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Reach your target market

Work out who your target customers are and develop a strategy to attract them. Create your key messages and develop channels to reach your customers to ensure that your business achieves its sales targets.

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Goals

Establish clear marketing goals that are aligned with your business model

Message

Create a clear message that tells your customers how your product solves their problem

Channels

Assess which channels will be most effective for targeting your customers

Value

Your customer acquisition costs and lifetime value are key inputs to your financial model

Reaching the right market is critical

Completing your business model provides you with clear definitions of your product and your market. You have a product that solves a problem and an idea of the customers who are likely to want your product. What next?

If customers haven't heard about your product and how it solves a problem for them, they can't engage with you and buy your product. The good news is that there are multiple channels available to connect with customers which also provide feedback on engagement.

“Customers don’t care about  your solution.  They care about their problems. ”
- Dave McClure, 500 startups

Why you need a Marketing Plan

The marketing universe is huge and can consume a significant amount of your time and money - commodities that are often scarce for startups. Unstructured and open-ended marketing activity is very unlikely to provide a positive return on investment and without measurement tools you won't know which are successful.

The marketing plan builds out the target market defined in the business model using tools such as customer personas and Stategyzer's Customer Jobs-To-Be-Done approach.

Clearly defined customer profiles will help you decide which channels are best to interact and engage with your customers.

Digital channels can provide valuable customer engagement and conversion metrics to feed into your financial model.

“A customer is someone who pays for your product.  A user does not. Getting paid is the first form of validation” Ash Maura

Engaging with stories

Storytelling is the foundation of every marketing strategy because it helps you build a strong connection with your audience.  Storytelling lets you communicate, educate, share and connect through stories. These stories will help customers understand how your solution fits into their lives.

Converting customers with a great website

Your website is your digital store front and needs to display your brand and tell your story to ensure customers engage. It’s not enough to drive people to your website, you need to capture their attention  and convert them into paying customers.  

Read about the six components every successful website should have on our blog.

Social media strategy

Social media is an important part of your inbound marketing strategy. It's a powerful way of connecting with your audience to build brand awareness and is very effective for lead generation. 

Social media is great for connecting your business with your community and individual customers. A clear strategy and measures ensure that your time and effort improves customer traction and profits.



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Would you like to find out more about a bespoke marketing approach for your startup. Fill in the details below and we’ll be in touch.

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Frequently asked questions

How much should I spend on Marketing?
Chevron

You can spend a lot of time doing your own marketing or spend a lot of money on marketing getting someone else to do your marketing for you. Getting the balance right can be a challenge. We help you use your financial model to track your marketing spend, the return on this investment and the resulting impact on your financial position. Website and social media analytic tools are important for checking customer engagement.

Should I use a website template or create a bespoke site?
Chevron

There are many website development packages available for creating a website. We really like Webflow and Shopify, but Squarespace is also a great platform.  Wordpress is used by over 50% of live websites but we find it can be cumbersome and slow which isn't great for Google. Each package has templates to get you started and these are usually a great first step. Sometimes you want something a bit more individual for your brand and this is where it can make sense to spend a bit more getting a designer to create something special for you and a developer to code it.

How do you choose the right marketing images?
Chevron

The choice of images is very important for your marketing - hiring a professional photographer is usually the best option but it’s not the only one so we look at some other cost effective solutions to get your marketing up and running without delay.

Have more questions?

Just reach out, we’re always around to answer any questions.