What determines the success of a startup is not the innovative technology they adopt, neither is it their process. Even though these factors improve the chances of success, they are not the main factors that keep a startup profitable and sustainable.
What determines the success of a startup, is how well they attract, engage and keep their target customers.
And advertising doesn’t cut it anymore, besides, most startups don’t have enough advertising budget to start with.
Startups must turn to content marketing, if they will attract, and engage a vibrant database of customers today.
What Is Content Marketing?
This is probably the most comprehensive definition of content marketing, and it’s from Content Marketing Institute – ”Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Content marketing involves, first identifying your target audience (your target customer), and producing content such as blogs and articles, videos, emails, and graphics, that they will find both valuable and relevant, At the same time, these content must lead the target audience into purchasing the startup’s product or service.
A Practical Look At How Content Marketing Can Help Startups
A practical example is a fruit delivery business. The target customer is a working professional who doesn’t have time to find or prepare healthy meals while at work but cares about staying healthy and eating healthy.
The startup is bridging the gap between the professional and a healthy meal.
How can the startup adopt content marketing to attract, engage and win this target customer?
1. How To Attract Customers
We have identified what the target customer needs, or their pain point, as being health conscious, but not having access to healthy meals.
Articles on how to pack a quick healthy lunch box before work, or which foods to avoid, and nutritional secrets of certain fruits will capture the attention of the target customer.
Because they are health conscious, the target customer will want to get more information on how to stay healthy. So a content marketing strategy that revolves around health and nutrition will attract the target audience.
2. How To Engage Customers
It is not enough for the startup to produce these types of content, they must also ensure that they are building up a list of potential customers. Leads that will later convert to paying customers.
A simple email newsletter that updates the audience on new content will keep them engaged.
When the target audience keeps getting relevant and valuable information from your startup, the begin to trust your brand. And with trust, comes a sale.
3. How to Sell With Content Marketing.
Content marketing is not complete or effective without a sale.
So every piece of content that is produced by the fruit startup, must be linked one way or the other, to a product or service.
A Call to Action (CTA), can be included at the end, middle or beginning of every content. This CTA must link to a landing or product page where the audience can make a purchase.
With email, it’s easier to sell when you have built your email database and set aside a day to sell your products or services via email.