Startups: Start small in marketing too

A company that is newly launched is almost always faced with the major task of having to make a name for itself. In the worst case, there are already top dogs in the chosen industry, next to which the own offer must be established.

Startups: Start small in marketing too

A company that is newly launched is almost always faced with the major task of having to make a name for itself. In the worst case, there are already top dogs in the chosen industry, next to which the own offer must be established. It is easier to make a completely new idea known. In both cases, however, marketing, even if it will cost a considerable sum at first, is perhaps the most important step on the way to financial freedom.

But even if there is enough funding for this, it makes sense to take somewhat smaller steps in marketing first.

First see what worksSo

many a company has had spectacular shipwreck with large-scale marketing campaigns. A wrong word, a misleading claim or simply a type of advertising that the customer ignores - such things can happen even with the best advance planning and, if a lot of money has been invested in the campaign, can quickly lead to a sensitively deep hole in the cash register. Fortunately, such disasters can be prevented to some extent today, because thanks to the new media, a campaign no longer has to be immediately huge and all-encompassing.

Marketing on the Internet can be excellently controlled, precisely targeted and for this reason also limited and tested at first. In general, it offers some cost advantages with a pretty good reach. Social networks in particular offer some really useful tools in this respect, as we have known at the latest since the debate about the manipulations in the run-up to the 2021 US presidential election. For example, you can select that only men get the ads displayed, only a certain age group or only people who follow a certain area of interest, even regional delimitations are possible.

This is not only possible on Facebook, but also on Twitter, Instagram and YouTube. What's more, these offers also allow you to set a daily or weekly cap on the budget so that costs don't get out of hand.

Online works better today than it used toDespite

the convenience, there is of course the question of the effectiveness of an online marketing campaign. In this respect, much better results can be achieved today than was the case in the past.

Even in Germany, which has always been somewhat digitally backward, Internet use is now ubiquitous and no longer just includes the under-30 age group. This makes it possible for regional limitations to make perfect sense - users often first obtain information on the global web before going shopping in their local high street or calling the local service provider. And the contact threshold to social media has also become lower and lower. Nowadays, even rather intellectual publications include content from Twitter and Instagram in their articles, thus creating incentives to go there once in a while.

So if you're taking your first steps into running your own business and want to be careful with the money you spend on advertising at first, you're in pretty good hands online, where you can try out what adjusting individual levers can do and how well your own marketing ideas are received in the first place.

Noah Brown
Noah Brown

Devoted twitter geek. Total beer practitioner. Freelance communicator. Subtly charming tv junkie. Avid social media specialist.