Without marketing, you have no startup.
It doesn’t matter how in-demand your products or services are, or how much money you have backing you. How one of your partners has built a one or more business from scratch: if you don’t market your company, customers will not come!
Yet, understand that when you do begin marketing, you will make mistakes. It simply goes with the territory.
So what types of startup marketing mistakes might you make? Here are a few.
1. Having no startup marketing plan.
We’ve seen this quite often: professionals with years of great experience under their belt decide to start a business and believe they’ll figure out their marketing as they go along.
Instead, the wisest thing to do is to start thinking of a marketing plan as you plan your startup.
To create a plan, decide your marketing goals. Then reverse engineer it: what are the steps you will have taken to achieve it.
Then break it down into manageable steps: there’s your plan!
2. Going with your gut instead of the data.
Study your analytics. Do so regularly. Measure sales volume compared to your PPC spend, website traffic, social media engagement, website visitors, email click-throughs, and so on. Test and find out; find what works and what doesn’t. Make changes (test again).
Remember that your marketing will always change: what worked last year may not work this year. Study your results: how did page views change? From where did most of your web traffic come, how many people clicked on your social ads and how many purchased when they did so.
Never, ever become complacent. Study analytics and listen to what they’re telling you.
3. Creating a great-looking website that isn’t optimized for search.
Search engine optimization (SEO) still matters. A lot. A great looking website is…great. But if it doesn’t have the keywords in its pages, its blog posts, its meta tags and descriptions, etc., it won’t show up in search results at all.
Without SEO, a beautiful website is pretty much “all dressed up with no place to go.”
4. Boring content that provides no value.
People won’t buy from you unless they know they can trust both your character and your expertise and content marketing is one of the best ways to gain their trust.
Yet many startup marketing mistakes entail marketers providing content on your website pages, blog posts, email messages, social media posts, reports, videos, etc. that don’t help prospect solve problems and reach their goals.
Your content should be engaging and interesting. It doesn’t have to be humorous, but the writing should be lively and accurate, providing the information your prospects seek.
5. Neglecting the user experience.
As mentioned above regarding the need for an optimized website, a gorgeous site will do you no good if your visitors can’t quickly find what they’re looking for on it.
In fact, if you need to choose between gorgeous website and functional website, choose functional.
Do pages load quickly? Do you offer an obvious menu that helps people find the information they seek.
User experience, in fact, is now considered so important in marketing that it’s become critical when ranking in search results.
Startup marketing tactics continually evolve but effective strategies pretty much remain the same:
- Have a solid marketing plan before ever beginning your startup marketing efforts.
- Make sure website is optimized for search.
- Embrace your data.
- Content needs to be informative and engaging.
- Your website needs to be easy to navigate.
We have been helping new businesses with their startup marketing for years: our client Ashling Partners has had year-over-year growth of more than 300 percent between 2019 and 2020. Learn more about how Ingenex Digital Marketing can help your startup with its marketing.