Never Ending Battle Truth, Justice & American Way
Tough "Dog Days" of summer for "Super Hero" marketing tactics. Here is a list of the dead and dying tactics:
SMB Marketing Tactics Costing More, Getting Less:
* Yellow Pages (near death).
* Print ads (near death).
* Val-u-pak coupons (near death).
* Coupons of any kind (losing relevance with smartphone users)..
* Groupons (blows brands up almost beyond repair).
* Email marketing (sick due to social / mobile web).
* Social Media Marketing (sick and getting sicker fast).
* Content Marketing.(content shock sick).
* Ecommerce (too many stores, same offerings).
* PPC (paying more to get less).
* Retargeting (cat out of bag, so sick efficacy declining).
* Video Marketing (steep learning curve, expensive).
* Viral Marketing (everyone has that cold now & hit or miss).
* Cause Marketing (not as unique as once was & live or die with partner).
* Celebrity Marketing (expensive and live or die with branded celeb).
* SEO (don't even get us started, all but gone, baby, gone).
Many of these "SMB" tactics are in a startup's launch plan too. Good luck with that. Startups have to double down on asynchronous tactics since their money is tight and they have little or no brand awareness yet.
Favorite startup asynchronous tactics of ours include:
* OPN (tap Other People's Networks).
* OPM (tap Other People's Money via crowdfunding).
* Friends-of-Friends marketing.
* Community (start handing of the keys to your content early).
* OPC (Other People's Content via content curation with attribution(.
* Video Marketing (learning curve and expense scares most away).
* Contests & Games.
That last bullet can be especially powerful for startups. Remember to create tools needed to empower advocates, contributors and Sherpas. Make it easy to help you by providing graphical tools, listening and curating content into a social space (curation is a form of social reward).