Launching a startup is somehow like bending a knee, presenting a ring, and asking your significant other to marry you. After years of nurturing something you’re feeling good about, you just want to show the world how much pride and love you have mustered, as you dream of a bright future.
But then, the reality is that you are not 100% certain that the one you’re proposing to will say ‘yes’. Your confidence is there, and that’s good, but you’ll always need some help to close the deal and let everyone know that you are taking the next step.
In startups, most journalists won’t care about a startup’s launch unless they see the potential for your product or service to be the next big thing. Organizing an elaborate launch for your startup is great but won’t necessarily sway every media outfit to cover it. What you’ll want to do is generate some ‘buzz’ around your company first by reaching out to more groups other than the media who can vouch for who you are and what good you offer the market.
Here are some of the best tips to create a ‘buzz’ before you launch your startup:
Engage the community
Focusing on your grassroots communities and building relationships is the number one step when you want to get unsolicited publicity for your startup. Don’t forget to share your beta phase with your partners in business via accelerators, coworking spaces, and target market.
Gather feedback on what works and what doesn’t so you can make proper adjustments prior to your launch. Aside from building traction for your young business, you also get an ample amount of talk that it needs before you unleash it into the mainstream.
Share your stories
Once you’ve reached out to your target audience, it’s now time to break bread with the right media outlets. Start with human interest stories that can inspire or can offer solutions to your potential customers. Highlight what’s unique or newsworthy about your company so editors would want to pick them up and publish them. Reviewing the latest trends and relating your stories to what’s being talked about in large circles will make them relevant.
Another good way to get your story out there is by presenting challenges that you had to go through before you got your business up and running because everybody likes to read or hear stories about winning.
Be generous to your networks
In startup culture, sometimes it’s so much better to give than to receive. Using both traditional and modern PR tactics in your marketing plans allows you to build more relationships with the right networks and this means you have to be a little flexible on spending. Go out there and attend events, set up exhibits, and offer tips on social media so people will know your expertise. The main goal is to sell your brand and earn your audience’s trust through shared experiences. Being out there will also give you a chance to build a rapport with them.
Hold a pre-launch
One of the hardest things to do in a startup launch is to get people to attend so it would be better for you to set up a pre-launch first before you organize the real deal. Your pre-launch should offer more to your attendees than just marketing your product. Invite guest speakers who can share a thing or two in brief public talks, and make sure what you serve satisfies them—whether it be food or presentations. Don’t limit your invitations to the media and include other stakeholders who can also benefit from your business. The more intimate the event, the better as you’ll be able to get your key messages across to the right set of people more effectively.
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