You don’t need a big audience. You need a minimal viable one.
A few weeks ago, I was talking to a client who felt stuck. She had been posting on social, sending emails, trying to “show up,” but she kept circling back to the same worry.
“I don’t have enough people watching. What’s the point?”
I could hear the frustration in her voice. The self-doubt. The quiet comparison to people who seem to have endless engagement. And I get it. We’ve been taught that bigger is better. That more eyes equal more success.
But here’s the truth I’ve learned again and again. You don’t need a massive audience to grow your business. You need a minimal viable audience. The smallest group of the right people who actually care about what you do. This is where momentum lives.
Why this matters now
We’re in a moment where everyone feels pressured to create more. More content. More platforms. More visibility. But more doesn’t always lead to clarity. It often leads to overthinking and burnout.
Most small businesses aren’t built on huge audiences. They’re built on referrals, repeat customers, personal connection, and trust. Your people discover you in quiet ways. A conversation at a workshop. A client telling their friend about the support you gave them. Even a single email that lands at the right time. You don’t need thousands of followers for that. Sometimes you only need ten. Or five. Or one.
When you focus on a minimal viable audience, you stop chasing attention and start building relationships. And that’s where real marketing begins.
A simple framework to follow
Think of your minimal viable audience as the group who creates movement in your business. They don’t have to be loud. They don’t need to comment, like, or react. But they stay. They read. They think. They reach out when they’re ready.
Here’s the framework I use with clients:
Identify the people who already trust you. These might be past clients, colleagues, community members, or people who consistently reply to your emails. They’re already here.
Serve them first. Make your content, your offers, and your next steps for them. Not the algorithm.
Grow slowly but intentionally. A minimal viable audience isn’t static. It expands as trust expands.
When you start here, your marketing becomes calmer. Clearer. And a lot more effective.
Three simple actions you can take this week
Notice who’s paying attention. Not who you wish was paying attention. The people already opening your emails, showing up to your workshops, or quietly cheering you on are telling you something. Pay attention to them.
Make one piece of content just for them. Not for everyone. Not for the internet. For the specific person who would breathe out and think, “This was exactly what I needed today.” Write or record something with that person in mind.
Invite connection. This is the part most people skip. Ask a simple question at the end of an email. Offer a small way someone can reach out. Create an opening for the next step. Marketing isn’t about pushing people. It’s about meeting them where they are.
Your next step
If your audience feels small, that’s not a problem. It’s an opportunity. A minimal viable audience is enough to begin. More than enough to grow. And often, it’s the most aligned place to build from.
If you want support getting clear on who your people are and how to market to them without the overwhelm, reach out. I’d love to help you move forward with calm, confidence, and clarity as your marketing coach.