Building Boldly: A Digital Marketing Guide for Queer-Owned Businesses in Fort Collins
- Heather O'Banion
- May 27
- 3 min read
Updated: Oct 4
Because your work deserves to be seen, heard, and celebrated—especially now.
Fort Collins is no stranger to creativity, community care, or resilience—and neither is the LGBTQ+ community that calls this place home. From Old Town’s local shops to the murals that scream joy and justice, our city holds space for bold ideas and even bolder business owners.
But let’s be real: the current climate is uncertain. With rising anti-LGBTQ+ rhetoric, tightening budgets, and algorithm chaos across social media, it’s easy to feel overwhelmed. Especially for queer entrepreneurs wearing all the hats—brand builder, content creator, CEO, and community connector.
This post is here to offer grounding and clarity. Not fluff. Not fear. Just solid guidance to help you root deeper into your purpose, build your visibility, and grow a business that feels aligned with your values.
Step 1: Know What You Stand For (and Say It Clearly)
Your why isn’t just branding jargon—it’s your anchor. Especially in Fort Collins, where people are drawn to local brands with heart, voice, and a reason to exist beyond profit.
Ask yourself:
What does your business really do for your people?
Why now? Why you?
How can your identity as a queer entrepreneur inform your voice without being exploited?
Use your answers to guide your homepage, your About section, and your social bios. Authenticity is your best SEO.
Step 2: Lean into Local SEO—Fort Collins Style
Google wants to show people what’s nearby and relevant. That’s good news for queer-owned businesses who serve Fort Collins directly.
Here’s how to get your digital storefront working for you:
Add your business to Google Business Profile and keep it updated with queer-friendly, inclusive language and photos
Use location-based keywords like:
“queer-friendly hair salon in Fort Collins”
“Fort Collins LGBTQ therapist”
“local artist in Northern Colorado”
Bonus Tip: Collaborate with other local queer entrepreneurs and link to each other. Backlinks help SEO and build solidarity.
Step 3: Don’t Be Everywhere—Just Be Present
Trying to master TikTok, Instagram, Threads, and email all at once? Don’t.
Start with the channel your community already uses (hint: in Fort Collins, Instagram and email newsletters are still gold). Post consistently, and use your real voice. Show up with:
Behind-the-scenes peeks
Honest reflections (people trust you more when you're not overly polished)
Community shoutouts (tag other LGBTQ+ orgs, artists, or businesses)
You don’t need to go viral. You just need to connect.
Step 4: Design for Belonging, Not Just Conversion
Your website should feel like you—and signal to others: “This is a space where you belong.”
Design must-haves:
Clear navigation (especially on mobile)
Inclusive language and imagery
A “values” or “mission” section that reflects your identity without stereotyping it
Accessibility tools: readable fonts, color contrast, alt text
If your site isn’t doing that yet, that’s okay. It’s not about perfection—it’s about creating a space that’s welcoming and real.
Step 5: Build With People, Not Just for Them
The queer economy thrives on mutual support. When local businesses support each other, we all rise.
So ask yourself:
Who can I partner with for events or cross-promotion?
Can I highlight another business on my site or socials this month?
How can I create real-world connection from online content?
Your audience wants more than a service—they want to feel something. Give them a reason to believe in you.
Ready for Support? You Don’t Have to Do It Alone.
Marketing can feel like a second full-time job. And if you’re tired, navigating identity while also running a business, I see you. I’ve been there. That’s why I work with small, queer-owned businesses to create strategic, thoughtful, sustainable marketing that actually works—without the burnout or BS.
Whether you're launching your brand, refining your website, or trying to make sense of SEO in a way that doesn’t suck the life out of you—I'm here.
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