Are you new to the startup game, and even newer to the content marketing game? With all the work that goes into starting a business, there's little time to think about marketing strategies that prove successful and are feasible for a startup's teams to execute.
If you find yourself in this boat, don't panic. You probably know the tools that are helpful for startup marketers to use when strategizing — a CMS, social media accounts, and graphic design software, for instance.
Now, what you need to know is how to use these tools, and similar methods, to create campaigns that align with your business goals. You may have seen other startups' glowing marketing techniques and found yourself wondering how to create a winning strategy.
For that, we've got you covered. To get a sense of how a marketing strategy can produce success for your startup, we're going to lay out some ideas. These ideas are from startups, and will help you visualize how a successful strategy can be helpful for your own marketing goals.
So, in the next section, let's go over some startup marketing ideas.
Startup Marketing Ideas
Other than starting an email list, using online software, and taking high-quality images, what else can you do to market your startup? Below are some examples:
Startup Marketing Strategy
Use paid ads to build a community.
Try social media to connect with customers.
Crowdfunding marketing, which can generate press.
Host a virtual meetup instead of a conference.
Use user-generated content to tell your story.
If you're struggling to come up with new marketing strategies, maybe you can put a new spin on one that works for your campaign goals. Like some of the companies mentioned, you can use tools you already have at your disposal to execute a winning campaign.
1. Use paid ads to build a community.
Starburst Data is a B2B that helps companies understand their website analytics. They use a search query engine that organizes data, so customers can interpret large amounts of data quickly. This startup uses ads on LinkedIn to connect with its audience, like this one promoting their software:
A content marketer for a company like Starburst has a good chance of finding its target audience on LinkedIn, since it's a platform for professional networking. Part of this marketing campaign involves using LinkedIn Ads to build community and provide helpful information.
A similar B2B startup strategy could involve making use of a social media platform's paid ads offerings to cater to your audience. Alternatively, you can upload offers for free and use hashtags to get them seen by more prospective customers, like #B2BMarketing, or #MarTech.
2. Try social media to connect with customers.
Social media marketing doesn't have to include spending money — it can be used to grow your audience and connect with existing members. Take Paperless Parts, for example, a manufacturing company with a stellar Facebook page:
It's free to create a Facebook Business page and optimize it so leads and customers can find it. The Paperless Parts feed begins with recommendations and reviews from happy customers, showing that the business has a dedicated customer userbase. After that, the business posts videos that go behind-the-scenes of the manufacturing process, and also post reminders for webinars and other website content.
A social media page for a startup that showcases customers provides helpful content and encourages audience participation is a free strategy to expand reach, bring clicks to your website, and show credibility in the industry.
3. Crowdfunding marketing, which can generate press.
Are you thinking about starting a crowdfunding campaign? If you do, you could earn great press from publications, expanding your campaign's reach. Take NeighborSchools, for example, which is a child care startup. NeighborSchools offers unique daycares from licensed and experienced professionals.
When the minds behind NeighborSchools began to seek funding to scale up their service, they turned to crowdfunding to seek out people who believed in the service and were able to invest. This tactic earned the company $3.5 million in seed funding, and the success caught the eye of major publications.
Even if you have just a few customers, you can use your crowdfunding campaign as a marketing tactic to get more people interested in your business.
4. Host a virtual meetup instead of a conference.
Mabl is a Boston-based SaaS provider for machine learning test automation. It makes the lives of developers who have to test their solutions way easier. To build a larger community, Mabl hosted a virtual meetup with industry experts.
The meetup's speakers educated its attendees about software testing. This idea is a cool, low-cost way to expand your professional network and provide valuable content for customers without hosting a conference.
5. Use user-generated content to tell your story.
Startups don't usually have the revenue to produce big-budget social media campaigns. For travel agency Hopjump, their marketing team found that the best way to tell their story is on Instagram. The business page is filled with clients enjoying their destination vacations, booked using the service:
Customers who post their amazing travel pictures on Instagram can tag Hopjump for a chance to be featured on the page, and this also increases exposure for the startup. Satisfied customers can share their experiences with more of Hopjump's target audience.
A marketing campaign that includes user-generated content is an easy, free way to work in testimonials. You can use your social media channels to execute the campaign and include hashtags for the chance to appear in more feeds.
When thinking about campaign ideas, you might not have to look that far. You might be able to turn some of the tools you already have at your disposal to boost your campaign messages. Is there a webinar you can host about a topic, or a content offer you think will resonate particularly well with your LinkedIn audience?
Originally published Apr 9, 2020 4:00:00 AM, updated April 09 2020