Digital Inbound Marketing to Drive the Success of Startups

Abstract

The present‘Startup-India’ ecosystem is very encouraging and has been attracting many entrepreneurs to start a new business and incubators have been playing a crucial role in expanding Indian economy. However, not all startups succeed because of the various risks such as cash burn, poor product, poor marketing, founders’ vision, product pricing, legal challenges, etc. Amongst these, the communication with the prospective customers for the new products or services play crucial role and success of the startups highly depends upon not only the messages to customers but also on the ways and cost of communication viz. cost advertising, marketing and promotions. It is, therefore, highly desirable for startups to convey their messages to the right customers with proper marketing tools and actions with the least possible cost. Traditional marketing methods cost a lot more and in the initial stages in particular, may prove to be a major constraint for the success of startups. Therefore, it is important to design inbound marketing activities to help drive growth, in the generated or targeted leads with minimal or no cost. Instead of broadcasting to the customer, inbound marketing focuses on creating reasons for the customer to come to seller by using compelling content and appearing in search engine results. Therefore, an attempt has been made in this paper explores the key trends, opportunities and strategies in inbound approach for the startups over the coming year - covering topics such as customer experience, content optimisation, data-driven marketing, etc. for the success of startups. Keywords: