What do you do after you’ve decided what business you want to open, you’ve set up your first business social media profiles, and maybe your website is up (or almost ready to launch) AND you still have your opening day ahead of you?

Whether you’re opening a brick and mortar business with a physical location or your business will be entirely online, there is almost always some time between getting everything ready and actually launching your business.

It can feel as if you are in limbo because your doors aren’t open, and you’re probably not taking orders yet, but you’re looking forward to the big day and want to make sure everything goes well.

Promoting your business before it officially opens is a crucial part of building excitement, awareness, and a loyal customer base. While it may feel tricky to market something that isn’t fully operational yet, this pre-launch period is a great opportunity to test ideas and gain momentum that can support your business through the first crucial months of being open.

Why Pre-Launch Promotion Matters

Promoting your business pre-launch is all about building anticipation and connection with your audience and building community. By sharing your journey and giving people a sneak peek of what’s to come, you:

• Build a sense of community around your brand.
  
  

• Establish long-term customer loyalty.
  
  

• Generate buzz and ensure a successful opening day.
  
  

• Start building your email list and social media following for the future.
  
  

The question is: How do you promote something that doesn’t technically exist yet? And how do you do it in a meaningful way?

Let’s break it down.

Step 1: Define Your Audience and Choose Your Platforms

The key to effective promotion, and an effective small business marketing strategy, is understanding where your audience spends time. More importantly, where do they spend time that would make sense for them to learn about your business?

What platforms are most relevant to your business?

LinkedIn: Great for B2B or professional services.

TikTok: Perfect for creative, visual, or trend-driven businesses.

Instagram and Facebook: Ideal for storytelling and community engagement.

Email marketing: One of the best things you can do as a business that is just starting out is to focus on growing your email list. Social media can be a fantastic tool, but email will have a much higher success rate when it comes to getting in front of your target audience.

What types of content resonates with them?

• Are they more likely to be interested in video or written content?
  

• What can you share that stands out and makes you memorable?
  

• How can you start (and maintain) conversations?
  

Tailor to Your Business Type

Brick-and-Mortar Businesses: Focus on connecting with the local community and nearby businesses.

Online or Service-Based Businesses: Emphasize storytelling and leading with education to reach a wider audience.

Step 2: Build Local Connections (For Local and Brick-and-Mortar Businesses)

Get to Know Your Neighbors

If your business has a physical location, building relationships in your local area is invaluable. You’ll not only get to know your neighbors, you’ll also learn more about the neighborhood, and get connected with the local happenings you might otherwise miss.

Here are some ways to build local community for your business:

• Introduce yourself to neighboring businesses.

• Understand how you can support your local neighborhood businesses.

• Join local business organizations like the Chamber of Commerce, BNI, and other networking groups.

• Partner with other businesses for cross-promotions or collaborations - depending on your business, and the surrounding businesses, it might make sense to cross promote each other both in person and online.
  
  

Use Your Physical Space

Even if your doors aren’t open yet, your location can be a promotional tool:

• Post signage announcing what’s coming soon.

• Add a QR code to your window that links to your email signup or social media.

• Have promotional signage made that shares more information about your business, so locals know what will be opening soon.

• Share progress updates on social media to create curiosity and anticipation.

Step 3: Leverage Social Media

Document the Journey

Social media is a great way to connect with your audience during the pre-launch phase. It might feel odd to promote on social media when your business isn’t open yet, but you’ll want to share updates and grow your fans before you open. You can’t do that without an outlet like social media!

And, as a user, there it can be disappointing to be excited to learn more about a business and then have an empty social media page, no links, and no hint of what the business is about beyond the name. Remember that not everyone who checks out your social media before you open will become a follower, but people will be looking!

Some ideas to share:

• Behind-the-scenes content (e.g., renovations, product prep, team introductions).

• Milestones like signing a lease or receiving your first shipment of inventory - document everything (you’ll be glad you have it later).

• Interactive posts that involve your audience, like polls or Q&A sessions.

Showcase Your Personality

Authenticity goes a long way in marketing. Use Reels, Stories, or live videos to:

• Share updates about your progress.

• Highlight the ups and downs of starting a business.

• Let your audience get to know the face behind the brand.

Step 4: Promote an Online or Service-Based Business

If you don’t have a physical space to showcase, focus on digital storytelling:

• Share Brand Decisions: Talk about designing your logo, choosing colors, or updating your website.

• Educational Content: Create Canva graphics or short videos explaining your services or products.

• Take People Along: Record snippets of your workday, errands, or preparation and narrate the story.
  
  

Remember, even if your business isn’t “Instagram-worthy,” you can still create meaningful and engaging content.

Step 5: Plan Your Grand Opening

Make It a Big Deal

The time between getting ready to open your business and actually opening your doors will likely be a whirlwind of activity. Even if there are delays with permits, build outs, inventory, and other things that can slow progress, you’ll have so much to do that the time will go quickly!

Your grand opening is the culmination of all of your pre-launch efforts. To ensure a successful event:

• Set the Date: Give yourself plenty of time to prepare and also know the date will arrive before you know it.

• Invite the Press: Notify local media, influencers, and community leaders and invite them to your opening.

• Spread the Word: Use social media, email marketing, and networking to promote the event.

• Over-promote: It’s easy to feel like you’re sharing too much, but people need to hear your message multiple times before it sticks. Post reminders frequently to ensure your audience doesn’t miss out.

Step 6: Maximize Technical Tools

Claim Online Listings

Set up and optimize your business profiles on key platforms:

• Google Business Profile: Essential for local search visibility.

• Yelp and Other Online Directories: Claim free listings relevant to your industry - but don’t pay for these listing

• Optimize your website for SEO: Pre-launch is a good time to optimize your website with basic SEO to improve discoverability. Include keywords, meta descriptions, and alt text for images.

Step 7: Stay Organized

Pre-launch periods can be overwhelming with so many moving parts. Keep yourself on track by:

• Creating a master to-do list with deadlines.

• Using scheduling tools for social media and email campaigns.

• Ask for help when you need it - you don’t need to do everything yourself.

• Prioritizing tasks to avoid burnout.

Bonus Tips for Pre-Launch Success

Set Boundaries

When sharing your journey, you’re in control of how much you reveal. Authenticity doesn’t mean oversharing—decide what feels comfortable for you.

Enjoy the Moment

Launching a business is a huge milestone. While it’s easy to get caught up in the chaos, take time to celebrate your progress and enjoy the process.

Promoting your business pre-launch is an exciting opportunity to connect with your audience, build buzz, and create lasting impressions. By using these strategies—whether through social media, local connections, or storytelling—you’ll set the foundation for a successful launch and long-term growth.

So, roll up your sleeves, start sharing your journey, and get ready to welcome your audience into the next chapter of your business!