Advice from the Pros

A collection of free resources for entrepreneurs and advice for start-ups.

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How to Market Your Startup

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Getting Started

  • In today’s environment, marketing needs to be involved early in the sales process.
  • The first key to marketing your startup is determining your audience–your “buyer personas.”
  • Buyer personas are the common traits of the prospective customers you should be targeting.
  • It is worth the investment to hire someone with expertise in creating buyer personas.

Consistent & Targeted

  • Tailor your language to your specific audience; marketing today is one-to-one.
  • There are often multiple people involved in the decision-making process, and your messaging may need to be different for each of them.
  • It is critical to have a consistent marketing messaging and useful content to attract and share with your target audience.

Getting the Most Mileage Out of Your Tactics

  • Choose marketing tactics that will help you break through the noise and clutter; think outside of the box, and get creative.
  • When you create a good piece of content, think about how you can use that same content multiple times and extend its life. Can you repurpose it as an ebook, an infographic, a blog post, a video, social media posts, etc.?
  • People learn and internalize messages differently. Sharing valuable content several times, but in different formats, is a way to create multiple touch-points with prospects.

The Price of a Lead

  • Determine how much you are willing to spend per lead and to get in the door with those top prospects; that dollar amount will vary based on the potential long-term revenue the relationship could create.
  • A large part of the value in marketing is nurturing a relationship until the prospect is ready to buy. Help educate the prospect on how you will solve their pain point.

Analyze to See What Works

  • Spend more dollars on the campaigns that are most effective for your unique company.
  • Subtle changes to marketing tactics can make a big difference in people’s responses; A/B testing can help you determine what works best.
  • If you opt to do A/B testing on your tactics, be careful about testing too many things at one time or you won’t be able to correlate the adjustment to the outcome.
  • Be careful not to “come on too strong” by pushing for a sale before the prospect has had time to learn about your product or service and how it can help them.

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