How Should Startups Approach The Question Of Marketing


Startups face many challenges and they juggle a lot of responsibilities. Without sufficient experience, company operations seem tedious and complicated. One of the biggest challenges that startups face is marketing. Marketing is a determining factor in any startup’s success or failure. That’s why it is essential to implement marketing strategies that suit the industry and which can generate greater reach. 

In the modern era, marketing has expanded considerably, as there are now several approaches and strategies to apply. However, you must have the know-how to implement the right ones properly. Here is how startups should tackle marketing to reap its benefits.

Setting SMART Goals

Startups should determine their end goal to know how to reach it. SMART is short for specific, measurable, attainable, relevant, and timely. An example of a goal is “write 20 blogs about our products by the end of the year.” Once the goals

are set, it will be easy to know what the company’s target market is, how to increase followers and generate traffic on social media pages and websites, and what goals should be reached in a particular time frame.

Determine Target Market

How would a startup apply marketing strategies without first knowing its target market? Identifying the target customer will make it easier to reach them and make them buy your product or use your service. Market research, existing customers, and current data will help the startup identify its target customers. Startups can work on their buyer personas once they gather enough data about their target market to build marketing campaigns targeting these customers.

Measure With KPIs and Metrics

The Key Performance Indicators (KPIs) and core metrics will determine if your marketing strategies and campaigns are successful. The KPIs and metrics should be measurable and specific in order for you to fully understand how your marketing is doing. They differ from one business to another; what worked for another startup won’t necessarily work for yours. That’s why SMART goals must be set to define the KPIs and metrics.

Hire a Marketing Team

Digital marketing is vast and full of technicalities that only experienced personnel can utilize properly. No matter how much you spend reading about marketing, hiring a team will save you effort, time, and money in the long run. You need to decide whether you will hire employees or outsource a professional team. As the digital marketing oracles at say, outsourcing a team is beneficial since you cut costs on employees’ training and get the quality of work you want immediately. Identify the positions you need at your startup and hire accordingly. Make sure to interview each candidate thoroughly to acquire the best talents for your company.

Work on the Right Social Media Platforms

Many startups use all their effort and budget to spread their posts around all social media channels. Few of these companies understand the difference between, and importance of, each channel. Posting on every social media platform will waste a lot of the budget that could be directed into the right ones with better results. For example, TikTok is more suited for a younger audience that wants to see engaging and fun content rather than a simple ad.

Facebook has all types of people, and you should know how to effectively use its ad offerings to reach your target customers. Study each social media platform and how to make the best out of it.

Never Underestimate Your Reputation

The general audience is now more well-informed than ever before, and a single unpleasant incident might harm your reputation and lead to financial loss. On the other hand, a good reputation can boost your marketing campaigns and have a multiplicative effect on them. Working on your reputation involves asking for feedback from your current customers, responding to reviews professionally, asking for testimonials, and fixing any problems that might have happened. Customers love a proactive business and most likely will do business with it regularly.

Build a Referral System

Word-of-mouth has gotten stronger with social media. It has been one of the most effective marketing strategies throughout history. Small businesses benefit from word-of-mouth more than other businesses as people love to support the underdogs. That’s why you should make use of your existing network and build a referral system that will attract more people to your business. Offering incentives for customers through a referral program will encourage existing customers to unreservedly refer your business to others.

Marketing is complicated and sensitive for startups that are not prepared. Hiring the right team for your startup and applying the right techniques and strategies will transform your startup significantly. Set goals that are measurable in order to build a successful marketing campaign

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