The TRUTH About Startup Marketing That The Pros Know
Getting your startup marketing strategy right is one of the most critical yet challenging aspects of starting a business. Where should you invest your budget, and what marketing professionals should you onboard? Take some advice from seasoned professionals who know a few things about getting startups noticed.
Know Your Audience
Defining your target audience is so important. Believing that your app will help everybody is optimistic, but results in budgets stretched so thin that marketing becomes completely ineffectual.
In the words of Paul Graham, previously of startup accelerator Y Combinator, "Build something 100 people love, not something 1 million people kind of like." Your target audience should be the people who love your tech product, so make sure they're the ones seeing your content.
Address Pain Points
Hopefully, your tech offering uniquely addresses some of your target audience's major pain points or problems. To ensure your product or service has an impact, you must utilize those pain points within your marketing strategy.
Get straight to the heart of the issue and, throughout your customer journey, take the time for voice-of-client (VoC) conversations. This provides you with unique data on the effectiveness of your tech-powered solution.
Get Your Story Right
A brand story tells the "why" about your business, and it's just as vital for B2B as B2C marketers. Businesses want to engage with providers whose values align with their own and who they feel show genuine expertise in their field. Be bold in telling your company's story, don't shy away from sharing challenges and adversity, and onboard a branding expert to ensure consistency.
Connect With Clients Digitally And In Real Life
B2B buyers are increasingly online, but that doesn't mean marketers should ignore the opportunity to meet people in the "real world." Event-based lead generation takes advantage of conferences, trade shows, and other industry events to spark conversations and share insights that place your business as a trusted entity.
Lindsay Kolowich Cox of HubSpot recommends exhibiting at events and offering personalized consultations or demos to help drive more qualified leads.
Final Word
Once you have your startup marketing strategy in place, it's vital that you collect data on how every aspect performs. Stefanie Palomini, founder of telecoms app ROOM, states that quantitative and qualitative data collection is essential for informing ultra-precise marketing plans.
If you need a professional eye on your marketing strategy, book a 15-minute introductory call with us and ask about our marketing auditing services.
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