Startups have a limited budget for marketing, so it's critical that they prioritize how those dollars are spent. Market segmentation can help startups prioritize their resources to achieve the largest impact with the leanest budget. It's a data-driven exercise and a key component of any marketing plan. In this webinar, Stephen Bouikidis and Mary Jordan of Magma Digital will present tools and tactics that enable founders to evaluate opportunities and reach new audiences.
Market segmentation is a data-driven exercise that founders should engage in at various points after they begin selling to customers. To figure out your market segments, your team should be looking at factors such as market size, growth rate, CAC, win rate for gaining customers, and average LTV. Based on these numbers, you can then determine your sales activities, marketing initiatives and even your product roadmap. In this series, we'll discuss key topics around market segmentation and give you a framework for doing it effectively for your startup.
It's critical to constantly get feedback from customers when building a startup. Maybe you are launching a new product or rolling out a new feature. Maybe you are just launching your company and you want to get feedback on your minimum viable product. Maybe your feature set has become unwieldy and you are trying to figure out which parts of the product people value the most. Here's a way to conduct customer interviews in a scalable way.
In this webinar, the teams from Care@Work (Care.com) and Chiron Health discuss how to create and execute a content marketing strategy in healthcare. A strong content marketing strategy is critical in healthcare. And crafting a strategy is a long game. Your marketing team must invest time and energy in creating effective content to foster engagement and loyalty from your customers.
A 2017 study by BrightEdge shows about 51% of all web traffic is generated through organic searches (SEO). However, 10% is generated through paid searches (SEM). So, the smart choice is to leverage both to increase your B2B leads. To drive traffic your way, your B2B company must produce quality content. If not, your page rankings will never increase. Your content needs to be SEO-friendly for it to show up in search engine results. You want to be sure that search engines understand what the content is about, so they can send the right traffic to it.
Before answering the "how" of digital marketing, entrepreneurs should ask who they are marketing to and why this audience might need their product or service. As CEO of Startup Professionals Martin Zwilling points out, digital marketing is "all about selling solutions (not technology) to real customers who have real needs and problems they want to be solved." By identifying who your customers are and how you will solve their problems, you'll be well on your way to marketing success.
In anticipation of our upcoming webinar on “How to Pitch the Press,” we’ve put together a few tips on how to approach public relations for startups at the earliest stages. Whether you are announcing a product launch, event, or partnership, these lessons can be applied.