Inbound marketing works well for startups for many reasons: lower customer acquisition costs compared to traditional advertising, wider audience reach, shortened sales cycle and more. Grow a startup business and edge out the competition with these inbound essentials for a startup marketing plan.
Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content. Inbound marketing strikes a contrast to outbound and disruptive "attention getters," such as cold calling, spam email and intrusive advertising.
Inbound marketing focuses heavily on creating content designed specifically for the target market. This strategy focuses on being helpful and relevant over being disruptive and invasive. Once leads arrive at the startup's website, content, digital communications, demos and free trials turn them into paying customers and brand advocates.
Related reading: 7 Common Startup marketing mistakes
Know your value proposition
A value proposition clearly states how your enterprise stands out in the market. A strong value proposition describes your offering, why your solution is best and how you will deliver on your promise. The value proposition rests on four elements:
Related reading: Fundamentals of a Strong Value Proposition
Outline the marketing tactical plan for your startup:
Below: As an example from a retailer, marketing plans must consider the intersection of digital efforts, as well as offline channels--in this case retail stores.
https://www.ironpaper.com/articles/8-landing-page-mistakes-hurt-lead-generation/
Audience targeting requires research
Startup marketers have already had to work to examine the buyers' wants — that awareness is driving the business plan. The marketing team can now use that research to build a marketing persona — a fictional profile of the targeted buyer — for each segment of the startup’s audience.
Other tips:
Related reading: Six Steps to Better Buyer Personas
Provide original content for new and existing customers
Effective inbound marketing strategy is founded on original content. New customers often respond to success stories, case studies, and genuinely helpful articles that offer solutions to the challenges the target market faces. Retain and upsell existing customers with more in-depth resources with best practices, new features, and tips to get the most out of your product offering.
https://www.ironpaper.com/articles/improve-lead-generation-using-gated-content/
Other tips:
Generate qualified leads with gated content
Gated content is a piece of premium content that visitors can only access if they fill out a form and provide information. The startup can use the provided information to further nurture the lead with targeted communications.
Other tips:
Related reading: What is Progressive Profiling?
Exploit social opportunities
Many companies believe that their target audience isn’t active on social media. But some 88,000 IT leaders and C-level executives are active each month on LinkedIn alone. The reality is that social media offers a terrific opportunity for startup companies to engage with prospects.
Other tips:
Related reading: The marketing potential of crowdfunding
Essentially, the inbound essentials for a startup marketing plan boil down to sharing high-quality content to a targeted buyer. Strive to be useful and interesting — buyers will engage.
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