What strategies are used in startups

Successful content marketingStrategy for startups!

Build a community and contact the right influencers


Good content can be found around your products or services without any problems. If your start-up sells a new type of kitchen appliance, there are a variety of accompanying topics on the kitchen. You can publish recipes that are used with the food processor, which you document with a photo series or a video. In a competition, you call on your fans and customers to send in their favorite recipes or to link them. In this way, the fund of recipes grows and there is a lot of exchange on the topic.

In this context, you can also consider working with suitable micro-influencers. Well-known influencers like Lochis or Bibi with a high reach, you can probably not afford with the budget of your start-up at first. But that's not as bad as it sounds. Studies have clearly shown that micro-influencers appear more credible and that their fan base interacts with them more intensively. You can use these micro-influencers to reach a top target group. Some micro-influencers are still satisfied with free products and invitations to events, while others demand money. The latter need not be bad, as it usually shows a higher level of professionalism. It also makes it easier to define what you expect from the influencer. That does not mean that you can dictate its content to him, that would be in no way advisable and would also not work. However, you could, for example, reliably determine how many postings you expect on which platform.

Influencer for the small budget


There are different ways to find suitable (micro) influencers. Engaging a special agency is more of an expensive option and is therefore not very attractive for start-ups on a tight budget. In the meantime, switching platforms have become established on the Internet, the high-quality version of which is usually also chargeable.

Another variant is the free, but somewhat time-consuming, way to identify precisely those micro-influencers who are interested in your topics and products. You can check the interaction rates of your posts to see which followers and fans comment or share your posts particularly often. Get in touch with those micro-influencers: offer them exclusive content in advance and invite them to special events to get to know the start-up. If you are still at the very beginning and your social media channels have little interaction, you can also look for influencers from the competition. First come, first served - maybe you will discover a suitable influencer first, speak to them and take them away from the competition.


After the success control is before the success control