Startup marketing principles - finding gaps

문제

• 대부분의 신생 스타트업이 유저 확보를 위해 전술과 채널로 곧장 달려감
• 예) 웹사이트 -> AdWords 켜기 -> 링크드인 광고 -> 아웃바운드 메일 -> ..

대안 : gaps 찾기

• 영역에서 2-3개의 주요 경쟁자 적기
• 그들의 go-to-market 방식에 대해 명확히 정리하기(그들이 어디서 어떻게 하고있는가)
• 그들의 브랜딩과 메시지 전략을 정리하기(어떻게 보이고, 소리는 어떻고, 뭘 말하는지)
• 위 정보들을 gaps를 찾는데 사용하고, 그 지점에서부터 브랜딩, 메시지, 유저 확보 전략을 개발하기

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원문

출처 : https://www.linkedin.com/posts/davegerhardt_heres-one-of-my-principles-for-startup-marketing-activity-7109866559321300992-7uGI/?utm_source=tldrmarketing

Here's one of my principles for startup marketing.

If you're a new company trying to get traction and build your customer base, the first step is not to rush right into the tactics and the channels.

It's very easy to do that by the way.

• Set up the website
• Turn on AdWords
• LinkedIn Ads
• Outbound email
• The list goes on...

That might work. You'll find some customers there sure. But here's my way:

I look for ways to stand out. I look for the gaps.

• Make a list of the 2-3 main competitors in your space
• Build a good understanding of their go-to-market (what are they doing and where)
• Build a good understanding of their branding and messaging (what do they look like, what do they sound like, what are they saying)
• Then use this information to find the gaps and from there develop your brand strategy, your messaging, and your customer acquisition strategy

When I was at Drift, this meant assessing the market and seeing that many companies were talking about live chat, but none of them were talking about live chat for sales and marketing; and none of the other companies had founders with the same track record, reputation, and existing social following. So we want hard on nailing the company story and using the founder's audience to grow through "guerrilla" PR - let's get on every podcast and blog we can, let's start our own podcast, speak at events, and create content that challenges the existing POV in the market.

When I was at Privy, this meant assessing the market and seeing that while there were many tools in the Shopify ecosystem that help store owners do marketing, none of them were really built for small businesses, and Privy had 400,000 small businesses using their product already - this was an opportunity to position the company as the leader in ecommerce marketing for small Shopify stores, and build marketing that was focused on education (since small businesses are not expert marketers).

Don't jump into channels.
I believe that almost any channel could work to grow your business - you can make the case for events, email, partnerships, TikTok, community, LinkedIn, AdWords, SEO. All of that can work.

But the real opportunity is to find the gaps and figure out how you'll do marketing as a company.

From there the tactics become easy*

*Easier, because there are no shortcuts, it's never going to be "easy" despite what the clickbait growth articles says here and on Twitter ... but this can give you an advantage and a place to start.