them thus increasing feelings of isolation and loneliness.

Why does any of this matter

Happy, profitable, repeat customers are three of the many major factors of success for any organization. For entrepreneurs to build their loyal customer base, customers must first become aware that a business exists – this is Marketing.

Of course, the customer must also have a problem they need fixed, and the entrepreneur’s solution – (business idea) – must be able to help their potential customer with this issue, however, for BIPOC entrepreneurs who want to grow their businesses, marketing is a must. It’s also important to diversify your marketing strategy to maximize the amount of potential customers you can reach thus increasing your chances of gaining new business and earning or increasing revenue – (money your business makes).

How can BIPOC entrepreneurs market their businesses

What is Marketing

Marketing is the work you do to get people to know about your business, your products and services, and how they solve the problems your potential customers have so that they can decide to purchase. Once your customers purchase, it’s a great idea to ensure you have strategies in place that create enough value for your customers to encourage them to return again – (retention).

What does Marketing look like

Well, you want to ensure that your potential and current customers cross paths with your brand, especially when they are searching for something they need to solve a problem they are experiencing. The challenge is, that you might not know when your potential customer will have or is experiencing a problem that needs fixing which is why it’s beneficial to find or create as many opportunities to subtly introduce or remind your potential customers of you.

Ensure it’s easy to remember your brand because it can take up to 7 interactions with it before a purchase decision is made.

Crossing paths with your current or potential customers include the following:

What are the benefits of marketing a business online

For BIPOC businesses targeting BIPOC consumers, choosing to market your business online allows you to instantly increase your network by leveraging – (recognizing and using the benefits of) – free and paid online platforms that make it easier for users to find what they are looking for. You will increase your chances of being found online by potential customers you would not normally reach through “word-of-mouth” marketing within your current network.

Remember, any marketing tools you share online are available to new, potential, or even current customers. even when you are not. 24/7, 365 days per year, any time of day, and anywhere in the world. Consider your online marketing tools to be a very helpful business representative who never sleeps.

What are some online marketing platforms that can be used

How can BIPOC entrepreneurs use online marketing tools

Your business website

Your business is an asset that creates value for you and those it’s meant to serve. That asset can also have other assets (physical, intellectual, & digital). Your website is a digital asset.

Not all businesses need a website, however, for the ones that can benefit the most and are serious about building businesses that are meant to provide value to their customers, a dedicated business website is one of the smartest marketing decisions you could make.

You can use your website to:

• Attract potential new customers or people who might share about your products & services – (word of mouth) – by optimizing your site for search – SEO.
• Share educational or entertaining content created specifically for the people your business serves – (your target market) – This type of content can be for your current customers or it can help you accomplish the first point in this list.
• A well-designed & maintained site may improve credibility and brand perception.
• Communicate new and important information to your customers. (Upcoming events, new products, etc.)
• Generate leads – (potential customers) – use intentionally placed forms on a dedicated landing page to allow people to sign up for special offers and pre-vet customers for products and services you may offer.
• Sell your products or services and securely collect payments through third-party integrations on your site.
• Provide customer support to help with using your product & services. This also has the potential to create a competitive advantage for your business, may improve customer satisfaction, and save you time.

Some benefits of having your own website include more control and flexibility on what you can share, customization, creativity, and high potential for being an income-generating asset, it’s also a great communication tool.

Dont have the funds or time for a website right now, that’s ok, leverage other platforms and work your way up to it.

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Other peoples websites

All the marketing platforms mentioned above fall into this category.

Any website that offers written content to its users provides opportunities for you to create awareness of your brand, improve branded searches, and broaden your network by sharing relevant written content that educates, informs, even entertains, and inspires the users of the platform.

The same applies to websites with image, audio, or video content. Ensure that text like descriptions, transcriptions, titles, and file names have keywords that are relevant to the user’s search for them.

Educating, informing, entertaining, and inspiring others is great for your business because by creating meaningful and helpful content you build trust, and improve brand recognition, which increases the chances of conversions being made. Remember the statement about it taking up to “7 interactions” with your brand before a purchase decision is made. This is your opportunity to implement that with high-quality non-sales-related content.

Directories & Listing sites

One platform that does not require educational, inspirational, entertaining, or inspiring content while still retaining its benefits is online directory and listing websites. These platforms are a simple way to:

• Increase opportunities for brand awareness
• Increase opportunities to attract new leads to your digital assets
• Improve branded search results.

To get the most out of directory listings, be sure to add a detailed description of your business and services that has keywords your target market would be searching for both on that particular directory and on search engines like Google. “Speak like your customers”. Be sure to add links to your website, or social media, and up-to-date contact information like name, address, and phone number.

Summary

BIPOC entrepreneurs can benefit from online marketing by reaching more people, increasing brand awareness, attracting new leads, improving search appearance, acquiring new assets, saving time, improving brand perception, and gaining a competitive advantage.

Learn more about creating a memorable brand for your business