Get Our Newsletter

Tech Cocktail

Too Much Signal Turns Marketing Into Noise


Many of the startups in our 50,000+ membership roll have asked our team for some advice on social media marketing. Many of the founders ask, “How can I get more visibility for my startup?” and, “What are some tricks for rapid social media or viral marketing?”

There is actually a simple process for this, but two things need to be understood when starting to use it:

1. Marketing in social is not the same as marketing anywhere else.

2. This requires work — social media does not equal automation.

Stephen Bech, founder of Wantr (and a guy who made a great pitch) is really good at explaining what his company does, and telling a story about its growth and its beginnings.

The genesis for revealing the method that I use came from a conversation that happened today on my Facebook profile with several startup founders. I had noticed that so many startup founders practice the pitch, and they believe that the pitch is actually the most important thing in their tool kit. I don’t think this is true, though it was probably true at some time. The pitch was most useful, I said, when the network that people needed to get funding and development was narrow, small, and geographically located/isolated. Investors liked it that way. Keeping things “small” meant that investors could keep the gate closed when they needed to, and then they could rely on their own intake systems to look through the business plans — and listen to the pitches — that would signal a future success.

But now, investment inroads are everywhere, and the route to your network is much more multi-path. Look at the rise of companies like Angel List, or any of the hundreds of new platforms where you can create crowdfunding opportunities, or network opportunities.

The signal routes have multiplied, meaning there is no signal in your signal anymore. What investors — and investor networks — rely on now is intimacy and storytelling. So, I asked people, what would be the most important way to create this network and storytelling?

The answer is very simple, and it involves three real actions — Setting a goal, listening, and telling a story. The rest happens organically on social networks, or (should you be bold and funded), on social network platforms you create yourself.

Here is the methodology. If you want to know more, leave a comment here, or tweet @BizSpark and we can keep the conversation going.

1. Have a business goal in mind, and the values and themes that align internally with those goals
2. Listen outwardly for signs of alliance with said goals
3. Approach and create conversation socially about those common goals
4. Ask questions that create new understanding or new information about areas that are aligned with common goals, to find new values or new goals
5. Include others in the creation of content that aligns with values and brings them internally
6. Distribute and spread and listen again, repeat cycle and then increase audience by doing so. Recursive relationship marketing.

If you would like more information on how Microsoft can help you with marketing your startup, or if you enjoy getting professional tips about how to bootstrap for success, consider joining Microsoft BizSpark, a community of 50,000+ companies in 154 countries, that drives you toward completing your goals. More here:

Get more delivered to your inbox just like it!
Get Our Newsletter
Sorry about that. Try these articles instead!
About the Author

Douglas manages the social media strategy for a Microsoft division that works exclusively with startups. He works with internal partners in product groups like Windows 8, Windows Azure, Windows Phone and others to create an integrated marketing channel from startups to Microsoft and back. His work entails curating great content, showcasing the work of startups, and managing the way developer evangelists in Microsoft use social media to engage with their audiences.


23 Responses to “Too Much Signal Turns Marketing Into Noise”

  1. Neucopia {Review|Evaluation|Assessment|Critique|Overview|Analysis|Examination|Check|Report|Professional review} Neucopia Review I {really|actually|genuinely|seriously|definitely} enjoyed {checking out|looking at|looking over|going through} your {site|website|web site|internet site|web-site|web page}! {You are|You’re} doing {a lot of|lots of|plenty of|a great deal of|many|loads of} {good|great|excellent|very good|fantastic|superior} stuff {here|right here}! Anyway I was just stopping by to drop you a {quick|fast} line. Keep up the {great|fantastic|excellent|wonderful|good|terrific} work!

  2. Team Beachbody

    Great post! I personally think that MLM can be a great business model and that there are a few MLMs out there that are genuine and have a solid business plan. It’s just important to sift through the rubbish to get to the good ones!

  3. Eric Dalius

    Incredible AE8J0mwRcOM eric dalius is a tested Multi Level Marketing Leader and has actually made over $25 Million over the last 24 years in Network Marketing

  4. {mlm leads |mlm leads free|mlm leads system pro|mlm leads pro|mlm leads list|mlm leads Australia|mlm leads canada} MLM Leads – To {become|turn out to be|grow to be|turn into|develop into|come to be} {the best|the very best|the most effective|the top|the ideal|the most beneficial} we {must|should|need to|have to|ought to|will have to} {learn|discover|find out|understand|study|master} from {people who|individuals who|people that|those who|folks who|individuals that} have {done|carried out|completed|accomplished|performed|finished} it and {from the|in the|from your|through the} {best|very best|greatest|ideal|finest|most effective} of {those|these|individuals|people}. {I have|I’ve} {decided|determined|made the decision|made a decision} {some time|a while} back {to use|to make use of|to utilize|to work with|to implement} a {system|method|program|technique|process|procedure} {that allows|that permits|that enables} me {to learn|to find out|to understand|to discover} {while|whilst|although|even though|when|though} {building|developing|creating|constructing|making|setting up} my {business|company|enterprise|organization|small business|business enterprise} and {generating|producing|creating|making} {leads|prospects} for my {business|company|enterprise|organization|small business|business enterprise}.

  5. bisnis forex trading

    Hello there! I know this is kind of off topic but I was wondering if you knew where I could find a captcha plugin for my comment form?
    I’m using the same blog platform as yours and I’m having trouble finding one?
    Thanks a lot!

  6. Keyword here for blog comments{mlm leads |mlm leads free|mlm leads system pro|mlm leads pro|mlm leads list|mlm leads Australia|mlm leads canada} MLM Leads – {If you|In the event you|Should you|In case you|When you|For those who} {do not have|don’t have} a {system|method|program|technique|process|procedure}, {marketing|advertising|marketing and advertising|advertising and marketing|promoting} funnel in {place|location|spot|area} {yet|however|but|nevertheless|still|nonetheless} {to help|to assist|to aid} {generate|produce|create|make} {quality|high quality|top quality|good quality|excellent|high-quality} {leads|prospects} {on a|on the} {daily|every day|everyday|day-to-day|each day|day by day} basis and {if you|in the event you|should you|in case you|when you|for those who} {do not have|don’t have} a simplified {place|location|spot|area} {to learn|to find out|to understand|to discover} new {marketing|advertising|marketing and advertising|advertising and marketing|promoting} {methods|techniques|strategies|approaches|procedures|solutions}, {you simply|you just} {cannot|can’t|can not|are not able to|are unable to} {success|achievement|good results|accomplishment|results} {in your|inside your|within your|with your|as part of your|in the} {online|on-line|on the internet|on the web|on the net|on line} {Business|Company|Enterprise|Organization|Small business|Business enterprise}!

  7. Livesmart360

    We are looking for TOP LEADERS to start the SWEETEST JOB in the world in ITALY
    We offer fantastic products, BRILLIANT marketing plan and FREE professional training for special program with TARGETING marketing through social networks, FREE SOFTWARE IS INCLUDED!!!

    It’s time for big sweet business…
    More info here



  1.  Too Much Signal Turns Marketing Into Noise | Flash Feed Net
  2.  16 Façons d’améliorer votre stratégie de Marketing de contenu | conseil strategie marketing

Leave a Reply

  • (will not be published)