Virtual world: How tech start-ups need clear marketing strategy

It needs to be one of the first “issues” that new or fledgling tech businesses address. Marketing strategies either spell success or result in abject failure.

It’s a strategy that will invariably vary from one business to another depending on the service it provides.

But the experts agree that there are a few simple steps that can lead to an improved profile – and increased turnover – right from the start.

For example, one of the first conversations that any company needs to have concerns what its “identity” consists of.

This can be as simple as those at the helm writing down what this identity looks like and where they believe they’re going with their business.

Nonetheless, it’s only when there’s a firm grasp of this that it’s possible to identify the marketing techniques that are right.

After establishing its identity, every company needs to know how it’s going to convey its message – and products or services – to the consumer.

Tech Manchester was launched last week to enable the next generation of tech entrepreneurs to access the support they require to grow their businesses.

The organisation intends to “digitally and physically” connect tech stakeholders across Manchester, accelerate business and drive growth – and guidance surrounding marketing is germane to this process.

Patricia Keating, who’s leading Tech Manchester, said that successful marketing is “of vital importance” when it comes to ensuring the success of tech start-ups.

Keating explained: “Our mentors are all successful tech founders so I asked them this question and was the response was consistent, marketing is vital.

“More important, though, is the substance to support the marketing.

“Like many of the mentors say, there’s little point investing in marketing if you don’t have the product or business to back it up.

"Start with culture and build your brand to include the people in your team, where you are based and the values you believe in; then you can start the conversations around your products and services.

“Products will change but your brand should always stay the same.”

And – when it comes to start-ups marketing themselves – the best advice is to ensure that you “make it happen for yourself”.

Keating added: “In the very early days, the key is to get out there...

“Find out who your key audience is….

“Where do fellow tech start-ups spend time?

“Where does your target market meet?

“Which networking events include the media and bloggers?

“And that’s not just face-to-face; social media gives you access to more people than ever, so reach out to them.

“Make the right connections early on and you’ve made a strong foundation to build your marketing from.”

Part of this process is to draw up a strong marketing plan that defines exactly who your customers are – and the best channels by which you intend to reach them.

But one of the main issues that start-ups face is how they can stand out in such a crowded environment.

The advice from Manchester Tech’s marketing mentors is to have total belief in your own “great idea” – and subsequently be creative and bold.

And – most of all – be brave when calculating pricing and services.

Keating continued: “Our focus for 2018 is very much on helping Manchester’s tech start-ups to market themselves.

“Many of the start-ups that we’re working with are sole founders or co-founders and will be doing everything themselves.

“We want to equip them with tools and knowledge to work more effectively in this area, which will also be part of ‘cracking the door open’ at UKFast – we have a hugely successful marketing and communications team who are looking forward to sharing its knowledge.”

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