By Sarah Wilson

Let’s be real—starting a business can feel overwhelming. You’re juggling kids, school drop-offs, dinner plans, maybe another job, and somewhere in between, trying to figure out how to turn that passion or idea into something real.

Then comes the marketing piece. Cue the existential dread.

Maybe you’ve had thoughts like:

“I’ll figure it out later.” (But later turns into never.)

“I don’t have the budget.” (Good news: Some of the best marketing strategies don’t cost a dime.)

 “I don’t even know where to start.” (That’s what we’re here for!)

Here’s the thing—marketing isn’t optional if you want your business to grow. It’s how you get customers, make sales, and turn your dream into something that pays the bills. But before you panic-Google “best marketing strategies for beginners” and fall into an internet rabbit hole, let me assure you:

You don’t need to know everything about marketing. You just need to know enough to make smart decisions.

Marketing Is More Than Just Social Media—And No, You Don’t Have to Learn It All

A lot of new entrepreneurs think marketing just means posting on Instagram or running a few Facebook ads. But marketing is so much more than that. It’s everything that helps people discover, trust, and buy from your business. It’s messaging, branding, storytelling, content, customer experience, and strategy.

And before you start thinking, Great, now I have even more to stress about, take a deep breath. You do not need to become an expert in all of this. You just need to know what marketing involves so you can decide what’s important for your business and what can wait.

Marketing Has A Lot of Moving Parts—But You Don’t Need to Master Them All

If you’ve ever felt like marketing is a giant puzzle that you’ll never figure out, here’s why:

Marketing isn’t one single job. It’s an entire field made up of dozens of specialized roles. In big companies, these tasks are handled by entire teams. As a solopreneur, it can feel impossible to keep up. Here are just a few of the things marketing teams work on:

• Operations – Keeping all marketing efforts running smoothly
• Strategy – The big-picture planning
• Email Marketing – Sending emails that nurture and convert customers
• Automation & Workflows – Setting up systems to make marketing easier
• Retargeting – Getting back in front of potential customers who didn’t buy the first time
• Social Media – Building an online presence
• Content Marketing – Blogs, newsletters, articles, etc.
• Paid Ads/PPC – Running ads on Google, Facebook, and beyond
• SEO Optimization – Making sure your website shows up on Google
• Copywriting – Writing words that sell
• Editing – Making content polished and professional
• Storytelling – Crafting messages that connect with your audience
• UX/UI – Creating an easy, enjoyable website experience
• Graphics & Video – Designing visuals that bring your brand to life
• Podcasting & Webinars – Engaging your audience in new ways
• Competitive Analysis – Understanding what’s working for others in your space
• Website Management – Keeping your site updated and functional
• Psychology – Understanding why customers make decisions
• Events & Partnerships – Building brand exposure
• A/B Testing & Data Analysis – Figuring out what’s working and what’s not
• Brand Awareness & Lead Generation – Getting in front of new potential customers
• Community Building & Networking – Connecting with the right people
• Onboarding & Customer Lifecycle – Making sure customers stay happy after they buy
• Project Management – Keeping all marketing efforts organized
• Client Interviews & Market Analysis – Learning directly from your audience
• PR – Getting your business featured in the media

Now, before you break out in a cold sweat, I’m not telling you this to overwhelm you. I’m telling you this so you can breathe a sigh of relief.

You are not supposed to be good at all of these things.

Big businesses have entire teams dedicated to marketing. You are one person. Right now, your goal isn’t to master all these areas. It’s to understand the basics, figure out what’s important for your business, and start somewhere.

What You Do Need to Know

So, instead of trying to learn everything, focus on these key marketing basics that will actually help you get started:

Who You’re Selling To – If you don’t know exactly who your audience is and what they need, marketing will always feel hard. Your business should solve a real problem for a specific group of people.

What Makes Your Business Stand Out – There are a million businesses out there. Why should someone choose yours? If you can’t clearly explain it, neither can your customers.

How to Get the Word Out – You don’t need to be on every platform, but you do need a way to consistently reach your audience—whether that’s Instagram, an email list, or good old-fashioned word-of-mouth.

How to Tell Your Story – Customers don’t buy from businesses. They buy from people. Sharing your why, your journey, and your mission builds trust and connection.

The Power of Consistency – Marketing isn’t a one-time thing. Small, steady efforts will get you further than random bursts of activity.

Why Overthinking Marketing Will Keep You Stuck

One of the biggest mistakes new entrepreneurs make is feeling like they need to learn everything before they can start. But here’s the truth:

You don’t need to be a marketing guru.
You don’t need to have a perfect strategy before you take action.
You don’t need to do everything at once.

What you do need to do is start somewhere.

The more you take action, the more you’ll learn what works for your business. And when the time comes to grow, you’ll be equipped to hire the right help because you’ll actually understand what you need.

The Takeaway

You don’t need to be an expert, but you do need to start.

Marketing isn’t as scary as it seems when you break it down into simple, strategic steps. So take that first step today. Pick one small marketing task you can work on this week—whether it’s refining your brand message, setting up an email list, or simply posting about your business online.

Start now, start small—but just start.