The Entrepreneur's Path: Marketing and Customer Acquisition

Day 7: Marketing and customer acquisition – How to reach your target audience and win your first customers

A great product alone isn’t enough – you also need to be seen.

With a well-thought-out marketing and customer acquisition strategy, you'll build your brand, reach your target audience, and acquire paying customers – both online and offline. In this step, I'll show you how to systematically build visibility and establish trust with potential customers.

• 1. Develop branding – the basis of your brand identity

  Consistent and appealing branding is crucial to staying memorable. Pay attention to the following elements:

  • A memorable logo

  • Color palette and fonts that suit your target audience

  • A clear brand style (e.g. modern, minimalist, playful)

  Tip: Capture your brand values – they form the basis of your communication and design.

  
  

• 2. Website & Social Media – your digital flagship

  Your website is the central location for information, trust, and conversion. Pay attention to:

  • Professional design and mobile optimization

  • Clear offers and contact options

  • SEO-optimized texts for Google visibility

  Additionally, use social media to build reach, showcase your brand, and interact directly with your community. Choose platforms that fit your target audience (e.g., Instagram, LinkedIn, TikTok).

  
  

• 3. Build a network – visibility through relationships

  Personal contacts are often the fastest way to reach your first customers. Here's how to build an effective network:

  • Visit local events, trade fairs and startup meetings

  • Use digital networks such as LinkedIn or industry forums

  • Actively search for cooperations with suitable partners

  A good network not only brings customers, but also valuable feedback, recommendations and synergies.

Successful marketing and customer acquisition starts with a clear brand, a strong online presence, and building genuine relationships. The sooner you take these steps, the faster you'll become visible—and relevant.