General Marketing Advice
- Don't Spread Your Limited Ressources Thin
Mastering a single channel is more effective than diluting your efforts across many channels. Expand to additional channels only after fully optimizing one or determining it’s not the right fit. Remember, most channels need time to show results.
- Avoid Organic Growth in the Beginning
While organic SEO and social media seem cost-effective, they require immense effort and time with uncertain outcomes. Startups should prioritize driving targeted traffic and optimizing based on data. Don’t risk months of organic growth that might not convert into sales. Consider it only when you’re sure of your startup’s direction and have resources to spare.
- Why Relevance Beats Reach
It’s easy to get excited about big numbers—tons of views and likes feel great. But what if none of those people need your solution? 100 prime leads beat 100,000 curious scrollers any day.
Get Discovered When Your Audience Searches for Solutions Like Yours
- Identify the search terms your audience might use to find solutions like yours. Brainstorm ideas and use keyword tools such as Google Keyword Planner or SemRush to refine your list.
- The simplest way to target these terms is through Google Ads. Keep in mind that clicks can cost several euros, and with an average conversion rate of 1–3%, it usually takes hundreds of clicks to see significant results.
- Follow these Google Ads best practices (click on the triangle for more details):
- For more cost-effective alternatives to Google Ads, consider these options:
- Submit your tool to AI and SaaS-specific web directories, like Product Hunt, AppSumo, and AItopTools.
- Participate in discussions on platforms like Reddit and Quora, providing value where relevant.
- Collaborate with blog owners ranking for your target keywords, or add meaningful comments to relevant blog posts.
Meet Your Target Audience Where They Are
For audiences not actively seeking your product, it's crucial to build relationships and trust before introducing your offer. Implementing a sales funnel can effectively guide this process.
Social Media Ads
Utilizing Meta or LinkedIn ads offers a scalable approach to reach your target audience; however, a substantial budget is necessary. These platforms require significant conversion data to optimize ad delivery effectively.
While it's possible to start with a minimal daily budget, such as €10 per day (approximately €300 per month), this level of spending may prolong the time needed to achieve noticeable conversions. Therefore, it's advisable to allocate at least €1,000 per month for Meta ads and €3,000 per month for LinkedIn ads to see meaningful results.
You should also invest in high-quality images or videos and develop a series of ads.
Cold Outreach
Despite its mixed reputation, cold outreach via LinkedIn and email can be an effective and affordable marketing channel, especially for B2B startups. Tools like LinkedIn Sales Navigator enable precise targeting of decision-makers, such as Chief Marketing Officers in specific industries with a certain number of employees who have recently changed positions. It's essential to focus on building relationships first by providing value before requesting actions like sales calls.
Sales Navigator
- Cold Outreach Best Practices
Earned Media as Recommendations
PR content serves as an implicit endorsement, leveraging the credibility and audience of established platforms. When potential clients search for your brand, appearing in reputable articles and podcasts enhances your authority. It's essential to approach PR creatively, offering genuine value rather than overt advertisements. Executed correctly, this strategy can yield substantial success.
- Guest Appearances on Relevant Podcasts: Participating in podcasts, typically ranging from 30 to 60 minutes, provides ample opportunity to connect with both the host and listeners, establishing authority and effectively conveying your solution.