Marketing Your Startup The Inc Guide to Getting Customers, Gaining Traction, and Growing Your Business pdf pdf
UNDERSTANDING MARKETING SOFTWARE
Branding refers to specific elements that range from the logo to the color theory and how the logo is used on differentmarketing collateral, which is just a fancy name for websites, business cards, and letterhead. PR is only one of the marketing tools,and in order to be effective, you have to have a great online presence and consumer standing to back it up.
PUTTING IT ALL TOGETHER
By the time you finish reading this book, you’ll know how to put together a strategy that makes sense for you—whether you’ve allocated a bigpart of your budget to marketing or need to bootstrap your way to success. Itshould be the kind of experience that when you’re done and you’re going out to dinner with your friends at night you’re still talking about it and it takes up most of the dinner conversation.” Theyremembered personal details about customers and went as far as moving a customer’s car if her meter was up.
BRINGING YOUR BRAND TO LIFE
You can do that, says John Cinquina, the founderof brand strategy agency Red Meets Blue Branding, and author of Build Great Brands, by periodically holding a strategic meeting with your organization’s key stakeholders to clarify the plan THE BRAND OF “YOU”For better or for worse, our company is a reflection of my thinking, my character, and my values.” “ RUPERT MURDOCH Now your company has a brand. You may have paid a design company to create a logo or a new name and a custom color scheme and paid a web designer to create a website that matched your logo.
FIND YOUR TARGET
Once you have a general idea of who you’re already talking to and the crowded space you might want to avoid, write out a list of each feature of your product or service. Once you have your benefits listed, make a list of people who have a need that your benefit fulfills.
Figure out not only who has a need for your product or service, but also who is most likely to buy it. Think about the following factors: AgeLocationGenderIncome levelEducation levelMarital or family statusOccupationEthnic background CONSIDER PSYCHOGRAPHICS Psychographics are the more personal characteristics of a person, including:PersonalityAttitudesValuesInterests and hobbiesLifestyleBehavior Psychographics help you figure out how your product or service will fit into your target’s lifestyle.
EVALUATE YOUR DECISION
For the most accurate data, you’ll want to canvass a real cross-section of customers: the net promoter or raving fan; the power-user who always provides quality, actionable feedback to the dev team; themature, fully implemented customer who doesn’t say much, but will likely never leave; and even those who, let’s face it, aren’t all that happy with your brand. Social media has made it possible for small startup businesses to reach millions of consumers with the click of a button: Just consider the fact that adults now spend five and a half hours a week on 1 social media, and just under half (45 percent) of U.
DEFINE YOUR IDEAL CUSTOMER PROFILE
Research takes a lot of forms and should include, at minimum, the following:Identifying your target audience (you’ve already done this) Audience segmentation (how different members of your audience should or could be targeted). Competitive analysisCustomer surveysAudience pain points in relation to your product or service This research serves as the foundation for every campaign you create for pre- and post-launch efforts.
IDENTIFY WHAT MAKES THEM TICK
Once you’ve spent time discovering your ideal customer segment, figure out the platforms that they hang out on, given their specific interests. A good path for discovery would be to speak to some of your potential customers in and around you.
IDENTIFY THE FORMAT AND MESSAGING
Once you know the channels, you have a better understanding of the format the content will need to take. Choose one or two channels that you believe will most effectively reach your potential audience, and thenformat your messaging and craft content to fit the chosen channel or channels.
DETERMINE YOUR PRIMARY GOALS
After homing in on where your audience is, define your goals. While many large, established corporations use marketing across channels to facilitate growth in all areas of business, it’s morelikely that a startup will focus on one or two of the following: This requires a long-term investment and results usually aren’t seen for many months.
CHOOSE YOUR CHANNELS
But from a pragmatic standpoint, letting professionalswork their magic often makes more sense than risking a sloppy job that has to be redone—particularly because compared with other marketing initiatives, this one doesn’t need to set you back tens ofthousands of dollars when you outsource to a pro. Whether you want someone to click through to your site, to callyou, or to respond to a survey depends on the nature of your business.
Chapter 12 for more on marketing software)
Choose a software provider that offers design options that make sense for your business, and don’t underestimate the power of professional copywriting, if you can afford it. It may also beworth upgrading to a software package that includes technical support, so you don’t waste your valuable time trying to troubleshoot if you run into hiccups.
SOCIAL MEDIA MARKETING
The more specific you are with your goals, the more you can tailor your ads to help youreach your goals, and the more you can track your progress to make necessary tweaks to your ads. Instagram users can then tap on your location name and see: Your location on a mapOther photos and videos you’ve tagged along with your business informationPhotos and videos your customers have tagged along with your business information It’s easy to add a location to your posts.
(If you want to savethose pins for your own reference later, switch the boards to private so that only you will be able to see them, and they won’t dilute the focus of your profile and brand.) Set Up Your Pinterest Business Page It’s important to make sure that you create a business page as opposed to a personal page because it gives you access to more features, such as analytics and rich pins. To create a board, you simply click Create a Board that will show up on your profile page, fill out the name of your board, description, category, if you want to include a map, if you want it to be asecret board (a board only you and those you invite can see), and any collaborators you want to add to the board.
9 YouTube each day
If you’re starting from scratch, your goal is to use YouTube content to build a loyal audience, one that consistently watches your videos and interacts with you. Youmay be charged anywhere from a couple thousand dollars to more than $15,000, depending on the scope of the project and the type of partner you select.
Content marketing, which started as the idea ofcreating content that helps consumers, with the side benefit of generating interest and ultimately, selling, is the antithesis of the traditional “push.” One other note: We’ve put content marketing in the Online Marketing section of this book, because small businesses most commonly start their content initiatives with online articles, blogs orvideos. If you decide to hire a writer on your own, you may pay anywhere from a few hundred dollars per piece for someone with less experience who writes on the side, to tens of thousands to use an agencyarmed with an arsenal of seasoned writers and content strategists who can create and maintain a content calendar, ensure your content is top-notch, and make sure it’s always aligned to your broadermarketing objectives.
In 2017, there was a more than 100 percent increase in Google searches for “influencer marketing ROI.” Getting Connected One of the best ways to connect with known influencers in your niche is simply to build a relationship with them. Once you have an idea of the prices you’re likely to be facing, you may want to consider a test, especially if you’re working with multiple influencers or on more than one channel.
This iswhy your direct mail marketing should have a strong call to action, which in most cases will be to send people to your website for more information, to receive a discount, or to download a free pieceof content. It all depends on who your target market is.” What’s more, TV still has a certain cachet, and can signal to a certain market that you’re for real, making it appealing to businesses that are looking for a strong branding play or trying to boost namerecognition.