There is most definitely a learning curve when starting a new venture, and if you aren’t making mistakes, you’re not taking enough risks. I’ve seen startups come and startups go. I’ve seen the good, the bad and the ugly. When it comes to marketing your start-up, there are a few key items you should avoid.
Here are some of the biggest marketing mistakes startups make:
Mistake 1: Forget about the pre-launch hype
I get it — When you are busy building your startup, marketing is probably the last thing on your mind. That being said, growing hype before a launch is exactly what you need to be doing. Maybe you’re waiting until everything is “just right.” That’s fair, but if you hold off until everything is “perfect” (you will be waiting a very long time) to plan your marketing strategy, you will have wasted a valuable opportunity to gain traction in the early stages. Do not fly under the radar. Get your name out there as soon as possible.
Mistake 2: Fail to build an audience
Even before you technically have a product, you need your people. You must test what you are building and ask for genuine feedback — beyond just your (potentially biased) inner circle. When you pitch to investors, you can be sure they are going to ask about the size of your audience. They will expect tangible proof that you have a viable idea on your hands. Without sales figures to display, hype and interest are going to be your only true initial indicators of success.
Mistake 3: Overvalue the website
Yes, of course we all want cool, slick, “sexy” websites, but too often entrepreneurs obsess over the look of their online presence. “Perfect is the enemy of the good.” What you should be focusing on is your product. Dedicate your attention to building a reputation and delivering quality and value. When you create something people are truly excited about, they will talk about you enough and it shouldn’t matter what your website looks like.
