How to Market Your FemTech Startup: A Guide for Early-Stage Founders
Congratulations! You're officially a FemTech Founder. You've worked hard to bring your vision to life — and now? You're STUCK when it comes to marketing. Marketing can be a tricky aspect of your business to navigate — but it doesn't have to be the nagging weight on your shoulders you just can't seem to shake, especially if you choose to outsource marketing for your new business.
Think of the below as your go-to guide to navigating marketing as an early-stage founder. Take it step-by-step — and don't be afraid to reach out to experts when you hit the inevitable roadblock.
Start with WHO — Your Target Audience Defined
Defining your target audience is like setting sail with a purpose. Who are the women you're trying to reach? What keeps them up at night? Understanding your audience is the cornerstone of effective marketing.
How exactly do you pinpoint your target audience? We're glad you asked.
Think of the person you created your product or service for. Picture them in your mind – How old are they? What's their marital status? Career? Income range? Interests? You get our drift.
Get detailed when outlining your target audience. Digging into the details will help you narrow down your audience — it's much harder to target a large, diverse group of people than a clear-cut audience.
Feel free to conduct some research if you ever get stuck when attempting to hone in on your target audience. Dig into your competitor's target audiences and analyze the data you have based on current customers and past sales. That data has a story to tell and can get you closer to finalizing your target audience.
Tip: Conduct customer interviews, create buyer personas, and dig deep into the pain points your product solves. If you still need help defining your target audience, don't be afraid to outsource a marketing partner to help you determine the target audience for your new business.
2. Crafting Compelling Messaging – The Art of Storytelling
Now, let's create a narrative that captivates the women you’re targeting. Your product isn't just a solution; it's a story waiting to be told. By crafting messaging that resonates, evokes emotions, and drives action, you're consistently pitching your story to potential clients – hook, line and sinker.
Creating your company's messaging can seem like a daunting task. After all, you're trying to sum up how your product or service can solve a crucial customer problem in a way that stands out among your competitors. The markets are saturated, and your brand messaging needs to resonate with your target audience and avoid being buried by competitors.
Here are four quick steps to define your brand messaging:
Determine who your target audience is, as we discussed in the point above.
Identify and describe your value proposition. Why should customers choose your product or service over others?
Articulate examples of how your product or service has made a difference for customers or clients.
Based on your target audience, determine what content you will promote on which communication channels. For example, though you use the same brand messaging on LinkedIn and a blog on your website, the content length, communication method and even segment of your audience will differ. Keep this in mind as you develop content.
Tip: Create an elevator pitch that succinctly communicates your value proposition. Short, sweet, to the point – but also compelling, effective and attention-grabbing. And don't forget to start thinking about how you will share this story with potential investors in your pitch deck.
3. Navigating the Digital World – Establish Your Online Presence
Your online presence is your storefront. It's one of the most important aspects of your brand. A robust digital strategy is non-negotiable, whether it's your website, social media, or email campaigns.
Think about it – what is the first thing people do when they want to learn more about a product or service? Google. Instagram. TikTok. Your online presence can make or break your startup's success.
Forming an effective online presence will increase brand awareness, establish credibility (think customer reviews and testimonials) and allow you to leverage advertising tactics when ready.
To begin establishing your online presence, determine which platforms you should prioritize. For example, creating a website optimized for search engines (primarily Google) should be your first goal – an effective website is necessary.
Then, determine what social media platforms require the majority of your attention. This is primarily based on which social platforms your target audience consumes the most and where it makes sense to promote your product or service the most.
Tip: Invest in a user-friendly website, outsource content marketing for your new business and optimize your entire site for search engines. Having a clear and engaging website that features your brand's value proposition, client success and makes it easy for viewers to contact you will put you one step closer to making the sale.
4. Partnering with Marketing Experts – The Power of Collaboration
The world of marketing requires a specific skill set. As you begin your marketing journey, consider partnering with an expert to guide you through the complex maze of SEO, web development, Google Analytics, marketing strategy and more.
Collaborate with professionals who understand your vision and can translate it into a compelling narrative that effectively communicates your brand and increases your revenue. This is where outsourcing your startup marketing strategy can be worthwhile.
While it's clear that partnering with the right marketing partner will help you define and work toward achieving your marketing goals, there are also additional advantages, including:
Cost savings
Protecting your time to focus on critical business tasks
Different and unique perspectives
Stay up-to-date on marketing trends
Access to expert marketing knowledge
Tip: Seek recommendations, review portfolios, and build a relationship with marketing professionals who align with your brand values. A great place to connect with marketing professionals is on LinkedIn, or consider seeking recommendations from other founders and business owners.
As you chart your course, remember that marketing isn't a one-size-fits-all journey – it's about adapting and evolving as your business grows.
If you're ready to trust an outsourced marketing partner, we'd love to learn more about your startup. Connect with us today!
