When it comes to running your own startup, the prospect of finding success can seem pretty grim. According to statistics, about 90% of startups fail, and that failure rate is about the same across all industries. There are many reasons why some startup companies might go belly up, including lack of managerial qualifications, inexperienced founders, and failure to reach the right people.
Another reason for startup failure is the lack of a clear content marketing strategy. And in 2022, there is no excuse for not having one.
Your startup, regardless of how skilled your employees are or how great your product or service is, is not going to get in front of the eyes of your target audience by itself. This is where content marketing comes in. Content marketing costs 62% less than outbound marketing, but it generates three times more leads.
To help you out, we have put together a list of things you need to do to develop a killer content marketing strategy. You’ll also find some useful examples, so read on.
Researching your target audience and creating a buyer persona will help you figure out who’s going to be buying your product. Obviously, demographic data is a good start, but you need to go beyond that and look at their biggest challenges, pain points, and their interests.
How do you find all of this?
Well, the simplest way would be to ask them using polls, surveys, and focus groups. You can also check out where they hang out online, check your competitors’ followers, and use the data gathered by analytics software.
One of the best examples of defining a buyer persona is Coca-Cola’s original “Share a Coke” campaign launched back in 2011 in Australia, which used personalized Coke bottles. The genius thing about this campaign is that it allowed the company to reach 42% of the population with just 150 different names on their bottles. Plus, they invited everyone to buy a Coke for someone else as well, not just themselves.
Image source: https://us.coca-cola.com/store/
Great content allows you to:
- engage your audience
- raise awareness about your brand
- boost your SEO
- establish your startup as a thought leader in the industry
Covering every single channel is almost impossible, so you need to decide at least on those that are relevant to your niche and your audience. As for content type, you can’t go wrong with blogs, images, videos, and infographics. Those are the top four formats leveraged by marketers.
For a great content marketing example, take a look at how Somnifix uses its blog not just to promote its products, which help stop snoring, but also to publish useful, actionable content that allows readers to improve the quality of their sleep through other methods, such as proper dieting and exercise. You will also find out everything you’ve ever wanted to know about the science of sleep, snoring, sleep apnea, and other sleep disorders, as well as possible solutions for each.
Image source: https://somnifix.com/blogs/snews
Audiences are tired of being pitched to, which is why so many startups are turning to influencers for collaboration. This can be very effective because your audience gets to hear about your product from someone who is relatable to them rather than some corporate entity.
However, an even better option would be to share success stories featuring your customers. This not only provides social proof but also makes your startup come off as genuine.
BaseLang, an online platform for teaching Spanish, used social proof to its advantage by sharing actual customer testimonials. The platform even came up with a branded hashtag, #BaseLangStories, to spread the word across its social media accounts, which is quite similar to what Coca-Cola did with the #shareacoke campaign.
Image source: https://baselang.com/blog/success-stories/adam/
The best approach to executing your content marketing strategy would be to create a calendar that contains all there is to know about:
- the type of content you will be producing
- frequency of publishing
- publishing dates
- relevant links and keywords
- promotional plans that include distribution channels and budget
How often should you publish? HubSpot has done a fair bit of research on this, and they suggest 3-4 content pieces per week for smaller businesses looking to boost organic traffic, while larger ones should publish 4-5 times weekly.
As for boosting brand awareness, shoot for 1-2 times a week if you’re running a smaller startup, or 3-4 times a week if you’ve got a bigger organization. Of course, feel free to adjust your content calendar based on the specifics of your business and your target audience. Just try and remain consistent in terms of quality and quantity.
Image source: https://www.hubspot.com/
After doing all of the above, your startup will reap the benefits, but you’ll have very little use of them in the long run if you aren’t tracking your KPIs. Sure, it’s great that you have awesome content, but you need to determine what is and what isn’t working and why. Using the information gathered through analytics, you can eliminate parts of your content marketing strategy that aren’t working and focus on those that are bringing real results.
Five9 was able to build a campaign around its eBook and drive four times as many leads and three times as many deals as they did in their previous campaign. Instead of focusing on their product and its features, they created a buyer-centric eBook called “Practical/Tactical: A Guide to Maximizing Agent Efficiency.” It drove so many new leads that their head of marketing had to turn off the notifications. By tracking the performance of their content before and after they published the eBook, they were able to use those numbers for their future campaigns.
Image source: https://content.marketingsherpa.com/heap/cs/five9/3.htm
Although content marketing involves a lot of work, your startup will definitely benefit from it as long as you have a solid strategy to lean on. We hope that you will find the advice presented in this article helpful and that you will implement it while building your own content marketing strategy. Good luck!
How To Build Lasting Partnerships As A Construction Startup
Building construction partnerships isn’t just a strategic move; it’s a crucial ingredient to your success. Partnerships provide a firm foundation for growth, bringing in a wealth of expertise, resources, and industry connections that can help you and your constructions grow quickly. The importance of these partnerships extends beyond tangible resources. In an industry as project-driven and multidisciplinary as construction, the value of having reliable partners who understand your vision cannot be overstated.
Construction projects will involve many stakeholders like architects and engineers, as well as suppliers and the local population. Navigating these waters and the complex labyrinth of regulations will require strong alliances, underpinned by mutual trust and respect.
Strong Partnerships Build Mutal Success
Building strong relationships with commercial construction partners begins with careful partner selection. Start by researching potential partners to determine their reliability, reputation, and alignment with your startup’s goals.
Begin the relationship with open, honest communication set the tone for a successful partnership. Share your business plan, discuss potential projects, and listen attentively to their needs and expectations. Be honest about being a startup, sell your vision and enthusiasm, and be truthful about your work experience and qualifications.
Don’t forget to formalize your partnerships through legal contracts. These should clearly define the terms of the relationship, including roles, responsibilities, and conflict resolution procedures. Having this formal agreement safeguards the interests of both parties and reduces the potential for misunderstandings.
Always aim for mutually beneficial relationships, and know how the project will benefit your partners. Make sure that each partnership brings value to both your startup and to your partner, this balance will be the cornerstone of a strong, enduring relationship.
Finding The Right Match
The most important partnerships in the construction industry are with systems designers and installers. HVAC, electrical, and IT installations are crucial components of all types of construction, and their quality will leave a lasting impression.
To establish these partnerships, begin by researching potential service providers and evaluate their reputation, expertise, and pricing. HTS New York is an independent, build-to-order HVAC company that is committed to sharing in the success of its partners. They understand that working with their clients and construction partners to design and install high-quality HVAC systems in commercial projects benefits all parties. Better business means bigger business, for you and your partners.
When you negotiate a partnership agreement with any company it should define roles, responsibilities, and expectations, and ensure that both of you share a common understanding of quality standards and timelines. Building a strong partnership with another company requires ongoing communication and mutual respect. Stay engaged, respond promptly to inquiries, and provide feedback. Cultivating this relationship will add value to your projects, enhancing both client satisfaction and your business’s reputation; two key factors for a successful construction startup.
Living In A Material World
Selecting the right construction material suppliers is a critical step when starting your construction business. The quality of materials used in your projects will directly impact the final product, client satisfaction, and your company’s reputation.
Start the selection process by conducting thorough research on potential suppliers. Look at their pricing, delivery times, product quality, and consistency of supply. Check their customer reviews and industry reputation. Ideally, your chosen supplier should have a robust supply chain that can withstand unexpected disruptions.
Once you’ve chosen a supplier, make your expectations clear from the beginning. Communicate your needs, timelines, and quality standards. Discuss contingency plans for potential disruptions in the supply chain too.
Maintaining a healthy relationship with your supplier is equally important. Regular communication, prompt payments, and respect for their expertise can foster a strong, long-lasting partnership. Remember to show appreciation for their role in your projects and seek their input on ways to improve efficiency or reduce costs.
Stay informed about their product range and any new innovations they introduce. This information can help you provide better solutions for your clients, further enhancing your construction startup’s reputation and competitiveness.
Building Lasting Relationships
Ensuring the longevity of your partnerships in the construction industry isn’t merely about maintaining a status quo. It involves constant nurturing, evolution, and shared growth. As your startup matures, so should your relationships with your partners.
One of the essential techniques for sustaining long-term partnerships is clear and consistent communication. Regularly update your partners on project progress, changes, and potential challenges. Make sure to listen to their feedback and concerns as well. This two-way communication creates trust and helps to nip potential issues in the bud.
Mutually beneficial relationships last longer. Continually seek ways to add value to your partners. Whether it’s by offering timely payments, recommending their services to other businesses, or supporting their growth initiatives, showing appreciation and support strengthens the partnership.
Before you start a project, build some relationships. You will be able to accomplish more in a shorter amount of time with the right help, without compromising on quality. Nothing builds a reputation in the construction industry faster than delivering a high-quality product in a timely fashion. Start networking before you get working, and your construction startup is destined to be a success.
How to Turn Your Brand Into a Thought Leader
Selling your products and services isn’t the simple straightforward process it once was. Customers today know better than to believe the ads they see online. They are more meticulous with their choices and you will need enough persuasive power to get people to convert.
Being persuasive isn’t the only goal you want to accomplish. Your brand should also come across as authoritative and reliable in its niche. That’s why becoming a thought leader has become essential for brands to stand out. A crash course would help, but if you want an overview, consider this simple guide to becoming a thought leader and attracting a loyal following.
1. Build networks inside and outside your field
A thought leader has to have followers. Before that, you will have to start by becoming a follower yourself. Connect with like-minded individuals in your field and let them know what your brand offers. Do not throw a sales pitch! Instead, let them know that you are interested to share insights and talk about the most important trends in the industry.
LinkedIn allows you to send a note along with a connection request, so take advantage of this to introduce yourself and your brand. Be sure to hunt for connections outside your industry as well. You will never know if another business is a thought leader in their niche.
2. Create unique and insightful content
The content you produce shouldn’t focus too much on brand awareness and lead generation. Think about the kind of value you want to deliver to your connections. Instead of writing generic listicles and how-to articles, create content that analyzes current trends and disruptions.
Just like a newbie author who wants to know how to start writing interesting and sellable stories, you need to find topics that people in your industry are talking about. Creating valuable, non-generic content consistently will also attract websites that would like to have you contribute articles for them. This will surely improve your position as a thought leader.
3. Start a podcast
Why limit yourself to writing online articles when you can branch out to starting a podcast? Everyone across different fields is doing it. It’s not just because it provides free air-time to brands, but because it allows brands to talk about important topics at length.
Podcasts also serve as platforms where business owners like yourself could provide advice and show off their raw wisdom. Being genuine and sincere is guaranteed to keep people engaged. You also get other podcasters to invite you to their shows which could further boost your reputation.
4. Attend events in your industry
Practicing thought leadership doesn’t just happen online. You also need to show off your expertise offline by attending industry events. Conferences, seminars, and expositions provide the best platforms to make friends with other thought leaders and participate in meaningful discussions.
Being present at the most important events in your industry will also provide you with the opportunity to learn about the latest trends and ask other business owners about their thoughts on these trends.
Thought leadership is your secret weapon to getting more sales and putting your brand above everyone else. As consumers become more reliant on new information to make better choices, educating them should be one of your priorities for building a successful business.
How to Construct a Paystub
Pay stubs are vital for tracking employee wages and any related payments, as well as keeping a full record of how your business has been paying employees in general. Of course, like any part of your payroll processing system, it takes time to learn the specifics of how to create them.
How do you build a paystub from scratch, and what kind of tools can simplify the work? More importantly, how can you ensure consistency between paystubs?
What do paystubs usually contain?
Pay stubs are records of employee information relating to their identity and their payments. This means that a paystub contains things like the employee’s name and address, the business name and address, their net and gross earnings, and any relevant insurance details and/or deductions.
These can get very complicated as more and more information becomes relevant. For example, a typical paystub might also contain things like back pay and overtime, sick leave, hours worked, employee contributions, and also any taxes withheld.
These serve as records and payment documents, giving them two distinct purposes in the workplace. This, understandably, also means that they are incredibly important, and getting them right is vital for making sure that your payroll system is operating as it should be.
How to construct a paystub from scratch
Creating your first paystub is not as simple as it sounds. There are specific steps you need to take, and if they are not taken then it could lead to problems.
The first step is to always create a consistent format. Paystubs do not necessarily need to all be consistent, but it makes them much easier to read and compare, which can be important if they are being used as records.
Beyond that, information from the payroll system also has to be gathered. This is also very important – while most businesses will have their payroll information readily available, it still has to be checked for accuracy and kept available so that the paystubs can be produced.
From there, any relevant information is added in and/or calculated. While this is an oversimplified breakdown of how it works, the truth is that a large portion of paystub creation comes down to the manual inputting of payment data, which can become increasingly difficult in larger companies.
Automation through paystub creators
Manual creation of paystubs can be incredibly slow and monotonous, which is why many businesses and companies use automated software instead. Good paystub creators, such as the PayStubCreator software, can be used to partially automate a lot of the hard work.
Not only do these tools make it incredibly easy to put together a lot of paystubs all at once, but they can often provide much more streamlined systems for assembling paystubs as a whole. This includes things like quickly mass-producing paystubs, or ensuring that they all use the same format.
Paystub generator tools are a great option for making paystubs quickly, and are often a preferred method over doing it manually, regardless of a business’s size and number of employees or contractors.
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