A whitepaper by 20:20 MSL consultants on how startups can promote their business better through content marketing. Compelling content, woven together with imagination into an engaging story can not only generate leads but save efforts and investments on traditional marketing.

1. Decoding the Key to Startup Marketing Success
INDIA
DECODING THE KEY TO
STARTUP MARKETING SUCCESS
Communication for startups can be complex. Nonetheless, it is one of the most GOAL-DRIVEN COMMUNICATION
critical elements in the success of a fledgling enterprise. Startups, with their unique
FOR STARTUPS
dynamics and cautious spending, constantly debate where to place the money on -
advertising or marketing, earned media or owned media? Researchers can stop
1
searching for that obscure secret to startup marketing success. It’s simply the sweet
spot between content marketing and public relations driven communications.
CREATE AWARENESS
2
TRUST
BUILDING CREDIBILITY AND
3
Corporates are gradually investing in Arrested Development
startups heavily…and they have flour-
GET AUDIENCE
REACHING OUT TO THE TAR-
4
ished Although India always had a pool
of entrepreneurs, the ecosystem, in
RAISING MONEY
5
Global enterprises today recognize the form of investors, mentors, angel
the immense potential of partnering investors and smart talent - that seed
with homegrown startups. Google, in and nourish startups - was missing. Post
ATTRACT TALENT
September 2012, picked three Indian structural reforms in the Indian economy
technology startups - Mobstac (Bengal- since 1991, this seems to be changing.
uru), Neuron Mediatech (Mumbai) and More and more people now dream to
Srishti Technet (New Delhi) as vendors start their own ventures. In May 2012, 64
for its ‘Let’s Talk Mo’ initiative aimed to such startups - that are less than three
urge businesses to optimize their mobile years old - together received nearly INR
presence. 1,351 crore (USD 250 Million) of venture
capital funding, according to research
firm Venture Intelligence. Structural
economic reforms definitely facilitated
a transformation in societal attitudes
When the Indian Space Research
contributing to this trend. Contextual
Association (ISRO) next ferry astronauts
aspects such as economic liberalization,
to space in 2016, a Bengaluru based tech
government support programs, easy
FACTORS DRIVING THE GROWTH
startup, Captronic Systems, will provide
access to credit and information, tech-
OF STARTUPS IN INDIA
the safety systems for critical parts of the
nology advancements and infrastructure »» Availability of funding options
launch vehicle.
upgrades drove this attitudinal shift. »» Low cost of operation
Globally too, the Kauffman index shows »» Low investment in Infrastructure
A Pune based startup, Druva Software,
that there was a steady average of new »» Increasing success rate of businesses
provides retrieval software and enterprise
businesses emerging annually between »» Willingness to experiment and take risk
backup for laptops and other devices to
1980 and 2005 (about 600,000), and the »» Focus on entrepreneurship by business
global clients such as NASA.
number of new businesses have been schools
increasing year after year since 2006.
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2. Decoding the Key to Startup Marketing Success
use INGRED
IE NTS OF
GREAT CONTEN
»» Origin
T
al Perspe
ctive
sentation
“Today‘s generation is
creative with a healthy
ry sional Pre appetite for risks as
elling Sto »» Profes
»» Comp ups compared to previous
ed to target gro
Customiz
create
»» generations of Indian
entrepreneurs. The reasons
could be IT and
»» W »» Vid
POPU technological advances that
hite P eos L AR
»» Pr apers
/e »» On CON has bought businesses and
»» Ca
ess R
eleas Books »» line a
rticle TENT
»» Bl
se St es Socia s »» Pr
oduc TACT people closer, the media
u
ogpo dies
sts
»» In
-p
l Con
tent »» In t dem
os
ICS
»» e-
news »» We erson eve »» Sl
fogra
phics boom that makes
letter binar nts id /ima
»» Po s »» Co e Share
s lling/ /Online e
vents m
ges information available to all,
Rese
arch on somunity m
government policies that
achieve
cial n anag
etwo e
rks ment
encourage enterprise and an
embrace of globalization.
Besides, newer approaches
S OF N adopted by educational
TOP 3 GOAL IVEN COMMUNICATIO institutes also broadened
CONTEN T DR
ement p manag
the horizons of creative
r relationshi
»» stakeholde »» visibility
minds.”
adership
»» thought le
MR. Dheeraj Malhotra
Founder & Managing Director
Comdetec Solutions
[IT and Marketing Solutions Firm]
piecemeal.
Promoting Startups.
Is marketing a real challenge? Commenting on this, Mr. Onkar Singh,
Senior Correspondent, Data Quest,
While establishing startups is a says, “Most of the startups do not hire
growing trend, promoting the business a communications consultancy due to
remains a challenge owing to low brand budget constraints and prefer to manage
awareness and high investments that their communication on their own. For
a traditional marketing program calls journalists it is sometimes very difficult BASICS OF CONTENT - DRIVEN
for. Business wisdom on the other hand to chase a company for inputs. When COMMUNICATION
says, the reason nine out of ten new routed through PR the whole process
businesses fail is because most did not becomes easier, systematic and well »» Identify your TG and the platforms
develop a marketing plan at the right managed. For startups strong media where they are present
time (or at all). relationships are very important and »» Create a dynamic database
hiring a PR agency can help them build »» Leverage in house knowledge to create
A typical startup cannot afford a long lasting relationships with the media content – audio, visual, textual
massive communication campaign to and their target group”. »» Identify opportunities to share content
educate, promote, market, inform and »» Curate content through social media
evangelize users to its value proposition. This is where content driven communi- crowdsourcing
It is challenging for unknown startups cations become pivotal. ‘Content is king’ »» Liberally share knowhow with stake-
to garner press attention — budgets when it comes to marketing a startup. A holders and facilitate community
are tight, relationships with journalists startup should focus on creating relevant conversations
may not be that strong and explaining content to attract, acquire and engage »» Content forms: Blog posts, POVs,
a new concept is difficult. Besides, a clearly defined target audience and Newsletters, Infographics, Press Notes
early-stage startups usually only employ position the business with a unique value and Industry reports
a few people focused on product and proposition committed to customer
development. Therefore, marketing satisfaction. Content, often proves to be
and communications are often tackled an affordable communication tool with
02

3. Decoding the Key to Startup Marketing Success
controlled messaging. The need of the effective tool to achieve conversations,
hour is to educate startups about the communications and engagement. WHY SOCIAL MEDIA
power and value of content. While content is a powerful tool on social
media, it is difficult to control messaging
Atit Jain, Senior Manager, Voice Tap on this ever changing platform of com- »» Better Brand Awareness
Technologies, a startup of VAS offering munication. Content driven communica- - which is especially valuable for a
educational products agrees, “Startups tions facilitate proactive engagement new brandLow cost of operation
understand the value of strong content thereby making it relatively easier to
and always look for content creators with control messaging and conversations. »» Reputation Building
strong voices and distinct viewpoints that - through repeated communication
will be a good fit for brands targeting a Your business is your baby. You never of your message online
similar audience. Strong content enables see loopholes as you are passionate and
controlled messaging and helps develop emotional about your enterprise. Hence, »» More Web Traffic
effective marketing strategies focused a third-eye view by a communications - getting new eyes to your site is huge
on creating memorable engagement agency maybe desirable to come up with for startups
experiences.” the right communication mix grounded
»» More Leads
in research and expertise. You will be
- win people over on social media
well placed, however, if you understand to win them over as customers
Social Media - the how, when and who of marketing
The place to be for your content communications and create timely »» Better Customer Relationships
content to engage target groups. - social media provides a way to
Social media is a cost-effective way regularly engage
to promote a startup considering the At a time when anyone can broadcast
budget constraints. It almost goes their opinions about your venture to the
without saying that startups usually try to world, content driven communications is
do social media promotion alone owing indispensable for entrepreneurs to con-
to financial reasons. stantly engage target groups and drive
word of mouth marketing for its products
On social media, the value of a and services. Content marketing, build-
startup’s products must be obvious, eas- ing networks of influence and constant
ily accessed and readily available. Digital engagement will work the magic for your
content proves to be a credible and cost dream!
Authors
DIMPLE MEHTA | RITIKA KASHYAP | AASHIMA GROVER
A MSLGROUP Learning & People Development (L&PD) initiative
20:20MSL | visit website: http://2020msl.com/
MSL GROUP ASIA | visit website: http://asia.mslgroup.com/
20:20 MSL
©2012 20:20 MSL. All rights reserved.
The content in this point of view is provided solely for informational purposes.
This report does not establish any client, advisory or other professional relationship between 20:20 MSL and its reader.
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