We came across this interesting research we thought we’d share with you on why tech startups fail at their marketing.
Creating the brand (and not just the logo and name!), identifying the best channels to use, and writing engaging messaging, whilst at the same time minimising wasted budget, are all big challenges.
Many startups are in such a rush to create their product and get it to market that they miss some of these key steps to ensuring their marketing message is aligned with the brand and their product.
1.Keep the Customer In Mind
It’s shocking for many outside of tech that so many technology companies largely ignore market and consumer insight when developing products. CMOs and marketing leaders in the consumer-packaged goods or retail space would be surprised to hear this approach existed at all.
It’s easy for a startup company to think the whole world will love their products. After all, most startups are trying to solve a problem they believe everyone has. The reality is that only a small portion of the market is interested in your product. Know your market.
2.No budget? Use free tools
Take advantage of free mobile applications, such as Google Primer. These allow you to choose from a variety of business and digital marketing topics and receive free online lessons relevant to their companies and careers. Once you’re on your way, tools like Google Trends use real-time data to help marketers gauge consumer search behaviours over time based on Google Search traffic.
Free social tools like HootSuite and Hubspot help coordinate your social messaging.
3.Build a list
Email marketing is less fashionable than it used to be. But is still a huge factor in reaching out to people with your idea when its ready. Start building your list (opt-in GDPR friendly of course) as early as possible. Try Mailchimp or Hubspot to get started.
What does not work, and I’ve seen it too many times, is spamming customers and abusing their trust and their data.
Influencer marketing can be a huge boost to the marketing success of a startup. Influencers are always on the lookout for the next big thing, and being there to evangelise about it. Find them and get them interested in your product. Leverage their existing social media following and engagement.
Marta Krupinska, head of Google for Startups UK, says marketing for tech startups needn’t break the bank.
Understanding where to begin with digital marketing can be the first major hurdle for tech startups. You don’t need to spend thousands of pounds learning the ropes, though, or refining your strategy.
We hope you found this guide on why tech startups fail at their marketing useful, if you have any advice we’ve missed, please do share in the comments below.
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