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Startups know that the greatest conquest is getting their brand to market. Although it sounds like an insurmountable challenge, step by step results in momentum that can lead to acceleration of growth and optimization of brand awareness. Think of it like swimming through stagnant water – a stagnant area that doesn’t seem to hold any opportunities. But when you start dipping your toes into it, a ripple effect takes place, creating movement throughout the space. Once you swim faster, you start to disturb the stillness of the water and create waves that go across. And before you know it, you’ve already established your presence in a once inert area.
One item leads to another. Startup leaders who think this way are more likely to win their game. It’s not about knowing what the end tunnel looks like; rather, it’s the journey to get there and the series of chain reactions you can make as you maneuver through the process. From business opportunities and prospects to media coverage, never underestimate the knock-on effect of taking a step forward as a catalyst for growing your business.
How did this happen? Let me explain:
One press mention leads to the next press mention
As the younger generation says, go viral!
Don’t be discouraged by your initial lack of press coverage. As a starting company you build from the ground up. From marketing and human resources to network connections, everything is from scratch. Media exposure is particularly daunting for technology companies in the digital age, as the media space is overloaded with a myriad of sophisticated solution providers left and right. But great leaders don’t see this as a threat; they see this as an opportunity to continue to seize growth.
The key is to be listed at the touch of a button. Focus on that, not instant global domination in the gigantic ecosystem of media attention. Don’t waste your energy chasing masses of press mentions at once. You have to be realistic that you can only do so much. However, trust that one press mention will lead to the next. If you have confidence in the products and solutions you provide, you must also have confidence in the process. Being mentioned once in the press while discussing the fringe of your business will attract media attention, giving you even more visibility.
Be aware that one press of the button causes a flicker that turns into a wildfire. Once it’s known, it’s an unstoppable force that will catapult your company’s name.
Related: 5 must-haves for entrepreneurs and their startups to be successful
From one customer comes the next
The one thing you need to know about the B2B industry is that it’s a close-knit space. Almost everyone knows everyone to some degree. And to maximize your connections, building long-lasting customer relationships is essential. Focus on the quality of ties, not the quantity.
While it may seem like a challenging and daunting task for startups, remember it only takes one client to make a difference. Just one satisfied and happy customer is enough to spread the word to others to build partnerships with you. Instead of focusing on “how do I get as many customers as possible?” Think about “how do I improve my products and services?” Let your work speak for itself and with the right PR strategy you will soon reap a plethora of positive results.
Related: 5 keys to success for a sustainable startup
One LinkedIn post leads to another
This is where you can establish brand authority at your fingertips: social media. LinkedIn, in particular, is an excellent platform to increase business engagement and increase brand awareness. First, you are responsible for what you share, when you share it, and who you share it with. And while it seems so easy to go viral these days, maximizing your reach on social media is no magic bullet. It takes work.
The trick? Your mail must be good. The bottom line is that no one will read or let alone share your post if it gives them no value. You must ensure that your message is substantial, relevant and insightful. The goal is to increase your engagement by getting people to comment, comment, and share. You can only achieve this if your post is worth their time.
Moreover, a valuable post does not only lead to more engagement. As part of the domino method, it is also the gateway to increasing your follower count. This is essential for three reasons:
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You get an established social media presence with solid authority.
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Your drive to keep posting consistently will be fueled.
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You get higher prospects. It only takes one follower to create partnerships that will grow your network of customers. Grab that chance.
In the end, it’s about getting your foot in the game. Trust that once you get into a moving vehicle, it will take you to places of immense potential. Startup leaders need to recognize the riptide effect of one move: It only takes one big hit to hit a home run.
Related: How to Build the Right Mindset for Startup Success
