by Jeff Shuford
March 4, 2024
Start-up companies with good marketing plans and products are far ahead of most companies starting out.
First publication date is March 22, 2019.
Start-up companies with good marketing plans and products are far ahead of most companies starting out. One of the first questions that arises is whether a company will do its marketing in-house or outsource it to an agency. In fact, both of these options have advantages as well as disadvantages.
Working in marketing as a startup founder gives you control over every aspect of your marketing campaign, but this can be risky since many startup founders may not be very marketing savvy. may be accompanied.
Outsourcing your startup's marketing can be risky. Not all marketing companies are created equal. If you have a small budget, one marketing company's underperformance can severely limit your cash flow.
self education
Self-studying in the marketing field is difficult, but completely possible. There are training programs for almost every part of online marketing, including PPC, Google Adwords, and affiliate marketing. If you want to learn Adwords or PPC, you need to find out which classes/certifications will give you the best results. After self-educating, it's important to remember that your training is not industry-specific. This is why it's important to try a few different approaches to content marketing, SEO, PPC, and more.
It can take months to find the tactics that provide the greatest ROI. This education can also be provided to your staff, as it will help them better understand your marketing strategy. Many of these classes can be depreciated at tax time. Think of it as an investment in your company and its employees.
Become an industry thought leader
When startup founders reach out to industry publications, they usually receive a significant number of responses. This is why you need to take the lead in becoming a thought leader in your industry. This doesn't always mean you have to write an article, but it might mean appearing on a podcast or agreeing to an interview. Companies that are industry thought leaders tend to derive their lead solely from the respected name of their founders. As a founder, you should see it as your personal mission to become well known throughout your industry.
Other opportunities to establish yourself within the industry include conferences. Certain conventions offer an opportunity to talk about something specific that has many benefits for speakers. This presentation will not only be shared, but you will also be able to achieve a significant increase in sales after the presentation. As we all know, conferences are hotbeds for deals, so a great presentation can lead to a huge deal for your startup.
build a team
Building a great team can be difficult, but there are many benefits. This team doesn't need a learning curve when it comes to the brand they want to build, as it can be instilled through training and reminders. In-house teams also have direct responsibility, but contractors may also pass the responsibility onto their employees. This in-house team is an investment. But if your marketing team can drive conversions, it can be a great foundation to start your startup.
How to build the perfect team:
• Find a great content strategist who can keep your content calendar exciting and informative.
• You don’t necessarily need a social media coordinator, but you do need someone who writes great social media copy. This can be a contract or an individual position. A dedicated copywriter can use Hootsuite to create a month's worth of tweets in a matter of hours. This post points out potential issues, so you should be careful when automating all posts.
• Talented writers are essential for online marketing campaigns. So he looks for a few contractors, while keeping one or two writers in-house for urgent work.
• People who specialize in other types of content, such as videos and infographics, are invaluable. Content shouldn't just be in written form, so diversify your team with people who specialize in this type of content.
Take advantage of free marketing
Social media can market any business, regardless of size or industry. Social media is also free, so you should create social media accounts for your startup. This is a great place to engage with people who could become potential customers. For startups, generating buzz through social media is invaluable. Visibility is something that all startups strive for in their early stages. Social media profiles are often some of the first Google search results for businesses. Engaging with peers is not only a great way for companies to network, but also potentially launch new business.
Other free marketing opportunities include directories and forums. Although they are not as effective as social media, they are inexpensive and therefore pose no real risk. Subreddits are a great place to get real feedback on your products and ideas. This is not marketing, but many people on Reddit are helping and educating, so you can use it as a test group.
As a startup founder, working on marketing internally and personally is a huge responsibility. Not only will you build the best possible team for your marketing, but you will also establish yourself as an individual within your industry and monitor your lead and sales flow. Taking marketing in-house isn't always an option, but it should at least be considered.
Related content: “Be your own marketing engine,'' the founder of Carlmix talks about the key to business success
