Marketing With Unicorns: Startup Marketing 101

Christina D. Warner
2 min readAug 11, 2021

Marketing is the lifeblood of any successful business. Whether it is a startup or an established company, marketing is a key component that will determine the success or failure of the company.

The startup marketing strategy is not about a one-size-fits-all approach. Rather, it’s about tailoring the marketing efforts to fit the needs of your startup.

Demand Generation is a marketing approach that helps startups generate demand for their products. Demand gen focuses on inbound techniques, like content marketing, email marketing, social media management, and SEO. While traditional outbound techniques focus more on advertising, displays, banner ads, and public relations.

This article will explore the different types of Demand Generation, what they are, and how they can be used to create demand for your startup product.

Content Marketing

Content marketing is a strategic marketing tool that promotes a product, service, or brand by creating and distributing valuable content in order to build credibility, trust, and awareness. The content should be relevant and helpful for the target audience.

The key to successful content marketing is to establish a process that drives productivity throughout the whole lifecycle of the project. The process includes the following steps:

- Define goals

- Overview of relevant channels

- Audit existing assets

- Content creation

- Content distribution

Social Media Management

Social media marketing is an effective way for startups to reach their target audience. The content published by them is known as ‘content’ and the engagement with their followers through comments and likes (or anything else) is known as ‘engagement’.

​​One of the easiest ways to get started with social media marketing is by creating a Facebook page and Twitter account, but it doesn’t end there. You’ll need to create content for your new pages in order for people to follow and engage with your business. The content you create should be informative, engaging, and relevant.