When you start looking up startup marketing, there are so many recommendations, it’s hard to know where to focus first. We’ve simplified things, picking the three most essential priorities and distilling them into this easy-to-follow guide for startups.
Here are three things you must do first to make your startup marketing successful.
- Crafting a Mission Statement and Core Values
- Building a Brand Identity
- Developing a User-Friendly Website
CRAFT A MEANINGFUL MISSION STATEMENT
Startups can be messy, your plans and ideas will likely change more than once. That’s not a bad thing, you should be flexible as you learn more about your users and adapt your product. What shouldn’t change, though, is your mission.
Your mission statement will be your compass and you should return to it again and again. Your mission statement does not need to be revealed to the public, per se, but everyone in your company needs to understand it well.
Your mission statement should answer the big three questions:
- What does your company do?
- How does your company do it?
- Why does your company do it?
Companies that don’t get their internal messaging down pat are far more likely to fail. Why? Consistent internal messaging brings more vision and focus to your company mission. For young startups, this translates to money and time saved.
If your team does not thoroughly understand the answers to the three big questions you will have a difficult time communicating who you are and what you do to potential customers.
Returning to your raison d’etre again and again will bring unity to your organization and your overall marketing. A strong, clear mission statement will inspire confidence in your clients and encourage them to work with you.
What does a mission statement look like? Here’s ours at G3 Partners: “Our mission is to accelerate the growth of young technology companies, by providing high impact, cost efficient Marketing, Content and Growth services.”
BUILD A BRAND IDENTITY
A brand identity is the visual sum of your mission statement and core values. Your brand identity should communicate your values and purpose instantly without resorting to the written word. The most iconic and successful brand identities (LEGO, Apple, KFC) know who they are at the core and they know who their target audience is and that’s immediately apparent in their branding.
Establishing a brand identity takes thoughtful consideration. Make sure your branding is:
- Easy to apply and design
- Memorable with a visual impact
- Cohesive and complementary to the whole identity
- Reflects your core audience
Your branding might evolve over time, but with a clear mission statement from the outset brand identity will only become stronger and more concise.
To once again use G3 Partners as an example, here is our logo:
- We wanted to aim for simplicity, but also professionalism. The logo must convey trust, as we are asking companies to pay us money and then trust us to deliver marketing results.
- Another important element is that “Partners” spreads wider than G3. This is to remind us that we are truly partnering with our clients and beyond our organization.
- Finally, it’s all text. That helps remind us of our origins, which are rooted in PR and textual content. We do more than that now, but compelling writing is still central to our business.
DEVELOP A USER-FRIENDLY WEBSITE
You will likely need to hire a professional in order to execute this task, but that doesn’t mean you shouldn’t research and plan out your vision for your website ahead of time. Again, everything on your website – the text, layout, and images will relate back to your mission statement and branding.
Here are the most important elements of a good website:
- Domain name: Also known as your web address. One of the most difficult undertakings is coming up with a short, relevant, and memorable web address that isn’t already taken. But, we know you are up to it.
- Copywriting: Text on your homepage needs to be attention grabbing and clear. Visitors should know immediately what you are trying to communicate to them. Whether or not it’s a CTA or you would like to encourage guests to interact with your site, it must be clear from the get.
- Layout: Once you land on the homepage, people should know where to go. That means your menu options should be very clear, nothing is worse than a website that is hard to navigate.
Remember that people will be checking out your site from mobile devices just as much. Using Google’s ‘Test My Site’ service can help you quickly identify how to make your website more mobile-friendly.
We eat our own dogfood at G3 Partners and have applied our best practices in website design and development to our own site. You can also see examples of sites we’ve very recently developed for Roborus, Perseus and Tec Sen.
If you’re preparing for a big pitch and need some help with the script and presentation, get in touch with us at G3 Partners.