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Ready to Launch
By Tricia Egry Director of Marketing, Alpern Rosenthal
[email protected] | http://www.linkedin.com/in/triciaegry
Your great idea turned into an even better product. Now it’s time to let people know about what you’ve done. But how do you do it? Blogs? Conference presentations? Press releases? The short answer is yes, yes, and yes! The longer answer? Keep reading.
Typically a startup business will have more time than money; therefore, marketing tactics such as face-to-face networking, online social networking and blogging can be effective. In order for your business to avoid getting lost among the millions of messages already passing through direct marketing channels, your promotions must be highly creative, contain a quality message and fit the target audience.
Here’s how:
Start by asking WHY?
Why does your product or service exist? Why should anyone pay attention to your product? Why should anyone give their hard earned money for this product? The answer should be more in depth than because of its nifty features.
Be a Blogger
Many startups have a blog, but most do not start blogging until after they have launched a product. If you start blogging before you have a product to sell, you’re helping to build an asset. Think about your content from the point of view of the clients you want to attract. Talk about what people are most interested in reading and sharing.
Build a client base
I’ve found that the best way to do this is to build a list of e-mail contacts. You can use a list to promote new products and services or to simply send out newsletters and alerts regarding your business.
Create a website
No business in this day and age can survive without one. This doesn’t have to be a challenge. There are many online site building tools available on the web to help you.
Content, content, content
The future of marketing is definitely more social media and more interaction with prospects and clients. One of the best ways to gain attention is with good content on relevant topics or a highly customized message with valuable data. Prospects are gathering their own information and increasingly finding the content they need independently.
Get out of the office
Design business cards and start networking. There are two reasons to network: to help yourself and to help other people. Networking helps you identify new ways to expand the market for your services and new ways to leverage core operating competencies. You will see practices that have been tested and successfully implemented by others, which will give you the confidence to put the ideas to work. Most importantly, don’t forget to stay in touch!
Speak at a conference or seminar
Consider presenting on the features and benefits of using your products or services. If your business provides a service that targets prospects in your local community, speaking at a seminar can be a great way for you to get to know more about your contact base as well as demonstrate your expertise.
Get involved in fundraising for your favorite charity
This is a great way to promote your business and give back to the community. Consider raising funds for a local charity, something that you’re passionate about. Often you can generate public interest and free local radio and press advertising.
Maintain a commitment to client service
The most important aspect of marketing and promoting your business is to offer a flawless customer service experience for your clients.
Ask for feedback
Feedback and testimonials can help attract more clients to use your products and services based on others experiences with your company. Ensure that you ask your clients to leave feedback where ever appropriate.
Every product and service can be different to market and there are multiple ways to reach your prospects in every industry; but I would say that any marketing program that can’t be measured effectively is not worth doing. The bottom line is that you must be able to measure the return on your investment.
For more bytes of the Pittsburgh region’s tech sector visit techburgher.com
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