10 Tips for Better Startup Marketing
十个更好开拓市场的建议
Scott Gerber is a serial entrepreneur, internationally syndicated columnist and TV host, and the founder of theYoung Entrepreneur Council. He is also an active angel investor and author of the book Never Get a “Real” Job.
Scott Gerber 是一名连续创业者，国际专栏作家和电视主持，青年创业理事会的创始人。也是活跃的天使投资人和《绝不要得到“真正”工作》的作者。
Many aspiring entrepreneurs foolishly believe that all they need to do is sign up for a Twitter account, blog about special offers, and hand out a flashy looking brochure, whereupon leads will come pouring in. This couldn’t be further from the truth.These are unfortunate social media fantasies and free marketing delusions. The mere existence of a market for your product or service does not guarantee anyone will listen to or care about your brand. People are bombarded with thousands of messages every day, which makes it difficult for business owners to garner attention and convert that attention into income.
有很多创业者都愚蠢地认为他们所需要做的只是建一个Twitter账号，在博客上发布些特价信息，发放一些华而不实的手册，这样对产或服务感兴趣的人就会接踵而来。这非常离谱，不幸的是，这些只是社交媒体的幻想和自由市场的错觉。很少存在只有你的产品或服务的市场，所以不能保证所有人都会听、会在意你的品牌。人们每天都会接受大量的信息，对于企业来说很难引起他们的关注并且将关注转换为收入。
In order for your business to avoid getting lost among the glut of content already clogging direct marketing channels, your promotions and tactics must be highly creative, contain a quality message and fit the audience you are targeting.
为了避免你的业务迷失在已经直接阻碍市场渠道的过量内容中，你的营销策略一定要极具创造力，包含高质量的信息并且适合你的目标群体。
I asked a panel of successful young entrepreneurs about the types of promotions they have used to build their companies’ buzz and sales.
我问了一些成功的年轻创业者关于他们为公司建立网络营销所采用的不同促销手段。
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1. Partner with Others in Your Space
1. 和你所在领域的其他伙伴合作
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At Blank Label, since we make custom dress shirts, we’ve done promotions with other custom product makers, everything from chocolate bars to jewelry, mattresses and even women’s shoes. We create promotional campaigns to spread the word about the industry and shed some light on cool companies in the space.
在Blank Label，自从我们为客户生产衬衫后，就和客户的其他产品制造商们一起进行促销，从巧克力棒到珠宝、床垫、甚至女士的鞋。我们进行的促销活动扩大了在行业中的影响力，也给行业中的其他公司一些启发。
– Danny Wong, Blank Label Group, Inc.
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2. What (Else) Does Your Customer Need?
2.你的客户（还）需要什么？
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With Career Coaching for Word Nerds, I provide one-on-one coaching to freelance writers and other publishing professionals. But I knew that my clients would also love the chance to connect with experts within the industry, so I organized a speed networking event that attracted 75 people. Now I host monthly virtual events and have plans for additional in-person events.
我为Word Nerds的自由撰稿人和其他出版界专家提供了一对一的职场培训，但是我知道我的客户也希望有机会和业内专家联系交流，于是我就组织了一次名叫“速度网络”的活动，吸引了75人参加。现在我每月都会举办一些在线活动并且筹划着一些其他的现场活动。
– Steph Auteri, Word Nerd Pro
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3. Take Advantage of Currently Trending Topics
3.利用当下流行的话题
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One of the best ways to build buzz for your business is to ride the coattails of a currently trending “hot topic.” For example, when GAP unveiled a logo designed by Laird & Partners to much criticism on the web, 99designs took advantage of the opportunity with a crowdsourcing competition [to show] that our community can deliver a much better design.
让你的业务引起关注的最佳方式就是抓住当前的热门话题。例如，GAP发布了Laird & Partners 设计的商标在网上受到强烈的批判，99designs就利用了这次机会在众包竞争中显示出他们能做出更好的设计。
– Matt Mickiewicz, 99designs
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4. The Power of Video
4.视频的力量
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People tend to forget the power of video. I have learned that when talking pound-for-pound on engagement rates, YouTube stars have it on lockdown. Sevenly.org launched with a video drip campaign of 10 YouTube stars (100,000+ subscribers each) and it ended up generating a staggering 40,000 unique visitors in less than 30 days. When you need power, turn to video.
人们往往会忽略视频的力量。我知道当我们谈论到参与度时，排名靠前的总是Youtube上的热门视频。Sevenly.org发布了 10个Youtube热门视频（每天有100,000以上的订阅者）的连续视频广告，不到30天就有40,000的独立访客，当你需要力量的时候，那就利用视频。
– Dale Partridge, Sevenly.org
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5. Start Your Own “Top 10” List
5.创建你的“前十”排行榜
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At GiftCardRescue.com, we realized we had unique information about which gift cards are most popular among our customers. We therefore started an annual “Top 20 Gift Cards” list. Last year’s list was picked up by numerous news outlets and blogs, including Mashable. Walmart, which was number-one on the list, issued a press release bragging about it, which only legitimized the list even more.
在GiftCardRescue，我们意识到自己掌握着哪些礼品卡在用户中最流行的信息，因此我们就创建了年度前20礼品卡排名。去年这个排名被大量的新闻媒体及博客引用包括Mashable。 沃尔玛排名第一，于是它发了新闻稿大大宣扬了一番，这使得排行榜更具有权威性。
– Kwame Kuadey, GiftCardRescue.com
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6. Crowdsourcing
6.众包模式
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The marketing team at HootSuite is good at creating online buzz. Our crowdsourced international translation project has done an amazing job creating awareness. We try to work with our users as much as possible, and this was a great way for us to reach out to our global fans and engage them online.
HootSuite的市场营销团队擅长创建在线讨论。我们采用众包模式的国际翻译项目做得非常好，建立了知名度。我们尽可能地和用户一起工作，这是一种非常好的方式，它能让我们更好地和用户接触并使他们在线参与。
– Ryan Holmes, HootSuite
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7. Contests and Competitions
7. 挑战赛和竞争
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Use social media (especially Twitter) to hold a contest for your business. Ask trivia questions, play hangman or offer a phrase to unscramble. The winner gets a prize or discount off your services. This way, you have hundreds of people talking about your brand publicly, but you only need to reward one winner. Holding a contest weekly and/or monthly is a great way to build consistent buzz and conversation.
利用社交媒体（尤其是twitter）为你的业务举办挑战赛。问一些简单琐碎问题，玩猜字游戏或者提供短语解读。获胜者会得到奖励或是一些打折优惠。这样就会有很多人公开谈论你的品牌，而你只需要奖励一个获胜者。一周或者一个月举办一次能很好地建立起持续的交流讨论。
– Lucas Sommer, Audimated
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8. Personalized Outreach
8.个性化的拓展
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Find influencers in your market and reach out to them individually. Make your initial contact with them creative and jaw-dropping. For example, instead of an email, sit down and record a video addressing them directly. It speaks volumes when you show that you took the time to personalize all of your messages.
在你的市场中找到具有影响力的人，并一个个地接触。让你和他们的最初接触就是富有创意、令人惊奇的。例如，坐下来制作一个视频直接发给他们而不是写邮件，这是充分显示出你是花了心思来个性化你传递的信息。
– Logan Lenz, Endagon
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9. Take it Offline
9.结合线下
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You’d be surprised what things you can do offline to create online buzz, such as sending simple but creative thank you cards or gifts to your current clients that get them talking about you online and shouting your praise. Or, send your product to clients or brands you want to get in front of, but add a twist. For example, if you sell kitchen goods, send along a bread maker with a fresh hot loaf in it!
你会很吃惊在线下做些一些事情却可以建立起在线讨论，比如发送简单但富有创造性的感谢卡或者礼物给你现在的客户就能让他们在网上谈论到你并给予好评。或者，把你的产品送给客户或你想告知的品牌，但需在twitter上说明。例如，如果你是卖厨具的，那么就送一个装着新鲜出炉热面包的烤面包机。
– Natalie Sisson, The Suitcase Entrepreneur
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10. Be Your Own Advertising
10.为自己做广告
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Think about how much you drive during the week and how many people see your vehicle while out and about or at a stop light. Put something on your car that others can see, and makes them take a second look. Even if it’s just your web address, people will immediately have it in their mind.
想想自己一周要开多久的车，当驾车外出或者停下时，有多少人会看到你的车。在你的车上放一些别人能看到的东西，即便只是你的一个网址，也能够立刻印入别人的脑子。
– Ashley Bodi, Business Beware
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