As a startup, you know that marketing is essential to your success. But what should your marketing strategy look like? How do you create a plan that will effectively reach your target audience?

Below, we’ll walk you through the steps of creating an effective marketing strategy for startups. We’ll start with understanding your target market, and then move on to developing goals and objectives that will help you achieve your targets. Next, we’ll outline the tactics you can use to reach your target market, and lastly, we’ll discuss how to measure your success.

Defining Your Target Audience

When it comes to marketing, one of the most important things you can do is to define your target audience. Who are you trying to reach with your product or service?

Once you know who your target audience is, you can start to create messaging that resonates with them. You can also start to think about where they are most likely to be found, and what channels you can use to reach them.

It’s also important to remember that your target audience may not be limited to a certain demographic. For example, your product or service may be aimed at parents, but your target audience could also include grandparents and other relatives who are influential in the purchase decision.

Crafting an Emotive Brand Story

Your customers need to feel something when they interact with your brand. They need to feel something beyond “I need a new dress” or “I need a new car.” They need to feel like they’re a part of something. They need to feel like your brand has a story.

Why is this important? Because people don’t buy products, they buy into stories. And if your story is powerful enough, it’ll stick with them long after they’ve forgotten the product itself.

So how do you create an effective brand story? It’s not as difficult as you might think. Start by identifying your brand’s values and what you want your customers to feel when they interact with you. From there, craft a story that embodies those values and emotions. Be sure to keep it concise and memorable, and make sure all of your marketing materials tie back into it.

When done correctly, a strong brand story can help you stand out from the competition and create lifelong customers.

Leveraging Digital Platforms

When it comes to digital platforms, not all content is created equal. You need to think carefully about the kind of content you’re creating and how it will help you reach your target audience.

For example, if you’re a startup, you’ll want to focus on creating engaging content that will help you attract customers. This might include blog posts, infographics, images, or even short videos.

It’s also important to think about where your target audience hangs out online. Do they visit forums? Are they active on social media? Or do they prefer reading blogs? Once you’ve narrowed it down, you can start targeting those specific platforms with your content.

This is just the beginning though—you also need to think about how you can amplify your content and reach a larger audience. One way to do this is by partnering with other businesses or influencers in your industry. When you work together, everyone can benefit from increased exposure and traffic.

Creating Engaging Content

Once you’ve laid out your plan and identified your target audience, it’s time to start creating content. In order to be effective, the content you produce must be engaging and resonates with your audience. To do this, start by thinking about the types of content you can create.

Is it blog posts or articles? Videos or podcasts? Social media posts? You could even create an email campaign with weekly or monthly newsletters. Think about how each type of content can help you reach your desired audience and objectives.

Once you’ve determined the type of content, focus on its quality. Content should be informative and contain a call-to-action that encourages them to take further action—like visiting your website or downloading a product sample. Moreover, make sure that it is consistent with your brand’s message and visuals.

Optimizing SEO Tactics

Now that you have a website and content plan, it’s time to think about SEO optimization. SEO is the process of making sure your content can be easily found by search engine algorithms and users. This can involve focusing on specific keywords, creating social media posts to link users back to your site, embedding links within images, or using meta tags and descriptions with keywords.

When optimizing for SEO, you should track progress by monitoring how well your website and content are doing in search rankings. This will give you an indication of whether or not your tactics are working. Additionally, it’s important to stay up-to-date on the latest trends—Google and other search engines regularly update their algorithms, so you want to make sure that your strategies evolve accordingly. Finally, don’t forget about local SEO—this especially applies if you serve customers in a certain area as local SEO can help people find you more easily in their area.

Measuring Your Results

The last step in creating your marketing strategy is to measure your results. Measuring the success of your campaigns will allow you to fine-tune tactics for better performance and test new ideas quickly. This is key for startups that have limited resources and need to be sure that every dollar spent on marketing is getting a return.

When measuring your results, look at metrics like website impressions, conversions, time on the page, social shares, and more. You can also conduct surveys to gauge customer sentiment and insights around product features. Regularly evaluating the data you have will help you make decisions that optimize the performance of your campaigns and give you a better understanding of the messaging resonating with your target audience.

Finally, don’t forget to celebrate successes along the way! Tracking progress over time can be extremely gratifying (especially if it leads to more customers).


So these are six essential tips to help small businesses create an effective marketing strategy. Keep in mind that even though the internet has leveled the playing field, it takes hard work and dedication to make your business successful. Use the resources that are available to you, stay creative, and stay focused on your goals. And most importantly, don’t give up.

The bottom line is that marketing is essential for any business, whether it’s a startup or a well-established company. It’s how you get your name out there, how you create awareness and interest in your product or service, and how you attract customers. By following these tips, you’ll be on your way to creating an effective marketing strategy that will help your business grow.

Note: Nobody hires a silent expert!


CJ BENJAMIN is a brand strategist and tech consultant helping people, businesses and organizations build worldclass brands at the intersection of people, process, product, perception and profit.

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