How Important is Marketing to a Startup?

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Your company has a great product, but you need to get it into the hands of your audience. Some companies think they can only invest in sales or just go to events to meet people. But the truth is that you need startup marketing to test your messaging, refine it and then build a scalable sales process.


Marketing is the tool that companies use to show their audience how they can add value. Without it, it is difficult to reach target markets and generate sales. Organic reach is limited, especially in an oversaturated market. You need to draw attention to your company, over your competitors.


In 2019, global marketing was valued at $34.6 billion, and that figure continues to grow.


Good startup marketing gains customers. However, it also has the power to retain and serve your current customers. Overall, good marketing can give buyers at any stage a positive experience with your business.


Startups need to use marketing to launch their offerings into the hands of their target buyers.

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Marketing Saves Time

Time is a valuable resource to any professional. As a startup, it is understandable that marketing may not seem like a priority as you develop your offering further. However, it might benefit your timekeeping in the long run.


Content marketing is valuable for this reason.

Startup Marketing

This can include blogs, videos, guides, landing pages, cornerstone pages and more.

Good quality content stays relevant and is searchable anytime. You can repurpose content to suit a variety of platforms. 


This may require an initial time expenditure. However, once created, your audience can engage with that content whenever it suits them. This means that they are interacting with your company, without one-to-one discussions. 


Leads can become sales-ready without any direct involvement from you. That saves you time and lowers your cost of sale.

Good content will answer all their questions, giving you qualified leads to start interacting with.


Marketing automation tools are also key to an efficient marketing campaign. Once the initial setup of your campaigns is completed, these tools will work for you day and night. For instance, email campaigns are ideal to open up communication with your qualified leads. Email automation allows you to save time on sending emails manually to each contact.


Effective startup marketing enables you to get on with the other duties critical to your business’ success.


Adding Value

Creating organic content that serves your business is ideal for startups as it is relatively low-cost. This content can demonstrate to buyers that you are a valuable business to interact with.


Your company should have a reputation as a resource for relevant, valuable information, first. This is what persuades buyers to choose you, over your competition. Without a marketing strategy, there is no way to drive buyers to a sales team.

Brand Loyalty

Marketing serves as a form of communication between you and your customers or leads. By building strong channels of communication, you build strong relationships.


Firstly, strong relationships mean your brand becomes recognizable as trustworthy within your market. A good reputation will drive better lead generation.


Secondly, strong communication will continue to serve your existing customers. Marketing doesn’t stop after a purchase has been made. Good marketing should continue to add value to your customers, by acting as a kind of customer service. Retaining customers is far easier than generating new ones.


This should result in your existing customers acting as advocates for your business. Testimonials and recommendations are key to a startup’s growth. These are a form of user-generated content for your marketing strategy.

Marketing Provides Insight

Startup Marketing

As a startup, it can be difficult to break into your market. This is especially true if other similar companies are successful. You need to demonstrate how your product serves those buyers better. To do this, you should understand that market well.

Social Media Marketing

Social media is a great tool to create conversations with your leads. However, they also provide metrics to understand your market. You can see what content your leads are interacting with most.


Social listening is a marketing technique that can connect businesses with their audience’s behaviors. Around 4.48 billion people use a social media platform. Assess which platforms your buyer personas are using, and start there. 


Social media gives you access to information on your buyers’ interests, opinions, and behaviors. You can join conversations they are having around your topic, to get a better understanding of their sentiments. This means that you can tailor your campaigns or product based on what will attract them most. Solve a problem that other companies don’t.



Website, email, and content analytics provide a more precise view of what is serving your company specifically.


An important part of marketing is testing and re-evaluating your strategies. By monitoring your analytics, such as conversions, you get a clear picture of successful components. This allows optimization of those that don’t work for you.


Test new strategies, and use the numbers to back up your findings. Spending resources on product lines or content that buyers aren’t interested in is wasteful.

Expand your Revenue

More customers equal more revenue coming in. Revenue drives companies forward, and supports continued growth.


The main aim of marketing is to generate leads – and potentially convert them into customers. Having acquired more customers, and more revenue, your ability to reach your audience grows. 


You might wish to use this increase in revenue to drive advertising campaigns. As a startup, budgets may be much tighter. However, successful marketing opens up further options like this.


Expanding revenue also gives companies the resources they need to develop further. Whether this is in recruitment or product development. Ultimately, the main goal of any business is to flourish.

Startup Marketing for Success

As startups focus on developing, it can be easy for marketing to fall to the back-burner. Whilst focusing on your existing customers is important, picking up new leads is key.


Tech is a particularly over-saturated market, with new and exciting developments introduced regularly. A well-thought marketing campaign can differentiate you from the rest of the noise. Find a niche and use marketing to communicate how you can solve their specific problems.


Without marketing, your perfect solution cannot reach your buyers. Put the information that they need, as well as your product, directly in their hands with marketing.


Nituno is built from the ground up to help startups and scaleups to grow their marketing and fill their sales pipeline.  Contact Nituno today to see how we can help you.

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