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How to market a startup?

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.

Pre launch

  • 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

  • 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.

Post launch

  • 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.

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