Author: Joseph Pigato / Source: Entrepreneur Marketing a startup is tough. You have a limited budget, and you don’t benefit from brand re
Marketing a startup is tough. You have a limited budget, and you don’t benefit from brand recognition. Even users who have heard of you may not know what you do, but they know your established competitors and people tend to favor the familiar.
Nevertheless, countless startups break through crowded markets. How do they do it with so few marketing dollars? How can you? How do you slay Goliath when all you have is a tiny slingshot?
Below are four powerful ways to squeeze the most out of every marketing dollar you spend.
Have you ever visited a website and then noticed thereafter that you keep seeing their ads on other websites? That’s retargeting, and you should push as much of your online ad spending as possible to retargeting.
Retargeting is amazingly cost-efficient. Anyone who lands on one of my company’s web pages, landing pages, or other digital properties will see our ads as he or she continues to browse the web. They are high value leads because they’ve gone to the trouble to visit one of our pages, so they are clearly interested in us. And, indeed, click through and conversion rates are markedly higher when this audience sees retargeted ads than when we run any other online ad campaigns.
2. Email marketing
Email is an extremely cost-efficient and effective marketing tool. Yes, most startups are already using it amid their marketing efforts, but consider making it a higher priority because it can be a goldmine. Of course, building your mailing list is the first challenge. Below are some common methods of building a list.
- Requesting signups on your site
- Providing valuable content pieces (e.g., white papers) to encourage readers to join your mailing list when they download the content
- Collecting business cards at events and conferences
- Running webinars and collecting emails from participants
I particularly recommend creating valuable content and adding anyone who downloads it to your…