The biggest lie startup founders tell about marketing

Recently I watched an interview of a small but growing and profitable startup, where the interviewer asked the Co-founder about how they have achieved this growth so far and what are their future plans? To that, he replied — “We haven’t spent anything on the marketing yet, and we’ll continue to not do so for a long time.”

The biggest lie startup founders tell to the world is — “We haven’t spent anything on the marketing yet!”.

Of course, I wouldn’t share the name of this company as I admire what they’ve accomplished so far with a small team. But this post is not about that company only. I’ve seen many startup founders tell this lie during their interviews and their startup’s PR outreach.

The reason why everyone is so tempted to tell this lie is — they want to tell the world that how awesome their product is and how fast they are growing, and that too all “organically”.

Are these founders mistaking Google AdWords or Facebook Ads as the only form of marketing?

If that’s the case, then the correct statement would be — “We haven’t spent anything on Paid Advertising yet.” And I can buy that argument as it may be true for many early stage companies.

The key mistake these founders do is — they’re not accounting the time they are investing on all other marketing channels apart from these paid advertising channels.

Sure, you’re getting a lot of SEO traffic from Google for free, but haven’t you also invested your development time in building SEOable pages, URLs, etc. solely for marketing reasons?

Sure, you’re getting a lot of traffic from Facebook for free, but haven’t you also invested your time in building those viral features and gaming mechanics in your product for marketing reasons?

Sure, you’re getting a lot of word of mouth traffic, but haven’t you spent time in building that Dropbox like two-sided incentive referral program for marketing reasons?

Sure, you’re getting a lot of conversions from your site’s landing page, but haven’t you spent lot of energy in that content marketing blog post and having a kick-ass product demo video on your site?

I can go on and on, but you got the point.

Next time when you hear someone says they are not spending anything on marketing, simply ignore that bullshit and make sure to not repeat that mistake.


Originally published at aditya.kothadiya.com.

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