What caused the marketing of startups
10 Marketing Lessons Small Startups Can Learn From Big Businesses
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There is a lot you can learn from other people and that way you can gain an advantage.
Luck alone is not enough to advance a start-up. Instead, entrepreneurs rely on the advice of other entrepreneurs who have faced similar situations before them.
If you learn from the lessons of your predecessors, you can gain a critical edge, like you would with a marketing campaign that was unsuccessful.
Every company relies on advertising to market their products and the success of these companies always depends on the quality of their advertising campaigns.
The success and quality of your advertising campaigns should always have top priority.
Big companies also started out small, like you.
Did you know Apple was founded in this garage?
Apple isn't the only big company that started out very small.
Amazon, Google and Disney were once very small, but now they are among the 13 most valuable companies in the world.
That means two things for your start-up.
First, the big breakthrough is entirely possible.
Second, these companies have faced the same problems and obstacles that you must overcome, so you can learn a lot from them.
And what exactly can you learn from them?
In this article, I'll introduce you to 12 marketing lessons. Take an example from large corporations and well-known brands that have been in the same situation that you are now grappling with.
1. Streamline the creation of your content
Large corporations produce a lot of content, and for good reason.
Content ensures greater reach, you reach a larger target group and win more customers.
You can give your customers what they want.
I want to share some stats with you.
80% of all customers enjoy reading online content from their favorite brands.
Content marketing is one of the top priorities of B2B companies.
But it is also interesting how much content is produced and how it is produced.
Start-ups mostly create their own content. It would be better, however, if they outsource this task and instead develop a reliable process for creating their content.
Many companies already have permanent employees who take on this task.
The executives of these companies no longer write the articles themselves, but instead let employees do the job.
Large companies have already recognized the importance of this strategy.
If creating compelling content isn't one of your greatest strengths, and that's exactly what we want to achieve, you should hand this issue off to someone else.
The more areas and work processes that can be streamlined, the faster your company can grow.
2. Expand reach with content
The more content is produced, the greater your reach. That's a fact.
Gary Vaynerchuk is the proof of this theory.
He has built a large audience and established himself as an industry expert in his field by sharing new content on social media every three to six hours.
He shares new content on Facebook at regular intervals.
How does he manage to produce so much content?
This is actually quite simple.
He documents his life as an entrepreneur.
When he gives advice, he records a video of it. When speaking at a conference, he will record a video. If he has a conversation, that conversation is also recorded.
He has established himself as an industry expert with his videos.
Most of his videos can be found on YouTube, but Gary shares similar content on other social platforms.
He didn't reinvent the wheel either. You can follow his example by recording live videos and documenting your entire journey as an entrepreneur.
3. Videos are the future of content marketing
If content marketing is bread, videos are like butter. They are very easy to do and very popular with your target audience.
In order to successfully implement this marketing strategy, the videos not only have to be well received, they also have to influence the customer's purchase decision.
This is very important. Almost 50% of all customers specifically search for product videos before making a purchase decision.
This is important news.
Perhaps you subconsciously scare off your customers because you don't offer product videos.
Large companies know how important video marketing is and therefore attach particular importance to this strategy.
Videos don't just work on social media, they can even increase the click rate of an email by up to 300%.
And the conversion rate of a landing page by up to 80%.
Almost half of all video views are on YouTube.
Videos are interactive and fun, which is why they work so well.
And because they work so well, they should be part of your marketing arsenal.
4. Tell a story about your product
Successful products and brands tell interesting stories.
What do i mean by that?
I think stories are a very powerful marketing strategy. But what makes an interesting story?
Basically, you are making a promise to your customers. You promise them health, wealth or success, it depends on your company.
This promise is wrapped in an interesting story.
Greats, a designer shoe company, was founded by Jon Buscemi and Ryan Babenzien.
In the video above, Jon and Ryan share the company's history. They tell when and how it all started and how their product differs from the other designer shoes.
They tell a story. A story of cheap designer shoes and free shipping.
Since the term “designer” is usually associated with very high quality and expensive products, the video is something special. One is made curious.
Here is another example from TOMS, the famous shoe maker who works for good causes.
For every pair of shoes that is bought, TOMS donates a pair of shoes to people in need, hence the slogan “One for One”.
What story does TOMS tell?
That customers who buy from TOMS are generous. That the friends of customers who buy from TOMS perceive them as generous, because generosity is synonymous with the TOMS brand.
And who doesn't like to be perceived as generous? TOMS is making a promise to its customers.
You should take this as an example.
Tell an interesting story and make a promise to your customers when they buy your product.
5. Run a hashtag campaign
Hashtags are very effective.
You can use them to call people to a common purpose and to make your brand better known.
You increase brand awareness.
You can even use them to build a loyal fan base.
Hashtags can be used on pretty much any social platform, including LinkedIn, Google+, Facebook, Instagram, and Twitter.
The Always brand sells hygiene products for women. It chose the hashtag #LikeAGirl for one of its advertising campaigns.
In this way, Always positions its company as a brand that supports equality between women and girls.
Since the company's customer base consists almost entirely of women, this is a smart move.
The hashtag has been very successful on both Facebook and other social networks.
And what did Always get out of it?
Since the hashtag #LikeAGirl and the video for the campaign became a viral sensation, the brand quickly gained recognition among the target group of women.
In addition, a lot of user-generated content was created, which could then be found with the help of the hashtag and used for advertising purposes.
How does this work?
RedBull's #PutACanOnIt campaign is another example of this. The company encouraged fans to hold a can in front of objects that displayed the RedBull logo.
The photo then had to be shared using the hashtag. The company could then search for this hashtag and find the user-generated content, which was then shared for promotional purposes on its own social channels.
Hashtags can be used by customers to communicate with your company. You can use them to launch great campaigns at no great additional cost and to strengthen your own brand identity.
So what have you got to lose?
6. Build a community
Why do customers buy your product?
There are probably many answers to this question.
Maybe the customer wanted to get a bargain.
Maybe he couldn't find another product that suited him.
Maybe he was won over by one of your ads.
However, many customers have other reasons.
They buy your product almost automatically. They buy products because they want to belong to a community.
Fitbit, which offers fitness trackers, is a great example of this.
Fitbit sells watches that measure your heart rate, count steps and calculate how many calories you burn per day.
The product looks like a perfectly normal watch, but it is much more than that.
Yes, the company sells watches, but also an attitude to life.
It sells the idea of a healthy lifestyle.
Health-related tips and advice are shared on the blog.
The community is not limited to the website, there is also an app, because the community is particularly active there.
Fitbit users can use the app to connect with friends, send messages and even challenge their friends to competitions.
The brand is all about a healthy lifestyle, which is why Fitbit sells more than just watches.
The company has built a loyal community that talks about the products, recommends products, and buys products.
7. Be creative
You can quickly find yourself in the daily routine of marketing and only do what is absolutely necessary for your campaigns.
You place a Facebook ad, send out a newsletter, distribute a few flyers and even create one or the other remarketing campaign.
All of these strategies are important to the success of a company, but you can learn more from successful entrepreneurs and that is that creativity makes all the difference.
But don't assume that creativity equals complexity.
Sometimes that certain something can provide that special kick, like this broadcast from Volkswagen.
The card is actually quite simple. The company came up with something very special and it was worth it.
Why is it worth it?
I mean, just think about all the cards and letters from friends and family or the advertisements you get for Christmas. They all look the same, don't they?
Sometimes you can't even tell the cards apart.
If you can come up with a creative idea that no one has come up with before, you can help your customers understand that they really matter to you.
Sometimes that's enough to keep customers longer.
8. Distribute free product samples
The word “free” puts a lot of companies off because, after all, you place advertisements and create content to sell products, not to give them away.
Ironically, giving away product samples is a very effective marketing tactic.
Just have a look at one of the latest posts from Sunny Co Clothing’s on Instagram.
Every user who shares the post gets a free swimsuit. That was the promise.
The action went down better than planned.
The post quickly became a viral sensation. Women shared the post and tagged their friends.
Isn't it great?
Unfortunately, the company had not adjusted to this success and was unprepared. Shortly after the giveaway was published, this post was shared:
Yes, Sunny Co was overdone in this case, but we can still learn an important lesson from this story.
Everyone loves gifts. If you give away a product, your contribution will be shared more often and achieve a higher reach.
9. Run a competition
A bit of healthy competition has never hurt anyone.
Even better if you can win something great.
You can advertise and make known your company and your brand with a competition.
Eggo, a company that sells frozen waffles, ran The Great Eggo Waffle Off competition.
The competition consisted of two parts.
First, each participant had to send in their favorite waffle recipe.
Then the users had to vote for their favorite recipe. The recipe with the most votes wins.
And the price?
You can buy a lot of waffles from this!
And what did Eggo get out of it?
Brand awareness and a lot of commitment. And everyone knows how important brand awareness is.
But you don't have to give away any money.
Dove ran the “Real Beauty Should Be Shared” competition. Participants were asked what constitutes real beauty.
The best entry won and the award did not incur any costs to the company.
The winner was selected as the model for the Dove website.
So you don't have to give away any money, you can get creative. Give people something they can really use or want.
Maybe your photo on your website or a free product. Maybe a discount is enough.
Customers love taking part in competitions, which is why you can use them to promote your company.
You might even get a few new customers this way.
10. Work with influencers
Influencer marketing is so successful because the customer can identify with the influencers.
Working with an influencer can make your brand, company, or product appear more human.
Influencers often have a very special connection with their audience. You can use this connection to your advantage and benefit from the influencer's audience.
The Old Navy brand teamed up with YouTube comedian Meghan Rienks for an influencer marketing campaign.
The video is fun, playful, and a perfect fit for the Old Navy brand.
Hallmark ran an influencer campaign with the hashtag #KeepSakeIt.
Influencers should share personal and emotional moments from vacation with friends and family.
The Hallmark brand has long stood for family and security. So the campaign matched the brand image perfectly.
If you can find influencers who fit your company or your brand and appeal to your customers, you have found the right influencer for your campaign.
Make sure, however, that the influencer and the message really fit your brand.
Many companies that rely on influencer marketing move up quickly in their industry. You can imitate them.
You can learn a lot from big companies and well-known brands as they have years of experience.
As Sam Levenson once said so beautifully: "Learn from the mistakes of others, because life is too short to make all mistakes yourself."
The same goes for other people's successes. You can learn from their mistakes and at the same time set an example from their success.
The most important lessons in terms of marketing are: streamline the production of your content, implement video marketing, tell a story about your product.
You can get creative and come up with a great hashtag for your campaigns, run a competition and work with influencers.
These aren't the only lessons you can learn from successful large corporations, but they are a good place to start.
If you want to run a successful business, you have to take the advice of other successful entrepreneurs to heart.
Listen carefully and pay attention because who knows, maybe one day you too will have to offer advice.
What marketing lessons have you learned from large companies?
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