Accents in promoting a startup. Where to start promotion

Launching a startup is only half the battle. To make it take off, you need to know how to promote it properly. But where to start? How to attract the attention of potential clients and investors when competition is huge and resources are limited?

In this article, we will look at the key aspects of promoting a startup and learn where to start in order to build a successful strategy and achieve significant results.

Define your target audience

This is the basis of any promotion. Before you start an advertising campaign, you need to understand who you want to sell your product to. Conduct research into the demographic characteristics of your target audience: age, gender, location, interests, needs, etc. The more accurately you define your target audience, the more effective your marketing strategy will be in the future.

Here are some ways how this can be done:

– Conduct a survey on social networks: ask questions about demographics, interests, needs, product preferences.

– Use analytics services: Yandex.Metrica [metrika.yandex.ru] will help you study the behavior of users on your website, VKontakte – to understand the interests of your audience in this social network.

– Conduct focus groups: Gather a small group of potential customers and discuss your product with them.

– Study your competitors: Who are they reaching? What audience do they attract?

Your target audience is likely to be heterogeneous. It may include different groups of people with different interests. Segment your audience to understand their common characteristics.

How to Formulate a Unique Selling Proposition That Works

A unique selling proposition (USP) is what sets you apart from your competitors and attracts customers. It could be a special approach, an original idea, special conditions, or a non-standard service. Create a compelling text that conveys the essence of your offer.

For example, if you sell cosmetics – “Natural cosmetics without sulfates and parabens.” If you can formulate a convincing USP, then you are already halfway there. Look for non-standard solutions to stand out from the competition. Your offer should explain to the client what exactly he will receive – this is a key element of the marketing strategy.

Website development and content strategy

Congratulations! You already know who you are creating your product for and what makes it unique. Now it’s time to move on to developing a marketing strategy that will allow you to attract the attention of future customers.

Include website creation in your strategy; it will become the business card of your business on the Internet. It should provide full information about your product so that potential customers understand what they will get from working with you. Don't forget about convenience: the site should have intuitive navigation and an attractive design.

However, don’t think that customers will find you on their own. This is where two great tools come into play: SEO (search engine optimization) and SMM (social media marketing).

SEO helps make your website visible to search engines. When someone searches for information related to your product, your website should be at the top of the search results. This is achieved by implementing keywords, optimizing loading speed, and other technical details. The higher your website ranks in search, the more people will see it, which means more potential customers will learn about your product.

SMM will help you attract new customers and increase brand awareness by creating and promoting content on social networks. You will be able to build a loyal audience that will follow your updates and share them with their friends.

If you don't understand this, contact the experts. Today, there are many agencies and freelancers who are ready to help you.

Collaboration with opinion leaders

Bloggers are your influencers who can propel your startup into the orbit of success. They have a huge potential to attract attention to your product, increase brand awareness and, most importantly, attract the target audience.

Their influence is based on the trust they have earned from their followers. With their help, you can:

· Increase brand awareness

· Increase sales

· Create a loyal audience

· Influence public opinion

· Become leaders in your niche

However, collaborating with bloggers requires a well-thought-out strategy. It is important to choose those whose audience matches your target group and develop the right format for collaboration. Instead of simply “paying for a post”, it is better to create a mutually beneficial partnership. Bloggers should become billboards for your product.

How to Attract Investments for a Startup in 2024

In the early stages of development and to scale, startups need investment. What might you need? First, you need to develop a business plan and prepare a presentation. Usually, investors want to hear a compelling story about your project. They need to be shown that your vision is worth investing in.

Describing your concept is not enough; you need to demonstrate a deep understanding of the market, target audience, and competitive environment. In addition to the business plan, investors pay attention to the team behind the project. The experience and competence of the team is what can tip the scales in your favor. The presentation should be exciting and at the same time contain enough detailed information so that investors can evaluate your project. Attracting investment largely depends on how well you can convey your idea.

Russia is betting on a technological future. The law on technology companies, which came into force a year ago, opens the way for revolutionary projects in the field of artificial intelligence, robotics, biotechnology and other promising areas. The status of “small technology company” is received by enterprises developing innovative products and having an annual turnover of no more than 300 million rubles. Having received this status, you will get access to financing, reduced taxes and other benefits, which will allow you to develop your startup faster and compete with large companies.

Venture capital funds and business angels are two types of investors seeking to profit from investing in promising startups. Venture capital funds, as institutional investors, invest in stocks and shares of companies, counting on their future growth and IPO. Business angels invest their own funds in startups at early stages of development, aiming to obtain a share in a successful business.

Additional sources of funding:

1. Personal resources:

• × Family Startup: Often startups start as family businesses, where close people invest in the idea.

• × Friends and like-minded people: Investments from friends and people who share your idea help at the initial stage.

2. External sources:

× Consumer credit: possible, but requires collateral or surety and carries a high risk, especially if the startup does not make a profit. Grants: the state program “Digital Economy” provides gratuitous assistance, but requires compliance with conditions and reporting. New grant support programs are constantly appearing, so it is important to stay up to date with the news.

In the current situation with external restrictions, it is worth paying attention to the potential of the domestic market. Particular attention should be paid to projects that offer alternatives to imported goods or the transfer of production to Russia. It is these initiatives that have the greatest chance of success and support.

Why do startups fail?

The market requires a clear understanding of the target audience and deep market research. Statistics are relentless: 70% of startups that have not studied their market fail in the first two years.

Lack of funding is another stumbling block for many startups. Often, startups cannot get the necessary amount to promote the product, cover marketing costs and build a strong team. Therefore, you need to prepare well before presenting your idea.

Competition should not be forgotten. In a saturated market, it is becoming increasingly difficult to stand out and attract the attention of consumers. A startup must offer something unique that will hook the client and make him choose in its favor. This could be a unique design, an unusual marketing strategy, or a bright and memorable brand story.

Conclusion

Don't be afraid to try new things, experiment and use modern promotion tools. Remember that everything starts with an idea, but for this idea to become a successful business, you need to put in a lot of effort. Every mistake is a valuable lesson that will help you move on. Be persistent, use your knowledge, and do not forget that your idea can change the world.