In today’s competitive market, startups have to find creative ways to make themselves stand out. Companies are finding success when implementing inbound marketing strategies.
As defined by BuzzStream Blog, inbound marketing, or communicating your message to customers and potential customers through content, social marketing, and SEO, “is a fantastic way for emerging companies to acquire customers. Because of its low-cost, high-cleverness nature, it’s especially great for startups, who often have agility, smarts, and tenacity, but lack big advertising budgets.” The following four companies have made inbound marketing work for them:
In BuzzStream’s interview of successful startups, Eric Siu, leader of inbound marketing at the online technology school speaks about their success. The company helps students from around the world learn to code, design web sites, and apps. Siu explains that Treehouse uses primarily: “SEO, Youtube, PR, Social Media, and word of mouth.”
Their inbound marketing content comes from “full time staff of 13 in-house teachers that really understand technology.” The teachers determine trending topics and then Siu says, they refer to: “Google Analytics and Qualaroo to see what our audience wants. Right now, we’re focused mainly on blog posts and Youtube videos.”
Founder and CEO of PaperShare David Greschler’s success is described in a Forbes article by Bruce Rogers. He writes that PaperShare: “promotes itself as the real-time content engagement platform that turns your content into customers. Greschler himself calls it “the missing link between content marketing and CRM.”
PaperShare has provided companies and individuals with the ability to disseminate inbound and outbound marketing content while connecting these efforts to sales. PaperShare: “streamlines the content marketing process by putting content at the center of companies’ customer acquisition process.” With this platform, one click allows content to be published “across all possible channels, including blogs & websites, search engines, social networks, sales and marketing teams, and even ads.”
Eric Severinghaus is the founder & CEO of SimpleRelevance, a Chicago-based company which focuses on digital marketing personalization. He advises startups in a piece for Forbes: “There are many…lessons I’ve learned from founding SimpleRelevance, but all of these suggestions have one principle in common – be thoughtful when running your startup… with deliberate choices, the right message and the right team, yours will come together with time.”
Severinghaus’ company helps others streamline their digital marketing and email communication. At SimpleRelevance, the service: “seamlessly integrate[s] into your existing workflow to automatically optimize and personalize your emails. Our technology is always learning, so as your customers’ preferences change, the product recommendations they receive will change accordingly as well.”
Brian Whalley, Director of Inbound Marketing at Kinvey, spoke with BuzzStream about Kinvey’s inbound marketing use. The company, which is a Backend Service Provider for mobile app developers, successfully uses inbound marketing for: “blogging daily, finding interesting news and industry events and sharing them with our network, and creating awesome, helpful content targeted at what our customers want to read, but can’t find.”
The company develops content concerning multiple subjects in reference to developing mobile apps. Whalley finds inbound marketing particularly useful: “because it helps show our authority on these subjects – we know a lot about this space and people understand that best when they see our ideas and presentation.”
These four businesses have made inbound marketing work for them in one way or another, whether it is used for everyday communication with clients and customers or it has been incorporated into the products they offer. Learning more about the ways other startups have managed themselves successfully is an invaluable resource.