Marketing on the cheap

So you launched your dream software startup and got going. You built the product or have the capability to offer the services that will make your clients really happy. But there is one problem. Really, there are two. You have no clients and you have very little money to let them know that you exist. You remember the days when you were employed and the marketing guys there always seemed to have the money to reach out to the media, talk to analysts, get press releases out and best of all, money for all those junkets that they labeled as conferences. You wistfully think of how you could have changed the world if only, you had some money. You then start a futile search to attract money, which is easier said than done. Because nobody has heard of you, and you have no customers yet.

But don't despair.There are things you can do, if you learn to persevere (A little hunger never did anyone any harm). There has never been a better time for cash strapped entrepreneurs like you.

You can start to make yourself relevant with just a few hours of effort every week.

1> Dust off that old blog that you post to once every year. If you want the world to know, you better start saying things every week.

2> Identify your buyers or their influencers, and identify forums where they frequent. ServerSide, InfoQ, highscalability are a few examples of forums if your product or service is in the enterprise software arena. But there are many more. Engage in discussions, always striking the right balance between friendliness and correctness. Nobody likes dealing with pompous *arts, and at the same time, people like to read posts if you are making relevant comments and moving the discussion forward.

3> Write articles for relevant magazines. Nothing makes you accepted as an expert faster than getting published. And when you get comfortable, see how you might be able to write a book. Self-publishing may not even be necessary but if you have useful things to say, chances are someone will benefit from it.

4> A rolodex is something that everyone needs, whether you are a 19th century salesperson or a newly minted entrepreneur with no recognition. Social media is the new word-of-mouth and followers are the multiplier force in the equation. Don't be disappointed at the dubious types that follow you on twitter. If you cross promote your various social media offerings, eventually it does get noticed by the right followers

5> Your web site is still your calling card, whether you want to add new employees, or when prospects look you up after you have made contact. It does not cost a bundle to get a decent site up these days. Liveness is key. Brochure ware is so 20th century. Update your site content regularly to keep people coming back.

6> You can't hire ad agencies to do your you tube video, but you can certainly get decent talent at multi-media art schools to do the job for a small fee. Offer to give them referrals and write them a testimonial. Promote your product on youtube and as with everything, cross link.

7> People will buy your product or service primarily because they are ok dealing with you. Don't shy away from meeting people whenever you can. Present at local industry forums, go to local chapter meetings and make your voice heard.

8> Can't afford the big booth at the conference? (Just kidding!). See if you can get a day pass and try to meet up prospects who are attending competitor's booths ( This one came from my prof).

9> Get email addresses for every contact you make and build a database (your online rolodex). Use it judiciously to send out information, taking special care to not make it look like a bulk mailer

Bottom-line is that promoting your product or service on a shoe string budget is both feasible and doable. The general rule of thumb is that you have to spend anywhere from 4 to 5 hours every week to see any impact whatsoever. But if you don't try, don't worry, no one will ever know.

Cheers
Suds