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Start-up success rates are dismal. According to renowned media outlet Forbes, up to 90% fail. And this for both B2C and B2B brands. Now, if you’re a founder, this should worry you. But do not worry. In this article, I share four specific growth marketing strategies that can take you up the ladder of success and that you can implement immediately in your business.
1. PR via media mentions
Public relations is one of the most effective ways for a startup to increase its authority in search engines and even close deals with partners and investors. Additionally, it ensures that when prospects search for your brand, they find quality, credible articles from reputable sources, such as Forbes and Techcrunch.
Think of it as early risers at music festivals. Being an early riser has several advantages. The same goes with public relations. Implementing one before the official launch offers the advantage of shorter agency terms. In addition, you benefit from a multitude of timely consultations and advice.
The top priority of public relations is to improve brand awareness. Therefore, what it can do is give a favorable image to your startup. But, it’s also important to understand that public relations efforts take time. PR is a marathon, not a sprint. The team needs a story to push and then follow.
Although public relations activities can take place at any stage, it is best to continue them at customer creation step. In addition to this, startups should also look for PR companies that can support crowdfunding campaigns.
Related: 7 must-have PR strategies for 2022
2. Email targeting
The old-fashioned tactic of sending cold emails is still prevalent. Email marketing is big and helps with the groundwork. It is one of the fastest ways to capture customer information and data. But here’s the thing: emails tend to go unchecked.
So do thorough research for your business and its target audience. In doing so, consider customer demographics and psychographics. Once that’s done, next comes building a list for a pre-launch. One way to move is to create a email waiting list, also known as Soft Launch. This allows the startup to test the waters and gauge customer reactions. Instead, companies get insight into what aspects of their renders need to be changed to fit the larger market. There are several email marketing tools today that can help organize a successful campaign in no time.
When it comes to B2B businesses, creating a combination of business networking and email sites is ideal. Founders of established agencies like EstablishCred consider it an effective way to generate quality, on-demand leads.
Another point is that businesses should spend considerable time when building their soft launch mailing list. This will allow the brand to disseminate the first experiences and analyses.
3. Influencer Marketing
Influencer marketing is one of the best brand marketing techniques today. It is very effective in gaining visibility on social media platforms. Somewhat of a reflective growth engine, this offers significant exposure and return.
So choose the right person and the right person. And that means follower count and brand personality. You don’t have to go for top-ranked celebrities with millions of subscribers; this can prove to be exorbitant for startups. A better approach is to pursue nano and micro-influencers. The way to do this is to categorize influencers by number of followers. For example, 10,000 to 100,000 subscribers, 100,000 to 250,000, 250,000 to 500,000, and so on.
There’s a whole world of work that goes into creating a podcast episode. But, once the ball rolls, everything is fine. According to a survey, an average listener spends more than an hour and a half a day on podcasts. In addition, it appeals to the power of persuasion. About 71 percent of people who hear about a brand on a podcast search for it later. Many podcasts today are aimed at startups and small businesses.
Podcasting is beneficial in the following ways:
Authentic and free
Podcasts cut through the clutter and make authentic connections with listeners. Additionally, founders can forward their messages to listeners for free. The podcast can then be rearranged into image quotes and social media posts, for example. In other words, the content is recyclable. So the podcasts tell the story, and the pictures and posts provide the sequel!
Networking with industry leaders
Attending a podcast as a guest opens up wider circles and an expansive playing field. It’s an incredible way to forge connections with industry bigwigs, customers and retailers, among interested stakeholders. Moreover, the founders present themselves as thought leaders and instill inspiration in the minds of their listeners.
Podcasts also help you cater to a global audience, thereby increasing traffic. This way, it brings new audiences to you.