Tech start-ups are two-a-penny, so unless you have created a high-profile app for Sun Bingo
or another well-known brand in the past, you may struggle to make your mark in an overcrowded marketplace. The key to success is creating a smart marketing strategy. Your company will live or die based on how you handle the marketing, so read on for some useful tips.
Are You Ready?
Do not be tempted to bring your products to market too early. This is a fatal mistake and one you will find it difficult to recover from. If you generate a lot of hype for your products and then can’t deliver, people will pay less attention second time around – if they even bother taking notice at all.
Early Doors Marketing
Before you start marketing in earnest, you need to know your product(s) are worth marketing. There is no point in coming to market with a half-finished app or software solution for businesses if there are still teething problems. Nothing will blow your credibility out of the water faster than a glitchy product. However, with testing you can still discuss your product with potential investors or buyers.
Attend tech networking events and talk about what your company is doing. By doing so you will build useful contacts and generate a buzz. However, only talk in broad terms and be careful not to reveal too much information in the early days, in case another developer realises your ideas have legs and decides to compete against you.
Identity Your User
Whether you are focussing on B2B
or B2C, the principles are the same. You need to know who your target customer is and where to find them. Once you have this information, it is time to start planning the next stage in the process.
Develop Your Brand
Brand is everything in tech marketing. If you don’t have a recognisable brand, it will be impossible to stand out from the crowds of other tech start-ups. Your name, website, and logo all need to be on the same page and a good fit for what your company actually does. You want people to remember you when they meet you at networking events or follow a link back to your website.
Start with a URL for your website and work from there. Create a strapline
for your website, one that sparks interest. Once you have this, you can work on creating a logo to match.
Build a Portfolio
You need something to show potential leads. Just because you are a new start-up, it doesn’t mean you can’t work on your portfolio. Each time you complete a successful project, make a case study out of it and add it to your portfolio. Obviously your client has to approve this, but a great portfolio is a sure-fire way of generating new leads.
Be Visible Online
It should go without saying that your tech start-up needs to have a strong online presence. Start with your website. This needs to have the right keywords, be fully-optimised for all devices, and great to look at. Your website is likely to be the first thing many potential customers look at, so if it looks clunky or doesn’t load on their iPhone, they won’t bother coming back.
A well-designed website is a must-have, but once you have this in place, you need to work on all other areas of your online presence. Next is a blog. Blogs work on a number of different levels. Firstly, they keep your website regularly updated with fresh content, which the search engines love. Secondly, they enable you to share your expertise with the general public to show you actually know what you are talking about, which is always useful in a competitive tech industry.
Social media should be high on your ‘to-do’ list once you have a blog up and running. All businesses need a LinkedIn page, a Facebook page and a Twitter account for starters, so make sure yours fit the company branding and you are active on there. Use your social media accounts to follow competitors, build relationships with the media, and create a buzz about what you do. Social media marketing is cost-effective, so work hard in this area and your efforts will be rewarded.
Marketing isn’t rocket science, but don’t neglect it in the early days of your tech start-up, or it could be your downfall.