Startup Marketing: Where to Begin

Oct 03, 2018

Article ImageStartup marketing can be a very complex endeavor. If you’re short on cash, it can feel downright intimidating. But, there’s no reason to fear spending your time, money, and energy on digital marketing. Digital marketing is vitally important for the growth of your business.

So, even if you do not yet have a crack team of experienced marketers at your side, you should begin building the foundation of your digital marketing strategy right when your company opens.

In order to get the most bang for your buck, you’ll need to be patient, plan, revise, and research. There are only so many hours in the day and time management for new companies is extremely important, so you’ll want to use your time wisely so you don’t neglect any other duties or burn through too much cash.

Narrow Your Target Market

You may believe that everyone will enjoy your product or service as much as you do, but it is an unfortunate reality that not everyone will be interested in your startup. This is not a reason to give up, simply a reason to refine your marketing strategy.

Digital marketing is about being persuasive online. In order to do this, you'll need to know whom you're speaking to.

Start with questions like the ones below to build a profile of potential customers:

  • Who do you believe will be interested in your product or service?

    • What are some shared characteristics? (e.g. age, location, interests)

    • Do you have existing customers to base this assertion on?

  • Who is the competition marketing to?

    • Would you benefit from marketing to the same people?

  • Who is underserved?

    • Why are they being ignored?

    • How can you better serve them? 

Research Social Media Platforms

So you may be tempted to pour all of your time and energy into outbound marketing, inbound marketing, specifically content marketing, is the best way to help grow your startup. Content and social media marketing will help you build better customer and business relationships, build a brand identity, and generate quality leads.

But, instead of simply blasting out content through every known channel, you should take a more measured and focused approach, especially when you’re just beginning. Research which social media platforms are best suited for your target market and your specific brand and message. Devote yourself to one or two of the best platforms and stick with them. Instead of doing a mediocre job with five social media channels, concentrate all of your efforts on one single, powerful social media campaign.

Your content on these channels should be:

  • Crafted with the best UX design in mind

  • Penned with extra care (e.g. no typos, no jarring inconsistencies)

  • Concise 

Use Metrics to Refine Your Strategy

We all like to make decisions based on our intuition. While your gut feeling can be a great guiding force for your business, you’ll also want to take a look at some data. Use your intuition, expertise, and data analysis skills to arrive at the best course of action for your marketing campaigns.

In the beginning, you’ll simply track important metrics, such as likes, retweets, unique site visitors, and so on. Once you’ve identified the metrics you’d like to track, carry out your marketing plan. Make sure to come back and compare your marketing hypotheses with your actual findings—and revise your strategy accordingly.


Mastering startup marketing is arduous, but well worth the time and effort. Exploring how you can begin your unique startup marketing journey is exhilarating, even if it’s a bit frightening at first. To make the process easier, separate your marketing tasks and overarching goals, and then follow some discrete steps based on those goals and tasks.

In general, you’ll need to define your target market and flesh out your customer profiles before you begin. Then, you can start researching the platforms that will help you achieve your goals. After you’ve done the research on who your customers are, where they are online, and how they interact with existing content, you can begin crafting your brand’s unique message. Researching, refining, and revising are key to all of these processes so be sure to monitor progress, learn from mistakes, and take note of successes for future reference.

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