Startup Marketing 101: Simple Strategies to Help You Stand Out
Whether you’re a new or aspiring entrepreneur, marketing is critical to your business’ growth and success. Developing a startup marketing plan will help you stand out and stay focused.
Trends, tools and tactics are constantly evolving, but the core principles of successful marketing remain the same, regardless of your business or product. Here are key questions to answer and strategies to consider as you develop your plan.
Start at the Beginning
Question #1: What is your brand story?
Before you get caught up choosing a trending sound for your TikTok video (or learning how to use TikTok in the first place), answer these questions:
Who are you? As the founder, your story is a powerful tool to connect with customers. Why did you start your business? What inspired you? Building a community is about relationship building, and sharing your story helps customers relate to you and your product.
Who are your customers? Be specific when you answer this question. “Everyone” should never be your answer. If you are unsure, host a focus group or interview potential customers to gather feedback. Once you know your target audience, find out their preferences and behaviors including where they shop, search and make purchase decisions. This will guide the messaging and tactics you use in your startup marketing plan.
Who are your competitors? Don’t let the idea of competition scare you. Be honest about the uniqueness of your startup and understand the role you play in your customer’s lives. This will help you decide how you want to communicate your value to your customers.
Question #2: What is your brand identity?
Once you have created your brand story, it’s time to bring your vision to life with an identity that defines your brand’s:
- Characteristics: If your business were a person, how would you describe their personality? For example, your brand could be strong, approachable, modern or classic.
- Tone: How does your brand communicate? Would it be witty, empathetic or confident?
- Name: Make sure your company name strikes a balance between clarity and catchiness. If your customers hear your company name without any visuals, would they know what you do?
Question #3: What is your visual brand?
Your visual brand – logo, colors, typography – sets the tone for the visual elements you incorporate into your website, social media and more. A startup marketing plan that includes your brand story and identity should guide you throughout the decision-making process as you choose a logo, font or color to represent your brand.
Choose design elements that are versatile, recognizable and differentiate you from competitors. While investing in graphic design services (especially for your logo) are highly recommended, there are other budget-friendly tools available for beginners. Read our blog to learn more about great logo design.
Stay Focused on the Goal
You have already established your startup’s brand story, brand identity and visual brand. So, what’s next?
Before you get caught up in using the latest trends and tools to get people’s attention, you need to start with these marketing essentials:
Website
For most businesses, if you want to be found online, you need a website. Platforms like WordPress and Wix offer affordable design options. Keep in mind, though, a beautiful website and an efficient website (that drives sales!), are not always the same thing.
Before you design your website, think about how your customers need to use your website. Optimize everything to help them act. As you write content for your website, keep search engines in mind and create SEO-optimized copy for every page. Finally, use Google Analytics to track performance so you can make improvements over time.
Email Marketing
Build an email list from day one. It’s one of the most impactful marketing channels. According to Litmus, email marketing has a ROI of $36 for every dollar spent. Unlike social media or other advertising, you own your email list and can directly contact your customers without relying on algorithms.
Social Media
Focus on one or two key platforms that align with your audience. Social media is a community building tool, not just for broadcasting messages.
Create a plan to develop consistent content using various formats – photos, videos, text-only posts – and have authentic conversations with your customers who do engage. Read more on our blog to learn how to boost engagement on social media.
Reputation Management
Claim your Google business listing and start collecting reviews. Engage with all feedback –positive and negative – and keep your business information updated.
Thought Leadership and Personal Branding
Embrace your role as visionary and face of your startup and look for opportunities to share your expertise and connect with your community – online and in person. Over time, you will build trust and establish yourself as a thought leader.
Keep It Simple
Don’t overthink your plan. At the core, marketing is simple. The latest tools will come and go, but the best marketing focuses on people. Know your customers, stay consistent with your message and deliver on your promises. Doing this well will keep you ahead of the competition.
Not Sure Where to Start with Marketing Your Startup? We’re Here to Help!
Launch your new business with a sustainable marketing strategy. At Fiore Communications, we help companies of all sizes define their story and develop a strategy that works (with results that you can understand). Contact us to learn more about our startup marketing packages.
