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With all the tasks on your horizon when you’re launching a startup, it can be easy to neglect marketing in the early efforts, but doing so is a huge mistake! The biggest thing on the minds of startup owner’s everywhere is the same: how do I make my business recognizable, well-known, and flooding with customers? In the business of rapid growth and expansion, marketing can be your best friend.
First, consider the way you’re shaping your offer to potential leads and customers. Highlighting what makes your business different than existing alternatives is the best way to market to a new customer base. Emphasizing the benefit your company offers to consumers should be your number one priority, and doing so is a solid first step in creating a well-known and trusted value proposition.
Because you’re working with a startup, you might not have the best sense of where it’s most worthwhile to be marketing your product/service yet. There are a couple ways you can jump this hurdle, starting with some extensive customer research and segmenting/targeting your market. Once you’ve done your research or had some experience talking to clients, create buyer-personas for some common characters your customers can fit within. This way, you can have a better understanding of your target market and the best ways to sell to the different audiences within it.
Email marketing gets a bad rep, but it’s really a great way to establish loyalty with your customer base. If your email list is growing, don’t take advantage of the space in your customers inbox, but don’t disappear either. Take note of what your customers ask the most questions about, and highlight answers to those questions in bi-weekly or weekly email newsletters. In a world where people’s inboxes are clogged with promotional offerings and countless messages from other companies, set your business apart from the crowd with a commitment to a humanized experience. Don’t make your emails look too automated, ensure you’re addressing each customer by their name, and keep your subject lines short and week. Email marketing can do wonders for humanizing your brand, so take advantage of other business’ mistakes in not doing so!
Email marketing is a great segway into another really valuable tip for startup marketing; content marketing! I’m sure you’ve heard it before, but building content can help establish your brand as recognizable, reputable, and helpful. Posting news, customer spotlights, how-to’s, and guides related to your offerings but also your industry as a whole is a solid way to get your name out there. Promoting webinars, reports, demos, guides, and other opt-ins are a great way to grow that email list and traffic on your site, but don’t stop there.
Advertising from multiple points of attack before you can narrow in on what works best for your business can also teach you a lot about your customers. Find a few social media platforms that have the most traffic for your target market, and master them before you open 10 others. Social media can help humanize your brand, promote engagement, and solidify your business as a part of your target markets daily lives. If you’re committed to getting your social game going, make sure your website matches that level of commitment. Clear landing pages with strong call-to-actions and concise value propositions make your website more user-friendly, so don’t overlook the details.
For more startup marketing tips, tricks, and trends, check out the WordStream blog.