5 Ways Startups Are Screwing Up Inbound Marketing

December 8, 2017

5:00 pm

As a startup, bootstrapping your marketing efforts is everything. And while we hear all the time about growth hacking or utilizing new technology to help make marketing easier, that doesn’t account for much if you don’t have a solid inbound strategy already in place.

However, not to worry, here’s how to avoid making mistakes with your inbound marketing tactics. 

Taking Too Much To Explain What You Do

One of the biggest mistakes startups make in marketing themselves is trying to take on lengthy explanations of what their product is and how it works. This confuses potential customers and evangelists, as they’re getting bogged down with too much information. After all, it’s called an “elevator pitch” for a reason, which is something you should take note of in your communication efforts.

An excellent example is firms that offer services, such as credit repair companies. Without looking, what would you assume that they do? Help people with their credit scores, right? Any other information after that can be explained later on, but the basic gist is that they have a service that’s easy to understand and digest. Try and narrow down this approach for your startup, as it’s going to save you a lot of headache in why people aren’t gravitating towards your product or service.

Not Investing In Customer Service

Believe it or not, customer service is a huge part of your inbound efforts, as word of mouth advertising is one of the most powerful marketing tools you have. As LoveProm notes, the customer experience is one of the most imperative factors in an online business and one you should take pretty seriously. Take a look back at what current strategies you’re using, as well as different methodologies you should implement.

For example, let’s say your customer service calls aren’t being responded to quickly enough, then installing a widget to your Slack channels could help organize and get back to the complaint much quicker. Additionally, using virtual customer assistants might not be a bad idea either. All-in-all, the goal here is to make customer service run as smoothly as possible, because without it, your marketing efforts become futile.

Skipping Out On Quality Branding

Branding is something that can make or break your company starting out, because no matter how good your product is, getting people to believe in it is a whole different story.

When analyzing your brand, ask yourself a few things. First, does your logo make sense? Can I look at it and immediately know what your company does? Second, what’s your brand’s voice/mantra? Is it aggressive? Exclusive? And finally, what separates you from the rest? Why should I care? Answering these questions can be tough, but the result will be a much more clear picture as to where you should head with your brand.

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Lacking Posts On Social Media

As a startup, looking for free or inexpensive ways to market yourself is crucial, as this will help you get the best ROI per your efforts. And as many of us know, social media is at the pinnacle of building a following with little to no investment. However, even with how much of a return startups can get from social media, a lot of them don’t post enough.

According to CoSchedule, while ideal, companies should post daily, a lot of firms should actually up that to as much as 15 posts per day. Granted, that might be a lot for you to handle, yet, upping your social game overall could bode very well for your firm. Create a plan (including the timing of posts, as well as hashtags to use) and a calendar to keep yourself consistent.

Forgoing Email Marketing

Finally, while a lot of us feel as though we don’t want to conduct an email marketing plan because we don’t want to come off as ‘spammy’, that couldn’t be further from the truth. In fact, according to the Data and Marketing Association, 50 percent of customers want to hear from companies at least once a week. Even if it’s just an update on what’s going on around the office, sending emails out can help tremendously in staying in touch with your base.

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I'm a lifetime blogger, entrepreneur and marketing enthusiast.