19 Startup Marketing Strategies To Grow Your Business in 2024

The survival of a new business hinges on its ability to build a strong customer base. Attracting new customers is one of the top challenges new business owners face, and developing a solid startup marketing strategy can make all the difference.

We’ve compiled a collection of time-tested startup marketing strategies that can help you attract potential customers and convert them to loyal brand advocates. These techniques are designed to help you achieve a range of business goals, from increasing brand awareness to fostering long-term customer retention. Now, let’s dive into what startup marketing really entails.

What is startup marketing? 

Startup marketing is all about establishing a brand and growing a customer base from scratch, often with a tight budget and limited time. Unlike traditional marketing, which can rely on established brand recognition and larger budgets, startup marketing demands a more creative and adaptable approach. Here's what sets it apart:

• Resource constraints. Startups often have limited funds, so marketing efforts must be cost-effective and high-impact.
• Brand creation. With no established name, startups must focus on creating brand awareness from the ground up.
• Market entry. Entering a competitive market requires unique strategies to stand out and attract attention.
• Trust building. Startups must actively earn customer trust, especially when the brand is new and unproven.
• Flexibility. Startups need to quickly adapt to market feedback and pivot strategies as needed to stay relevant.

The goal of startup marketing is to find innovative ways to attract, engage, and retain customers while overcoming these specific challenges. Below, we’ll discuss the 19 best strategies you can implement to do just that.

1. AI marketing automation

AI is transforming the way startups approach marketing, offering tools that can be real game-changers. These AI tools help startups do more with less, from automating repetitive tasks like social media posting to analyzing customer data for deeper insights. AI makes marketing efforts more efficient and effective by enabling content personalization, pursuing real-time campaign optimization, and even predicting customer behavior. By incorporating AI into their marketing strategies, startups can work smarter and scale their brands more quickly in a competitive market.

AI-powered tools like ChatGPT and Google Bard assist in content generation by creating outlines, headlines, and drafts. Social media optimization tools analyze trends and behaviors to recommend engaging content, while customer segmentation tools use AI to identify patterns and categorize customers more effectively.

Predictive analytics is another powerful feature, allowing startups to anticipate customer needs and identify new opportunities based on historical and current data. Tools like Surfer SEO and Semrush excel in content creation and SEO, offering in-depth keyword research and optimization suggestions. Platforms such as Scalenut help with content planning and competitive analysis, while Reply facilitates multichannel communication to boost sales. For influencer marketing, Influencity connects startups with relevant influencers and tracks campaign performance.

Remember that while AI tools can boost productivity and provide insights, human creativity and decision-making are still essential for crafting impactful marketing strategies. Consider hiring an AI marketing automation expert to add a human touch to your strategy.

2. Know your audience

To create effective messaging, you need to understand your target audience—the people most likely to be interested in what you offer.

Marketing campaigns often fail when e-commerce entrepreneurs try to appeal to everyone on the internet. This approach usually results in bland, generic ads that don’t connect with anyone in particular.

Use these popular market research strategies to avoid this pitfall:

• Unique value proposition. What makes your product or service stand out? Identify what you offer that your competitors don’t, whether it's lower prices or higher quality.
• Target market. Who does your business aim to help? Look at factors like age, interests, or career fields to pinpoint your ideal audience.
• Buyer personas. Create detailed profiles of your ideal customers. For advice on crafting buyer personas, check out Upwork’s Buyer Persona creation guide. This tool will help you visualize and understand your ideal customers more clearly.

Analytics experts can help you conduct market research and surveys to determine your future target audience.

3. Build a high-quality website

Source: Oleksii Skrypnyk, Graphic Designer

Think of your website as your digital storefront, making a strong first impression and shaping how potential customers view your business. Whether you run a small business or a large corporation, a well-designed website is key to establishing your online presence.

Aside from showcasing your services and products, your site should include key details like hours, location, and contact information so visitors can easily reach you. Startups often overlook mobile optimization, which can result in a poor experience on smartphones and tablets. Also, providing a clear and engaging user journey can impact how visitors interact with your site.

If you're building the site yourself, pick a website builder that fits your needs and take the time to make it reflect your company’s unique personality and branding. Even with drag-and-drop builders, don’t go with just the basics. Invest effort into creating a site that stands out.

If you need help, hire a skilled web designer from Upwork. Professional design can be a smart investment, ensuring your business makes the best possible impact online.

4. Set up a Google business profile

In addition to having a great website, setting up a Google Business profile boosts your local visibility. This free tool helps you stand out in local search results, making it easier for potential customers to find your business. By creating a Google Business profile, you can enhance your online presence with up-to-date information, images, and customer reviews, which can attract more local traffic and improve your chances of being chosen over competitors. 

Imagine you run an auto repair shop near Sedona, Arizona, targeting local vehicle owners. When someone’s car breaks down and they search for “best auto repair Sedona Arizona” on Google, they’ll see a search engine results page (SERP). At the top of this page, Google displays an interactive map of nearby auto shops, with contact info and reviews.

What they’re seeing is a list of Google Business profiles from different auto shops. Google lets business owners personalize their profiles with photos, FAQ, and special offers, which can help attract new customers.

5. Search engine optimization (SEO)

A well-designed website can be a powerful marketing tool, but it needs to attract users to be effective. That’s where search engine optimization (SEO) comes into play.

SEO helps your site rank higher on search engine results pages (SERPs) when users search for relevant keywords. When users scroll past the interactive business maps on a Google SERP, they see a list of links to web pages.

If your goal is to increase website traffic, your site needs to rank as high as possible on the first results page. Research shows that users click on the top-ranking link about 40% of the time, and the link in the top spot is ten times more likely to be clicked than the one in the tenth spot.

SEO can effectively increase brand visibility and attract new customers, but it requires a solid understanding and some effort. Consider taking a digital marketing course or hiring an SEO professional to help you implement it successfully.

6. Use pay-per-click (PPC) advertising

SEO is a powerful way to improve your site's organic search rankings, but it’s a long-term strategy that takes time to show results. That’s why many marketers turn to pay-per-click (PPC) advertising.

PPC lets you skip ahead by bidding to have your links appear as sponsored search results for relevant keywords. You’ll often spot these PPC results, clearly labeled as “ads” or “sponsored,” at the top of search engine results pages (SERPs).

A search for small business software as a service (SaaS) platforms might show several paid links before the organic results. PPC can effectively boost brand visibility, especially when your business is just starting out.

The best part is the PPC pricing model—you only pay when a user clicks your ad, not based on how many times it’s shown. Google Ads is a great place to begin, as it offers many customizable options. If you need assistance or want an expert to manage this aspect of your strategy, check out top PPC specialists on Upwork.

7. Blog

Blogging attracts potential customers by offering useful or engaging content. It works well because it addresses their pain points, provides more value than a simple ad, and shows how your products or services can help.

From a marketing standpoint, adding a blog to your website helps draw potential customers into the top of your sales funnel. A strong blog targets the awareness stage by driving traffic to your site, introducing new customers to your brand, showcasing your understanding of their challenges, and positioning your brand as an authority in your field.

So, if you’ve recently launched an e-commerce store that sells custom dog collars, rather than just hoping customers find your sales page, you could start a dog-themed blog. This blog could capture more long-tail keywords and attract people searching for information related to dog collars and accessories.

While someone searching directly for your business name will likely land on your sales page, a blog covering topics like the benefits of different dog collars, leash types, and collar placement can bring in visitors who are seeking these details. Using tools like Google Trends can help you find blog post ideas for your niche that are likely to rank higher in search results. Regularly posting high-quality content can boost your SEO efforts and build familiarity with your brand. Leverage an expert blog or article writer in your niche to target both the SEO and tone needed to engage your ideal customer.

8. Social media marketing

Social media platforms reach about 4.95 billion users worldwide, making them powerful channels for spreading brand awareness and engaging customers.

Research the demographics and marketing styles of different platforms to choose the right one for your needs. Where LinkedIn is ideal for connecting with business professionals, Instagram excels with visual ad campaigns.

Explore the two main types of social media marketing opportunities:

• Organic. Use unpaid posts to share content and interact with your audience throughout any stage of the marketing funnel.
• Paid. Invest in paid ad space on popular social media platforms to expand your reach, boost brand awareness, and target specific audiences.

Combining both organic and paid strategies offers a range of benefits. Also, look into social media management tools to streamline your efforts and help achieve your business goals.

Don’t know where to start? A consultation with a social media marketing expert can help you hone in on the best platforms and startup marketing strategies to gain new customers.

9. Influencer marketing

Influencer marketing involves partnering with popular social media figures to promote your products. In early 2024, global influencer marketing was estimated to hit $24 billion, more than tripling its size since 2019. Growth, driven by platforms like Instagram and TikTok and rising AI use, is expected to continue at a 30.3% annual rate from 2021 to 2028.

By collaborating with influencers who align with your niche, you can quickly expand your reach. To develop an effective influencer marketing strategy, identify influencers whose values resonate with your brand and who engage with your target audience. Influencer partnerships generally fall into two categories:

• Brand deals. Influencers feature your product or service in a post for a set fee.
• Affiliate deals. Influencers include a link to your product or service in their posts and earn a commission for each sale made through that link.

If you’re having trouble identifying the best influencer partnership for your brand, an influencer marketing professional can guide you with their expertise.

10. Video marketing

Recent reports show that digital videos reached a global audience of 3.37 billion viewers in 2023, and 89% of consumers want to see brands post more videos in 2024. Besides being a powerful marketing tool, video offers remarkable versatility.

Marketing videos can take many forms, from social media ads and testimonials to product reviews and tutorials. They fit well into various online spaces, including nearly every social media platform.

Businesses often use videos on landing pages or in product descriptions. Longer formats like webinars can also serve as gated content—users access them by providing their email addresses. By adjusting the length of the same video, you can boost your return on investment across multiple platforms.

You don’t need to be a professional cinematographer to leverage video in your strategy. Authentic, relatable videos can resonate with audiences just as effectively as high-budget, polished content. If you do need an animator, producer, or editor, Upwork has you covered with a top selection of video and audio services.

11. User-generated content

User-generated content (UGC) is unpaid content created by customers about your brand. This includes positive reviews, product photos, and social media comments.

Often called “earned content,” authentic UGC can significantly boost your brand’s credibility. Posting testimonials on your website or resharing customer photos and videos on social media can enhance your brand's reputation.

Always ask for permission from the original creators before resharing their content. Clarify whether they prefer to be credited by full name or first name and last initial.

Referral programs are another effective way to encourage customers to promote your business. Dropbox currently rewards users with extra storage each time a new customer signs up through their referral link. 

Integrate user-generated content into your community engagement plan to boost brand interest, with guidance from a community manager.

12. Grassroots marketing

Grassroots marketing effectively encourages your audience to promote your brand through word of mouth. When executed well, grassroots campaigns are both cost-effective and impactful.

One strategy involves sparking user-generated content (UGC) through initiatives like TikTok challenges. Campaigns such as Chipotle’s #LidFlip and Chase’s #ShowMeYourWalk have driven widespread user participation and garnered millions of views.

Another tactic is partnering with a charity or non-profit that aligns with your values. An e-commerce site selling organic clothing might donate a portion of each sale to a preferred environmental charity. Talk to a grassroots marketing expert to better gauge how to effect real change with your brand and let people know about it.

13. Email marketing

Source: Pixabay

A well-executed email marketing campaign delivers a higher return on investment (ROI) than almost any other marketing channel, provided it’s done right and avoids spamming. In 2024, email marketing revenue was expected to exceed $9.5 billion. A late 2023 poll revealed that over half of marketing professionals saw a 100% improvement in their email campaign ROI, highlighting why email remains a top performer since its 1970s debut.

Start by building a quality email list and developing a strategy for engaging your audience regularly without overwhelming them. Use email marketing tools to maximize your efforts.

Top email platforms offer various templates for creating professional emails, newsletters, and product announcements. Many include features like auto-scheduling and audience segmentation to keep your campaigns organized.

Explore email automation features to send messages automatically when customers take specific actions. Automating welcome emails and purchase confirmations streamlines your campaign and boosts efficiency. Upwork has you covered with email marketing expertise—whether you need help setting up email automation tools, designing templates, or growing your email list.

14. Cross-collaboration

Source: Pixabay

Forming mutually beneficial partnerships with other organizations expands your reach and fosters community engagement. Collaborations create opportunities for cross-promotion and shared resources that benefit both parties.

A local art supply store and an art school could each display posters for the other’s business. Other options include sponsoring a youth sports team or joining a coalition to co-fund a community event. Reach out to nearby businesses and explore potential ideas.

Collaboration also proves effective in digital marketing. Write a guest post for another blogger and invite them to contribute to your blog in return.

15. Offer free trials or consultations

If there’s one word almost everyone loves, it’s “free.” Leveraging people’s love for freebies effectively attracts new business.

Some businesses offer free trials or consultations to let customers experience their services firsthand. Others distribute branded pens, keychains, or notebooks.

These low-cost products serve as miniature billboards, promoting the business with each use. Instead of focusing on what potential customers can do for you, brainstorm ways to provide value before they make a purchase.

16. Create a loyalty program

Loyalty programs have become a staple for businesses, from fast food chains to retail stores. In 2023, U.S. consumers held an average of 17.9 loyalty program memberships and actively engaged with 50% of them. As brands increasingly launch loyalty programs to boost repeat business and gather customer data, focusing on personalized experiences helps differentiate your program. Most customers stick with loyalty programs for discounts, but others also participate to stay connected and enjoy the experience of being recognized.

No matter what products or services you offer, reward customer loyalty with special perks. Offering a free product after a certain number of visits or a $10 credit for every $100 spent provides valuable incentives for retention.

Keep in mind that many customers switch businesses to get the best deal, and long-term customers often get overlooked. While many loyalty programs focus on the initial years, don’t forget to cater to those who have stayed with you for decades. Tap into this market to enhance customer satisfaction and retention.

17. Public relations and media outreach

When your business hits a major milestone, leverage public relations to amplify the news. Reach out to relevant publications and media channels to spread the word, but ensure you have a compelling story to tell.

Focus on narratives that evoke emotion. For instance, a company reaching its donation campaign goal might share its impact on the local community with local news stations or Facebook groups.

Alternatively, a business nominated for best female-owned company could place ads in local papers or engage with industry-specific social media groups. Pitching stories that captivate reader interest increases the likelihood of catching the media’s attention. Writing a press release and submitting it to local outlets is a great way to get the news out about an acquisition or new community initiative. Consider speaking to a public relations specialist for guidance on your outreach strategy.

18. Analytics and data-driven marketing

Source: Pixabay

Marketing analytics tools provide consistent feedback on every aspect of your digital campaigns. Tools like Google Analytics track a wide range of metrics, from website traffic to conversion rates.

You don’t need to monitor every metric simultaneously. Most marketers select key performance indicators (KPIs) to gauge each campaign’s success. KPIs help startups achieve marketing goals by tracking specific metrics like customer acquisition cost and conversion rates, allowing them to refine tactics and allocate resources effectively.

While analytics reveal valuable insights for refining your strategies, some tools may have a learning curve. If you're new to marketing analytics, hiring an independent analytics expert can be a wise investment to help you get started.

19. Affiliate marketing program

Creating an affiliate marketing program is an effective way to boost brand visibility and drive sales. Unlike influencer marketing, where influencers are paid upfront for promotion, affiliate marketing offers commissions based on the sales or leads they generate. This performance-based approach incentivizes affiliates to actively promote your products.

Affiliates include social media influencers, bloggers, and industry experts. Beauty influencers might use affiliate links to promote your products, while bloggers write reviews that include these links. Unlike direct influencer partnerships, affiliates earn based on the results they produce, aligning their success with your sales goals.

To attract affiliates, establish a clear, competitive commission structure and provide engaging marketing materials. Programs like Amazon Associates offer extensive resources to support affiliates in driving sales.

If you’re looking for support on your journey, hiring a top affiliate marketer can be a valuable step. Consistently track performance and engage with your affiliates to refine your program. This ensures they stay motivated and helps you optimize strategies to enhance brand growth.

Craft a tailored startup marketing plan

You have many different types of startup marketing strategies to choose from when crafting the right marketing plan. Remember, no single approach fits every business when promoting your startup. What works for one company might not work for another. 

Tailor your startup marketing strategy to match your unique market, goals, and resources. Customizing your approach ensures that your marketing efforts connect with your target audience and drive the results you need. If you should come across any challenges along the way, Upwork has you covered with access to top independent professionals who are happy to help with any phase of marketing for startups.

From social media managers to top SEO experts, Upwork is home to professionals with all the skills needed to fill any gaps in your startup marketing plan.

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Upwork is not affiliated with and does not sponsor or endorse any of the tools or services discussed in this article. These tools and services are provided only as potential options, and each reader and company should take the time needed to adequately analyse and determine the tools or services that would best fit their specific needs and situation.