#Asia 7 tips for tackling the mad world of startup marketing


From building a social network and creating a lasting impression to building a strong team and more, the author shares insights how to successfully market your startup

The author Sophia Smith is a Digital Marketing Consultant at Submit2Rank. She has over 15 years’ combined experience in Internet marketing, brand marketing and social media marketing.

Startups often run out of cash and are slammed with responsibilities, resulting in a crunch for time. This form of agile and lean operation requires a particular marketing power. A startup certainly cannot invest all the money it desires in marketing, yet at the same time, it requires good marketing. The question is how?

These seven tips will help take one’s marketing approach off the ground.

1. Build a strong and savvy marketing team 

Before getting started on the startup marketing campaign, it is crucial to build a savvy and strong marketing team. No matter whether it is one single employee solely focussing on marketing or a group of staff who build and strategise novel marketing campaigns, a marketing division is a must, indeed.

When the founder of a startup company is asked about his daily schedule, they will come up with a long to-do list, and marketing often gets overlooked. Thus, if one desires to market their startup successfully, they should ensure a good team and their job description must include developing as well as deploying day-to-day marketing strategies.

Also Read: 5 of the greatest digital marketing pitfalls

2. Choose the right target audience 

Often an excellent idea or concept that a startup founder has in their mind may not fly for the general masses. A crucial step to successful marketing for a startup is to select the target audience wisely.

Unless one is already a brand that is universally recognised, a marketing approach which attempts in appealing to the general public completely is going to flop for sure.

Here a good tip is, after having the product, idea or service in place and when all is set to go, the startup should think seriously as to who will want its product mostly. After this question has been answered, it will attain that position right away and strive to target that audience. Consulting a professional SEO company will be of great help too.

3. Be social everywhere

Today’s startup culture has a dimension which differs vastly from that of the startup settings some years ago. The 21st century is a time where a startup founder needs to keep the significance of social networks in mind.

One should consider that not every social activity of your startup needs to go up on the top four sites, namely Twitter, Facebook, Google+ and LinkedIn. Yes, of course, one’s startup requires having a presence on these social networking platforms, but there are some other places too, such as YouNoodle, Spiceworks, IBM’s Midsize Insider (now called PivotPoint) and AngelList that are platforms designed exclusively for startups.

When a person starts a company online, he/she creates networks with people and the way such networks exist is on the social web. A startup founder should put his online startup on these social networks and be ready to make a splash. The key is to engage consumers on these networks as much as possible.

4. Simple is always better 

To create content for marketing a startup indicates making a connection with the target audience. In fact, to keep it simple is always the best way for getting information across to people who are not industry experts. One’s content ideally should be simple so that people having no knowledge in the domain will not face any issue in understanding what it actually says.

Also Read: 2 simple ways to further personalise your marketing outreach

5. Efficient email marketing 

Email marketing, when carried out in the right way, will act as a fantastic means to aid in marketing one’s startup. The trick is to prevent sending too many emails, as this is likely to hurt marketing efforts instead of helping it.

An email marketing carried out successfully means to stick to a firm schedule so that one’s followers can expect their blasts and also look forward to reading what they have to say.

Remaining focussed on the target audience while selecting the topics, theme and template to be used in the email are crucial. A startup founder should let their followers know regarding upcoming events or contests that they are hosting and also work on building a group around these emails.

The right email marketing tactic can do wonders for one’s startup, provided it plays its cards right. It should focus on optimising the marketing funnel which will surely get good results in the future.

6. Maintain professionalism 

Although the startup community is full of sneakers and ripped jeans, maintaining a degree of professionalism is always vital. If a startup founder desires their company to succeed, it means marketing both themselves and their business as trusted and professional entities.

Although at times this may be difficult, meeting deadlines whenever possible can help. Being professional will stand true within the realm of social media too. Anything one publishes online in today’s world is with them for life. Hence, they should ensure that their tweets and posts are edited always and the photographs they have uploaded are all PG-rated.

7. Create a lasting impression 

Regardless of what a startup founder is doing or where they are, they will give their best to leave customers with an impressive and lasting impression both of them and their business. It is essential to draw attention to the unique service, technology or idea that one offers in the elevator pitch.

Being bold and thinking out of the box is always the key. Giving people a taste of something, which they have not experienced earlier on, will give one an edge over others. When competition is really tough and within the startup world, it is crucial to lay emphasis on things which will make one’s startup different.

Also Read: How to create an iconic brand in the digital era

It is extremely important on the part of the startup founder in ensuring that the concept/idea behind their startup is clear. And to also make sure in creating unique strategies which will not only sell the product/service but its lifestyle too.

Startups are never easy. It is only when one gets the marketing right that the business can successfully take off. Simply follow the tips mentioned above carefully and gain marketing success. They are sure to turn one in the right direction, thereby setting the startup marketing ball rolling. For further assistance, one can also consult with a company that offers professional SEO services. 

The views expressed here are of the author’s, and e27 may not necessarily subscribe to them. e27 invites members from Asia’s tech industry and startup community to share their honest opinions and expert knowledge with our readers. If you are interested in sharing your point of view, please send us an email at writers[at]e27[dot]co

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