How to Master Startup Marketing: Experts Share Their Secrets

How to Master Startup Marketing: Experts Share Their Secrets

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Don’t become another startup marketing failure.
You know the one: A newcomer thinks they know how to market a startup, so they launch a Twitter account, set up a LinkedIn company page, build a website, start running ads…but then nothing happens.
Despite all that precious budget they spent, they’re not getting many visitors, and almost none of those are converting into buyers. Why? Because they didn’t understand the factors that make startup marketing successful. And when you’re just getting off the ground, wasting all that time and energy can be catastrophic.
Startup marketing takes a lot more than just checking...

Don’t become another startup marketing failure.
You know the one: A newcomer thinks they know how to market a startup, so they launch a Twitter account, set up a LinkedIn company page, build a website, start running ads…but then nothing happens.
Despite all that precious budget they spent, they’re not getting many visitors, and almost none of those are converting into buyers. Why? Because they didn’t understand the factors that make startup marketing successful. And when you’re just getting off the ground, wasting all that time and energy can be catastrophic.
Startup marketing takes a lot more than just checking off boxes and being on Twitter. In this guide, we’ll explain how to build a startup marketing strategy that actually succeeds.
In Part 1, we’ll discuss why you need to focus on building your brand.In Part 2, we’ll lay out five tips for building your startup marketing plan.In Part 3, you’ll learn about the seven most effective types of digital marketing for startups.In Part 4, we’ll look at how to work with stakeholders and resources outside your marketing team.Contents1.Part 1: The Secret to Startup Marketing—Build Your Brand1.1What’s in a Brand?1.2Startup Marketing is Brand Building, Not Brand Maintenance1.3Don’t Jump the Gun on Your Startup Marketing Strategy2.Part 2: 5 Tips for Building Your Startup Marketing Plan2.1 Identify Your Strengths and Focus on Them2.2 Look at What Your Competitors Are Doing2.3 Set and Manage Your Startup Marketing Budget2.4 Build Your Startup Marketing Plan2.5 Execute, Track, and Test2.6Additional Marketing Resources for Startups3.Part 3: 7 Types of Digital Marketing for Startups3.1 Content Marketing for Startups3.2 SEO for Startups3.3 Social Media Marketing for Startups3.4 Email Marketing for Startups3.5 Advertising for Startups3.6 Websites for Startups3.7 Event Marketing for Startups4.Part 4: Startup Marketing with External Teams4.1How Marketing Can Work With Sales4.2Working with an Agency as a Startup5.Feeling More Comfortable with Startup Marketing Now? Part 1: The Secret to Startup Marketing—Build Your Brand Here’s the startup marketing plan that finds success:
Step 1: Build a brandStep 2: Sell it
The full process is way more complex, but in the end, it boils down to those two steps.
Your goal is to establish a footprint in your audience’s mind. You want your startup to be known as an entity that solves a specific problem using a high-quality solution. Once your brand’s reputation is cemented, it drives purchases and builds business momentum.
Example: Dollar Shave Club. The startup saw an issue—namely, having to buy expensive razors. The solution: Subscribe to have affordable razors delivered straight to your doorstep.
Dollar Shave Club was so successful at building its brand through positive product experiences that it was eventually bought out for $1 billion. What’s in a Brand? So what exactly is a brand? It’s a promise you make to your buyers: “If you buy our product, you’ll get a quality solution.”
Your brand travels through word of mouth. It’s discovered when people interact with your product. They have to like what they find—no amount of advertising can make a bad product good, like a breakfast cereal that burns people’s tongues. You get one chance to make an impression.
Create a strong brand by building a product that buyers will genuinely enjoy. Word about your product will begin to spread on its own. The stronger your brand and the better the product experience, the more durable your impression and the more effective all of your marketing will be.
It’s as true for consumer packaged goods...