How startup founders can start building their brand on a limited budget — Kate Walling // Traction Hero

Today we're going to discuss how to make an impact in marketing for early stage startups. Joining us is Kate Walling, the Founder and CEO of Traction Hero, which is a tech savvy marketing agency that solves high growth companies' most pressing marketing challenges. In part 2 of our conversation, we're going to discuss how startup founders can build their brands on a limited marketing budget.
About the speaker

Kate Walling

Traction Hero

 - Traction Hero

Creative, technically-sophisticated marketer and entrepreneur who builds innovative brands and marketing programs for growing companies. Excellent interpersonal and communications skills, able to lead multifunctional teams through complex projects and grow relationships with key clients and vendors. Dedicated to finding unique ways to differentiate products, attract key audiences, and create compelling, brand-driven stories. Self-starter and empowering collaborator, known for energizing teams, ideas, and stories in ways that attract customers and propel profitable results.

Show Notes

  • ? 02:14
    Life for an early
    ? 05:03 -The next step and low-cost way to start moving beyond a personal network

Quotes

  • “The first thing that I think a lot of startup founders overlook is the power of their own personal email list.” -Kate

  • “Send out regular email updates about whats going on with the startup. Youll be shocked at how proud and helpful personal networks are for an entrepreneur but there is a specific way to do that content or email.” -Kate

  • “Getting my customers from zero to one is often the hardest part, it is about understanding who your first customers are.” -Kate

  • “Start creating content for LinkedIn because when people like that content that is going out to their own network, you often see a lot of shares from that. This is a great strategy in relation to the email because you are reinforcing the message in a public way.” -Kate

  • “Outside of email list and LinkedIn, what you want to do initially is make a couple of pieces of marketing collateral about what you are selling, something that explains what you are selling and what you are doing.” -Kate

  • “With early-stage content what I typically do are using a couple of channels that tests what people like to hear from you. Twitter is a great way to do that even though people think it doesnt have the traction that it once did but the people who are on Twitter are active on it. Its a good place to test content.” -Kate

  • “Developing a content strategy is something that you can do on your own, you dont have to a lot of budget, it serves as the beginning of a marketing channel.” -Ben

  • “I do recommend investing a little bit of money into really low-cost ways of building out lists and social media platforms. I think it is helpful for a lot of reasons.” -Kate

  • “When you get into being able to do some pretty easy marketing automation, you want to make sure that your strategy is right because I think a lot of entrepreneurs want to drive that conversion instead of thinking through what the customer interaction would be.” -Kate

  • “When I think about actually spending money at an early stage startup, if Im investing, I want it to be as close to revenue as possible. Im not necessarily trying to generate a ton of awareness, what I want to do is be incredibly efficient, converting those customers that are somehow organically getting to my web products and services and I also want the ability to retarget prospects and lastly create some look-alike audiences off of the people that are actually converting.” -Ben

  • “Instead of saying, I am just going to generically market, take the limited data that you can and work your way up the marketing funnel.” -Ben

  • “First of all, you have to think about your sales cycle and how that place in marketing. In B2B, events are really important.” -Kate

  • “What you can learn from hosting a small event is what was successful there and how do you scale that in terms of the webinar, demo videos and content so that material is helping the pipeline faster.” -Kate

  • “As we all know, a hugely critical part of startups is the actual marketing piece and how its going to work. So, Id say that lack of a plan and a strategy are problematic for sure.” -Kate

About the speaker

Kate Walling

Traction Hero

 - Traction Hero

Creative, technically-sophisticated marketer and entrepreneur who builds innovative brands and marketing programs for growing companies. Excellent interpersonal and communications skills, able to lead multifunctional teams through complex projects and grow relationships with key clients and vendors. Dedicated to finding unique ways to differentiate products, attract key audiences, and create compelling, brand-driven stories. Self-starter and empowering collaborator, known for energizing teams, ideas, and stories in ways that attract customers and propel profitable results.

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