In the branding and marketing world, the biggest struggle for emerging funded startups is finding a way to effectively set themselves apart in a competitive marketplace.
Even funded startups and established scale-ups can find it intimidating to participate in marketing strategies that seem like they are reserved for the large conglomerate business. As a CEO or President you are probably wondering how you are supposed to compete with huge industry leaders
Well the reality is, once you have effectively identified your niche market you don’t have to worry about challenging the big players. If you can establish the same level of brand loyalty on a smaller scale, then you can create a fiscally sustainable company that can thrive in today’s marketplace. Do you understand what works in the large conglomerates’ marketing campaigns that can also work at a smaller scale? A smart marketing partner does and can apply proven strategies that get great results from tried-and-true methods of brand and digital marketing. You can thus grow your brand by adopting the same methods of branding used by these big marketers.
The first proven strategy to emulate is including high-value content on your website. Relevant and unique content that fosters interaction is essential in digital marketing. This can include website articles, downloadable white papers and infographics. Effective SEO is critical piece of an online marketing program, and without a good search engine optimization program, your content can go unseen. When you regularly create and promote good content, you increase your online visibility and engagement.
Participation In Social Media
The second imitation-worthy strategy is active presence in social media. Funded startups and established brands that want to remain relevant need to be partaking in the most popular trends in social media, as are appropriate to their audience. Whether you like it or not, social spaces like Facebook and Instagram are here to stay, and your competitors are using them to engage consumers.
Social media marketing offers a personalized way for businesses to target and interact with potential buyers. Nowadays, a strong and active social media profile and is an effective way to create community and unwavering brand loyalty. It is also a great way to increase your popularity and optimize your growth through viral sharing.
Brand differentiation is the third strategy benefiting industry leaders. For decades, the most recognizable brands in the world have worked hard to maximize their recognizability. As a funded startup with investor’s pressure to onboard clients, you may have limited time to get your marketing right. Does your product or service stand out among your competitors? Why should a prospect buy from you and not the other alternatives? To answer those questions, it’s important to understand the mindset of your ideal customer, including details such as:
- Your target audience profile
- What customers need or want
- When customers purchase the product or service
- Where customers purchase similar products or services
- Why customers purchase similar products or services
Getting clear on your target audience’s mindset enables you to more succinctly align with them, thereby standing out from the competition. People tend to show interest in unique concepts and products that appeal to their values. Understanding the mindset of your ideal customer is a great way to create a marketing strategy that resonates with them.
One thing that the big players have collectively achieved is a branding that is unmistakably distinct. A well-defined, consistent image is essential. The goal is to present your unique selling proposition and brand personality in a captivating, authentic and memorable way. The returns from creating a strategic branding based on clearly defined brand differentiation for your business are well worth the investment.
Even a small funded startup can learn from the big players
Almost all of the industry leading firms started with a smaller footprint, perhaps as a company the size of yours. Will your business be the next big player? No one can say for sure. But effectively marketing it is a good start to growth. The success of your business depends on how well you are able to create and meet a demand for your product or service. All the great success stories started with a deep understanding of an untapped consumer demographic, and a fully optimized marketing strategy that includes lead generation. If you want to play the game and win like the big players, then you have to take the same disciplined approach to your company and product branding in order to maximize your visibility in the consumer market. Partnering with the right marketing expert can quickly up your game.