Adopting The Right Marketing Strategy For Start-ups

For the sake of increasing visibility with the targeted audience of a startup, to carry out a project, and to deploy its audience in the media and on social networks. An entrepreneur must put in place an effective communication and marketing strategy.

Attracting prospects and turning them into customers

This strategy mainly consists of gaining fame in the main real life audience hubs (workshops, fairs, corporate events, business conferences), as well as online (Twitter, Facebook,  Instagram, LinkedIn) and blogs such as WordPress, a blog tracing the launch stages of the startup is an interesting way to generate commitment and gain in natural referencing.

Moreover, the company should ideally develop its own identity to better distinguish itself from the competition. Depending on the available budgets, a corporate logo can be produced internally, or by hiring a graphic designer.

A business card is also vital to attracting customers and expanding your network. It is therefore recommended to invest some capital into designing an attractive name card.

The use of inbound marketing will make it possible to sort the first prospects among the visits generated on the company’s website, in order to find those who need or are most likely to be interested in the start-up’s products and services. And that is before turning them into full-fledged customers through the completion of a sale.

Gaining more customers, segmenting campaigns

Thereafter, the marketing strategy will focus more on supporting the launch and marketing of products and services, with a double objective of increasing the customer base while attracting business angels and venture capitals.

To achieve this, it is necessary to acquire an appropriate customer segmentation, with the help of effective marketing software, such as HubSpot for Instance. The startup can also use search engines and social media ads to reach a wider range of audience, and gain visibility to Internet users that are performing a specific search.

Each startup adapts its strategy according to its objectives and financial means. However, it must always ensure that the audience of its marketing campaigns is adapted to its consumer targets (in terms of profile, age, personal or professional situation, etc.).

Improving and optimizing the marketing strategy

Building rich and engaged customer conversations is one of the key marketing pillars to support steady and exponential growth, while deploy a continuous improvement logic. This can be done through surveys allowing the measuring of satisfaction, feedback on online discussions, as well as accounts on the platforms, or even physical meetings.

These returns will also be useful to optimize the ergonomics and the ease of use of products and services. Such feedback can also be useful to the development of turn-key integration solutions within the ecosystem or home of customers. After all, the service offered by the startup aims to simplify the daily life of clients and to meet their needs as finely as possible.

Finally, the implementation of performance measurement tools for marketing campaigns is crucial in determining the strengths and weaknesses of the start-up’s marketing strategy. This way, the funds can be allocated on what works, while making it possible to correct what needs to be improved. The implementation of such performance measuring tools can also be beneficial to the optimization of finances and thus allow for more efficient budgeting.

Uwain Bennion

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