You are a Startup Marketing Failure so Now What?

Chris Dixon wrote a post last week titled, The default state of a startup is failure, that I think is a must read for startup marketers. Chris shares the following ideas around building something new,

On the flip side, first-time entrepreneurs often fail to realize that when you build something new, no one will care. People won’t use your product, won’t tell people about it, and almost certainly won’t pay for it. (There are exceptions – but these are as rare as winning the lottery). This doesn’t mean you’ll fail. It means you need to be smarter and harder working, and surround yourself with extraordinary people.

While aimed at entrepreneurs, I think there is an important take away here for startup marketers as well.

No one cares about your slick UX and new features. It doesn’t matter how great that data sheet is or how fancy your new logo looks. Your snazzy email marketing is going right into the spam folder and your web site traffic is a joke.

The fact that nobody cares about your product is something that you need to embrace. It needs to be something that you are not only aware of but also motivated by. You have a challenge in front of you but also the opportunity to do something really special.

Where do you start? Here’s my recommendation:

  •  Add marketing from the start - building a great customer experience doesn’t happen by accident. Plan to add “remarkable-ness” at the beginning.
Once you are finished, figure out what worked and get ready to start again. It’s an iterative process that’s never done.
That’s my take on how to get started. Anything to add?

Image Credit:  jcoterhals

 

If you enjoyed this post, make sure you subscribe to my RSS feed!
Tagged , , ,
  • Pingback: You are a Startup Marketing Failure so Now What? | Inbound.org

  • http://smartsoftwaremarketing.co.uk/ Giles Farrow

    The piece I would add is around your customers.

    Really, really know them. Pick a niche and focus on a tightly defined customer segment.

    Use customer discovery to learn what they need, what they are looking for and what they will buy. 

    Find out where they are and reach out to them e.g. AdWords. Build it and they won’t come.

    • http://www.arandomjog.com/ Joshua Duncan

      Really good point Giles that is so important for startups. You can’t tackle the entire market all at once so you really need to focus. 

      Thanks for the comment!

      Josh

      • http://smartsoftwaremarketing.co.uk/ Giles Farrow

        You’re welcome. 
        And you have prompted me to blog after a hiatus