3.1 The basics of branding
The ultimate goal of branding is for you to grab a share of the consumer’s mind and heart...to create an emotional connect with the consumer. So that when the time comes to choose, they will prefer your brand over the competition.
Startups should focus on branding early on, as the venture then assumes a stronger identity... Because good brand building equals higher brand recall...and eventually better sales.
3.2 Why you need to market your startup
The goal of marketing is to get the customer to know your business better. This happens through various touchpoints, like traditional media or digital media, to name a few.
To optimise marketing efforts, brands need to know how to communicate with their audiences, or determine the 'messaging'. Communication then is the primary focus of marketing, the second, to convert these marketing efforts into sales.
3.3 How to market your startup
Marketing comprises a wide range of communication activities: advertising, direct marketing, branding, packaging, your online presence, PR activities, printing collateral like brochures, participating in trade shows, etc.
The options to market your product are many. This lesson shows you how you can turn even a modest marketing budget into an effective marketing campaign.
3.4 An introduction to social media marketing
Are you ready to be 'social'...shed your inhibitions and shout out loud about your work? Are you ready to communicate, promote, and listen to direct customer feedback?
If your answer is 'yes', then social media marketing is definitely your thing. If not, don't worry; you could hire somebody to manage your social media presence...This lesson looks into the finer nuances of planning and executing a social media strategy.
3.5 Content marketing and how to blog effectively
Content marketing helps create awareness about a product or service by regularly writing to consumers. The idea is to build a relationship with consumers and educate them on the benefits of a particular product or service before you start hard selling it to them.
To nurture the relationship, you devise a regular stream of content that can be sent out through blogs, slide reports, research papers, or even short ebooks.
3.6 How effective PR (public relations) helps promote your startup
PR gives you what is often referred to as 'earned' coverage. Thought it's an incredibly effective form of advertising, you don't pay for it; editors publish it because they think your story has merit...and this gives your brand more credibility.
PR is just one piece of the marketing mix, but one you can't neglect. This lesson shows you how to conduct PR activities, and influence the 'influencers'.
3.7 Using video and audio as marketing tools
The power of podcasts and videos is many notches higher than blogs and images... The reason being they develop a more personal connect with the audience. The person listening to you on the other end gets to know you better...and begins to trust you more.
But the power of these mediums lies in well-crafted stories that engage audiences, effectively convey messages, and successfully push a call to action.