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- Content Engine Inbound Marketing
- Feb 08
- 3 mins read
Startups should build a solid list to boost their sales

Ashton Nicholas, CMO, Millennial.sales , shared a few thoughts on how startups can better align internal sales and Inbound Marketing initiatives, explaining how we can encourage each other to get through that dreaded “I haven’t heard of that marketing tag!”
Build your lists
Startups are quick and loose with marketing, as many don’t care about traditional building, which unfortunately can lead to low lists. We don’t want to build a pre-existent product list by paying for surveys, and lots of what startups might offer has nothing to do with the landing page landing. Startups also sometimes rush into SEO, which doesn’t always help brands. It’s a time-consuming process to pull back and think about your overall marketing strategy.
“Focusing on search, channels, creatives and a call to action to build your list will assist in providing more than just SEO hits,” says Nicholas. “Search may already contain hundreds of PPC (pay per click) ads vying for your attention. Adding a widget to list about your engagement (ads, content) is one way to get more of those targeted clicks.
Go deeper than just SEO
Web analytics and the ability to grow your online presence is just one facet of market research. Startups can really run in the wrong direction if they don’t have a well-rounded marketing strategy.
Nicolas says, “Inbound Marketing includes a wealth of content development. There’s a lot of activity from startups that might do some of the above but don’t really know where to start. Inbound marketers should never assume that content alone will drive the sale. Get in deep on what’s working well from your competitors.”
The rise of storytelling has democratized the narrative. It can now be so very easy to collect lots of data and content, without having to pay for expensive tools to analyze it. Stand out from the pack
“The traditional focus on customer acquisition has disappeared. Success comes from a more engaging, personalized experience,” says Nicholas. “Entrepreneurs are supposed to be the personal coaches for customers, but they’re not always good at this. How do they make a young person feel like they are already a loyal user? Startups can recognize these opportunities to make their products more interesting and, as a result, build engagement and growth.”
To truly engage the customer, start by speaking through content, “Customers are a lot smarter than they look. You can make products and brands more engaging and better-liked if you build your content around emotional engagement,” says Nicholas. “Entrepreneurs should start by showing instead of telling with a really talented writer, artist, or photographer. Use the same tools and tactics that got you to success and combine it with a genuine interest in your customers.”
It’s all about action
Nicholas says startups should take their customers “literally” by taking action.
“Startups don’t have to take their customers to a theater or restaurant. Startups can take their customers to coffee shops and event venues. Startups can take their customers to local businesses that are customer oriented and personal — like mom and pop shops — in order to help them connect to local opportunities,” he adds.
Other actions start by understanding the value of your customers and offering more value to make them stick around.
“Startups should be thinking of ways to help them start a business. Subscription offer can be a great way to deliver value on time. Young professionals are willing to be flattered with offers of a paid sub. And, of course, you will never know what’s out there without looking for it. Startups could help employees convert their friends and family to customers with ‘follow up starter’ apps.”
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