By Abdo Riani
Investment in marketing activities can start even if you have no clue what to build yet. Marketing channels and initiatives created to build and nurture an audience make it a lot easier for entrepreneurs to find ideas worth pursuing. Furthermore, startups that launch with an established audience can generate revenue quickly and build better products by engaging their subscribers.
Here are 3 effective marketing channels that will help you build traction for your startup idea before and after going to market.
1. Publish Frequently
Content marketing takes the form of text, audio and video. Pick any of these three, preferably based on how your audience prefers to consume content, and start publishing as soon as possible even if you are not ready to launch a startup or don’t have an idea yet.
If you have an audience of active readers, you can reach out to them for insights, feedback, sales and referrals. Research conducted by ProfitWell shows that companies with an active blog gets around 70% more leads. Furthermore, close to 50% of buyers consume 3 to 5 pieces of content before expressing interest in the product or service, and the close rates of active readers is up to 10 times higher.
Content marketing takes time but pays off big time in the future. One way to leverage the power of content marketing without necessarily producing original content is by curating the best posts and stories in your industry through a weekly or daily newsletter. This will allow you to build an audience and relationships with the readers and content creators, and finally, it’s a good exercise to learn more about the market, discover trends and carefully monitor readers’ interests and comments.
To start writing, you can use platforms like Medium, LinkedIn, or preferably through your own site that you can create in just a couple of hours. Many no-code tools can help you create a blog quickly. To launch a newsletter, you need a landing page to collect email addresses and an email marketing platform to broadcast the newsletter.
2. Organize Events
Networking and educational events are a different form of content marketing. Events are powerful because they allow you to gather different stakeholders around a topic of interest and give you an opportunity to build relationships, gain insights, introduce and sell your product.
Furthermore, events can help you create a network effect by leveraging the audience and followers of your attendees, experts and partners. A small event can grow quickly just by seeking the promotion of influencers such as expert guest speakers. If you’re seeking quality feedback or if you want to presell an idea, use in-person or online events to attract key stakeholders.
3. Build A Community
Anyone can attract website visitors. If not through the first two channels, it can be done with paid ads. The challenge is in turning visitors into followers and fans. Building a community will play the biggest role in your ability to continuously drive traffic and referrals.
It starts by creating a home for the members. This could be an email newsletter, private groups on social media or slack, and/or social events. A small community with dedicated members is much more effective in terms of collaboration and referrals than a big community with most members having no interest to contribute to it. As such, size is not a reference, start small.
A simple marketing funnel shows how potential buyers go through several stages before making a purchase starting by becoming aware of the product followed by building interest in it, wanting to try it, and finally, convert into paying customers. When you make marketing a priority since the beginning, you are accelerating acquisition by proactively building awareness and interest in the product you’re creating. By the time the app is ready to go to market, people will be lined up to use it.
Feature Image Credit: Startups that launch with an established audience can generate revenue quickly and build betterGetty
By Abdo Riani
I help tech entrepreneurs build startup products (apps) that generate revenue quickly with a higher probability of success to serve either as a side business venture or a stand-alone startup with growth potential. I am also the founder of StartupCircle.co, a mentorship platform for passionate startup founders.