The key properly structure your marketing team . Without this, the process can not be effective or scalable. Indeed, startups often have the concern to go fast: their main goal is to grow as quickly as possible . But without a structured and sustainable strategy , growth will not be there anyway.
That’s why it’s important to structure the marketing of your startup as soon as possible . This involves the following 3 steps: defining realistic and relevant objectives; define the strategic and operational roles within the startup; finally, decide which aspects can be managed internally and which ones need to be outsourced.
1) DEFINE REALISTIC AND RELEVANT GOALS
Everything starts from goals. To properly structure your marketing as part of an inbound approach, you need to ask yourself the following questions: Based on the revenue or growth I want to achieve, how many customers does marketing need to generate from the bottom line? inbound? How many MQLs are needed to reach this number of customers? How many Leads are needed to reach the desired MQL number? Finally, how many visitors does marketing have to attract to get the desired amount of Leads?
The answers to these questions are your goals:
- Number of clients to generate : 10
- Number of MQLs to generate : 300
- Number of Leads Generated : 1,000
- Traffic to be generated : 15,000
In order to set good goals, that is, realistic goals, you need to audit your current performance . If you attract 1,000 visitors a month, it is unrealistic to expect to attract 15,000 in just two months.
In addition, you must take into account the different sources of traffic (organic, referring sites, emails, social networks, SEA, etc.) and their importance in the total traffic generated.
You will then be able to set specific, measurable, realistic and time-bound objectives. For example: within 3 months, increase organic traffic by 50% (from 1,000 to 1,500 visits).
It must of course be kept in mind that a startup does not usually have a very important data history , so its objectives are likely to evolve according to its performance. However, we must start somewhere, hence the idea of starting the turnover or growth to achieve. It is then sufficient to estimate the number of customers needed to achieve this goal based on the average basket amount.
Once the audit has been completed and the objectives identified, you can begin to structure your marketing by distinguishing the strategic aspects of the operational aspects of your startup marketing.
2) DEFINE STRATEGIC AND OPERATIONAL ROLES
When setting up an inbound strategy, structuring your marketing team also means defining the strategic and operational roles .
The employees in charge of the strategy will have to follow the KPIs at the global level and at the level of each campaign launched. Thus, they will monitor the evolution of the number of visitors, leads, MQLs and customers generated in total then by each traffic source to ensure that these figures are consistent with the objectives set.
The people in charge of the operations (writing blog articles, creation of emails, landing pages, forms, CTA, management of social networks and the SEA, etc.) will be able to follow the performance of blog posts (number of views overall and by source, CTA click rate) and landing pages (overall conversion rate and by source) in particular.
In the case of a startup, the workforce is sometimes reduced, the same person can perform several operational and / or strategic functions . This is often the case for start-up startups. As long as the organization is clear, whether you are 2 or 10, your marketing team will be functional.
The last step in structuring your marketing is to determine which business tasks can be managed internally and which ones should be outsourced.
3) OUTSOURCING AND INTERNALIZATION
The decision to outsource some of the marketing efforts depends on several factors:
– Startup workforce
– Staffing expertise
Indeed, in the first years after the creation of a startup, the turnover often does not allow to hire enough to carry out each marketing action. Moreover, even after a fundraising campaign, marketing teams are not always trained in the inbound strategy or the tools needed to deploy it.
In this case, we generally recommend startups to be accompanied in the development of their inbound marketing strategy (definition of buyer personas, customer journey, forms, scoring, etc.) and in its technical implementation ( installation and configuration of tools, campaigns, landing pages, etc.). The idea is to build solid foundations to scotch this approach as the startup grows.
WHAT YOU MUST REMEMBER
Too often we see startups whose strategy is not well defined and / or whose tools (marketing automation in particular) are little or badly used. It is a waste of time and money that can slow down growth or limit turnover. For lack of being well structured from the start, these startups miss out on business opportunity while their products are carriers.
Therefore, we advise you to follow these three steps to properly structure the marketing of your startup:
1) Define the most realistic and relevant objectives possible : despite the lack of historical data during the performance audit phase, it is important to start somewhere and set objectives (which will be reviewed as the strategy progresses). inbound is deployed)
2) Distribute strategic and operational functions : within your startup, it is important to differentiate between strategic and operational marketing, the people in charge of defining the main orientations and those responsible for their technical deployment.
3) Decide which tasks / functions can be internalized and which ones should be outsourced : depending on your marketing workforce and inbound expertise. This is a trend that many startups have, but it can be detrimental in the long run.
If you of inbound marketing for startups, sign up for our dedicated webinar. We will explain how to set up and succeed its inbound marketing strategy when you are a young growth!