The 7 sins of marketing in a startup

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World & Business - Marketing
Wednesday, 18 April 2012 10:33

Los 7 pecados del marketing en una startup

If designing a good marketing strategy is a challenge to a conventional company, in the case of a startup becomes a headache: quasi-nonexistent budget, a product that in many cases not even finish and led to a market we do not know ... a challenge.

With these conditions and in the current environment, the best option is usually taken an unconventional strategy , flexible and tailored to our client, for example by using guerrilla tactics , designed to achieve maximum impact with highly targeted actions, creative and using conventional media and channels

However, the same design strategies for a startup that for a large company, ignoring the fact that a startup is an experiment designed to find the best business model for our product ... which leads us to commit time and again a number of errors or deadly sins, which not only help us achieve our goals but wasted the limited resources we can devote to marketing.

The 7 Deadly Sins

  1. ENVY. One of the gravest sins that we commit, obsessing about imitating what our competition ... what a bad idea, because in the environment of a startup key is not being better than our competition, but different. If we carry to mimic the behavior of our competitors (me-too strategy), will end up adopting the role of followers, only for the market will perceive us as a clone of them. We must find our own personality, and focus on what we believed. Seth Godin states that "The opposite of remarkable is very good."
  2. GULA. In a startup environment (actually in any business) marketing budgets consume in a few great communication actions with great media exposure is a serious error, the key is consistency and create very light and focused actions as a laser. Recall that our goal is to attract customers and position our product, establishing a reputation akin to our brand, which is not achieved in the overnight. Is not a sprint but a marathon .... and you'd run out of energy a few miles to start.
  3. GREED. Undoubtedly one of the sins most common in the startup environment, as they often tend to confuse accumulate followers and "Like" to success ... and as has been repeated ad nauseam, a fan is not a customer. It is essential to distinguish between actions of branding, that highlight / enhance brand awareness and marketing efforts designed to attract customers for our product. To this end the key is understood that in the conversion funnel , the lower the better.
  4. SLOTH. Execute a strategy of guerrilla marketing requires innovation in abundance and large doses of creativity, as we surprise our customers with powerful actions, but not excessive. If we just do something like what we did last month, or if we assume that all customers are equal results will be mediocre. This sin is especially true for social media, allowing us to believe that we have "things" but we've only got agitated a scarecrow and a few followers. In addition, we often forget intentionally metrics, as sometimes tedious identify the impact and ROI of a share ... but from my point of view every marketing action should be implied as a strategy to understand its impact.
  5. IRA. One of the most common sins in a startup, usually from the hand of Pride and Envy. In the initial stages, when we show our product to the world (treating it as our newborn child) usually react badly to criticism, forgetting that the market is full of all kinds of people, some positive and some absolutely critical. It is important to internalize the customer gives you feedback, especially if it's bad, you are making a gift ... so we should embrace patience, be polite and thank the gift of my heart.
  6. LUST. It is sadly common to try to force things and forget that every customer has its period of maturation, and to move along the conversion funnel it must evolve ... which leads to strategies that attempt to push the client to take the step before be prepared for it, having tried the product enough. It is crucial to create a consistent user experience in all dealings with our startup, and have indicators to know when you are ready for the next step ... so that we can incentivize (call-to-action) at the right time.
  7. PRIDE. Unfortunately, it is usual to design a marketing strategy or campaign with the ultimate goal of gaining the respect of other professional colleagues or win prizes ... and not for the company to earn more. The important thing is not to satisfy our ego, but to get more customers ... so please let go of that quirky campaign that even make much noise in the sector does not make sense for your customers in the elderly. This is not going to talk about you and the needs of self-promotion of the company, but the problems of your customers, the pillar on which you should have built your startup .... so stop self-promotion for others. If done right, your customers will be speaking to you.

Image | Colors Harlequin