Achieving any kind of visibility can be incredibly difficult as a startup. It takes a lot to persuade people that you are ready for business when you are just starting out, and no one has any idea of who you are or what you are about. So the big question is, how can your startup stand out? Here are a few ideas for all your new business owners out there who might need some help standing out from the crowd and starting to make waves in your industry.
Focus on your difference
Differentiation is essential if you want to stand out from the competition. Let’s assume, for the sake of argument, you are a pizza delivery company. There’s likely to be a dozen other pizza delivery services in your area, and if you just called yourself the ABC Pizza Co., is anyone really going to pay you any attention? But now let’s assume that you promise to deliver your pizzas within 15 minutes of being ordered. All if a sudden, you have a differential from everyone else, and a focus on your marketing that can really help you stand out.
Everything about your business needs to scream professionalism and expertise, and the way you present yourself has an enormous impact on what people think. Consider signage design, logos, and develop a different tone of voice. Write about the subjects your ideal audience demands to appeal to their pain points and desires - not what you want to write about. And finally, make sure your website is user-friendly and built to meet the needs of your customers and make it as easy as possible to pay for products or sign up to your services.
Boldness and a challenging marketing campaign can have a huge impact on getting your name out there to as many people as possible. Think about the marketing campaigns by the likes of Brewdog or the Dollar Shave Club if you are looking for inspiration. While this route won’t work for everyone - it’s not going to appeal to accountancy firms., for example - it's worth thinking about if you want your business to build up a name quickly.
A lot of startups make the mistake of doing everything on the quiet, always working in what is known as ‘stealth mode.’ Avoid this if possible. Sure, you might be wary of another company stealing your ideas, but the reality is once you are hiding away from potential customers it can make it incredibly difficult to find them once you are ready for action. Be loud, be proud, and don’t be afraid - you will get valuable feedback, and putting yourself out there will also drive you forward to get your startup idea launched.
Tell your story
Ultimately, how you stand out as a startup depends on the stories that you communicate to your target audience. There’s no need to be aggressive and bash your rivals if you believe in your product enough. Think about the challenges you are solving for your customers, and how your product or service can help them - it will pay off a lot more - and for a lot longer - than starting a fight with the competition.
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