One of the ways to make that happen is through disciplined content generation. Content, often generated through blogs, lets search engines index your site and improve its ranking. When done right, it educates your visitors about typical issues your business solves for your customers, and inspires your prospects to reach out to you for potential solutions. Consultants and leaders called this "creating pull" decades ago, while the more modern terminology is "inbound marketing."
Not only does good content generation answer questions your prospects might be searching for and, as such, attract them to your site, but it also provides a great opportunity to demonstrate competence in your areas of strength.
Furthermore, visitor traffic coming from organic search, triggered by disciplined content generation, is compounding. Many of our customer examples show that only less than 20% of visitor traffic comes from content that was generated in the last 30 days.
Does content marketing lead to quick results? Can you get the first prospect within a week of publishing your first blog post, having created your calls-to-action, and made white papers and guides available for download on dozens of landing pages?
Well...... nope. Of course not.
While content marketing often yields mind-boggling results and exponential growth, it can take a few weeks or even months for organic traffic to significantly pick up. Knowing how to write well and be able to reuse content for downloadable white papers, deep-domain-expertise pillar pages, email campaigns, sales-executive meeting follow-ups, etc. helps to accelerate the benefits you can obtain. Eventually, the results will outweigh the initial investment by a long shot, and you will never look back.
The above example shows the development of sessions from Organic Search in the first 15 months of a new website, launched in February 2019. Until April, it was managed with two weekly blog posts of about 1,400 words. We've added a third weekly post and some thorough SEO and Keyword optimization in May 2019. Yet, it took another 9 months for results to show in a significant way.
Interesting yet rather common: more than 40% of organic search traffic in May 2020, the most recent month of this chart, is generated from content that was published in 2019--more than 6 months earlier.
A couple of months later, the trend continues nicely:
Get good at storytelling; network with storytellers; and build and convert a pipeline.
So leads begin to come in. Interest in your brand, your products, and your services begins to grow. Now you'll need to sharpen your pitch to crisply articulate what value your customer can expect (and when) once they begin to use your products and services. What value are you adding? Why buy from you? Why now?
Entertaining your visitors with the coolness of your offering is nice. You will need to articulate, though, (1) how you would use your services if you were the customer (and why) and ideally, (2) how others have already been using them and what results they've achieved.
Expected or already achieved results, presented in a context relevant to your prospect and narrated in a familiar language, builds credibility. Having existing customers serve as a reference will further increase the trust and comfort level a new customer is looking for when making key decisions about your solutions.
For the importance of establishing trust, watch a first introduction to the trust formula:
Being great in sales is being good at storytelling. Stories from the non-fiction section. Apply your story to incoming leads, coming from your networking, from your inbound marketing activities, from your referrals.
At the same time, frame the sweet spot of your solution offering; define your target industries and buyer personas; and build targeted outreach campaigns to supplement your slowly ramping-up inbound marketing. Identify targeted names of people you'd like to win as customers. Listen to them, their requirements, their suggestions, their rejections. Modify your approach until you get it right. While "dialing for dollars" can be a frustrating exercise, working with a highly relevant target population will not only let you iron out the bugs in your product and go-to-market approach, but it will also generate wins. And let's face it, winning is better.
Proactive digital advertising, e.g., adding paid advertisement on social media or Google Adwords is fine so long as you understand the temporary nature of those activities: they stop working the moment you stop funding them. If defined and targeted well, they can be a solid, cash flow-positive boost of your revenue stream, especially beneficial until your inbound marketing and brand reputation begins to kick in. Make sure to have sufficient landing pages to provide opportunities to convert traffic into leads.
Finding the right outbound activities and combining them with your fundamental inbound marketing approach is a critical element of startup success:
B2B Growth Marketing Elements
The best venture capital comes from happy customers.
When you are employed in some large company, your paycheck comes from the HR department. When you are working with your startup, because you're not making any money, your pay comes from the venture capital company. True for many, still dead wrong.
Ultimately, the thing that pays your bills will have to be revenue, and that will have to come from customers. As simple as that.
Your friends and family and their capital injections, in addition to your own savings or 0% credit card loans or later, money from the venture capital world can fund you with initial cash to get started, accelerate growth or help through difficult times. Feel fortunate to have those.
More advanced stages of despair can quickly involve merchant loans for 20%+ APY, depleting your retirement savings, or similar nonsense. Unfortunately, these situations are rather common. After all, the failure rate of startups is larger than the success rate...
Bootstrapping at least your pilot phase, building and showcasing the foundation of your go-to-market success with modest means (e.g., inbound marketing, grooming your storytelling capabilities to build your pipeline, and winning first pilot users) will not only increase your chances of success, but also significantly increase your negotiation position when it comes to attracting external capital.
Ask for advice, even if you don't need it
Yes, good advice can be expensive. If it is truly good, though, it will be more than just an expense. It will provide you with a tangible return on investment (ROI). An ROI of more traffic, more referrals, more opportunities to convert traffic into leads, and leads into customers. Network with individuals and companies who have lived through the whole cycle of building successful and growing companies, ones who have failed to do so but have succeeded more often.
Learn to not just grow big with lots of money burned through in a flash, but how to grow better by building a foundation with lots of capabilities in your business and yourself. If benefit and ROI disappear when the consultant, the agency, or the money stream stops, it will not have been the best approach for you to help you grow better.
In addition to working with great partners (and paying for it, for a return), surround yourself with great mentors. Mentors who have nothing else in mind other than seeing you succeed. Mentors who listen rather than talk, mentors who coach rather than instruct. Most great (business) leaders will cite their mentor network for their success. You can find great mentors in all aspects of life, in your city's startup community, in LinkedIn groups, (good) old bosses or teachers, etc.
Be proactive in building and maintaining a small network of mentors. Even and especially when you think you don't need them. The world's best athletes surround themselves with great trainers, even though they are at high performance already. It works for us as well. If we don't learn and improve ourselves, we won't be able to do the best for ourselves, our families, or our businesses.