One size does NOT fit all in Marketing

If you are building a startup the chances are it’s pretty unique. Your startup name for a start. If you were a tech startup I don’t think you would get away with being called Apple? Beyond the legal implications, your name, services, team, location, product and just about every other thing is unique to your startup.

So why is it then that marketers think that the same Social Media channels and messaging that worked for other startups will work for yours?

An eye for details not just on how things look, but how they perform.

Marketing is bespoke. The platforms you choose to deliver the message and the message itself. It depends on where you are on the journey and who you are trying to appeal to. It’s a skill that requires creativity, logic and an eye for details not just on how things look, but how they perform.

With so many platforms and messaging styles to get your startup out there your approach has to be built and changed as your business starts to grow. The strategy you need when you are trying to get users to sign up pre-launch is completely different to once everything is live and you have 1M users.

A few things to think about:

  1. The style of your marketing, not just how it looks but how it sounds. ‘Hello’ is very different to ‘Hey’ and it has to fit your brand’s personality.
  2. What channels are you using? The professional network on LinkedIn for example may not be interested in your beautiful cakes. Instagram on the other hand…
  3. Will you provide people with insight or just keep trying to sell your wares? People don’t like to be sold a product or service regularly. Sell them a story or some insight into who your startup really is.

Everything is bespoke when it comes to marketing and it’s important to remember that. If you see a competitor advertising on LinkedIn, it doesn’t mean that it will work for you.

Think about your objectives, your audience and most importantly track the results. Once you see some traction in one area then focus on that even more.

I’ve seen so many great products and services over the years but unfortunately because their marketing was not bespoke or really thought through to get the most exposure, the business ultimately failed.

It doesn’t have to be expensive

Bespoke doesn't mean costly either. It just means you have to discover what works for your brand as quickly as possible. If you sell eggs and a marketing specialist has taken another company who sell eggs to Unicorn status then that may help if you have a Unicorn’s budget! If not, then it’s time to get your thinking cap on and come up with a marketing strategy that’s going to get your startup noticed.

Demos Demetriou
Published:
July 14, 2021
Written By:
Demos Demetriou