What does it mean to do marketing for startups? And can start-ups, which by definition have limited economic funds, benefit from marketing strategies?
The starting point for every new entrepreneur is to have a clear objective to aim for and use the means at their disposal in the most efficient and scalable way possible.
In marketing strategies for startups, the word “scalable” can be considered key especially for innovative approaches to business such as Growth Hacking. Scalability in the start-up world means making your business easily replicable, thus increasing the size and turnover exponentially.
Internet and web marketing are, in this perspective, the main tools for reaping almost immediate scalable benefits at very low costs.
Offline marketing, on the other hand, for magazines, posters, flyers, brochures, business cards and so on, remains effective in many cases, even though it requires much more important economic efforts.
The best marketing strategy for start-ups cannot be defined in advance, nor can it be judged whether one is more productive than the other, as the choice depends on different variables that must be considered according to the company’s purpose, objectives, activity and financial resources available.
An excellent marketing strategy for online start-ups, for example, could be to start a web marketing campaign to develop new business relationships through the Search Engine Marketing (SEM) tool, that is, the set of activities that are aimed at orienting network users, potentially interested in that kind of business, towards a pre-established web portal. With SEM, the potential customer generates interest in the product or service proposed, but it is the website, its usability, its aesthetic appeal and the strength of the call to action, which will then generate the purchase or lead.
Many other tools can be used to do marketing for start-ups in a scalable way: SEO, banners, advertising on social networks, e-mail marketing, creation of content for blogs, as well as offline marketing tools such as events, participation in trade fairs, use of traditional media such as print, radio and TV.
To achieve a good marketing strategy for startups, therefore, it is useful to have in mind the objectives you want to achieve and develop a good promotional activity accordingly, taking advantage of the synergy between online and offline marketing.
The BizPlace Team
