This is probably the most difficult aspect of a startup.
You have built a product, tested it and found it great. You launch it and think you will create waves all over. What happens next shakes you up. You start doubting your product/website. Am I wrong?
Internet Marketing is also the most neglected aspect of a startup. True, attention needs to be given to the development of the product, testing, etc. However, leaving internet marketing to the last moment is the most crucial mistake done by most startups and more often than not, this results in a huge loss.
Start planning for the internet marketing at the stage of conceptualization only. Take the example of Apple‘s new iPhone. The buzz about the iPhone was way before they actually launched it. It infact started when they started to conceptualize it.
I would cite another example of a successful marketing technique. This was my first startup and a successful one. Myself and four of my friends thought of doing an event in my home town. It was called a fun fiesta. The day we decided we would do some thing, we started thinking about a name. Some one suggested the name F.L.U. (Friends, Life and U) and immediately, I came up with the initial marketing slogan, “This winter F.L.U will grip you.” We had launched our startup and the concept almost on the same day.
We did stick to the marketing plan and we had created a brand by the end of the event. Back then, we did not know anything about the marketing. It just happened. We were new in the market. There were leaders already present. Our concept was not new, neither was the venue nor the public. However, we could create a buzz, thought deeply over the marketing, and it was a success. Yes, we had problems in the execution, and had some flaws in the event. However, with team work, everything went smooth.
So when do you start thinking on the marketing? Right at the start.
I, myself had forgotten this aspect, and now I am giving all my available time to plan marketing for my next venture. Yes, I said. This is the first time, I am saying it in public. I am working on a new venture and I have started working on the marketing already. Leave your guesses on what it can be in the comment section.
And How to do the internet marketing? You have to figure it out. If you think, your services are required else where and you would not be able to give time to the marketing, then get a marketing person on board, or hire one. Someone experienced in social media and Internet marketing.
Even I am thinking of getting a marketing person on board. Any references?
Marketing is an integral part of the product / service development cycle. It starts with the very conception & migrates onto newer services / product extensions upon the completion of the cycle.
Esp if youre a start-up, well, it becomes more interesting!
Cheers! Jay.
http://www.prodigitaltips.com/
http://www.promediablog.com/
Jay,
It is very interesting when you are a startup. You can also have more fun during this stage.
Do you think publicity may be too much for eg for a site who is not launched yet? How much is too much? or too early?
Jones is considered one of the top internet marketing experts in the world …. Internet Marketing
Anuj,
That is what i meant by saying How, you have to decide.
I would say, stealth marketing has to be done during this period.
This may include, blogs, participating in conferences and unconferences, etc. To market a website before it is launched, you have be that innovative and your marketing has to be very much focused.
Some websites have done marketing before the launch, the most recent being, the download for Mozilla firefox 3.0. Their marketing was innovative and very much focused. They wanted the maximum people to download firefox 3.0 and they succeeded in that.
Identify your focus area, focus on the target mass and plan an innovative marketing campaign. It will never be wrong.
A very strict NO for spamming. Do not market to the extent of spamming and getting blocked by everyone.
well ranjan how bout a counter example for a great hype buzz marketing failure – the American XFL! empirical evidence can be confusing and potentially misleading.
Very true … there has to be a balance ….
ok my 2 cents as its known…you dont have to spend a lot of money on marketing yet can create a huge buzz..have u heard of the ‘Cello’ marketing buzz in chennai when it was launched..making people say “cello” instead of “hello” when somone calls you could lead to exciting gifts if the caller u say ‘cello’ too is the company sales person. it created a ‘cello’ rage in Chennai in a single day.
simple yet powerful marketing is much more effective than spedning lots of mooney and thinking about it
Karthik,
I have also heard about the Cello campaign and that was an innovative one.
What I meant by this post is not to leave marketing till the last moment but start thinking and draw of strategies for marketing your product or services.
Marketing never means putting a lot of money into that. It is all about strategies and innovative campaigns.
Kaviraj
