How to Market Your Startup
- 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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