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When startups are building their brands and not many people know their names, they need to think of ways outside of the box to get in front of a consumer’s eyes. Putting your business name in front of consumers whose behavior indicates the type of consumer you are trying to capture can only accelerate the process of turning your startup into a household name.
For example, a current client of mine owns a Moving and Storage startup. They are building a rolling weekly email list containing new-to-file consumer households whose behavior indicates they are preparing to move. For this client, I’d recommend using this list as part of a 1-2 combination of email and Facebook marketing.
Email marketing allows a company to personalize its message. For a startup, having the power to control your company’s messaging from the get-go can be extremely beneficial; a startup needs a creative/controlled way to set themselves apart from the competition. This isn’t a “one size fits all” method, but more of a customizable method. These two ads popped into my Gmail the other day, and I think they show good headlines and tightly controlled messaging:
One of the benefits of email marketing is that it allows companies to send frequent messaging to a target audience; just like the messaging is controlled, so is the audience. Consider segmenting lists by purchase intent and adjust messaging accordingly.
Once companies have made headway in building client email lists, it’s time to put Facebook remarketing in play. Facebook’s Custom Audience Targeting will show your ads to consumers who matched your email list through their Facebook profiles. You can also leverage that match list by creating lookalike audiences that find users highly similar to consumers from your email list who, in theory, are likely to be interested in your business. This is a great way to expand your business to additional audiences who you may have not been able to reach otherwise.