15 hands-on strategies tech start-ups can use to market themselves without breaking the bank

In a competitive market, tech start-ups must actively engage in marketing efforts to boost visibility and attract customers. However, doing so often requires significant resources that you would perhaps prefer to allocate to more critical areas. In this blog, we will discuss 15 hands-on strategies that you can use to amplify your presence and drive growth without breaking the bank. From creating quality content to strategically using SEO, these strategies are easy to implement independently. So, whether you're a bootstrapped entrepreneur or a small team with big dreams, follow these tips and tricks to market yourself inexpensively while achieving tangible results.

1. Get a Google My Business profile

This free tool provided by Google allows businesses to manage how they appear in Google Search and Maps, providing key information such as location, contact details, operating hours, and customer reviews. Creating a Google My Business profile for your start-up is a great idea as it increases your visibility in local search results, making it easier for potential customers to find and engage with you. Additionally, having a well-maintained profile enhances your credibility and trustworthiness.

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2. Launch your product on Product Hunt

Product Hunt is an online community platform where creators showcase their tech products and solutions – hardware, software and apps – and early adopters, investors, tech influencers, enthusiasts, friends and colleagues discover and discuss these innovations and even vote on them. Engaging your network to vote and positively comment on your offering can propel it higher in the rankings, which boosts the likelihood of your innovation featuring prominently on the platform. This gives it momentum, leading to heightened traffic, user sign-ups, and potential partnerships or investment opportunities. To start off, you could check out Product Hunt’s useful guide for first-timers on their platform: Product Hunt launch guide.

3. Utilize Google Ads Keyword Planner for targeted search insights 

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Google Ads Keyword Planner is a valuable tool for understanding the search behaviour and preferences of your target audience. It helps you identify the specific keywords and search terms (specific words or phrases that users enter into search engines) they use when seeking products or services similar to yours. 

You must sign up for a Google Ads account to access the Keyword Planner. Thereafter, begin conducting keyword research to identify relevant search terms related to your start-up’s offerings, industry, or niche. Look for keywords closely aligned with your business objectives and the intent of your target audience. You could also leverage Keyword Planner to uncover new keyword ideas or look for keyword variations to broaden your reach and target a wider range of potential customers. 

Strategically incorporate targeted keywords into your website content, blog posts, landing pages, and ad campaigns to enhance search engine visibility and attract qualified traffic. For best results, you should continuously monitor and adjust your strategy based on performance metrics, user feedback, and market trends to optimize your start-up’s online presence and drive growth. 

Below are two resources that you could use as you get started:

• How to use the Keyword Planner tool effectively
• How to Use Google Keyword Planner - Full 2023 Tutorial

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4. Create targeted landing pages and blog articles 

Once you've identified promising keywords and search terms using Google Ads Keyword Planner, it's essential to capitalize on them by creating dedicated landing pages and blog articles on your website. There are several benefits in doing this. These include improved search visibility (which drives organic traffic to your site), enhanced user experience and engagement, credibility building (that positions your start-up as an authority in the industry), and effective lead generation (by capturing visitor interest and encouraging them to take the next steps in their buyer's journey). Here’s what you can do:

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Targeted landing pages

Develop specific landing pages on your website that focus exclusively on the identified search terms. For example, if “SAP Design Examples” is a high-performing search term for your start-up, create a landing page dedicated to showcasing your SAP design projects, case studies, and success stories. Optimize these landing pages with relevant keywords, meta tags, and descriptive content to improve their visibility in search engine results pages (SERPs). Ensure that these pages provide valuable information, address user queries, and offer clear calls-to-action (CTAs) to encourage visitors to engage further, such as signing up for a demo or contacting your team.

Blog articles

Incorporate the identified keywords and search terms in blog articles that provide insights, tips, and advice relevant to your target audience. For instance, if “AI UX design” is a popular search term, create blog posts exploring best practices for integrating AI technology into user experience (UX) design or case studies highlighting successful AI-driven UX projects. Naturally incorporating the identified keywords into your content will enhance its SEO value and improve its ranking in search results. Promote your blog articles through social media, email newsletters, and industry forums, to attract organic traffic.

It is important to create original content if you want this strategy to succeed because there is no dearth of AI-generated content on the internet. So, if you don’t have a big team (and which start-up does?), delve into your expertise and experience as an industry expert to write just one blog article a month. This might be one of the million other things you need to do, but you can utilize AI here by making bullet points of your thoughts and then using tools such as ChatGPT to further develop it. That way, you are leveraging AI, but the content still reflects your unique thoughts.

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5. Use Quuu Promote for targeted content amplification 

Small start-ups often struggle with gaining traction and visibility for their content amidst the noise of social media. Quuu Promote is a content marketing tool that offers a solution by providing access to a network of engaged social media users and influencers who can amplify your content to a wider audience. It can be used to publish blog articles via social media. It's only $50 per month and is an inexpensive way to get some social media inlinks. By strategically selecting relevant categories and keywords that align with your start-up’s niche, you can ensure that your content reaches individuals who are genuinely interested in your industry or offerings. 

6. Utilize press releases to announce product updates

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Press releases are powerful tools for start-ups to announce new product updates, features, or milestones to a wide audience, including journalists, industry influencers, and potential customers. Craft a well-written press release that highlights the key features, benefits, and significance of your product update. Keep the content concise and engaging. Try to include relevant quotes from company executives or product experts to add credibility, and provide insights into the motivation behind the update. Incorporate images, videos, or infographics to enhance the visual appeal and storytelling of the press release. You can distribute the press release through platforms like BrandPush.co or opt for premium (more expensive) services like Newswire. It is important to coordinate the press release timing with product launches for maximum impact. You could also tailor releases to various audiences and leverage social media to amplify reach. Track metrics to gauge success and refine future strategies.

There are several guides online on how to write good press releases, here are three:

• How to write a press release (With free template)
• How to craft compelling press releases
• Writing press releases that actually get read

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7. Optimize your presence on Crunchbase

Crunchbase is a comprehensive platform that offers business information about companies, start-ups, investors, and industries. It provides data on funding rounds, acquisitions, partnerships, and key individuals associated with these businesses. A polished Crunchbase presence enhances your credibility and visibility within the start-up ecosystem, potentially attracting investors, partners, and customers. This is why it is crucial for you to take ownership of – and maintain – your Crunchbase profile. You must ensure that your profile is always up-to-date and visually appealing. For instance, incorporate any new press releases into your profile to keep stakeholders informed. An up-to-date profile strengthens your start-up’s positioning and fosters trust among stakeholders.

8. Find articles that list products or solutions relevant to your industry and request to be added to it

Identify articles listing products or solutions relevant to your start-up’s niche and contact the authors or publishers to ask if you can be included in them. Highlight your product’s value proposition and unique features and explain why it would make a valuable addition to the list. Getting placed in such lists can increase your start-up's visibility within the community, attract potential users or customers, and establish credibility.

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9. List your venture on start-up directories 

Listing your venture on various start-up directories is a simple yet effective way to increase visibility and reach a broader audience. You can submit your start-up to these directories yourself or hire a freelancer from platforms like Upwork to assist you. By leveraging such directories, you can enhance brand recognition, attract potential investors, and connect with new customers. Be sure to provide accurate and compelling information about your start-up to make a strong impression on visitors. 

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10. Craft specific use cases to showcase your product's value 

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Developing specific use cases is a strategic approach to showcase your product's practical applications and value proposition to potential customers. Start by identifying key pain points faced by your target audience, then illustrate how your product addresses these challenges. By creating compelling use cases, you can effectively communicate your product's value, attract qualified leads, and drive conversions. These use cases can take various forms, including:

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Video content 

Visually depict your product/solution in action within each use case scenario. Incorporate customer testimonials or success stories to add credibility and authenticity to your video presentations. For example, take a look at the series of informative 'how-to' videos  skills management platform  MuchSkills created for its customers. 

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Written content 

Enhance your video content with detailed narratives outlining each use case. Articulate your audience's challenges and how your product addresses them. Provide clear implementation steps, highlight benefits, and use persuasive language to drive action. Read this handy guide for more tips: How to write copy for high-converting website pages in B2B.

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Blog articles or landing pages 

Create dedicated content for each use case, offering detailed information. Optimize with keywords to boost search visibility and attract organic traffic. Use visual elements like graphics or screenshots for enhanced engagement. Include clear CTAs prompting visitors to take action, such as requesting viewers to sign up, view a demo or make a purchase. To view examples of two landing pages and a blog created with specific keywords in mind, click here, here and here.

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Creating clearly defined use cases offers several benefits. They enable you to precisely target specific customer segments, boosting the likelihood of conversions; they help prospects grasp how your product addresses their pain points; provide tangible evidence of its ROI potential; and set your product apart by showcasing its versatility and effectiveness in addressing diverse customer needs.

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11. Host engaging webinars 

Webinars offer a valuable platform for sharing expertise and demonstrating your product's value. Organize and record webinars on your website, covering topics relevant to your industry or target audience. Select compelling subjects that resonate with your audience's interests. By hosting these informative sessions, you can showcase thought leadership, attract leads, and strengthen customer relationships. Repurpose webinar recordings as on-demand content on your website to provide ongoing value to visitors.

Read: Webinar Planning: An A to Z guide

12. Create product demo videos 

Utilize tools like Loom and ScreenStudio to record quick and visually appealing demos of your products. These videos offer a dynamic way to showcase your product's features, functionality, and benefits to potential customers. By providing engaging demonstrations, you can effectively communicate the value proposition of your product or solution, drive interest, and facilitate decision-making among your target audience. Finally, incorporate these demo videos into your website, social media channels, and email campaigns to maximize their reach and impact.

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13. Work on your value proposition communication 

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In the B2B context, a value proposition is a strategic statement crafted to focus on your customer's needs and challenges, offering tailored solutions from their perspective. It transcends slogans and boasts, avoiding generic descriptions of your product or solution. Instead, it is a succinct declaration of the specific outcomes an individual or organization can achieve by utilizing your innovation. The essence of a value proposition lies in articulating tangible benefits for customers.

For instance, consider the contrast between the following statements:

Statement 1: We offer medical equipment.

Statement 2: Medical equipment designed to enhance patient care outcomes and streamline healthcare processes.

While the first statement might elicit a lukewarm response, the second statement captivates the customer's attention by highlighting the tangible benefits and potential improvements in their operations or patient care. This clarity and relevance make the value proposition compelling, sparking further interest and engagement from the customer.

Crafting effective value propositions requires precision and insight. It involves distilling complex offerings into concise messages that resonate with the target audience. By leveraging the right tools and methodologies, businesses can create powerful value propositions that resonate with customers and drive meaningful connections and conversions.

At Up Strategy Lab, we have created a comprehensive guide to creating an effective Value Proposition. Do read:  How to create a strong Value Proposition for B2B

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14. Create a really good Sales Presentation 

A sales presentation is one of the most important tools you can use to increase sales. An ideal sales presentation effectively communicates the value proposition – the value your product or solution brings to potential customers. It is also one of the most effective and efficient tools to transfer knowledge about your product or solution to your sales team, equipping them with a consistent sales pitch, enhancing their effectiveness. 

"The [sales] presentation is the number one factor as to why a customer chooses one vendor over others," says a Gartner report.

A Sales Presentation is easily consumable, shareable, and updatable to reflect evolving products or offerings. Moreover, it serves as valuable follow-up material with prospects and can be shared internally among their decision-makers, amplifying its impact and reach.

At the core of a sales presentation is a compelling sales story that focuses on value propositions. But to tell a great story, you will first need to understand your B2B customer, your end customer and your product or solution really well. 

We have created an exhaustive guide on how you can craft a compelling sales presentation so that you don’t have to reinvent the wheel. Do read: How to create an effective Sales Presentation.

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15. Acquire your first 10 ideal customers 

Begin by identifying your ideal customer profile/s and acquiring a minimum of 10 of them. Devote special attention to nurturing these customers, as they will serve as a valuable resource to test and validate your ideas – critical for a young start-up. By aligning your efforts with their needs and testing your ideas against one or several of these ideal customer profiles, you can ensure optimal allocation of resources and time to the most promising customer segments, boosting your start-up’s growth trajectory.

Use the free version of tools like Snov and Apollo to find very specific potential customers. Pinpoint those who align closely with your target audience and could benefit significantly from your solution. Approach them with a sincere request for feedback, framing it as an opportunity for collaboration to enhance your product's effectiveness in addressing their pain points. By engaging these early adopters in meaningful dialogue and incorporating their feedback into your product development process, you can cultivate a loyal customer base, ensure that your product is aligned with the needs of target customers. All of this will pave the way for successful broader market adoption.