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Everybody loves a shiny new tool.
That includes the press, bloggers and tech junkies.
This means that new startups with a unique solution to an old (or new) problem can quickly become media darlings.
Becoming featured in Forbes, Inc, Business Week, Tech Crunch, Mashable, and on and on.
You get the picture. When your tech startup comes out of double secret stealth mode and onto the scene, it’s easy to get press if you have a story. An angle. A “cool” factor.
But what happens when you’re no longer the New, New Thing?
What happens when you’ve been around for a few months? How do you capture and keep that momentum from the coming out party?
I hope you’ve been building SEO into your plan from the start.
Designing an SEO-friendly site, creating a strategic SEO Content strategy, and tying your PR and Social Media efforts to this strategy can keep your tech startup from sinking into obscurity when the press stops writing.
It’s not something to develop AFTER the media frenzy. It’s best to do it from the get-go so all of the media mentions support and build up your SEO.
I hate to cite wisdom from the Shark Tank, but I will.
The Shark Tank is my guilty pleasure show (and I know I’m not alone in this..). On the show, Mark Cuban consistently asks entrepreneurs who come on the show the following question:
“Okay. After the PR phase is over, what will your startup do to stay top of mind with customers?”
Mark Cuban, The Shark Tank (paraphrased)
Most have no plan.
They think the PR frenzy will go on forever or that the sheer quality of the product will allow it to market itself. Or that the company’s raving fans will do the marketing for them (even your hardcore fans move on and get less enthusiastic over time…).
What’s your plan to stay top of mind and to be found, once the press has moved to the next shiny object?
Does your tech startup have an SEO Content Strategy?
Feedback is welcome. Leave your comments below.
Twitter: ghua
says:
actually that’s really interesting point – I’ve never thought about it before. On the other hand I am not a startup so in my case the longer I am out there, the better :P
Best Regards
Siegfried recently posted..Flickr as source of free stock photos
Twitter: rtmixmktg
says:
Hi Siegfried. This can apply to all companies but I find startups often ignore it – going with minimalist, content-light sites and depending on PR and buzz to bring in traffic. Adding content and SEO can help them through the dips. Thanks for your comment!
Tom Treanor recently posted..Outsourcing Social Media Management: The Flawed Logic of the Badged Employee
Twitter: cision
says:
Hi Tom,
Great post! This is great logic and reminds businesses to look beyond the present moment. A content strategy – which can extend to many areas, as you mention – will ensure that people looking for your solution can find you during all cycles of the business.
We would even add that the above is a good tip for businesses in general, whether they’re a startup or 100-year-old practice. Of course, the hope is that years-old businesses have already employed these tactics, but a reminder is always good, which is why we shared your post with our followers :)
Thank you for the sound advice!
Best,
Lisa Larranaga
Cision NA social media manager (& lover of Shark Tank:))
Lisa Larranaga recently posted..test
Twitter: rtmixmktg
says:
Hi Lisa,
It was directed at Tech Startups because they go through that phase of beta launch, getting press and buzz, quick growth and then either steady growth, plateau or decline. I’ve seen so many that depend on the press and buzz and ignore other foundational elements like content creation and SEO.
I totally agree with you that this concept applies to any company, no matter what phase. Even a successful company can become more successful by adding or tightening up their content and SEO.
Thanks for your comment and for sharing the post!
Tom Treanor recently posted..Outsourcing Social Media Management: The Flawed Logic of the Badged Employee
Twitter: RyanHanley_Com
says:
Tom,
I definitely don’t have as much experience on this one as you, but it seems like a pretty common problem. You have all these start-ups bouncing around with Wall Street Journal and NY Times logos in their footer under the headline “News” but what are they doing.
Better question what is their purpose?
Love the push though. Think beyond the initial act.
Hanley
Ryan Hanley recently posted..Marketing is NOT Dead
Twitter: rtmixmktg
says:
Hi Ryan,
Yes, it’s a common problem (in my opinion) – and it can apply to many companies who are not quite there with the ideas of SEO or with Content Marketing. Thanks for your comment and for sharing!
Tom Treanor recently posted..5 Different Types of Landing Pages (and How to Choose the Right One)
Twitter: alexcliff0rd
says:
Interesting points Tom! As someone who’s marketing a tech startup, I think you’re right. I’m focussing on the content strategy first and foremost.
Press and bloggers can be fickle (if you can get the coverage in the first place), whereas if you’ve got that content marketing in place, you’ve got people on side for a long time. We’re sending out weekly emails to keep us at the front of their mind. We also send them an email whenever we’ve got some chunky content (e.g. a mega report) coming out.
Alex Clifford recently posted..Lean Content Marketing
Twitter: rtmixmktg
says:
Thanks Alex. Yes, your company is doing a great job with content marketing. You have an active guest blogging program as well (I know because you contributed here!). Companies like yours that get content will have a lot more exposure than those that rely on the press for coverage. I appreciate your comment and I’m linking to your guest post below!
Tom Treanor recently posted..How to get an 18% Twitter click-through rate
Twitter: netbillboards
says:
Tom Treanor you always work the magic in your articles. I am always happy to give a little commentary on them at IB. Super helpful. I could just imagine a companies chagrin when they realized they missed the boat, and failed to plan ahead for SEO
Tom George recently posted..Would A Tech Start Up Fail To Plan For Search Engine Optimization #SEO
Twitter: rtmixmktg
says:
Thanks Tom – I appreciate that! I just caught your comment a little late. Yes, when companies start an SEO strategy when they needed it yesterday, that’s too late!
Tom Treanor recently posted..SEO Tutorial: Getting into the Heads of your Ideal Clients