Why Most Tech Startups Do Marketing Wrong
Tech startups are in a unique position to take advantage of the current economic uncertainties. More industries than ever need innovative solutions to deal with supply chain pressures, global instability, and financial security concerns. Investors are just waiting for their next unicorn—so why do so many companies get their tech startup marketing efforts so wrong?
They Research The Wrong Aspects Of Marketing
Many startups make the mistake of reading a few blogs on digital marketing and assuming that it’s easy. To be clear, there are some great resources out there with useful tips for marketers! However, companies also need to be looking at market dynamics, effective brand messaging, and creating the ideal customer profile which will then lead to more defined target audiences and buyer personas.
They Invest In Rapid Growth At The Expense Of Sustainable Growth
Grasping every chance of revenue that comes along is a temptation that’s hard to avoid. We call it the FOMO of revenue, or the fear of missing out on any and all possible sources of income. The fact is, if you focus on every revenue source, no matter how superficial, you miss opportunities to invest in longer-term leads or clients that will grow your company consistently over time and attract investors.
Watch Amanda’s video on Revenue FOMO here to learn more.
They Onboard More Full-Time Staff Instead Of Partnering With Experts
Dana Kachan, CMO of BullPerks & GamesPad, recently told Entrepreneur.com that one of the key mistakes tech startups make is hiring more and more staff to deal with increasing workloads and growth. She says, “Most of these startups end up with a big, yet unprofessional and nonautonomous team that can't even handle essential tasks.”
It makes much more sense to establish a need—in this instance, a tech startup marketing expert—and source a partner to help you fulfill that need. Post-series A and B companies may have their own marketing teams or leaders that just need a guiding hand. That’s the ideal time to consider a fractional CMO with expertise in your industry, who can provide an unbiased view of your marketing efforts and help refocus them for better, more sustainable growth.
Final Word
90% of startups don’t make it—but conversely, that means at least 10% do. Make sure you’re a part of that 10% by investing in marketing expertise that helps you cut through the noise and get your company value prop heard. If you want more information about getting your tech offering in front of the right people, book a 15-minute introductory call with our experienced team who can explain how working with an on-demand marketing team or fractional CMO could soothe your marketing frustrations.
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