When you are a startup, one of your major concerns revolves around "How will people hear or learn about my offering?" Yes, you are on social media and are posting content daily, yes you do have a fascinating website, yes your offering is unique, but do people know about it? This is where you feel the need to market your startup. After all, it is vital that your offering has managed to make some noise especially if you wish to attract investors and venture capitalists to fund your dream.
Here are four simple Marketing tips that can take your startup a long way.
Difference between publicity and marketing
It is vital to understand that there is a vast difference in between Marketing and Publicity. Activities like initiating Public Relations and featuring your startup across several media vehicles is publicity. Marketing is the larger umbrella under which Above the Line (ATL), Below the Line (BTL), New Media, PR, etc are featured. One of the best examples being that of Motorola’s acquisition by Google. There was so much spoken in the media about the move that when it was finalized, it was articulated positively by all.
To market your startup, the trick is to find a balance in between the two. Use effective PR vehicles i.e. trustworthy mediums like the most reliable newspaper, radio station, web portal, etc. to publish your press releases and interviews in. As far as Marketing is concerned, it involves some well thought of tie ups. Hence, when you are marketing your startup, aim towards building partners and associates, this trick would bring down your spending drastically. What you can offer in return is cross promotion on your platforms like the website, social media pages, etc.
Word-of-mouth is your best friend
"Word-of-mouth marketing has always been important. Today, it’s more important than ever because of the power of the Internet." -- Joe Pulizzi & Newt Barrett
Wouldn’t you trust what your colleague or friend tells you about a particular offering as opposed to an advertisement? Word-of-mouth is very effective as a Marketing tool. Use this trick to not only bring in more business, but also to spread awareness about your startup. All you need to do is win a few hearts and then witness the magic.
Referrals from existing consumers
As stated above, word-of-mouth is very effective. But as a marketing tool you must aim at seeking referrals from existing consumers. These would be in the form of testimonials from individuals and reputed organizations. They help you market your business as a trusted name. When you are starting out, it is important that your business is perceived as a trustworthy name who has managed to get wonderful reviews from existing consumers. If you are a restaurant startup then portals like Zomato and Burrp can be very important for brand building.
Find a good influencer
Influencers are those who can help you market your startup to their existing follower base. They could be over the web i.e. social media or a well sought after organization. Social Media influencers are the ones who have thousands of followers on Facebook, Twitter and so on. Tata Bolt in their recent campaign used social influencers on Twitter like Tendulkar and Rahul Nanda to market the car. So if someone like Tata Motors can use this marketing trick, why not a startup?
When it comes to on-ground influencers, they are third party brands like media houses that you can cross promote your business with. Several e-commerce players like LocalBanya have partnered with reputed organizations like Times Group for this very purpose.
Applying these four simple Marketing tips can allow you to not only spread awareness about your startup, but also help bring in some business. After all, any business is good business when you are just starting out.