8 Killer Ways to Market Your Tech Startup
With the rise in popularity of entrepreneurship, everyone is now creating a new tech startup and yes this is exciting, the problem that arises is that many companies are just going to stay at a startup level. We like to always think about how Facebook and Google were started in a college dorm and spread simply by word of mouth, but the truth is, word of mouth can only get these companies so far.
Creating a great product is half the work, getting the word out about your product and essentially advertising it, is the other half. If you want to grab people’s attention and make a reputation for yourself, you’ll need a solid marketing strategy to get the word out. Most likely you are going to be up against the competition, either established competitors in your industry or from other startups. Meaning that you must find a way to market your new tech startup in a creative way that gets people’s attention and differentiates you from the rest of the companies.
The good news is that startup marketing done right can help to cater to your target audience whether you’re B2B or B2C and whether you offer a product or a service. With a little effort and the right toolkit, you can catch people’s attention, introduce them to your brand and convert a social media follower into a customer. Here are eight ways to do just that.
1. Display Advertising
Display advertising has seen a dramatic change over the past few decades from print being the biggest form of distribution to now having online advertisements that are not only targeted but are unique to specific audiences.
When getting started with display advertising, it’s a good idea to test your ads across multiple platforms including Google, Facebook, Bing, and LinkedIn. Tailor your messaging and imagery to each platform and run variants of the same ads to figure out what works best. You’re likely to find more success on one ad network than another, and it also depends on what your goals are. Just make sure your advertisements will produce tangible results so that you can measure their performance and overall return on investment (ROI).
2. Paid Search
Paid search allows you to anticipate the intent behind a search and therefore cater to that audience accordingly. Informational queries tend to be cheaper to bid on and are a good choice if you’re looking to generate leads by offering whitepapers and webinars. Transactional queries tend to be more expensive, but they’re also more likely to lead to a direct conversion.
For the best results, it is always important to test different ads, focusing on different intents and on different platforms such as Google or Bing. Also, it is important to keep in mind that even though display ads are great for building awareness, paid search tends to be more expensive. Therefore, you want to make sure it is leading to some tangible results for your business.
3. Organic Social
With recent changes to Facebook and Instagram algorithms, showing your content to less of your followers, it can be pretty easy to forget about organic social media and the impact has to grow your business. There are many different avenues for organic social media marketing such as joining in on discussions or trending topics/hashtags. Rather than trying to jump in immediately and sell your product, it is always better to provide value to your customers first, let them engage with your business and then sell them afterward.
4. Content Marketing
Content marketing is a key element of an inbound marketing strategy, a style of online marketing that relies on bringing customers to you through the creation of high-quality content that they actually want to consume. The idea of interrupting people with billboards and magazine ads no longer work, and now you must provide value for your potential clients to engage with you.
There is a wide scope for content marketing which includes videos, imagery, audio and written. There are different approaches that you can take, such as educational posts or inspirational posts, or simply comedic posts. There are many different ways you can engage your audience and the key thing to remember is to test all sorts of content. You never know what people will respond to and so it is always best to test different types of content and then after pinpoint one or two that you have noticed worked really well for your business.
5. Direct Email
Email marketing may seem like old news, but that does not mean it still isn’t powerful and not delivering any results. In fact, building and nurturing an email list is vital for any marketer because it’s another owned asset that they can maintain full control over. There are many benefits to keeping an email marketing list if you ever plan on changing your business or announcing a brand new product.
Email is powerful because of its low barrier to entry, and because of its automation and personalization options. But in order to get your email to be viewed by potential clients, you have to go through different testing and using different headers/captions.
6. Special Events
Special events are great because they allow you to bring people together around a common cause. You can either create your own event, centered around something that is related to your tech startup, or you can sponsor someone else’s event. Events come in many different shapes and sizes, from pop up demos at industry conferences to huge parties and product reveals or even just private networking events. This is going to be all dependent on the type of business you are, the finances you have, and the type of event you want to host or sponsor.
7. PR Campaigns
Public relations can help all sorts of different companies, but tech companies are particularly well-suited for PR techniques because of new technologies area hot topic that people want to read about. Working with a professional PR company can be the best option for a new tech startup, but if you are limited in resources, there’s still plenty you can do on your own.
Start by drafting a press release about your company, and showcasing it in a light that makes it stand out and catches people’s attention. It can also be beneficial to get acquainted with journalists who work for publications that cover your industry, in order to have your startup showcased on these publications.
8. Guerrilla Marketing
Tech is about taking risks and trying things that others have completely overlooked and similarly, you can apply the same strategy to anything. Guerilla marketing and social hacking are all about thinking outside the box and doing something creative as a means to get the word out about your company.
In the simplest sense, it means using non-traditional methods of advertising; if you were a trendy clothing brand, for instance, you might consider graffiti art (wherever legal). Netflix left cryptic messages on the Turkish version of Reddit to advertise the show Black MIrror. There are no rules when it comes to guerrilla marketing, which makes it perfect for ambitious tech startups. Be creative, do something that makes you stand apart from the rest and you will definitely catch people’s attention and get the word out about your new tech startup.
When it comes to marketing for a startup there are many different things you can do. Our suggestion is to focus on the basics, such as the points listed in this article, and then slowly work your way up. Marketing is important for all businesses to grow and eventually get recognized and therefore we sometimes recommend getting a marketing company to take over the marketing side of your new tech startup. This can allow you to focus on your product and other aspects of your business while knowing that the marketing of your tech startup is being taken care of. If you would like to know more about the marketing services we provide here at web4you, please email us at firstname.lastname@example.org.