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7 Clever Online Marketing Strategies

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Marketing a start-up is an important and crucial part of building a business. Much of the popularity of the start-ups doing great business today owes it to the clever marketing strategies incorporated by the owners. The challenge is not the competition in the industry itself but also the hundreds of marketing messages that consumers are bombarded with on a regular basis.

Here are some of the marketing strategies that are effective for Tech start-ups of today:

  1. Frequent and Consistent:

Always assume that customers have short term memory so you need to be fresh in their memory at all times. A brand’s voice should be coherent, clear and consistent. Not only should start-ups be regular with the post but engaging and attention-grabbing. Buffer App reports that the optimal number of posts to Facebook is between five and 10 times a week, Twitter is five tweets a day and LinkedIn and Google+ tied for one time a day.

  1. Engage your customers:

Starting a dialogue with customers will help you leave an imprint of your brand in the memory. With the increased commercialization, what will set you apart is being personal in the professional. Try new social media challenges to engage customers in spreading the word. Some of the growing trends that you can tap are – Dubsmash, everyday challenges, photo competitions and games.

  1. Mind-Blowing Content:

Old school yet important for marketing is the content used in any digital forum for your start-up. Content helps deliver the tone and spirit of your brand. Start-ups like Chumbak and Happily Unmarried have set a tone for their brand and are hugely seen as representative of pop culture by the youth. Make sure you invest in developing content that reflect the personality and theme of your start-up.

  1. It is all about your customers:

Most social media accounts fail because they are strictly used for promotions and branding. This is a failed strategy. Find and share information that is customer centric. The social media platform should be people friendly and customer oriented.

  1. Choosing the right time:

While there is no universal best time to bombard the social media with posts for the most views or exposure, here is the most popular and “perfect” of timings: Facebook: 12 p.m. EST is the best time to share. Twitter: 5 p.m. EST is the best time to get a retweet. 6 a.m. EST, 12 p.m. EST and 6 p.m. EST are the best times to tweet in terms of clicks. Also, remember to check these details every once in a while since the changing social dynamics can also change the best times for posts.

  1. Setting up a blog:

Creating a blog can be a challenge for any start-up. You would need an experienced writer or a recognisable name or face that will help you gain readers. The reader today has lesser attention span than ever so you need to crisp, entertaining and informative articles that will take 5 minutes or less to read in one sitting. Guest blogging allows you to invite celebrities, known faces or even customers themselves to write short snippets, articles and opinions.

  1. Reach everywhere:

After you have built the content for promotion, you need to reach everywhere to amplify the content. Leverage your social media profiles, collaborate with larger forums, and reach out to LinkedIn and Facebook groups.

Running a start-up on a shoestring budget is challenging. Adopt successful marketing strategies to keep the cost spent in marketing low while improving the brand visibility.

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About the Author

Madarapu Nagaraju is a Co-founder and Director at KnowledgeHut. With over seven years of experience, he possesses a bias for innovation and has an ability to connect the dots between thinking up strategies and executing them on the ground. He has played a pivotal role in building international alliances and expansion of the learning business overseas from one centre in Bengaluru to over 90 countries. A strong proponent of the lean practices, he strongly believes in the quote: “Simplicity is the ultimate sophistication.”

Entrepreneurship

The Legacy of AIM

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On a cold February morning in 1997, America Online filed a patent for something that was to become the basis of hundreds of social tech startups.

They called it the “Buddy List.” It was the heart of the digital social structure that formed AOL Instant Messenger.

The first words of the patent abstract explained:

The invention implements a real time notification system that tracks, for each user, the logon status of selected co-users of an on-line or network system and displays that information in real time to the tracking user in a unique graphical interface.

If you were a 90’s kid, chances are you remember what a Buddy List was. You likely recall the AIM install CD, your screen name, and how much effort went into your carefully crafted away messages. You can probably reminisce about competing for time on the home computer so you could chat with your friends.

The world had never seen anything like it. And it captivated us all.

AOL Instant Messenger is shutting down for good, 20 years after it launched.

But what it established lives on. AOL didn’t know it back then, and we don’t realize it today, but AIM is the father of our modern social web.

Don’t believe me? Let’s start with the Buddy List.

Buddy List

Think about what’s at the foundation of any social media you use today. It’s that list of other human beings. Followers, friends, whatever they’re called. Social media doesn’t work without these groups of real people and it all originated with the Buddy List.

The Buddy List was everything. Credit

The Buddy List was exactly what you’d think — your list of friends. You controlled who was on it. You could find new people through information they put in their profile, but you had to both agree to the connection — if you were on their buddy list, they were on yours.

The most important feature of the buddy list was the ability to see whether each person was online. This remarkable little feature created a way to “feel” that your friends were around. There was an intimacy and immediacy to it.

Being on someone’s buddy list meant something. Nothing had ever come along like this before AIM, where you had a digital group of connections tied to your real relationships.

Away Messages

If one of your friends wasn’t online, you’d see their “away message.”

AIM away messages.

Have you ever written a tweet or status update? Then you’ve gone through the same process AIM users went through to write away messages. It is the ancestor of those widely-used features.

The away message started as a set of three default options: online, busy, or away. But then AOL set up the ability to write a custom message and it quickly transformed into a way to express yourself to your buddies. From simple plans you had for the day, to quoting lyrics from your favorite songs, the away message let you broadcast anything to the world.

Profiles

The modern digital profile is quite a remarkable thing. In essence, it represents the notion that we can have a web persona that we completely control.

We’ve all agonized over the perfect profile pic or handle. We make conscious decisions about cover images and bios so that we present to the world exactly the image that we want.

That all started on AIM.

Some examples of AIM profiles.

The service let you choose things like an avatar, bio, fonts, and colors, but your biggest decision was your screen name. It could be anything from xXPunkRockPonyXx to InternetDiane. The possibilities of every alphanumeric combination allowed you to choose something meaningful, personal, and easily recognizable, so that’s what everyone did.

This kind of customization helped us realize how what an online persona could be.

Messaging

Online instant messaging hit a sweet spot. It was better than email and less formal than a phone call. It fit right in with what the rising generation wanted as a form of communication.

Chatting on AIM. Credit

It’s still something we can’t get enough of 20 years later. The underlying concepts of Facebook Messenger, WhatsApp, Slack, Discord, and Snapchat all began with AIM.

This is where communication and real human connection actually happened. Things like late night chats with your best friend about the latest music or deliberately worded conversations with that girl or boy you had a crush on.

It was all about the contact with other human beings over the internet in a real, direct, private, and personal way.

The Running Man

AIM could be considered the first social media superpower. It was a digital consumer tool used at an unprecedented scale, a household name.

It defined the social potential of the web for Americans. Perhaps more than any other product, AIM helped establish the internet as a place to hang out rather than a simple utility.

Entrepreneurs realized that, too. AIM was the starting point of an exponential trend in social web startups. Companies like Twitter, YouTube, Facebook, LinkedIn, Pinterest, and Instagram are some of the major players who have ridden that wave.

The running yellow figure of AIM’s logo seems fitting in retrospect. The idea of always on, always transmitting captured the feeling quite well.

Now the runner is passing the baton.

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About the Author

This article was written by Jordan Bowman.

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Entrepreneurship

Making Globalisation Work for Startups

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AI platform Globality is giving small and medium businesses access to broader opportunities.

Ina post-Brexit, “America First” world, protectionism seems to be back in fashion, and globalization has become something of a dirty word. Since the 1990s, global trade has helped lift over a billion people out of poverty, driven sustained economic growth, lowered consumer prices, and delivered unprecedented freedoms to much of the world’s population.

Still, middle-income earners have seen their living standards stagnate, while many of the great leaps forward in automation are destroying the jobs of those least able to cope, with vastly greater levels of disruption feared.

Large multinational companies still seem to be the greatest beneficiaries of a globalized marketplace. Small and medium-sized businesses, which constitute the bulk of the world’s economy and drive most job creation, find it more difficult to make valuable connections that can lead to international trade opportunities and contracts with large organizations.

This is due in large part to the outdated procurement process based on Requests for Proposals (RFPs), which is still the standard across most industries. RFPs are not only extremely time consuming, but such competitions are used as cover for a procurement decision that has already been made, so prospective smaller suppliers never really stand a chance.

Joel Hyatt cofounded Globality to prove that technology could be the missing link to make globalization work for more businesses. By providing a matchmaking platform that connects big clients–Fortune 500 companies spanning financial services, pharmaceuticals, food and beverage, consumer goods, and other sectors–with a diverse pool of providers, he wants to help those small and medium-sized companies land contracts that would otherwise be out of their reach.

He served as the national finance chair for the Democratic Party during Al Gore’s presidential campaign in 2000, and after the election, partnered with Gore to start a media company that they sold in 2013. When Hyatt started Globality in 2015, Gore became an investor. The company has since raised $35 million in their latest funding round and embarked on a major expansion of its platform that uses artificial intelligence to match the small clients with big contracts all over the world. So far, over a dozen fortune 500 companies and over 40 multinational corporations have signed up on the client side, and its SME (Small and Medium Sized Enterprise) Service Provider Network covers every continent and more than 100 countries.

The platform is made up of three main elements, explains Globality CTO Ran Harpaz: The first gathers information from the client, helping them to determine what their real needs are. The second matches them with the best service provider to fulfill those needs, and the third helps build the relationship by fostering collaboration between the two parties.

For the first part, the client answers a detailed Q&A devised by their experts. Their algorithms then extract a variety of data points from those clients using NLP (Natural Language Processing) and continues to build upon that in a constant learning loop. It takes all the information from the questions it asks of both client and providers during the matching process to suggest a shortlist of possible matches, which is then reviewed by an industry expert consultant at the final stages.

This AI-powered consultancy model effectively harnesses the best of both worlds, according to Harpaz, as it scales the nuanced, sector-specific expertise that traditionally comes at a prohibitive premium. By leveraging machine learning to recognize interactions–often spotting patterns in the data that might not have occurred to a person and using that in the matching process–this high-level human know-how becomes accessible to companies without multimillion-dollar consultancy budgets at their disposal.

“At every step, the system is collating feedback from both sides, learning from signals that tell it how the match is actually working in practice by prompting them with questions based on interaction data,” Harpaz says. “This systematic approach to human knowledge representation effectively gives people superpowers, by taking that magic sauce of human interaction and knowledge, and making it possible to apply that consistently and at scale.”

Although this process is building toward ever more efficient automation, Harpaz says that they will always need a human expert to look at those matches with a strategic eye and make the final decision on the most suitable pairings. “What Globality is doing is making high-level knowledge and expertise accessible to a much larger pool of companies and people, rather than only the large corporations who have been traditionally able to afford the services of consultancy firms,” he explains. Globality’s pricing model is usually free for client companies, with suppliers being charged a percentage of the contract’s value, but only once they receive payment themselves for the services they provided.

Waqqas Mir, a partner at Axis Law Chambers, a law firm based in Lahore, Pakistan, is one of the suppliers using Globality to reach international clients. Mir feels that law firms such as his in developing countries often lose out on such business because of their size. Being on the platform, however, gives them the opportunity to open up new channels of communication, which he believes provides great value in the long term. “That allows you to begin a relationship and remain on their radar,” he explains. “The whole thing is motivated by a desire to ensure a more inclusive global economy.”

Globality matched a Fortune 50 company with South African marketing agency Colourworks. The company had to find service providers who were Broad-Based Black Economic Empowerment-certified by the South African government. “So we worked backwards from that, looking at all the providers who matched the certification criteria, and narrowing it down from there,” Harpaz says.

Since winning the Africa account, the agency has continued to use the Globality platform to connect with their new client on a global level, and are now exploring the possibility of working with them in Germany. “In this day and age, it is so easy to do business online or over video conferencing, so distance is really not a barrier,” says Lexy Geyer, account director at Colourworks.

Enabling smaller companies to become “micro-multinationals” means they will in turn fuel job creation and economic growth throughout the developed and developing world. Globalization and AI are often portrayed as inevitable waves of disruption that will leave chaos and inequality in their wake and ultimately make much of humankind and their skills redundant. But if platforms like Globality continue to create opportunities for diverse smaller businesss in this global marketplace, perhaps globalization can become a force for good.

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About the Author

This article was produced by Alice Bonasio.

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