We are in a golden age of podcasting at the moment as evidenced by Spotify’s recent acquisition of podcast producers Parcast and Gimlet Media and plans to spend another $500M on podcast-related acquisitions. While this is not a call to start a podcasting company, the recent growth in popularity of this medium has brought it into the mainstream and continues to offer a phenomenal way to promote your startup. As discussed in previous articles in this series, the key is to create informative and entertaining content that will engage your listeners allowing your startup to build trust and prominence in the community. In this article, I will outline a playbook for getting your podcast going.
In the previous two articles in this series, we covered creating a marketing strategy for your startup as well as writing different types of content and finding effective distribution channels for
In the first article in this series, I discussed how to create a marketing strategy for promoting your startup as well as how marketing activities should determine marketing channels. In the next few articles, we will go through each activity–starting with writing–and discuss cadence, format, and channels, which will give you the remaining details that you need to execute your marketing strategy. The main driver that determines which activities will likely be most effective for your startup depends on the characteristics of your ideal customer as well as the capabilities of your team. Similarly, which channels are most likely to reach your target audience hinges on where they hang out and get their information.Read More
“Social media marketing” is not a sufficient marketing strategy for your startup. Yet this is the default answer that far too many founders of early-stage startups provide when asked about their distribution plan. I myself have stated a similar plan to mentors and investors in the past. It’s easy to fall into this path since there is certainly a plethora of articles, book, and gurus focusing on social media marketing, but finding efficient ways to promote your startup requires far more planning and creativity. In this article, we will cover some key questions to answer at the start, and we will flip the standard marketing approach on its head to break you out of the predictable (and less effective) path.Read More
A very common conundrum for startup founders–particularly non-technical ones–is: “How do I get investment, when investors want to see a product and traction, but I can’t build my product and get traction without money?!”
In this episode of Startup Basics we will explore three possible workarounds to help you make progress and break out of this classic Catch-22 situation.