Atlanta Entrepreneurs: Nail Your Marketing MVA

Are you an aspiring entrepreneur struggling to get your marketing off the ground? Many founders pour their heart and soul into their product, only to see it languish due to ineffective marketing. We’ve helped dozens of entrepreneurs in Atlanta build successful marketing strategies, and we can help you too.

The biggest mistake I see new entrepreneurs make is trying to be all things to all people. They cast a wide net, hoping to catch anyone who might be remotely interested in their product or service. The result? A diluted message, wasted resources, and ultimately, very few customers. Been there, done that.

### The Problem: Marketing to Everyone is Marketing to No One

Imagine you’re opening a new vegan bakery in Midtown Atlanta, near the intersection of Peachtree Street and 14th Street. You could try to target “anyone who likes baked goods.” But that’s a recipe for disaster. Your marketing budget will be stretched thin, and your message will get lost in the noise. Think about the sheer volume of ads people see every day. You need to cut through that noise.

Instead, you need to identify your Minimum Viable Audience (MVA). This is the smallest possible group of people who are most likely to become your loyal customers.

### Step 1: Define Your Minimum Viable Audience (MVA)

Forget broad demographics. We need specifics. Ask yourself:

• Who is my ideal customer? Be as detailed as possible. What are their interests, values, and pain points? Where do they hang out online and offline?
• What problem am I solving for them? How does my product or service make their lives better?
• What are their buying habits? Are they price-sensitive? Do they value convenience? Are they early adopters?

For our vegan bakery example, your MVA might be: “Health-conscious millennials and Gen Z individuals living in Midtown Atlanta who are interested in veganism, sustainability, and supporting local businesses. They frequent farmers’ markets, yoga studios, and vegan restaurants. They are active on Instagram and TikTok, and they value high-quality ingredients and ethical sourcing.”

This is much more specific and actionable than “anyone who likes baked goods,” right?

### Step 2: Build Your Email List From Day One

I cannot stress this enough: your email list is your most valuable marketing asset. Social media algorithms change, ad costs fluctuate, but your email list is yours to control.

Here’s what nobody tells you: building an email list takes time and effort. But it’s worth it.

• Offer a compelling lead magnet. A lead magnet is something valuable that you give away in exchange for an email address. For the vegan bakery, this could be a free recipe ebook, a discount code, or an invitation to an exclusive pre-opening tasting event.
• Promote your lead magnet everywhere. Add it to your website, social media profiles, and even your email signature. Run targeted ads on Meta [Meta Business Help Center](https://www.facebook.com/business/help) to reach your MVA.
• Use an email marketing platform. Mailchimp, Klaviyo, and ConvertKit are all good options. These platforms allow you to automate your email marketing and track your results.

Remember, the goal is to build a relationship with your subscribers. Send them valuable content, not just sales pitches. Share recipes, tips, behind-the-scenes stories, and exclusive offers. If you’re looking for more on driving revenue, consider checking out these narrative how-tos.

### Step 3: Choose Your Core Marketing Channels

Don’t try to be everywhere at once. It’s better to focus on 2-3 core marketing channels and master them before expanding to others.

Consider these options:

• Social Media Marketing: Focus on platforms where your MVA spends their time. For our vegan bakery, Instagram and TikTok are likely good choices. Share visually appealing photos and videos of your baked goods, behind-the-scenes content, and customer testimonials. Engage with your followers and run contests and giveaways.
• Local SEO: Make sure your business is listed on Google Business Profile and other online directories. Optimize your listings with relevant keywords, photos, and customer reviews. Encourage customers to leave reviews on Google and Yelp. According to BrightLocal’s 2023 Local Consumer Review Survey [BrightLocal](https://www.brightlocal.com/research/local-consumer-review-survey/), 88% of consumers read reviews before making a purchase.
• Content Marketing: Create valuable content that attracts and engages your MVA. This could include blog posts, articles, videos, or podcasts. For the vegan bakery, you could create recipes, tips for vegan baking, or interviews with local vegan chefs.
• Paid Advertising: Use targeted ads on Google Ads [Google Ads documentation](https://support.google.com/google-ads) and social media to reach your MVA. Experiment with different ad formats and targeting options to see what works best.
• Partnerships: Collaborate with other local businesses that share your MVA. For the vegan bakery, you could partner with local coffee shops, yoga studios, or vegan restaurants. Offer joint promotions or cross-promote each other’s products or services.

### Step 4: Track Your Results and Adjust Your Strategy

Marketing is not a “set it and forget it” activity. You need to track your results and adjust your strategy based on what’s working and what’s not.

Use analytics tools to track your website traffic, social media engagement, email open rates, and conversion rates. Experiment with different marketing tactics and see how they impact your results. Don’t fall for common marketing myths that can derail your progress.

### What Went Wrong First: The “Spray and Pray” Approach

I had a client last year who launched a new line of organic baby food. They spent a fortune on a billboard on I-75 near Exit 259 (Northside Drive), thinking that would reach all the parents in Atlanta. They also ran generic ads on Facebook targeting “parents with young children.” The results were dismal. They got very few website visits and even fewer sales.

Why did it fail? Because they were using the “spray and pray” approach. They were trying to reach everyone who might be remotely interested in their product, instead of focusing on their MVA.

We completely revamped their marketing strategy. We identified their MVA as “eco-conscious parents living in Buckhead and Virginia-Highland who shop at Whole Foods and farmers’ markets.” We then focused on marketing channels that would reach this specific audience, such as targeted ads on Instagram, partnerships with local parenting groups, and content marketing focused on organic baby food recipes and tips. Also, Atlanta marketing requires a unique approach.

### The Measurable Result: From Zero to 100 Customers in 3 Months

Within three months, my client went from having virtually no customers to having over 100 loyal customers. Their website traffic increased by 300%, and their sales doubled. By focusing on their MVA and using targeted marketing tactics, they were able to achieve significant results with a much smaller budget.

Here’s a concrete case study:

• Client: Fictional “Sweetpea Organics” – organic baby food company in Atlanta
• Problem: Low sales, ineffective marketing, high ad spend with little return
• Solution: Defined MVA, focused on Instagram marketing, partnered with 3 local parenting groups, created a series of blog posts on organic baby food recipes
• Timeline: 3 months
• Tools Used: Hootsuite for social media management, Google Analytics for website tracking, Mailchimp for email marketing
• Results: Website traffic increased by 300%, email list grew from 0 to 500 subscribers, sales doubled, acquired 100+ loyal customers
• Specific Ad Spend: Shifted $5,000 billboard spend to $1,500 targeted Instagram ads.

The Fulton County Department of Small Business Development can also be a valuable resource for entrepreneurs in the Atlanta area. They offer workshops, counseling, and other resources to help small businesses succeed. For more on marketing in the future, be sure to read about marketing exposure tactics.

Don’t make the mistake of trying to be all things to all people. Define your MVA, build your email list, and focus on the marketing channels that will reach your ideal customers. That’s the path to success.

Stop trying to be everything to everyone and start focusing on your Minimum Viable Audience. Commit to building that email list, and choose just 2-3 marketing channels to master. You’ll be amazed at the results.