Building a startup is an exciting process. You have a great idea, you’ve tested your products and services, and you’re ready to launch. Then comes the question: how will you get the word out to potential customers? This is where a marketing strategy comes in. With a few key elements, you can build a startup marketing strategy that’s both manageable and effective.
1. Audience Description
All great startup marketing strategies have one thing in common — a clear understanding of the audience. Before you can market your products, you need to know who your potential customers are. Where do they spend time? How much disposable income do they have? What are their pain points? This information is the foundation of your startup marketing strategy. It guides everything from how you word your marketing messages to the channels you select.
2. Unique Selling Proposition
As a startup, you’re probably competing for customers with more established businesses. To set your company apart, your startup marketing strategy should be oriented around your unique selling proposition — the thing that sets you apart from competitors. If you use advanced manufacturing to create higher quantities at a lower cost, you might plan campaigns that focus on your low prices.
3. Goal-Focused Marketing Content
If you’re new to marketing, it can be tempting to try a bunch of different strategies to see what sticks. Some experimentation is normal, but you’ll spend your time and money more effectively by tying your marketing content to your business goals and events. A great way to start is to map out your startup’s big events and goals for the upcoming six months. Your list could include grand opening celebrations and product launches, as well as goals such as getting 10,000 Facebook followers.
Your list of events and goals makes it easy to choose the most effective marketing content and channels. If you’re opening an online store, for example, you might drive web traffic with social media ads and a series of behind-the-scenes blog posts. If you want to build awareness among senior citizens, you might plan a print ad campaign in retirement-focused magazines. When you align your content and goals, you can make the most of your limited marketing budget.
4. Marketing Campaign Schedule
A marketing schedule is a lifesaver when you’re in the thick of startup-building. The key is to create the schedule ahead of time, using your list of business events and content types. The process is simple — once you’ve mapped out all your marketing efforts, divide them into individual tasks. For an Instagram campaign, this could be a quick description of every photo and caption. For a print campaign, it could involve tasks like designing posters, picking a printer, and putting the final product up around town.
Finally, you can put your individual tasks into your company calendar. That way, you never need to wonder what to do for marketing; you can simply execute the plan. Startup life is busy, and this small step ensures that your marketing goes out on time.
A thoughtful strategy can take a great deal of stress and guesswork out of the marketing process. When everything is organized, it’s easier to maximize your marketing budget and build awareness for your new startup.