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MenuTo launch a beta product, I am struggling to align marketing strategy with content strategy. Any directions please?
The objective is to capture emails and gain visibility via social, and we know our target audience. The beta is ready for launch and we already promoting it on social. However, the brand connecting is missing somehow.
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You missed the opportunity to try and describe your service here, I wonder if you're generally missing the ability to effectively describe what you do to who you think is your customer?
Strategy is simple. Tactics and implementation are where wins and losses are made. By "the brand connecting is missing somehow" I'm guessing you're saying you're getting underwhelming sign-ups. That points to messaging being off or it being accurate and no one cares about the service you're offering.
Given that you didn't provide any details where we could help (web link etc), you're best bet is to schedule a call with myself or someone else like me on Clarity that knows something about product positioning, customer acquisition and measurement and analysis.
If you know your target audience and you're just looking for emails run some Facebook adds to fans of someone who already has your avatar. Lead them to an opt-in page and give away a white-paper, ebook or something. Good offer you can expect spend .25-.75 per subscriber.
As always, marketing strategy starts at the top with product, distribution, price, promotion, customers and competition. A successful promotional strategy is based on positioning, messaging and branding, as applied to advertising, PR, personal selling and sales promotions. Then, you need to understand these components before you choose the communications vehicles and know what to say to compel visitors to take action.
It's difficult to build awareness with social media alone, depending on the product or service of course. You may want to try social media as part of a broader PR campaign to drive people to a specific landing page at your website, with the call to action to provide an email. Be sure to give a good reason why they should in relation to your offering's ability to fill their need competitively.
Before deciding on which marketing channels to pursue. You should think about the your target objectives, what resources you have available to you (money or people) and which combination of marketing strategies can achieve your goal.
Your strategies will depend on user behaviours, resources available, and product positioning. Whether to achieve your goal virally via social, or deliver value through content, will depend on your product/service.
It would be best to chat with a marketing strategies to help understand and identify which combination may be the best fit to your situation. Be happy to discuss more on a call to help you determine an overall strategy.
How abt we just ask what you do? A lot easier to help you if we have specifics here. Let us know
A simple way to get more in touch with your audience is by trying to connect your brand content with their personal goals. In this guide, I will describe the concept of alignment as an exchange of value between a brand and its audience, which ultimately leads to shared gains. To align your content marketing goals with your audience, it is important to first define the expectations from both sides, and then follow up with a map of the feasible paths to reach the target. To define the goals, let us separate a branding strategy from content marketing strategy for a moment. While your branding strategy should consist of brand purpose, visual identity, messaging, that is not a content marketing strategy. The content marketing strategy should leverage those brand identity attributes and connect them to a set of goals, that will be reached by producing tailored content. Content marketing goals can range from increasing brand awareness, creating for a niche audience, to content supporting the launch of a new product or service. To relate your goal to those of your audience, start by looking at the target audience and your brand purpose side by side. Think about your content as a solution to a problem that your audience has, and how you can present it to them. That means that your brand can find common ground by providing the right content that will fill in the blank and offer the audience a way to reach their goal. It is important to have in-depth target audience profiles on the people you are trying to reach with your brand. If you do not have your target audience documented yet, I highly recommend you devote some time to that process before you start working on your content strategy.
Things move quickly in the marketing world, as new trends and data constantly washout some of the previously practiced techniques or concepts. One of them is the concept of funnels that will lead your audience from the discovery of your brand, all the way to a conversion. Your content goals can include one or multiple of these stages, and each stage has different points of interaction where your brand and your audience can exchange value between each other. These are the points where your content marketing strategy comes into play. The interaction can happen through social media discovery, search engine discovery, and paid promotion. Therefore, the brand would need to produce optimized content for social media platforms, search engine optimized content, and other promotional material. First, define the general message that you want to get across to your audience with the content you will be creating. Comparing stages of their journey. Each stage can be an opportunity to connect with the potential audience with tailor-made content. The bigger your goal, the more involvement from your team you will need to make sure that you are on the same page through the journey.
If you have made it this far, that means that you have done most of the strategic brainstorming, and now it is time to get down to the logistics of your strategy. Once you have a plan of exactly how many, and the type of posts that you will use to reach that goal, it is time to plan for the details. You need to meet each point of interaction with appropriate content for the exchange of value. After a set interval of time has passed and you’ve collected enough data through tests and content tracking, you should create a report on key findings, and the overall success of the strategy that you implemented. Use the learnings and insight from the marketing report to make decisions about your content strategy moving forward. Creating content is all about creativity, so you or your team can get creative and find a way to adjust these steps as it fits your specific needs and purposes. This guide generalizes some of the things so they can be applicable to any type of content marketing goal. You can use things many things to present your strategy like tables, photos, mood boards, sticky notes, or anything else that will spark creativity.
Besides if you do have any questions give me a call: https://clarity.fm/joy-brotonath
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There is a tremendous amount of buzz surrounding content marketing and its need within a brand’s overall marketing strategy. Doing content marketing is much more than publishing on your blog occasionally and posting your thoughts on social media. “Do stuff and maybe it will work” is not a strategy, it is a gamble. A risky and expensive one, at that. Even so, many brands have yet to create an effective content marketing strategy. What does such a strategy look like? Where are the examples of brands doing it well? Here, I will show you examples of an effective content marketing strategy and offer ways for you to craft your own for your business. What is Content Marketing Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it. This generation of customers are taking drastic steps to avoid marketing messages. As consumers, we use DVRs to skip television ads, pay internet radio subscription fees to avoid commercials, mentally block out — or use plug-ins to avoid — internet click ads, and gloss over road-side billboards, rendering them useless and ineffective. So how are marketers supposed to combat this shift? Education. Consumers are still buying and making purchases, but the way they go about making a decision has changed. With all of the world’s information at their finger tips, savvy consumers are doing enormous amounts of learning and self-education before stepping into a showroom or talking to a salesperson. Knowing this is a huge opportunity for brands. If you know consumers are looking for information, be the source of that information. Not with sales-y content that puts your priorities before theirs, but information that the buyer really wants and needs. The Marketing and Sales Departments must align to create a buying path for this new era of consumers that provides authentic and transparent information about a product or service (the mission of Marketing) and closing the sale (the mission of Sales). Content marketing closes this gap by using brand-created educational content to satisfy the prospective buyer while helping the sales team convert anonymous visitors into buyers. Thought leaders and marketing experts from around the world, including the likes of Seth Godin and hundreds of the leading thinkers in marketing have concluded that content marketing isn’t just the future, it’s the present (see the video below on the history of content marketing): http://www.youtube.com/watch?v=9OHgMMpGLzk The key ingredient to using content to attract new customers is in the advanced planning. The strategy. What is a Content Marketing Strategy A content marketing strategy is a roadmap; a “User’s Guide” to how your brand will do the following: - Meet the customer at their specific point within their buying cycle - Align the customer’s needs with your knowledge and expertise - Use your brand’s assets to meet these objectives Business-to-Business marketers who have a documented content marketing strategy are 66% more likely to consider themselves effective compared to only 11% of those without a documented strategy. A content marketing plan helps you see the end-game before you have even started. Further, it gives a clear, articulable vision for your entire team and keeps you on track throughout the campaign. Just like New Years resolutions often fade into a foggy memory, our intentions are good – but we allow resolutions to fail. To be successful in any strategy, we need to be intentional. For proper sales and marketing alignment, and for the success of your bottom line, you must have a plan in place. How to Start Your Content Strategy The framework of a content marketing strategy is fairly straight forward: - Who are you targeting? What are their needs? - How are you going to reach them? (Attract new and nurture existing) - What content do you have now to get started? - What is your plan to develop and share more - How will you measure your efforts 1. Personas Take some time to consider who you are targeting. Are they male or female? Does it matter? Do they have a career? Children? Are they affluent? Coupon cutters? What are their goals? What happens if they do not reach them? Is their a monetary penalty for them? Will meeting this goal further their career? Will it make them happy? Clearly defining your targeted personas will save you a lot of time, energy, and money as you continue your business. With this person in mind, your content marketing strategy will begin to fall into place and you will feel that you are having a conversation with this “person”, rather than blindly throwing stuff out there. 2. Outreach Content marketing and social media are often used synonymously. This is a mistake. Content marketing is a broad method of marketing whereas social media is a tool that complements getting your content seen. Imagine your website as your online hub, where all of your brand-controlled content resides, your social media profiles are spokes that lead back to your home base. Social media has the power to reach incredible numbers of potential customers, influencers, existing customers, and even the opportunity to convert customers from competitors. Social media, in and of itself, is not content marketing. It is one of your outreach tools. 3. Available Content Next, take stock of materials you have on hand already. Many of us sit in offices filled with brochures, flyers, handouts, manuals, and documents loaded with helpful information, but we do little to extend that information to potential customers on the web. Make a list of the content available to you immediately and start identifying which persona is most aligned, where they are within their sales process, and what pain point they are currently facing. Getting started, you can use what you have on hand. But I recommend expecting this low-hanging fruit to run out. You should plan on developing your own, unique content. For a number of reasons, search engines reward fresh, unique content. Further, your prospective customers will be looking for information that is not available everywhere. Your unique perspective and “voice” (the tone in which you talk, the way you communicate, and what you share) may be the first experience a prospective customer has with you. This is the beginning of a long business relationship. 4. Schedule and Share Your Content After you have compiled your educational materials, grab a calendar. I recommend looking out 3-4 months to start. Mark holidays, special events, and milestones. Working backwards, prepare your marketing message for these campaigns. For example, one client of ours hosts 4-5 annual sales. They all surround major US holidays (New Years, President’s Day, Memorial Day, Labor Day, and Thanksgiving/Black Friday). By knowing this, it is easy for us to prepare everything from banner ads, Pinterest images, blog posts, Facebook Status, videos, and even newspaper ads (don’t shoot the messenger). Once you have those events marked, consider a “theme” of the week for those 3-4 months. With that theme, and your personas in mind, write out the following for each week: - 2 Blog Posts - 8-10 Facebook updates - 20-30 Twitter updates - 4-5 product photos for Pinterest - 3-4 Instagram ideas - 1 Video By no means is this list all-inclusive. It is a starting point to get you thinking about how to plan content. To get a specific content marketing plan designed for your brand, I need to interview you and understand your goals, personas, and timeline. 5. Analytics Finally, how are you going to measure your work? Remember when we set up our goals earlier? Were you specific in identifying how many leads you want to generate? “Get more leads” is a horrible strategy, better is “Gain 50 new leads by September 1st” or “increase from 6% conversion rate to 12% conversion rate” These types of goals are easily measured and tracked. Do you have a mechanism in place to measure, monitor, and gauge your efforts? Further, do you have the right people on your team to help you know what is working and what is not? Can you explain why certain marketing dollars are generating a return on your investment while others fall flat? Final Thoughts Just like runners know the course of the race before they start, your brand should know the route you will take to your finish line. Having a strong content marketing strategy in place will ensure your team is setup for success. I'm happy to help and provide more specifics. All the best, -ShaunSN
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