I have recently read an article about “the right way” to start a startup. It had a list that included having a great team, sufficient financing and a plan for “monetization.” I am pretty sure it was a true eye-opener for those who were ready to launch their startup by hiring an unruly team, no financing, and no plans to make any money (sarcasm).
Yes, you can find an amazing team of developers and you can also be a step ahead of your competition by thinking “monetization” first and, in fact, you can read every major book about a startup and funding and yet, NONE of it will ever matter until you have the key component of your startup: quality audience.
But before we discuss the significance of having a quality audience for your startup and offer a few clues to your audience’s whereabouts, let’s talk about a very sensitive startup clock that makes having the quality audience a priority #1 prior to having your startup go “live.” I am talking about the ROI Clock.
The ROI Clock.
What many of new entrepreneurs don’t realize is that the proverbial ROI clock starts ticking as soon as the very first dollar is invested into developing a logo, making your very first set of business cards, your website and that state of the art software to run your business. At this stage, many new businesses don’t make any money and yet the business expenses begin to pile up, one charge after another.
Googlenomics of Today: Bidding Your Small Business CPC Against Multi-billion Corporations
It is true that Google Adwords can quickly resolve your audience problems. And yet, it is also true that in today’s Googlenomics, based on its system of more and more competitive bidding you may end up “competitively bidding” against multi-billion corporations that have no concern of whether to spend a $1 or $100 per click, as long as it puts them on that coveted front page of Google.
As your costs per click begin to add up, you may begin to wonder if the startup game was worth it (as was the case with some of the app developers I met some time ago) and if there was anything else you could have done prior to having your startup go “live.”
A Social Marketing Structure Designed to Save On Costs Per Click.
As I have learned from my own experience, there are at least 3 things one should do (especially prior to having a business go “live”) to save his/her company or a startup tens of thousands of dollars by building a true and engaged audience at minimal cost prior to, or while building a new business. All have to do with maximizing social media as a part of overall marketing strategy.
Start Building and “Working” a Twitter Following In Your Niche (Higher quality, free contacts)
It is just now, after years of complete denial, I only wish I could tell you that I have started Twitter years ago and now I have tens of thousands of followers. I haven’t. I did start setting up Twitter accounts for all, myself and my clients just a few months ago and at this point, all of the accounts combined can start bragging about finally getting thousands of highly engaged followers who are noticeably contributing to our overall website registration rates and email signups at NO (or very minimal) additional cost.
Start Niche Blogging
After spending a good amount of my “younger” years in a highly regulated pharmaceutical world I was, at least initially, against blogging as a form of marketing altogether. In fact, the idea of blogging as a part of a marketing strategy for a very long time appeared to me, to put it politely, not very serious. As recently as several years ago, the idea of blogging away at a local Starbucks always appeared to be an activity more suited for someone who doesn’t really have a “real” job, or “real” marketing strategy. If I could drive thousands of visitors to my and my clients’ websites using a proven formula of Fine-tuned SEO combined with an ironed-out adwords campaign, why bother changing things, right? Wrong. Because ironed-out Twitter+Blogging campaign has a potential to drive even more visitors at NO (or very minimal) additional cost.
Start and “Work” your YouTube Channel
Ok, unless you have an extremely engaging content, or you already have a pretty big following, trying to build your YouTube Channel from scratch my appear like a daunting task, and yet, there are 2 things to consider.
- Properly structured video content will lead users to your website and, eventually, to your product at absolutely NO cost.
- Even, if your content is not engaging enough to become viral, the cost-effectiveness of YouTube AdWords ads when it comes to driving traffic to your website in my experience significantly exceeds that of using plain, non-YouTube text ads.
Old Model vs. New Model.
Overall, to me this blog is personal. The formula for building an engaged audience for my businesses and businesses that work with us has been irreversibly changed. While just several years ago, most of our efforts were focused on SEO and Google AdWords with minimal efforts put into blogging and Social Media, today our strategy had a 180 degree turnaround:
What Was Your Experience?
Are you on Twitter? LinkedIn? Instagram? How did it help (or not help) your business and your marketing/sales strategy?
Look forward to hearing about your experience.
Max Azarov, “Authentic Spin” Author