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How to Market Startup Businesses
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Lesson Series:
Entrepeneur Advice |
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 Tutorial Information: |
Donna Novitsky talks about developing a marketing strategy for a start-up. She addresses key issues about segmenting customer priorities and their pain-points; and building a competitive strategy. Novitsky notes that customers are the biggest marketers for an organization. She also illustrates from her personal experience about partnering with other players to generate mutual benefits.
You've got to have marketing strategy. You need learn things inside out. You will be acquiring some customers who can help you to market your company. These customers will be your greatest tools for marketing.
#1 Building up good relationship with customers
#2 SEO is free. Learn how to optimize your sites
#3 Have parters go out and market for your company.
Transcription
In 91 before clarify had a product they brought me in to figure out what we were going to do in the marketing front. And Dave Stan the CEO said we aren't going to hire sales yet because if you and I cant sell this thing no one can sell this thing. So, so he and I went out and first before you can market you need to understand, you need to have marketing strategy. You need to understand what customers are we going after, whats the paying point in those customers. What problems do we solve for them. What are our competitors offering as alternative ways to solve that problem. Where does this fit on the customers priority list. And you need to understand all that stuff inside out before you can start broadcasting things like marketing messages. Right? So you have got to figure that out and in so doing hopefully you will acquire a few leading lead customers, early adopter customers. Then those customers become your absolute best marketing material because whether you are a word of mouth viral business like bigtent or facebook. Or an enterprise software business selling to other companies, your customers are always going to be much more credible than you are in conveying your message. So you want to make sure that those first customers that you work with are going to be reference able customers. And work with them, and I'm always willing to you know back when I was in a business that charged money for software, I was always willing to give generous discounts like 50 percent discounts to my early customers in exchange for umm working with me on references and customer profiles and things like that. So building up a strong customer base and having references is first. Then theres all kinds of free marketing that you have to make sure that you are all on top of at the start. First thing is the best thing you can do is if its free, the second best thing is if you are spending other peoples money. So you want to look for opportunities that give you free marketing like having search engine optimization on your website, having a good website and optimizing so that it gets found, for free. And then the next thing are the partners that you can work with that have mutual benefit to you and the partner to go out and go to market together. When I was with clarify we ran an oracle data base. They didn't have people to go out and push their databases but they had money. I had people but no money so it was a marriage made in heaven. I spent their money, used my people, we were all happy. So look for ways to partner with other people and leverage their resources.
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User Name |
BusinessTips |
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Total Shared |
lessons |
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Added On |
2008-07-13
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Duration |
02:42 |
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Comments |
2 |
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I remember the time when I was first starting up the business.. Marketing your business is very important. I would have to say SEO is probably the best way to go. 
