8个杀手企业的营销想法（不会破坏银行）

Marketing is essential for all businesses, but even more so for startups. When you start a new business, the biggest challenge can be to let potential customers know about your product or service. But marketing can also be expensive as the billion-dollar global marketing industry can attest to. If you own a startup, chances are you don't have a big marketing budget. Not with the average开展业务的成本约为30,000美元。

The good news is, you don't need to break the bank to spread the word about your new business. In fact, the best marketing ideas are often simple and inexpensive, but they don't come out of the blue. You will need to think out-of-the-box and be innovative. Building a brand is an ongoing process, so get the creative mindset from the outset, and you will reap the benefits in the future. When you start working on your business plan, include a marketing strategy so that it is front and centre in your planning and not just added willy-nilly as you go along. The importance of consistency in the brand and message of startups cannot be overemphasized.

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8个杀手企业的营销想法（不会破坏银行）：

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8 Startup Marketing Ideas That Won't Break The Bank:

Once you have a marketing strategy built in line with your business plan that identifies your target market, value proposition and the channels through which you want to build your brand, there are easy and affordable ways to get your message out there. Here are 8affordable marketing ideas您可以用来将初创公司推向平流层。

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1.建立声誉

建立擅长于您的产品或品牌报价的声誉是成功营销的关键。但是您是一家未知的初创公司，没有记录，因此无法让人们知道他们是否可以信任您。你做什么工作？

一种做到这一点的方法是在主要出版物中亮相。社交媒体的伟大之处在于，它为您提供了与大品牌和企业的直接界限。通过分享他们的帖子，参与其内容并跟随编辑来建立与大出版物的关系。保持真实，不要太促进。您不想看起来像一个亲吻屁股，但它会让您陷入困境。在具有重大范围的出版物中获得出版物可以为您带来的网站访问量和产品销售方面有很大的推动。

Another way to build a reputation is to partner with other brands. An example of a hugely successful brand partnership is between GoPro and Red Bull. They have collaborated on many events and projects together and are a perfect fit as both subscribe to the value of reimagining human potential. Their biggest stunt together by far was "Stratos，“其中Felix Baumgartner从地球表面上方24英里以上的太空舱跳下，五个GoPro摄像头绑在他的身上。Baumgartner创造了三个世界纪录，并在世界各地成为头条新闻。

当然，并不是每个人都可以与像Redbull或GoPro这样的公司合作，因此请进行一些研究，并找到一个战略合作伙伴，该合作伙伴将使您的品牌敞开并建立您的声誉。

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2. Have an exclusive element

When the discount shopping website Smartbargains.com started to see sales drop in 2007, CEO Ben Fischman decided to start a spin-off site calledRue La La。The site sold high-end designer goods on a flash-sale basis, i.e. deals were only available for a few hours or days at most. The trick was that you had to be invited by an existing member to shop on the site. Sales went through the roof and Fischman sold Rue La La in 2009 for $350 million. The irony of this story is that Rue La La sold the exact same products at the same prices than Smartbargain.com. Why was it so much more successful? Exclusivity.

人们喜欢觉得自己只能获得产品或服务。简而言之，它使他们看起来很酷。它给了他们社会货币。您的产品可能不一定是排他性的，但是人们听到它的方式可能会使他们感到他们首先获得它，从而完全获得它。

在线企业使用排他性原则的一种好方法是让人们尽早访问您的网站或应用程序的Beta版本。如果您不想只对任何人提供此访问权限，请考虑访问有影响力的人或意见领导者，这些领导者会传播这句话。PayPal，Slack和Pinterest等网站已成功使用了此策略。

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3.提高贴纸的知名度

营销就是有关可见性的。人们需要了解您的品牌才能购买。著名的短语“猴子见，猴子做”捕捉不仅仅是人类模仿他人的倾向。这也意味着人们很难复制他们看不见的东西。换句话说，我们需要使我们的想法和产品可见。这就是为什么Apple将其徽标放在其分发的每台iPhone和Mac计算机上的原因。每次有人在咖啡店打开MacBook时，都会显示Apple徽标，Apple Inc.兑现免费营销。

There are many ways to increase your visibility but one of the simplest ideas (remember, we're thinking low-cost and high-exposure) is to give away stickers. Long before people were liking or sharing posts on the Internet, they were placing stickers on their bumpers, windows, water bottles, laptops, equipment, signs and phones. In fact, if you saw someone with a Harley Davidson, you took it as a personal endorsement from that person of Harley Davidson.

显示您的徽标，网站URL和品牌名称的贴纸非常适合传播有关您品牌的单词。分发它们或将它们贴在您知道目标市场会看到它们的公共场所。Reddit创始人Alexis Ohanianspent his entire marketing budget of $500on stickers when the website launched and look where it is today. The power of stickers is real.

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4. Make it a challenge

While having your product go viral is pretty much the holy grail of marketing these days, it can sometimes be challenging to keep the benefits of the virality linked to your brand. Once your content starts to spread, it can be difficult to control the meaning people take from it.

A trick to circumvent this is to link a challenge to your viral content that makes a connection with the brand. For instance, if you are starting a new coffee business, creating an Instagram quiz about the health benefits of coffee so that whenever coffee lovers are talking about whether it's good or bad for your health (it's an ongoing battle between the yea's and nay's) they'll refer to your brand's information. (It’s also a great way toincrease your Instagram engagement rate。)

成功使用这个想法的业务是BioLite，一家开发和生产可以为其他设备充电的能源产品的公司。他们创建了一个名为“您将使用10瓦的测验？”作为对其网站上现有内容的重新利用的一种方式，他们的产品可以充电。

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5.发送电子邮件，但给合适的人

Email marketing seems so 2004, but the truth is that the right email sent to the right person is marketing gold. To use this marketing strategy to its full potential, you first need to collect prospective clients' email addresses. If your startup has a website, consider placing a newsletter signup form on it. Alternatively, you can ask customers directly for their email addresses.

If you're only going to send advertorial emails, you might as well leave it as subscribers will probably opt out of receiving your newsletter. Rather diversify your emails with non-commercial content like blogs, explainers, videos and infographics.

To be even more successful at this strategy, do some research about the type of people who are likely to share your product or service. For instance, tech junkies often hang out on forum sites. If your business is a new app that accurately predicts the weather, collect the email addresses of those people who often post about weather services. They are likely to be people with an interest in weather related products. If they like your app, they might include it in future posts. If you want to reach out to influencers in this way, there is a specific way to do this, which you can read all about in Influencer Marketing Hub’s关于这一点的文章。

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6. Have a referral program

成功的基本原则之一ful marketing is using your product or service to create advocates for your business. In the era of social media, word-of-mouth is everything. Research by McKinsey suggests口碑推荐占20-50％of most purchasing decisions (especially for new businesses and in emerging markets).

Humans are social creatures. We love to tell people about stuff that happened to us, or new things we came across. If we had a good experience, we are wired intuitively to tell all our friends about it. While organic referrals are priceless, it's not enough to rely on customers to refer other people to you out of the goodness of their hearts. You have to give them a reason to do so, otherwise they will stop eventually. Therefore, you need a referral plan.

Make a list of possible referral sources, or advocates. This can be anyone from current customers, past customers, and potential customers, to industry leaders, influencers, vendors, etc. This will give you solid footing to start out with. Reach out to them and make sure to set out clearly what the incentives are for them to refer people to you.

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7. Get a social cause

In an era of social responsibility, consumers, and particularly millennials, are increasingly looking to businesses as a force for positive social impact, and when brands engage in social issues, they are more likely to earn their trust and loyalty. Connecting your brand to a social cause could be what makes potential customers turn to you instead of the competition, if a study by Alloy Media, which found that nearly 95% of students say they areless likely to ignore an adthat promotes a brand's partnership with a cause, is correct.

There are many examples of brands promoting causes. Shoe brand TOMS ran a campaign to donate a new pair of shoes to a child in need for every person who Instagrams a barefoot picture with the hashtag #WithoutShoes, during the time between the company's birthday andOne Day Without Shoes。The campaign has been running for several years.

Similarly, Procter & Gamble's Olay skin-care line partnered with the American Society for Dermatologic Surgery. Its campaign goal was to inspire women to protect their skin from the sun. The campaign resulted in more than 9,000 people going for free skin-cancer screenings.

This type of cause marketing gives your business a tangible presence and if done right can do wonders for your brand's name recognition and reputation.

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8. Giveaways

Yes, giveaways are as old as the mountains but there is a reason businesses have been doing it and it doesn't have to cost an arm and a leg either. You can give away something as simple as a T-shirt with every purchase of your product, which creates an identification with your brand that others will begin recognizing.

你的赠品也可以比赛的结果。There are thousands of giveaways on social media every day, especially by Instagram influencers who get paid to promote businesses' products. You can do it this way, but check if the influencer you are eyeingis the real deal在与他们合作之前。另外，您可以在网站上托管赠品或竞赛，在那里您将获得网站流量的额外好处，从而使潜在的消费者接触其他产品和服务。不要忘记让您的赠品变得有趣。最好的促销赠品利用游戏化元素引起参与者的阴谋和兴奋感。

For example, 23 City Blocks Catering放弃23个不同的奖品，在23个不同的日子。每天点击网站的着陆页，每天的奖项都会揭示。这是一种激发好奇心并创造赠品的非常聪明的方式。