Marketing is such a broad term that spans PR, branding, lead generation, messaging, SEO, advertising. It’s easy for startup marketers to get distracted with tasks that don’t contribute to the real goal.
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A good startup marketing plan is based on understanding customers but that doesn’t mean you won’t be tracking and adjusting a set of assumptions.
Many startup marketers will immediately jump to deciding which tactics to execute on before they have explored their target customers. In this presentation I talk about why there might be a more systematic way to approaching building a startup marketing plan.
Deeply understanding how your prospects move through the buying cycle is really important when structuring a marketing plan that drives customer acquisition. Mapping this process requires an understanding of the stages that a customer moves through from not understanding that they have a problem through to buying, and renewal.
A lot of startups don’t have a documented marketing plan. Here are three good reasons you should have one.