What if you could cross the chasm right from the start?
We know that starting a business is hard. But we’ll show you how you can use communications as a stabilizing force for your business expansion. And it’s no secret at all: no matter the methods you use, purposefully communicating with your target groups will always make it easier for you to sell your products to them.
Sales-focused means that you need to get the message out that your products are very cool and customers need them. It does not mean that you should neglect the brand-building tasks that are not immediate sales drivers. Because if you really want to sell big, you need a big main market. And the market needs a brand.
GCVB Entrepreneur & startup communications
+ purpose, vision, mission, products & buyers, positioning
+ SEO web content
+ social sites set-up
+ content planning & creation
+ media relations
How to set up communications for your startup in 2 weeks
1 Strategic questions
When you plan communications for your startup there are many things to consider, initially.
- Are you an innovator, trend-setter, fast-follower, or re-creator of proven design / technology / methodology?
- Is your product new to the market or is it a new offer for a specific product category?
- What are your desired target groups?
- Will you need to address different target groups on your path to the mass market?
- Are you a single-product, multi-product, or technology/service company?
- Do you offer high-price or commonly affordable products/services?
- Does your business strategy include a founder-exit?
2 Understanding customers
Successful communications are not (only) about highlighting technology, design, materials, or novel functions. More importantly, you need to inform your target groups about the gains they make when opting for your products or services.
Products (and services) can be functionally but also emotionally appealing, and for very different reasons. Thus, you will want to know your buyer personas and their personal demands: the product-market fit is crucial for your sales. Keep in mind that the majority of buyers in Germany are aged 40 years and beyond. This means that essentially you need to be accessible to a wider group of consumers or be able to penetrate smaller groups to reach sufficient sales volumes.
Being in the know is vital. At all times. AI-based market intelligence tools and ongoing real-time social content performance analysis will help you “feel” your customers. Digital marketing allows you to adjust posts, campaigns in real-time.
3 Communications structures
Start building lean and efficient communications structures that produce the communications flow you need to create an impact. Likely, you will hire communications experts for specific tasks and contract external advisers for strategic advice and operational support.
Make sure they have the potential for quick expansion, i.e. growth. You don’t want to be looking for employees or other advisers at the moment you need their services.
4 Getting started
You have a purpose, a vision, a mission, and great products / services. And along with that you have a story to tell to your potential customers. That’s a very good starting point for communication.
Start positioning your brand, create your content, and make your products visible online. Deliver the essentials and test new approaches to increase visibility.
With digital and offline marketing, you can develop a sales-focused customer journey. The omnichannel experience you create will help you find new customers and also expand your base of loyal customers. Best of all: with a dedicated approach, it will take only two weeks to set the stage!
5 From use cases to case studies
A newcomer to the market, you need to build trust. Thus, you may want to consider creating various use cases for your product/service for your target groups, which you will place on your website. Make sure you address both intended users and the actual buyers. They have different mindsets and may expect different gains.
Your next step would be to approach selected desired customers and offer them to test your product/service. Succeeding in this task will enable you to build case studies that will be relevant and convincing to your target groups.
6 Build slowly or go for growth?
Highlighting the features of your product or service, you will build a reputation. Add the customer experience element, as this may be a more convincing sales argument. This includes your post-purchase customer support. If you succeed, you will create inseparability with customers that will pay off in the long run.
You can test the market with pathfinder campaigns that create awareness among your main target group but at the same time explore your options with other target groups.
If you already have plans to rapidly increase your sales and build a large customer base within a short period of time, we recommend we talk about growth communications.
It’s a different approach, which is focused on reaching a single objective, using creative and experimental methods. It requires a different mindset and you need to compromise on perfection.
Five key success factors of entrepreneur & startup communications:
Develop your vision, mission and corporate narrative
Focus on customers
Create a sales-focused customer journey
Establish high visibility through online and offline activities
Position your brand
Position your brand with useful and targeted content
Attract and convince
Use inbound and outbound methods to engage