Startups have unique needs for marketing and advertising. Entrepreneurs know that in the early stages of development, a startup needs to advertise to a select group of investors to pitch concepts. After securing key investors and solidifying a business concept, a startup transition into the implementation phase. As the business grows, the startup may need to secure vendors, suppliers, and distributors for specific goods and services. Once products and services are ready for deployment, advertising dollars can be shifted to target potential customers. A micro-PR campaign recognizes these distinct stages of a startup and targets advertising to the right area at the right time.
Large PR firms offer broad-based multimedia approaches. These advertising campaigns include a blitz of online marketing, press releases, radio and television ads. A micro-PR campaign can include targeted social media outreach while the business is gaining traction, and can be monitored and scaled appropriately. Once a certain level of the customer base is developed, a micro-PR campaign might shift to email marketing. If the startup is growing enough to support a larger advertising budget, more traditional mailers or radio advertisements may be appropriate.
Traditional advertising campaigns are expensive. Micro-PR campaigns can be instituted for critical periods of time to make the most of a limited advertising budget. Targeted micro-PR campaigns can be released and measured immediately to track performance. When the marketing message is not reaching the intended audience, advertising dollars can be redistributed quickly to channels that are performing well.
Micro-PR campaigns are a smart move for startup success. Entrepreneurs can scale the scope of advertising to match each phase of business growth and target specific audiences with relevant messages. In addition to saving money, micro-PR campaigns help businesses build a niche gradually and secure customers based on reputation – not gimmicks.
Shane Barker is a digital marketing consultant who specializes in sales funnels, targeted traffic, and website conversions. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.