Startup Marketing Mistake #1: Random Acts of Marketing

Why do startups fail? 56% of the time, it's marketing mistakes.

“Let’s try some stuff and see what sticks.” 

It’s a sentence commonly heard in the startup world, but if that’s how you’re treating your marketing, you’re on the road to failure.

This approach is known as “random acts of marketing”: Companies that approach marketing without a clear strategy for reaching and engaging their target market. You do outreach in short-term bursts, constantly changing tactics and platforms. 

This approach guarantees you won’t connect with your target audience and puts you on the path of burning through your capital and shutting your doors. 

The Problem With Random Acts of Marketing

Rdio had an impressive product for streaming music and was said to be superior to Spotify’s competing product. Best of all, Rdio had $125.7M in funding and launched before Spotify. So why did Spotify dominate the market and Rdio shut down?

The answer was that Rdio didn’t have a marketing strategy — in fact, it barely had a marketing department. Spotify, on the other hand, had an impressive strategic marketing plan and it was much easier for them to gain subscribers. By the time Rdio tried to catch up, it was too late. 

A lack of strategic marketing not only allows competitors to pass you, it also results in:

• Inconsistent branding that confuses your customers
• On-again, off-again outreach that keeps you from developing a brand presence
• An unpredictable marketing budget
• Money spent on marketing that’s ineffective, shortening the runway you have left

Your company can’t afford random acts of marketing. You need a clear strategy to establish your brand, connect with customers, and grow your business.

Overcoming Random Marketing

Fortunately, the solution to random acts of marketing is simple, but it requires discipline.

Stick to the fundamentals and create a strategy around them.

In other words, lay a foundation of excellent customer discovery, an understanding of where those ideal customers spend time both online and off, and learn how they describe their needs and the solutions they’re looking for.

From there, create marketing assets that can be used on multiple platforms. Use the language of the customer (not your internal jargon) to describe the problem you’re solving and why your solution is the answer customers need. Share these marketing assets widely in the areas where your ideal customers spend time.

When your approach to marketing is strategic and focused on your customers, you’ll be sure to connect with the right audience and build a strong customer base for your products and services. 

Are You Strategic?

Have you been practicing random acts of marketing — trying several things and hoping something sticks? If so, it’s time to get strategic.

Here at Rainbow’s Edge, we help our clients create a clear marketing strategy to generate leads and revenue using written content. From there, we create the marketing assets and help your startup implement the plan. 

Your company can’t afford random marketing. Contact us today to get started creating your marketing strategy.