For most entrepreneurs, marketing often evokes thoughts of expensive campaigns and flashy brand activations that seem beyond the reach of any emerging startup. However, the reality is that effective marketing can be achieved on a minimal budget, especially in the early stages of a startup’s journey.
Many startups make the mistake of postponing marketing activities until after launching their product, assuming that immediate sales will naturally follow. However, neglecting marketing in the early stages can result in missed opportunities to engage with potential customers, foster relationships, and establish a strong market presence.
By prioritising marketing efforts early on, startups can lay the groundwork for sustained success. This proactive approach not only helps in attracting initial customers but also sets the stage for continuous audience engagement and brand equity. It’s about planting the seed of awareness well before the product is ready for market, ensuring an interested and engaged audience when the time comes to launch.
Here are six practical and cost-effective marketing tactics startups can start using today:
Establishing thought leadership through content marketing
Content marketing is a cost-effective tool that can help build brand awareness and attract more customers. The content must be valuable, consistent, and relevant to captivate and resonate with customers.
To effectively leverage content marketing, startups must first understand where their customers are and what platforms they use. This knowledge helps tailor content strategies to reach customers in the most impactful way. By sharing expertise, insights, and solutions to customer pain points through carefully crafted content, startups can position themselves as thought leaders in their industry, gaining credibility and trust among their audience.
Canva has demonstrated the power of content marketing through its blog, where it provides design tips, tutorials, and templates, positioning itself as a trusted resource for designers and marketers seeking inspiration and practical guidance.
Public relations
Pitching your startup story to local publications (cue Startup News), industry blogs, and podcasts can generate earned media coverage, boosting credibility and introducing your brand to a wider audience at no cost.
SafetyCulture has effectively leveraged earned media to highlight its mobile-centric safety management approach. This effort continues to receive significant attention from industry publications and mainstream media, positioning Founder Luke Anear as an industry expert and strengthening SafetyCulture’s reputation as a leader in its field.
Building connections through networking
Networking is essential for brand building. Attending industry events and startup meetups provides invaluable opportunities to connect with other entrepreneurs and potential investors. Building genuine relationships can lead to strategic partnerships that enhance brand reach and sales. Perth hosts a variety of free or affordable events catering to entrepreneurs and startups. Stay informed about these events by subscribing to the Startup News newsletter.
Turning customers into brand advocates
Referral marketing leverages existing customers to acquire new customers through word-of-mouth recommendations. By implementing a referral program with incentives, startups can motivate satisfied customers to refer others, driving customer acquisition. Studies show that consumers place the highest level of trust in word-of-mouth recommendations from friends and family compared to other forms of advertising.
Dropbox is a prime example of the power of referral programs. By offering extra storage space for successful referrals, Dropbox experienced exponential growth fuelled by happy customers sharing the platform with their friends and family.
Organic social media marketing
Developing a strategic social media strategy is vital for startups to establish genuine connections with their audience. Platforms such as LinkedIn and Instagram offer valuable opportunities for startups to share compelling content, engage directly with followers, and drive sales through interactive community involvement. Understanding which platform offers the most organic reach for your target audience is key to maximising impact.
Australian Beauty brand, Frank Body, uses Instagram to foster a strong community by encouraging user-generated content, where customers share their experiences with the brand’s products. The brand also runs interactive campaigns like contests and challenges which further strengthens its relationship with followers. This approach not only enhances brand visibility but also cultivates a loyal customer base that actively participates in and advocates for the brand.
Build an online community
Building an online community around a brand creates a sense of belonging among customers. Platforms like Facebook groups, Subreddits, or Slack channels offer valuable spaces for customers to engage, share experiences, and provide feedback, which collectively deepen customer relationships and strengthen brand loyalty.
