How diverse-owned businesses can break through the noise, build trust, and seize growth opportunities

In today’s crowded marketplace, visibility isn’t just a saying—it’s essential for the growth and survival of your business. The quest for visibility comes with unique challenges and unprecedented opportunities for diverse-owned enterprises, including minority-, women-, and LGBTQ+-owned businesses. As an entrepreneur from an underrepresented group, you’re not just building a business and competing for market share; you’re breaking barriers, challenging norms, and paving the way for future generations.

However, the playing field isn’t always level. Diverse-owned businesses often grapple with limited access to resources, entrenched market barriers, and systemic biases that can make gaining visibility seem practically impossible. Traditional marketing playbooks, often tailored to businesses with deeper pockets, may seem out of reach. Yet, in this digital age, visibility is more crucial—and achievable—than ever before.

Why Does Visibility Matter So Much?

It’s simple: you can’t support a business you don’t know exists. As a matter of fact, Capital One Shopping Research recently revealed that a brand “takes as little as one-tenth of a second to make a first impression; it takes five to seven impressions for consumers to remember a brand.” Basically, your business needs to be seen.

The Importance of Visibility for Diverse Businesses

In the real world of entrepreneurship and business, visibility isn’t just about being seen—it’s about being recognized, valued, and chosen. For diverse-owned businesses, increased visibility can be a game-changer, unlocking a world of opportunities and growth.

First, visibility builds trust and credibility; 62 percent of consumers have an emotional connection to the brands they buy from the most.  When your business is consistently present in your industry and community, it sends a powerful message: you’re here to stay, and you’re a force to be reckoned with. This visibility creates a positive feedback loop—the more people see your brand, the more familiar and trustworthy it becomes. For instance, a women-owned tech startup that regularly contributes to industry publications and speaks at conferences isn’t just sharing knowledge; it’s establishing itself as a credible player in a competitive field.

Moreover, visibility is the key that opens doors to invaluable networking opportunities. When your business is on the radar, you’re more likely to be invited to industry events, considered for partnerships, and included in supplier diversity programs. These connections can lead to transformative opportunities, from securing venture capital to landing major corporate contracts. Consider the case of a Black-owned marketing agency that, through consistent community engagement and thought leadership, caught the attention of a Fortune 500 company looking to diversify its supplier base.

Perhaps most crucially, visibility directly impacts customer awareness and, by extension, your bottom line. In today’s crowded marketplace, simply having a great product or service isn’t enough—potential customers need to know you exist. Increased visibility ensures that when someone is looking for the solutions you offer, your business is part of the conversation. Whether it’s through local SEO strategies that put your restaurant at the top of “near me” searches, or social media campaigns that showcase your LGBTQ+-owned boutique’s unique offerings, visibility translates to more eyes on your business and more potential customers through your doors.

Remember, visibility isn’t about shouting the loudest; it’s about strategically positioning your business where it matters most. By focusing on building trust, leveraging networking opportunities, and increasing customer awareness, you’re not just making your business more visible—you’re setting the stage for sustainable growth and success in an increasingly diverse and inclusive economy.

This is your roadmap to increasing your brand’s visibility without breaking the bank. We’ll explore practical, cost-effective strategies tailored to the unique strengths and challenges of diverse-owned businesses. From leveraging digital platforms to harnessing the power of your community, we’ll cover actionable steps you can start implementing today.

Ready to step into the spotlight and let your business shine? Let’s dive in and unlock the power of visibility for your diverse-owned enterprise.

Practical Ways to Increase Visibility

Boosting your business’s visibility doesn’t have to break the bank. Let’s explore some effective strategies that pack a punch without emptying your wallet.

Social Media Marketing

It’s undeniable that social media marketing is a powerhouse for visibility. It’s not about being everywhere but being where your audience is. For B2B companies, LinkedIn can be a goldmine for networking and thought leadership. If you’re in a visually driven industry, Instagram’s visual storytelling potential is unmatched. The key is consistent, authentic engagement that showcases your unique perspective as a diverse business owner.

Partnerships & Collaborations

Consider the power of partnerships and collaborations. Teaming up with other diverse-owned businesses or organizations focused on supplier diversity can amplify your reach exponentially. Look for complementary businesses in your area or industry. For instance, a minority-owned graphic design firm could partner with a woman-owned printing company for a small business branding workshop. These collaborations not only increase your visibility but also strengthen the entire ecosystem of diverse businesses.

Public Relations & Media Outreach

Lastly, don’t underestimate the impact of strategic PR and media outreach. While it might sound daunting, getting press coverage is often simpler than you think. Start by crafting compelling press releases about your business milestones, innovative products, or community initiatives. Leverage diversity-focused media outlets and local news channels, which are often eager for stories about successful diverse entrepreneurs. Remember, every feature, quote, or mention is a visibility boost that builds credibility and reaches new potential customers.

Case Study – Partake Foods

Partake Foods is a Black-owned, women-led company that produces allergy-friendly cookies and baking mixes. Denise Woodard started the company in 2016 after struggling to find safe snacks for her daughter with food allergies.

Partnerships and Investment

• In 2019, Partake Foods received a significant investment from Jay-Z’s venture capital firm, Marcy Venture Partners. This partnership brought substantial media attention and credibility to the brand.
• The company also partnered with Target, Whole Foods, and other major retailers, greatly expanding its distribution and visibility.
• Retail distribution increased through Target, which is committed to providing shelf space to Black brands. Partake products are also sold at Whole Foods and Sprouts Farmers Market stores and its website. 

Media Coverage and Visibility

• Woodard’s story and Partake Foods’ mission have been featured in major publications like Forbes, Fortune, and The New York Times, significantly increasing the brand’s visibility.
• The company gained further attention during the Black Lives Matter movement in 2020, with an initiative organized by actor Michael B. Jordan’s production company, Outlier. It showcased films directed by minority filmmakers at drive-in theaters and offered free snacks from minority-owned businesses, including Partake cookies.

Growth and Impact

• Through these partnerships and increased visibility, Partake Foods experienced rapid growth. The company expanded from 50 stores to over 12,000 stores nationwide in just a few years, including Kroger, Target, Walmart, and Amazon.
• And, its partnerships have expanded to include notable brands such as Ben & Jerry’s, Doubletree by Hilton, and American Airlines.
• Woodard has used her platform to advocate for diversity in the food industry and support other BIPOC-founded businesses. Her nonprofit, Black Futures Fellowship, matches HBCU students with paid internships and job opportunities at consumer packaged goods food and beverage companies. 

Partake Foods demonstrates how strategic partnerships, media coverage, and a compelling brand story can significantly increase visibility and drive growth for a minority-owned business.

Shine Bright, Stand Out

Visibility is the cornerstone of success for diverse-owned businesses. It builds trust, opens doors to invaluable opportunities, and connects you with your target audience. As a minority, women, or LGBTQ+ owned enterprise, your unique perspective is your superpower—don’t let it remain hidden.

Start boosting your visibility today:

1. Engage authentically on one social media platform your audience loves.
2. Reach out to a complementary diverse-owned business for collaboration.
3. Craft your compelling brand story and share it with local media.
4. Join a professional organization supporting diverse entrepreneurs.
5. Optimize your website for local SEO to improve online visibility.

Remember, every step towards visibility is a step towards growth. Your diverse-owned business deserves to be seen and celebrated. Start shining!

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No matter your challenge, visibility is within your reach! Check out our tips in the article to overcome these obstacles and make your business shine.