Starting to market your start-up can be a really daunting thing - so here are some top tips from Stitch Head of Marketing Fran Danczak on how you can get started with your marketing.
- Every customer-facing part of your business should be considered as part of your marketing. That includes your packaging, your website, your social media, the way you write your emails - even you in meetings. Make sure you carefully think about what you are saying at each of these touch points - and make sure they feel like parts of a whole. If your website looks super different to your packaging, and your social media looks nothing like your adverts consumers will have a less seamless journey.
- Identify Your Audience. Who are you trying to sell your product to overall? It helps to start out with specific high interest groups here, and move outwards as time goes on - marketing to large audience groups is expensive - and marketing to everyone? Leave that to the Coca-Cola’s of the world.
- Get insights from your target audience and customers. Find out what they respond to, what they like about the product, what they don’t like. Why are they choosing you over another product? Don’t assume the benefits you've identified about your product are the same ones that are making your customers use you. Keep this feedback loop going…. Well, forever.
- Look at your competitors. When it comes to working out where to put your ads and designing them, look at what similar companies to you are doing - what works well? What could make you stand out? Where are they marketing? If lots of your competitors are all marketing on, say, LinkedIn - that suggests it’s a great channel for reaching your target audience (obviously also do your own research!)
- Make sure you're clearly getting your message across. This sounds really obvious, but it’s easy to think your messaging clearly conveys what your product is and what the benefits are when you already know what they are. Ask someone who doesn't know about your product but is in your target audience what they take out from your advert, homepage, sales email etc.
- Check that your advert appeals to your target audience. Slightly different to the point above - and again, sounds really obvious, but what you like might not work for your audience, and what you design might be great at conveying your messaging but be really boring to your audience. When it comes to your marketing, it's not about you - it's about your customer.
- Decide what you're happy to pay to convert a customer. This will help you set realistic goals, have a CPA to work to - and help decide your channel mix.
- Test test test. Test all of your marketing channels before you fully commit to them. Also test your adverts with different copy, differing designs and different formats. See what works and optimise to that.
- But… let your tests run! Set clear KPIs at the start, and run your test long enough achieve an acceptable sample size before you decide the outcome (I normally spend £100 to see if an ad performs okay or not…and then keep an eye on it as we continue to run. Lots of modern platforms will automatically optimise to your best performing ad which is great). There's no point changing your ad after 20 minutes and 15 impressions.
- Monitor your results. Both in terms of your advert performance, but also in terms of what’s happening on your website. If website analytics isn’t your thing, take this great Udemy course (just make sure to either do the whole thing and THEN implement it, or at the very least take the section on tag manager, and install that, before you do anything else). https://www.udemy.com/how-retargeting-works/
- Other people are your friends. Speak to other people in marketing, speak to people in similar industries to you, ask for advice, take online courses. Marketing is made up of lots of component parts, is constantly changing and (particularly performance marketing) can be insanely complex. You don’t need to be an expert in it all - and I bet if you’re more data focussed you can find a brand marketer who would be happy to skillshare, and vice versa!
As you start to do more marketing you will likely need more creators to help you make them - read our article on how to grow your creative network to see how you can do that.