Building the Buzz: How to Create Excitement Before Launching Your Business

This is the seventeenth in a series on Starting a Business as Mission company.

So, you’ve done it—you’ve finally taken the plunge and you’re about to launch your BAM business. Whether you’re an expat stepping into new territory or a local entrepreneur ready to make your mark, there’s one thing everyone needs before those doors swing open: buzz. You need people talking, anticipating, and getting excited about what you’re about to offer. But how do you build that buzz, especially when your business is still in the works?

Let’s break down some practical, engaging, and fun ways to create excitement around your business before it officially opens. We’ll cover ideas for both expatriates opening in a new country and locals starting a business in their home country, all while keeping the vibe upbeat because, hey—this is exciting stuff!

1. Know Your Audience and Tailor Your Approach

Before you do anything, let’s make sure you know who you’re talking to. This isn’t about building a one-size-fits-all marketing plan. Your buzz-building strategy should reflect the needs, culture, and interests of your target audience. This is crucial whether you’re launching in your home country or halfway around the world.

For expatriates: If you’re opening your business in a foreign country, understanding the local culture is your first step. People react to new businesses differently depending on their cultural norms. For example, what might work in New York City—like a brash social media campaign—may not work the same way in a small town in Asia or Latin America, where community-based, word-of-mouth advertising is more powerful. Take time to observe how local businesses build their audiences and get advice from locals or other expats who’ve successfully launched businesses in that area.

For locals: Even if you know your community inside and out, don’t take that for granted. Audience preferences shift, especially with the speed of social media and new marketing trends. Make sure your approach feels fresh and engaging. This could be the perfect time to try something different!

Once you’ve honed in on your audience, it’s time to get tactical.

2. Harness the Power of Social Media

Now, I know this seems like obvious advice, but stick with me here because not all social media buzz is created equal. You need to be intentional about how you approach social media before launch. Your strategy should do more than just announce your business; it should build a relationship with your future customers.

Start a countdown: People love being part of a journey. Start a countdown (30 days, 15 days, 10 days) leading up to your launch. Use each post to reveal something new: sneak peeks of your products, behind-the-scenes looks at your space, or interviews with team members. Get your audience invested in your story!

Engage with your audience: Don’t just post and ghost. Respond to comments, engage with local influencers, and create polls or questions to get feedback on what people want to see. For example, if you’re opening a café, ask your followers what new drinks they’d like to see on your menu. This not only builds buzz but gives you invaluable insight into what your potential customers want.

Use influencers or local voices: In many countries, social media influencers hold major sway. But you don’t always need to hire expensive celebrities to promote your business. Find local micro-influencers who align with your brand values and have a genuine connection to the community. Their followers trust them, and their endorsement can go a long way toward creating buzz.

For expatriates, it might also be worth investing in paid ads through social media platforms targeting locals in your new country. Be sure the language and visuals resonate with the local culture. For instance, a quirky, funny ad might work well in one market but be considered overly informal or confusing in another.

3. Host Pre-Launch Events or Pop-ups

Who doesn’t love an exclusive event? Hosting a pre-launch event or a series of pop-up experiences before your official opening is a killer way to create buzz.

Expat tip: If you’re in a new country, team up with a local business for your first event. This partnership not only introduces you to a built-in audience, but it also demonstrates that you’re embracing the community. This strategy builds goodwill, and people are more likely to support a business they feel connected to.

Local entrepreneur tip: You probably already know the local spots that have influence. Reach out to them and propose a collaboration that benefits both businesses. It could be as simple as having a pop-up at a local market or holding an exclusive preview night at a popular venue.

And here’s a great tip for both locals and expats: make your events memorable. Whether it’s a pop-up coffee stand, a community cookout, or a small “sneak peek” event, create something that encourages social sharing. People will post about your event, spreading the word faster than you can.

4. Build a Pre-Launch Email List

While social media gets all the attention, don’t underestimate email marketing. It’s a direct line to people who are genuinely interested in your business. Start collecting emails from day one. You could even launch a simple landing page with a form that says something like, “Be the first to know when we open!”

Here’s how you can make it work:

Give them a reason to sign up: Offer an incentive like a discount, freebie, or early access to your products or services. Make it exclusive, and you’ll have people lining up to hand over their email addresses.

Share behind-the-scenes content: Once they’ve signed up, send out regular updates on your progress. Share the highs and lows of starting your business. It’s a humanizing approach, and people love rooting for a startup story.

For expatriates, especially, this can be a great way to connect with both locals and fellow expats in your area. Keep the language simple and clear if you’re marketing in a non-native language. And don’t be afraid to send out bilingual emails, ensuring you’re reaching everyone.

5. Tap into the Local Press

Buzz isn’t just about online efforts—local press can be gold, especially in communities where newspapers, radio, or local bloggers still hold influence. Reaching out to local journalists or bloggers to share your business story can give you a credibility boost.

Expat perspective: If you’re an expatriate, your unique story might intrigue local media. Highlight how you’re contributing to the community, how your business is different, and why it matters in this new market. Being an outsider can actually work to your advantage because people are curious about why you’ve chosen their town or city to start your business.

For nationals: If you’re a local entrepreneur, your story is just as compelling. Press loves stories about people revitalizing the local economy, following their passion, or offering something new to the community. Reach out with a well-crafted press release, or even offer a journalist an exclusive sneak peek of your business before it opens.

6. Utilize Word of Mouth and Referrals

Some of the best buzz you can get is organic. Word of mouth still reigns supreme, particularly in tight-knit communities, whether you’re in a small town or a foreign country. Encourage people to talk about your business.

Referral programs: Create a simple referral program where people can earn something (discounts, freebies, or event invites) for bringing their friends or family to your business once you open. This doesn’t have to be complicated—just make it fun and rewarding.

Engage with the community: For expatriates, spend time at local events, markets, and community centers. Meet people and share your story. Word will spread quickly if you make a personal connection. For locals, leverage your existing networks—friends, family, and colleagues are often your best early advocates.

7. Set the Stage with a Grand Opening

Finally, cap off your buzz-building efforts with a grand opening that gets people talking for weeks.

Create an event: Whether it’s a formal ribbon-cutting or a casual “come-and-see” event, make sure it feels like a celebration. Offer something special to those who come—perhaps a limited-time offer, a free product, or a fun contest.

Capture the moment: Use the grand opening to capture photos and videos to continue the buzz post-launch. Share this content on your social media channels and email newsletters to keep the excitement going.

Conclusion: Buzz Takes Time but Pays Off Big

Building buzz for your business before it opens isn’t just about marketing—it’s about making connections and getting people invested in your story. For both expatriates and local entrepreneurs, it’s key to approach buzz-building as a way to connect with the community you’re serving. This means using every tool in the box—from social media and email to local press and word of mouth. And remember, building buzz takes time, but it’s one of the best investments you can make before those doors open.

You’re about to launch something amazing—now get out there and start building the anticipation!

For more information on Business as Mission, we recommend the online course, “Business as Mission: The How To Guide” at this link— https://thirdpathinitiative.com/all-courses .