8 Marketing Mistakes Startups Should Avoid – and what to do instead - part 1

According to Failory, startups fail not because their ideas or products are bad, but because their marketing is not optimal. Building a brand and growing at the same time can be tricky, but there are patterns to what goes wrong. Here are four of the eight most common marketing mistakes startups make, and what to do instead to build a kick-ass company that gets the growth it deserves.

1. Avoid becoming just another vendor with a few new features - understand the market you are entering

Worst-case scenario: You become a new unknown supplier who adds no value to the market - and crash-land as quickly as you took off.

Do this instead:

• Do a real nerd dive into the market and competitors. Overturn all established truths. Are there gaps in the market and unmet needs?

  
  

• Are you solving an existing problem and adding something new that simplifies or streamlines? Ask yourself: What are we adding that simplifies or improves the entire category?

  
  

• Remember: You ALWAYS have competitors - even if the competitor is just the old way of doing things.

  
  

• Imagine you are in the head of one of the world's most courageous and innovative people (for example Einstein or Stordalen). How would they have interpreted the market, challenged the industry and redefined the game? You should enter the market with that energy.

2. Don't try to be everything to everyone - find and define your core target audience

It's easy to think that the product or service you've created is something EVERYONE needs. Although some marketing theories say that you shouldn't segment so much and instead go broad, this rule doesn't apply to startups. It's better to be extremely relevant to a few than moderately interesting to many.

Worst-case scenario: You think you're relevant to everyone, but become irrelevant to most - and crash-land just as quickly as you took off.

Do this instead:

• Start small and focused. Find a clear target audience – preferably early adopters who can validate and spread your message. Focus on a core group and gradually expand as you gain momentum.

  
  

• Define your ICP (Ideal Customer Profile) and personas – and build your entire sales, product and marketing strategy around them

  
  

• Take learnings and optimize your marketing and product together with your core audience. According to the book Contagious by Johah Berger , customers love to feel like “insiders.”

3. Don't become one in the crowd - find your unique direction (your punk-DNA)

Worst-case scenario: You become a weak and pale copy that goes unnoticed and quickly forgotten - and crash lands just as quickly as you took off.

Do this instead:

• Work actively with positioning and differentiation, this is extremely important especially for startups that need to be different and meaningful in order to be remembered and avoid crash landing.

  
  

• Find your uniqueness (USP) and formulate what you want to own in the market – your “claim” (to fame)

  
  

• Build your brand around this. It should be reflected in everything from communication, campaigns, customer service to product design.

  
  

• If you are challenging an established category – be aware that you must create understanding for a new need

4. Avoid a vague voice that is the same as everyone else - define your unique brand voice and messaging platform

Worst-case scenario: You sound like everyone else and fail to add anything new - and crash-land as quickly as you took off.

Do this instead:

• Define your brand voice based on your positioning. Are you the partner, the innovator, the inspirator or the rebel? How do you differentiate yourself from the crowd?

  
  

• Make sure your voice is clear and consistent across all touchpoints

  
  

• Map all stages of the customer journey and tailor your messaging to the needs of each stage – from problem understanding to purchase, usage and loyalty. Create key messages with supporting evidence and stories that support each stage.