Grab a cup of coffee. Let’s talk marketing.

Hi,

The secret to choosing the best platform to market your business is hidden in what you already know. Here’s how to find it. 

One of the first questions nearly every new client asks me is, "Which marketing channel is best for my business?" Since every business is different, the answers will be different too. There’s no such thing as a one-size-fits-all marketing platform.

You may be asking this same question yourself. The good news is, there’s a really easy way to figure it out. Let’s walk through a simple exercise together.

To start with, there are two basic kinds of businesses. 

Let's start with a story.

You're driving down the road when your car suddenly starts making an awful noise. You pull over, pop the hood, and see smoke pouring from the engine. You need help, fast.

What's the first thing you do?

You probably don't open TikTok hoping to see an ad for a tow truck. Instead, you grab your phone and search "tow truck near me."

Without realizing it, you just answered one of the biggest marketing questions a business owner can ask.

If you owned a towing company, Google or another search engine would be the obvious place to market because your customers already know they have a problem. They're actively searching for a solution.

Now think about the opposite.

I recently came across an automatic pot stirrer. It's a small gadget that stirs your food while you do something else. I never would have searched for one because I didn't know it existed. But after watching a short demonstration, I immediately thought, I need that.

That's the difference.

Some businesses solve problems people are already searching for. Others create demand by showing customers something they didn't know they wanted.

If your customers are searching for a solution, focus on search platforms like Google. If they need to discover your product, social media platforms like TikTok, Instagram, or Facebook are often a better fit.

The next time you're deciding where to market your business, ask yourself one question: Will my customers search for me, or do they need to discover me?

The answer is usually hidden in what you already know.

She sold 750 bottles in her first week... of a product most people weren't looking for.

When Annie Leal created a sugar-free chamoy made with monk fruit, she wasn't solving a problem people were searching for. Most shoppers had never heard of the product, much less typed it into Google.

Instead, she shared short videos on TikTok and Instagram demonstrating how it worked and why it was different. Her first run of 750 bottles sold out in a week, proving that sometimes the best marketing isn't helping people find your product. It's helping them discover they want it.

Takeaway: If your product solves a problem customers don't know they have yet, showing is often more powerful than telling.

Check out the latest articles published on Fit Small Business.

When was the last time you tried a new restaurant, plumber, or coffee shop without checking the reviews first? Chances are, it doesn't happen very often. 

The experiences shared by other customers often play a big role in whether we decide to try a business. 

That's why your Google Business Profile is more than just a business listing. It's one of the easiest ways to build trust with potential customers before they ever contact you.

While there are plenty of useful features, one of my favorites is the ability to collect and showcase customer reviews. Positive reviews not only help people feel more confident choosing your business, but they can also improve your visibility in Google Search and Google Maps.

Why I like Google Business Profile: Every happy customer is an opportunity to earn another review. Make it a habit to ask satisfied customers for feedback, then respond to every review, whether it's glowing or constructive. It shows future customers that you value their experience.

Fun Fact

Most business owners have a list of ideas they want to tackle "when things slow down." The problem is, things rarely slow down.

It's easy to put off learning a new skill, improving your marketing, or finally launching that project you've been thinking about for months. However, the decisions you make today often become the milestones you celebrate a year from now.

So instead of thinking about everything on your to-do list, imagine looking back one year from today. Which decision would make you happiest if you implemented it today?

One year from today, what would your future self be happiest you started today?

Rayanne Harmon

Senior Small Business Writer and Entrepreneur

Rayanne Harmon is an entrepreneur, longtime business operator, and finance professional who has spent decades balancing a full-time career while building businesses of her own on the side. Her perspective comes from personally navigating the realities of entrepreneurship, customer relationships, growth decisions, and the emotional ups and downs that come with running a business. 

Influenced by her father, who balanced a full-time job with multiple side businesses, Rayanne grew up surrounded by entrepreneurship, hard work, and creative problem-solving. 

That mindset led her to own and operate a successful photography studio from 1997 to 2017 while building a career across banking, accounting, and business finance. In 2019, she launched a social media marketing agency focused on helping small businesses increase their visibility, build stronger customer connections, and grow with intention. 

Throughout her career, Rayanne has combined the logical side of business with the creative side of entrepreneurship. Her passion for people, problem-solving, and meaningful work continues to shape the way she writes and advises business owners today.

Through the Small Business Insider, Rayanne shares practical advice, honest conversations, and real-world insights designed to help business owners navigate the emotional and operational realities of building a business.

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