Happy Tuesday Folks!
I know what you're thinking. Sarah it is a beautiful sunny day 🧐 Why are you writing newsletters when you could be in the garden.
But I had to get this out of my head.
Last week I spoke to 7 startups, all struggling to know where to focus their marketing attention and budget. They were all bombarded with tactics on their social media from other brands, founders and 'hackists'. All had been cold-called by expensive agencies and the feeling of doom 🌨 started to roll in.
'I can't afford to use an agency'
'I need revenue now, before I start investing in people'
Starting a new business can be tough, especially when you don't have a lot of money to invest in marketing. However, there are still plenty of affordable tactics you can use to get your name out there and attract customers.
Amongst the million other tasks a founder has to think about; finance, legal, tech, network, supply... the list goes on, you will also be bombarded with marketing tactics.
The amalgamation of tactics you are seeing plastered all over your social media may overwhelm you, but remember, you don't have to do everything and everywhere to be successful.
Before you start anything...always start with your foundations:
- Brand Expression - How you look, feel and sound. What your values are and your overall mission. You can see more below...
- Product Orientation - Proof of concept, pricing, service and product development, value proposition.
Having a clear understanding of your product/service, how and when your will offer promotions, and their USPs is extremely important to guide and define your business. Keep your competitors in mind, what do they offer and what are their price points? Don't miss this point!
- Customer Journey - Map out your customers buying journey.
'I have XXX problem/need/want'
When your customer is at the beginning of their journey, they aren't ready to buy. Here is where you create content and marketing that empathises and draws attention to the problem they are having - showing them your brand and building awareness.
'I need XXX solution'
Mid-funnel journeys are where you start to raise awareness of your product and services. Your customer has recognised a need for a solution and is in their researching phase. Here you create educational content!
'XXX business can help me'
This is where your 'shop front' does all the heavy lifting. Conversion optimised to make a purchase or booking simple and easy for the user. Here you answer all of your customers questions that may prevent them from converting.
Now you have your foundations in place, you can move onto tactics.
I suggest these five marketing tactics that are perfect for bootstrapped startups:
- Social media marketing: Social media platforms like Facebook, Tiktok, and Instagram offer an affordable way to reach a wide audience. Create engaging content that resonates with your target audience, and use hashtags to make it easy for people to find your posts.
- Email marketing: Email marketing is a great way to keep your customers engaged and informed about your business. Use a free or affordable email marketing service like Mailchimp or Constant Contact to create professional-looking emails that showcase your products or services.
- Content marketing: Creating high-quality content is a great way to attract potential customers to your website. Write blog posts, create videos, and share infographics that provide valuable information to your target audience.
- Referral marketing: Encourage your satisfied customers to refer their friends and family to your business. Offer incentives like discounts or free products to customers who refer new business to you.
- Local marketing: Don't forget about the power of local marketing. Attend local events and trade shows, sponsor local sports teams or community events, and partner with other local businesses to get your name out there.