Capital venture companies have given wings to the business dreams of young minds. A promising idea gets converted into a great product and a small team of entrepreneurs slowly establish a company. But, a great product is not the only requirement to succeed. Marketing also plays a significant role. Startup needs you to have both, a great product and great marketing. Apparently a startup needs to gain more from marketing than any other company. It might seem as a different science but good startup marketing is not a myth. Here are a few ideas which startups can consider.
P.S: They may sound easy but require significant amount of hard work and dedication.
- Converting your product into a brand is one of the most essential activities. Build a unique brand first. The name, logo, design, packaging of your product should stand out and mean something. They interact with the consumers before the actual product does.
- An attractive and insightful website is the best way to begin. Build a good web presence. If possible upload a small demo or e-guide of product/s.
- Good media exposure is important to create awareness and build contacts. And press releases are a good way to achieve that. Give the press good content about the product. A short trailer to build curiosity can be a good idea.
- A number of exhibitions, fairs, seminars etc take place throughout the year. Take part in them. Build your network before you need them. However, launching a product during/at these events is not a good option.
- Launch of a product is the first step to penetrate into the market. Everyone wants it to be a grand experience and hence founders are ready to chunk huge amounts on such events. But, big bang launch of a product is actually a waste of money to startups that are tight on funds. Keep it a simple event. Invite key industry people and press. Let the product talk and not the money invested in the launch.
- Carry forward pre launch activities. Maybe you can start posting blogs on website or make presence on social media platforms as the launch date arrives. Build good business connections.
- Once the product is launched in the market, craft a marketing plan at least for the next 6 to 12 months. Focus on selling the solution in your communication. Educate consumers about how they can solve the problem using your product instead of telling them what problem they are facing.
- Guerilla marketing or viral video content can be a good tactic. Distribute t-shirts or other giveaways with your brand visible on it. It helps in generating brand recall. Viral videos sound like an exciting option but are very tricky. You may create a video which you think can go viral but once released it may not. There is no formula to make a video go viral.
- Start targeting early adopters and innovators. They are the first ones to try new products. If possible involve them in your team to develop a better product.
- Expand web presence. Generate more original and relevant content. An active presence on social media has become mandatory for all brands. Invite blog writers/ review sites to review your product and publish it on their site. But before publishing, make sure you know what you need to publish. Once you have a good database start sending e-mailers, newsletters, promotional offers etc. Depending on what product you have, video content should be developed for video hosting sites.
- Another good investment is Web banners, pay per click ads and search engine marketing, in app ads etc. They usually come in the complete pack of digital marketing.
- Offline public relations also play important roles. Be everywhere. Majority of startups fly around in the digital space and stay invisible offline. Remember, there is a real world. Smart guerilla tactics can be a cheap yet a beneficial move.
- Keep Newspaper ads and television commercials for later stages as they can empty pockets.
To sum it up, a startup is not a child’s play. But once you get into it you need to nurture it as a child and appropriate marketing would always help you raise this child better.