Why Local Trade Shows are a Fantastic Investment in 2022
We've got seven (7) great reasons why B2B SaaS companies need to double down on local events after we attended our first trade show in two and a half...
3 min read
Monica Caraway
:
Jul 15, 2019
Many startups share the misconception that they need to have all the ordering, product, or service elements ready before they start communicating their value to potential customers. This is not best practice. You should invest considerable attention to planning and carrying out pre-launch marketing efforts. You are better situated to survive the first few years of business by doing so.
Just like warm-up bands or the ‘ol “hype man”, you want to put your official launch in front of a warm audience. It’s in part the notion of creating “buzz”, but also it is an effective tactic to launch a product or service to an audience that has come to know you as an authority in some way. This tactic gives you an audience looking forward to your launch, as well as an audience that is at the ready to start sharing information about you AND buying your product/service.
Additionally, having some internet history of engagement and shared knowledge out there at the time of your launch, does two critical things.
Begin connecting and building relationships with your audience everywhere they hang out. Of course, you'll first need to understand your potential customer as much as possible. And then you should focus efforts where that demographic hangs out.
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Part of your pre-launch marketing efforts should also include communicating to the press, industry leaders, and social media influencers.
True, you don’t have a product or service yet - but you can share what pain points you are trying to solve for. You can communicate about what your company stands for on relevant news issues that come up.
You can and should build relationships now so that during those critical first months after launch, you are not struggling to find press and influencer contacts. At that point you will just be continuing the hype.
In our earlier post Promote Your Product Launch Content in 5 Easy Steps, we looked at the value of and marketing tips for:
There is a lot of online advice about marketing. Often startups, who are operating with tight budgets, believe they can execute marketing in-house (how hard can it be?). The true barrier of having this work well, however, is that it takes someone who knows enough to establish what the good advice is. That person then needs to set up the marketing plans and ensure they translate effectively to the sales teams.
Some things to consider:
Hiring a consultant, even temporarily, is a solid option to get your marketing game plan in order. You can benefit from a consultant’s startup experience on what to avoid, what automation to take advantage of, and how to conduct marketing tasks going forward after launch. Even if you have someone in mind in-house to manage your marketing, an experienced consultant can establish the best processes and procedures.
And picture how hectic those first few months just before and after launch are going to be. Why not rely on an experienced guide? A consultant can arm you with best practices specific to your startup, and be readily available to help troubleshoot any issues that may arise in communicating about your brand. A consultant can also streamline your marketing to sales processes to make sure potential leads are never missed.
It should also be noted that in-house marketing lacks objectivity and can be hindered by other more pressing business demands that arise during launch periods. A consultant can help craft your brand and strategy of communicating that brand.
It doesn’t matter how awesome your product or service is, communicating that fact to potential paying customers is paramount!!
For information on how we can help your startup, connect with us below!
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