Startups are the lifeblood of the American dream. In the midst of economic turmoil and uncertain financial stability, these visionaries continue to pursue their dreams. The startup world is a subculture of passionate, enthusiastic entrepreneurs who stop at nothing to make things happen.
They turn to bootstrap tactics to operate the businesses and when it comes to marketing, they often use Guerilla tactics.
Here are 8 ways to get your startup started without breaking the bank:
Word-of-mouth marketing is the oldest form of marketing and still one of the most effective. People trust people, especially those they already know and respect.
Startups can capitalize on word-of-mouth by tapping into their social networks, both online and offline. Old colleagues, friends and loved ones and business associates can help spread the word.
Give an elevator pitch to everyone you talk to, and ask them to share the message with at least one other person. You should also pimp yourself shamelessly via email to all of your contacts – you never know when the right person will take your story and run with it. Not spam – make sure you’re emailing people you actually know.
Social media marketing is akin to word-of-mouth, but technology allows messages to be spread to far more people in a shorter amount of time.
Users connect with old classmates, former co-workers, distant relatives, acquaintances and like-minded folks they meet on Twitter. The same message can be easily shared with hundreds of thousands of people.
Now is not the time to be humble. Let your enthusiasm show and announce your latest venture to your personal networks. And set up business accounts for your company on Twitter, Facebook, LinkedIn, Pinterest and Google+. Start sharing regular updates on company news and relevant industry information to build a following.
Use each social medium for a different reason. Facebook for fun company culture and sharing related but fun industry links. Twitter for starting the conversation of your latest post, Google+ for more marketing related content (but it needs to grow up) and Pinterest if you have graphic heavy content.
Startups are faced with at least one common hurdle: a lack of brand recognition. Depending on the industry, consumers aren’t always enthusiastic about trusting a new entity. Other times, they’re happy to dive head-first into the latest trend. A good strategy for overcoming this initial hesitation is to partner with a well-known trusted brand for marketing or for an event. Piggy back with a related business for an interview, co-host a webinar or offer to write a guest blog.
Make a practice of reaching out to related companies & startups. Approach other entrepreneurs with an idea in mind, or state your interest in working together on a project. You’re already a member of the startup community. Members are typically friendly to their own kind, and most are happy to help.
If you’re a funded startup, it can be worth getting some PR just to get those 5 big logos on your homepage (CNN, Mashable, FastCompany, New York Times etc.) – but be very strict about goals with PR companies.
Contests are a viable way to boost followers on social media channels. This can be something closely tied to your industry or completely unrelated. For instance, Emeritus Senior Living is running a “Grandma’s Worst Date Ever” contest. It’s a great example because it’s in line with a few good rules of thumb:
Create a fun, lighthearted contest that can be run via social media or the real world. (Or both!) Make it relevant to your industry and if possible, tie it into a widely-known event or holiday.
Charities are always in need of help, especially volunteer services. Startups can capitalize on this need to enhance credibility and build brand awareness. Not to mention the gratification of knowing you’ve done something to help someone else.
Seek opportunities to participate in fundraising events or do some free work for your favorite charity. This could mean doing some free web work, volunteering at a fundraising drive or sponsoring a local event. You might not get paid in dollars, but you’ll reap rewards through free exposure and good karma.
Webinars, Twitter chats and Google+ hangouts. There are a multitude of ways to host an event online, and most don’t cost a dime. Services like AnyMeeting allow businesses to host meetings or webinars for free, or you can opt for a paid service like WebEx. People love free information, and they also love being able to attend from the comfort of their couches.
But you can take this concept to the real world, too. Partner with local groups, like the Small Business Administration’s Small Business Development Center, to serve as a workshop facilitator. Or if you’re cool with spending some money, host a conference by renting a room, providing some food and investing in some traditional advertising.
Set a goal and set a date. What information does your business have that people want to know? Start working on some awesome visual materials and start promoting your event.
Content makes the Web go ’round. And if you write it yourself, it’s free. If you’re not such a good writer or you don’t have the time, it’s probably in your best interest to spend some money to hire a professional writer – Contently.com is a great source. The content on a company’s website is just a starting point. Content can be used to build backlinks, feed links to social media channels, establish thought-leadership and develop connections.
A content strategy may include creating some or all of the following:
Create an editorial calendar. Start blogging immediately. Hire an expert writer to help craft your message. Use content consistently to draw traffic to your Website, promote your business and catch the attention of investors or potential partners.
Startups are known for using creative tactics to market their businesses. Use the tactics above to get started and enhance your campaign by stretching the limits of your imagination.
Don’t be one of those companies that’s afraid to have a presence before you have a product ready. You can throw together a “coming soon” pre-launch page in minutes to sell your idea and collect leads for your beta version.
If you need to get a page up to have a presence and start collecting leads – then you can (shameless plug) do it using the Unbounce coming soon templates (and even add a sweet fullscreen background with tip #2 on this page).
And because it is such a shameless plug – the first 50 people to sign up for any Unbounce paid landing page plan with coupon code “marketyourstartup” will get 75% off for the first 3 months (after the no-risk 30-day free trial ends).