Launching a new tech company is exciting, especially when you’ve got a cutting-edge product and some seed funding to start strong. But your potential won’t matter if you can’t reach your market.
For startup tech companies, effective marketing builds long-term success. When done right, you’ll generate a steady flow of revenue and develop a reputation people love. But if you miss the mark, you’ll just fade into the noise.
Here’s a look at how various marketing strategies can help your launch.
Hire a marketing pro from the start
Many people think they’re saving money by trying to DIY everything, including marketing. While it’s not impossible to achieve some success on your own, it will pale in comparison to what’s possible with a pro. The difference can be staggering. You might be settling for peanuts thinking you’ve made it, while a professional marketing firm can take you much higher.
A professional firm brings expertise, tools, and talent you probably don’t have in-house. They’ll build all your funnels, improve your messaging, and target the right audience through the right channels. You could spend months or years trying to figure out what works, or you can hire marketers who have already launched dozens of tech startups who know what works through experience.
Define your audience and value proposition clearly
Before rushing into content creation or running ads, know exactly who you’re talking to and what they want. Start by creating your ideal buyer personas and tailor your messaging to speak to their motivations and pain points.
For example, if you’re selling a new cloud-based team collaboration tool, tell your market what frustrations your software solves. Maybe you have better integrations or a cleaner interface. Or perhaps you’ve solved the bugs in other popular applications that drive people crazy. Highlight whatever differentiates you from your competitors to show your prospects why they should buy from you.
Use content marketing to educate and convert
Content can build trust and generate leads, but it has to be relevant and interesting. Start by publishing blog posts, tutorials, whitepapers, and explainer videos that position your startup as the expert. Use this content to answer questions prospects have and you’ll reduce friction in the buying process.
Publish your content regularly and distribute links through the channels your audience uses, like LinkedIn, Facebook, developer forums, and your own email newsletter. The more quality, educational, expert content you put out, the more chances you have to reel people in.
Publish video content
Visual storytelling captures attention fast, but the content and length need to be appropriate for the channel. For example, posting short videos works almost anywhere, but save the longer videos for your website.
Social media platforms like TikTok, Instagram, and YouTube thrive on short videos. Posting videos on these sites can help you gain awareness, whether you’re posting demo clips, founder insights, or behind-the-scenes content. If you’ve been paying attention, you may have noticed Gen-Z tech startup founders use cinematic, TikTok-style videos to announce funding, and these videos go viral fast.
Of course, traditional fundraising videos can still be highly effective. It all depends on your product and your market’s demographics.
Invest in SEO
Search engine optimization (SEO) is crucial for getting your web pages to rank in search engines like Google, Yahoo, and Bing. At the very least, start optimizing your page titles, keywords, meta descriptions, and schema markup (structured data). For the rest, hire a professional agency for the best results. No matter how many people on YouTube claim it’s easy to learn, SEO isn’t a DIY project.
SEO is a long-term strategy, so don’t expect results right away. It takes time to build credibility and authority enough to rank. Stay with it and you’ll eventually get the visibility you need.
Run targeted paid ads from day one
Since organic reach takes time, start using paid ads from the start. Ads will bring you leads immediately if you target the right audience. You’ll have complete control over your budget, and you can pause the ads at any time.
Run ads on platforms like Google LinkedIn, TikTok, YouTube, Facebook and Instagram. Each platform offers different ways to target your audience, and you can benefit from using them all. For example, on LinkedIn you can target people by job title or industry. You can also run ads on certain platforms that will collect an email address within the app.
Leverage influencer clout
Find a micro-influencer to promote your content. Real voices carry more weight than a brand tooting their own horn. All you need is a niche creator to demo your product, provide hands-on tutorials, or share reviews with their audience.
Launch smart, not flashy
For an effective launch, build authority with content, grab attention with video, and leverage real voices for credibility. The smartest marketing moves are grounded in consistent messaging that hits the right people at the right time.
Sandra Larson is a writer with the personal blog at ElizabethanAuthor and an academic coach for students. Her main sphere of professional interest is the connection between AI and modern study techniques. Sandra believes that digital tools are a way to a better future in the education system.
