Startup life is equal parts thrilling and chaotic—like trying to launch a spaceship with duct tape and coffee.
That was exactly what my life was like when I first started out as a Content Executive at Novocall, a click-to-callback software startup.
While I oversaw the blog, I was also involved in training new content marketers, strategy, analytics, and more. To call it a chaotic mess is really an understatement.
But therein lies the beauty of what one might deem to be a seemingly aimless learning journey.
My hands got SO dirty that I learnt what types of marketing strategies startups really need. Startups need a solid marketing strategy. Not a scattered to-do list, but a real, rooted plan that connects brand, audience, and impact.
Whether you’re scrappy and bootstrapped or backed by VCs, this guide is your compass. From SEO services to CRM magic and clever growth hacks, we’re diving into what actually works—and how to build it from scratch.
Let’s get into it.
Why Your Startup Needs a Solid Marketing Strategy
Because without one, no one will know you exist. It’s that simple. This is especially true for early-stage startups that just raised their seed funding.
A strong marketing strategy isn’t just about getting your name out there, it’s what gives your startup direction, focus, and the ability to scale.
When you’re competing with limited resources, no brand recognition, and a crowded market, marketing helps you connect with the right audience, build trust, and grow faster.
Step-by-Step Guide: Building a Startup Marketing Strategy from Scratch
1. Define Your Goals
Before you post a single Tweet or launch your first ad, ask yourself: what does success actually look like?
Not all marketing efforts chase the same outcome. You might want to build awareness, generate high-quality leads, drive conversions—or juggle all three at different stages of growth. Whatever your objective, clarity is your secret weapon.
Many startups that skip this step often end up measuring the wrong things or spreading themselves too thin.
During my early days at Novocall, we wanted to quickly raise awareness of our company through the most organic and cost efficient manner. And that meant:
- Defining success based on vanity metrics like monthly organic traffic (for now)
- Defining SEO as core marketing channel
- Identifying content marketing as the best way to raise brand awareness
A solid goal anchors your strategy and makes every marketing move intentional. Without it, you’re just shouting into the void and hoping someone hears you.
2. Know Your Audience Inside-Out
It’s tempting to think your product is for “everyone,” but that’s a fast track to speaking to no one. You’ve got to get specific.
Example of a persona I created for a team training
I always recommend crafting clear audience personas. And I don’t mean superficial and I daresay irrelevant traits like age, location, psychographics and values.
It’s about identifying core pain points and then creating SEO-optimized content to help our target audience solve those problems. Understand what keeps them up at night and what gets them to click “buy.”
Let’s use Novocall as an example again. We had built an outbound calling feature for the software and we were looking to target insurance agents. And some of the issues they were facing include:
- Not sure how they can find more leads
- Not sure how to make efficient cold calls
- Not sure how to sell their products well on those calls
So we decided to try creating content to address the second issue and published an article titled “9 best cold calling scripts for insurance agents” and these were the initial results:
Did it drive conversions and sales? No. But that wasn’t the point. Our goal then was purely to raise brand awareness of our product.
And based on the initial rankings, we definitely achieved that goal. At least in the eyes of insurance agents.
3. Map Out the Customer Journey
Think of your customer journey as a road trip.
Nobody wakes up and instantly becomes a loyal customer—they start with awareness, dip a toe in during consideration, and (if you’ve done your job) finally convert. But it’s not linear, and it’s never one-size-fits-all.
When mapping this journey, I break it down into micro-moments:
- Where are they discovering you?
- What do they need to feel confident
- How do you remove friction at each step?
A clear funnel isn’t just a pretty graphic—it’s a strategic roadmap that keeps your marketing tight, timely, and always a step ahead.
4. Set a Realistic Budget
You don’t need a giant budget to compete, but you do need a smart one.
When I was at Novocall, we were still an early-stage startup, having secured only $100,000. Given how expensive building software was, and still is, we have to be strategic with our marketing budgets.
That was one of the main reasons for prioritising SEO as a marketing channel.
Compared to other channels like say, paid ads, it’s definitely more cost-efficient. Our biggest SEO expense was our Ahrefs subscription.
Budgeting also helps you say no—no to shiny distractions, no to channels that won’t convert, no to efforts that drain resources.
Whether you’re bootstrapped or VC-backed, having even a simple spreadsheet of projected spend vs. expected outcomes gives you control and clarity over your growth engine.
5. Choose the Right Channels
All channels aren’t created equal—and neither is your audience’s attention span.
Workstream CEO and Co-Founder Desmond Lim frequently posts on LinkedIn as part of his marketing efforts for his software company
Your marketing channels should align with where your ideal customers already hang out. If you’re B2B, LinkedIn or email might be golden.
For a visual consumer product, Instagram or TikTok could outperform everything else.
I’ve learned it’s better to master a few channels than dabble in too many.
Start where your audience is active, then layer in new platforms as you grow. Channel choice isn’t just tactical—it’s strategic positioning. The right platform amplifies your message; the wrong one wastes your time and your ad spend.
SEO for Startups: Building Organic Visibility from Day One
Search Engine Optimisation (SEO) isn’t just for massive corporations with whole departments dedicated to Google rankings.
I had laid the foundation of a content SEO strategy for Novocall before I left in 2021
For startups, it’s actually one of the most cost-effective ways to build long-term visibility without having to splash cash on every single click.
I often tell founders: if you want to be discovered while you sleep, SEO is the way.
You can run a lean operation and still rank for high-intent searches—if you know what you’re doing.
At its peak, the number of monthly visitors clicking into Novocall’s site peaked at almost 15,000.
And no, it’s not just about throwing a few keywords into a blog post and hoping for the best. Keyword research is your foundation to on-page SEO, guiding content creation towards what your audience is actually searching for.
There are other pillars of SEO you need to care about.
Technical SEO has to do with site speed, mobile friendliness, crawlability—all the behind-the-scenes mechanics that help your site get indexed and ranked.
Off-page SEO refers to everything outside your website to boost its authority, credibility, and search rankings.
When you get all three pillars of SEO working together, you won’t need to shout. Your traffic will grow quietly in the background while you focus on building your product.”
Growth Marketing: Scale Smart, Not Just Fast
Growth marketing isn’t your typical brand-awareness campaign with vague KPIs and a shiny billboard. It’s gritty, experimental, and endlessly curious.
At its core, growth marketing is a full-funnel, data-driven approach that blends creativity with cold, hard metrics. Instead of throwing spaghetti at the wall and hoping for traction, you’re constantly testing, learning, and optimising—think A/B testing on steroids.
From the first touchpoint to long-term retention, growth marketers obsess over every stage of the customer journey to find out what really drives sustainable growth.
The key difference between traditional and growth marketing?
Traditional focuses on top-of-funnel—reach, impressions, maybe a few clicks if you’re lucky. Growth marketing, on the other hand, goes all in: acquisition, activation, retention, referral, and revenue. It’s where marketers become part mad scientist, part detective. You’re not just asking “what’s working?” but “why is it working—and how can we scale it without blowing the budget?”
And that’s where tactics like referral loops, product-led growth, and rapid experimentation come into play.
CRM Marketing: Build Relationships, Not Just Pipelines
Customer Relationship Management (CRM) marketing is your startup’s secret weapon for building long-term, loyal relationships.
Think of it as the “friendship maintenance kit” for your business: the more thoughtfully you engage, the stronger the bond becomes. CRMs help you move past one-and-done transactions and into the territory of trust, repeat business, and customer lifetime value (LTV).
Because let’s be honest—getting a new customer is exciting, but keeping them around? That’s where the real magic (and profit) happens.
At its heart, CRM marketing focuses on retention, loyalty, and long-term growth. With the right tools—like HubSpot, Mailchimp, or Salesforce—you’re not just managing contacts;
you’re learning from them. You’re identifying when someone’s about to drop off, what offers they’ll likely respond to, and how to serve them better at every stage. For startups, that kind of insight is pure gold, especially when you’re still carving out your market share.
But CRM isn’t just about having a database of names and email addresses. The power lies in personalisation and segmentation.
You can’t treat every user like they’re at the same point in the journey. Someone who just signed up yesterday needs different messaging than someone who’s been with you for a year and is ready for an upsell.
That’s where automation shines—setting up smart sequences that feel human, helpful, and totally relevant. Done right, your CRM works like a loyal team member who never sleeps and always knows what your customers need next.
Content Marketing: Telling Stories That Sell
Blog Posts: Your Digital Handshake
A well-crafted blog post is often the first real connection between you and a curious prospect.
When you get your blog SEO strategy right, it’s more than just a content piece—it’s a trust-builder, a problem-solver, and a signal to Google that you know what you’re talking about.
Especially for startups, blogs are one of the easiest ways to demonstrate credibility and hit SEO goals without needing a massive budget. Keep them human, useful, and grounded in real-world experience, and you’ll start building authority that compounds over time.
Video Content: Show, Don’t Just Tell
You don’t need a film crew to make content that lands. Quick tutorials, product walkthroughs, or founder messages recorded with personality can go a long way.
People want to see the faces behind the brand. When you use video to bring your story to life, you’re building connection, not just awareness.
Whether it’s a 60-second Instagram Reel or a 5-minute YouTube how-to, keep it honest, helpful, and relatable.
Downloadables: Value That Sticks
Guides, checklists, and templates are underrated tools in the content marketing toolkit. They give your audience something tangible, practical, and shareable—and they’re perfect for capturing leads.
When you package your hard-earned lessons into a downloadable format, you’re showing that you’re not just here to talk, but to equip.
Podcasts & Audio: Conversations That Build Credibility
Podcasts give your startup a voice—literally. Whether you’re hosting your own show or guesting on someone else’s, audio content builds long-form trust and lets you dive deep into topics your audience cares about.
Plus, they’re easy to repurpose into blog posts, social snippets, and newsletters. It’s about stretching each conversation as far as it can go.
Social Media Content: Be Where the Scroll Happens
Social isn’t a dumping ground—it’s where your brand comes to life in real time. But instead of trying to be everywhere, pick the platforms that match where your audience actually hangs out.
Be bold, be different, and don’t be afraid to show the messy behind-the-scenes. Whether it’s a spicy LinkedIn post, a meme on Instagram, or a raw founder story, thumb-stopping content doesn’t come from perfection—it comes from being real.
Repurposing: One Story, Many Formats
Content doesn’t have to be one-and-done. That brilliant blog? Turn it into a Twitter thread, a short video, and a carousel for LinkedIn.
Repurposing lets you stretch every insight across multiple touchpoints without reinventing the wheel. It’s a smart way to stay consistent, visible, and efficient—especially when your team is small and your to-do list isn’t.
Personality-Driven Content: Build a Brand People Actually Remember
In a sea of polished posts and recycled advice, your personality is your secret weapon. As a founder or early team member, your voice and story make your brand feel human.
People want to connect with the people behind the product. Share your small wins, lessons from failures, or honest takes on industry trends.
Whether it’s a raw LinkedIn post, a behind-the-scenes clip, or a founder’s note in your newsletter, show up as yourself. That’s what makes your content stick—and your brand unforgettable.
Low-Budget, High-Impact Marketing Tactics for Startups
Get Creative with Guerrilla Marketing
When budgets are leaner than a shoestring and your runway feels more like a tightrope, creativity becomes your secret weapon. Guerrilla marketing is all about bold, unexpected moves that grab attention without draining your wallet. Think cheeky street stencils outside a busy café or a surprise product demo in a public park. The goal? Spark curiosity and conversations that spread organically.
Collaborate with Micro-Influencers
Forget chasing celebrities with sky-high rates. Micro-influencers often bring better engagement and trust within tight-knit communities. Partnering with creators who actually believe in your product adds a layer of authenticity that paid ads can’t replicate—and it doesn’t require a massive budget to get started.
Build a Community Around Your Brand
Community is the marketing gift that keeps on giving. Start a niche Slack or Discord group, organize casual local meetups, or launch a newsletter packed with real value. When you create spaces for genuine interaction, customers stop being just buyers—they become advocates.
Tap into Earned Media and PR
A compelling founder story or a unique product angle can take you far with journalists and bloggers. Media loves fresh stories, and if you pitch yours right, you could land coverage without spending a dime. It’s all about finding the right hook and hitting the right inboxes.
Leverage Strategic Brand Partnerships
Two startups are better than one—especially when you can cross-promote to each other’s audiences. Co-host a webinar, bundle your offerings, or team up on content. Strategic collaborations let you share the spotlight and double your visibility without doubling your spend.
Analytics: What Gets Measured, Grows
If you’re not tracking what’s working, you might as well be shouting into the void and hoping for the best.
That’s where analytics comes in—not to overwhelm you with dashboards and data dumps, but to guide your strategy like a compass.
Source: Visual Capitalist
For startups especially, understanding KPIs like Customer Acquisition Cost (CAC), Return on Ad Spend (ROAS), Lifetime Value (LTV), and engagement rates isn’t just helpful—it’s essential. These metrics help you know whether your efforts are fuelling growth or just spinning wheels.
That said, data can be a bit of a double-edged sword. With so many tools and shiny graphs at your disposal, it’s easy to get lost in the numbers and forget the story behind them. Tools like Google Analytics, Hotjar, and Mixpanel offer fantastic insights, but they’re only as powerful as your ability to act on them.
My advice? Focus on a small handful of KPIs that actually align with your stage and goals. Review them regularly, tweak where needed, and don’t let perfection slow your progress. After all, growth comes from smart iteration—not analysis paralysis.
Common Startup Marketing Mistakes (And How to Avoid Them)
Jumping into Execution Without a Strategy
One of the most common traps startups fall into is launching straight into tactics—posting on Instagram, running ads, or pushing out blog content—without a clear marketing roadmap.
It might feel productive, but without a strategy, you’re just guessing. A solid strategy helps you prioritize, align your messaging, and avoid burning time and budget on things that don’t move the needle.
Chasing Trends Instead of Focused Channels
It’s easy to get swept up in the hype—TikTok this week, Threads the next. But trying to be everywhere at once rarely works, especially if your audience isn’t even there.
Spreading yourself thin across too many platforms leads to burnout and diluted messaging. Focus on the channels that actually matter to your customers and go deep instead of wide.
Ignoring Measurement and Data
You can’t improve what you don’t measure. Some startups skip analytics entirely, running campaigns without knowing what’s working.
That’s a fast way to waste your budget. Whether it’s content, ads, or email, track your results and use the data to guide your next move. Pivot when needed, double down when something clicks.
Final Thoughts: Crafting a Strategy That Grows With You
Creating a startup marketing strategy isn’t about having it all figured out from day one—it’s about staying scrappy, testing what works, and evolving as you grow.
What drives results today might need tweaking tomorrow, and that’s perfectly normal. The best strategies are flexible, creative, and built to adapt.
So keep learning, keep experimenting, and don’t be afraid to double down on what works.
Ready to turn your ideas into growth for your startup? Reach out to First Page Digital for a free revenue growth strategy session (worth $2,000) and let’s build a plan that scales with your startup.
