It’s an ongoing daily struggle to get media attention that every now and then produces a positive result. But what’s even better, is media attention you didn’t have to struggle for
This post was written by Limor Poran, VP Marketing & Business Development at Infinity AR
Being a marketer for a company is not an easy job. Being a marketer for a startup is even harder. “Do people want my product? Are we getting enough signups, do we need to guest post more? Is our PR working?” All of these questions are breathing down your neck while you plan for the next day or quarter without being certain of what will actually happen.
When you’re just starting up you have to fight for all of the attention you can get. This can mean Facebook engagement, building your initial community, increasing sign ups for your app’s waiting list, or even just getting some new followers on Twitter. But these are all things you can do on your own, as long as you post great content and build a meaningful relationship with your followers.
Where marketers need help is breaking outside of the bubble of our existing communities and users base. We know how to target our core audience via media, whether through Google or Facebook; and marketers usually know how to target potential new users who match the demographic characteristics of existing users. But what’s often the hardest challenge, and also the most confusing, is how to break outside of our comfort zone and find the users we didn’t imagine. One of the ways marketers tackle this problem is through the media.
Trying To Stand Out Like A Needle In A Stack Of Needles
Getting attention from bloggers or big-time publications is one of the things that makes marketers really excited. It can often feel like this is an impossible task considering how often bloggers and writers get pitched by startups; it’s even worse than the classic phrase of “finding a needle in a haystack.” Of course, getting users is the real signal that someone wants your product, but getting covered is still a kind of formal stamp that your efforts are being acknowledged and that the market will soon follow in adapting your product.
It’s an ongoing daily struggle to get media attention that every now and then produces a positive result. But what’s even better, is media attention you didn’t have to struggle for.
Not too long ago, I got a Google Alert saying that my company, Infinity AR, got mentioned on Yahoo news. I clicked the link and found this video-article about us. Yes, I know it’s an automated service that produces remixed promotional content as a video article, but hey, someone cared enough to use it to talk about our company. Yeah, companies get covered all the time, but this time it was about us. The best part – it wasn’t something that I did!
Knowing That The Market Cares
Marketers will understand this feeling I’m trying to channel here. Knowing that someone cared about your product and posted an article on their own without contacting you, without even notifying you, just simply covered your story and you’re the second one to find out about it, feels kind of wonderful. It shows the power of digital marketing, you push something out to the world and it comes back to you as a great promo movie.
It’s a small win. But it’s a win. And when you work so hard to get your message across, making strangers write about your product, these little wins really matter. These are the baby steps startups take to go from being small to big – from a small win, to a huge triumph.
Having a clear vision of what you want and hitting those small milestones of approval that say you’re not crazy for chasing your vision feel great.
Photo Credit: Shutterstock/ 5 trophies