Starting a queer business or running an inclusive organization is already a big deal—you’re creating space, driving change, and making a real impact. But when it comes to marketing, maybe you’re not ready (or able) to hire a full-on agency or consultant. The good news? You can absolutely do your own marketing and start building momentum without a big budget or a huge team.
Here’s how to jump into marketing your queer business or organization from scratch, no fancy agency required.
1. Know Your Brand Inside and Out
Before you dive into creating social media posts or planning campaigns, take some time to define your brand. Who are you? What makes your business or organization stand out? What are your core values, and what community are you serving?
This is key for queer businesses because your identity and mission are likely tied to your purpose. Your brand is more than just your logo or your website; it’s the story you tell and the way you connect with your audience.
Start Here:
Write down your mission in one clear sentence.
List 3-5 core values that reflect your business’s or org’s identity.
Create a quick “elevator pitch” that explains what you do and why it matters.
2. Set Simple, Achievable Goals
You don’t need a massive, multi-tiered strategy to get started. In fact, keeping things simple is often better. Think about what you want your marketing to accomplish. Do you want more people to know who you are? Do you want to build a local community? Do you want to drive more traffic to your website or shop?
Setting a few clear goals helps you stay focused and measure your progress. These can be small wins like “gain 100 new followers” or “increase email signups by 10%.” What matters is that your goals are specific and achievable.
Start Here:
Define 1-2 goals for the next 3 months.
Make sure your goals are realistic and directly tied to growth or engagement.
Need help getting started? We offer a free consultation, content ideas, initial work, and sliding scale options to support your goals—let's connect!
3. Get Social—But Start Small
Social media is one of the easiest (and cheapest) ways to market your business, but you don’t have to be everywhere. Pick one or two platforms where your audience already hangs out. For queer businesses and orgs, Instagram and Twitter are great for community building, while LinkedIn is solid if you’re B2B or focused on professional partnerships.
And remember: you don’t need to post every single day. Consistency is key, but that could mean 3 times a week instead of every day. Focus on quality and engaging with your audience rather than trying to flood them with content.
Start Here:
Choose 1-2 social platforms that feel right for your brand.
Post consistently, even if it’s only a few times a week. Quality > quantity.
Engage with your followers—reply to comments, share stories, and build a sense of community.
4. Build an Email List Early
You might think email is old-school, but it’s still one of the most effective ways to stay connected with your audience. For queer businesses and orgs, email marketing is a great way to keep people updated on events, new products, or community initiatives—without relying on social media algorithms.
Start collecting emails from day one, even if it’s just friends, family, or your first customers. You can use platforms like Mailchimp or ConvertKit to send newsletters or updates with minimal effort.
Start Here:
Add a simple email signup form on your website.
Offer something valuable in exchange for signups (like a discount or access to exclusive content).
Commit to sending regular emails—once a month is a good starting point.
5. Use Your Story to Connect
One of your biggest assets as a queer business or inclusive organization is your story. People want to know who you are, why you started, and what drives you. Sharing your story helps build an emotional connection with your audience, and that’s key when you’re working to stand out in a crowded market.
Your story is what makes your business human, relatable, and unique—don’t be afraid to share it. Use social media, your website, or your email list to talk about your journey, your community, and the impact you’re making.
Start Here:
Share a post or email that talks about why you started your business or organization.
Be open and authentic—don’t just talk about what you do, talk about why you do it.
6. Collaborate With Your Community
You don’t need to do marketing alone—especially if you’re part of a larger queer or inclusive community. Reach out to local LGBTQ+ businesses, organizations, or influencers and look for ways to collaborate. This could be cross-promotions, partnerships, or even co-hosting events.
Collaborating helps you expand your reach while building meaningful connections within your community.
Start Here:
Identify a few other queer or inclusive businesses/orgs that align with your values.
Reach out and suggest a simple collaboration, like a social media shoutout or a joint event.
7. Track Your Progress (And Adjust as Needed)
The beauty of DIY marketing is that it’s flexible. You don’t need a massive data system to track how things are going—just pay attention to what’s working and what’s not. Are your Instagram posts getting likes but no comments? Is your email list growing but no one’s opening your messages? Take stock every few weeks and adjust as needed.
The key here is to keep learning. Marketing isn’t one-size-fits-all, especially for queer businesses. You’re allowed to experiment, change things up, and find what resonates with your audience.
Start Here:
Check your social media analytics to see what types of posts get the most engagement.
If something’s not working, try a different approach—don’t be afraid to pivot!
Looking to take the next step? Schedule a meeting with us to discuss your goals, get tailored content ideas, and even explore initial work—all with flexible pricing options. Let’s connect and get started!
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