August 06, 2013

Why Your Startup Needs to Get Social with Content Marketing

Among the millions of companies vying for customers’ attentions day in and day out, small startups are undoubtedly at the most risk of not getting noticed. Not only does research show that only 44 percent of small businesses survive more than four years, but half of all startups are only guaranteed to last that same amount of time. Thankfully, the advent of social media, combined with the rise of content marketing, has helped light the way for startups looking to gain a competitive edge and beat out these intimating survival rate statistics.

Content marketing – an integrated marketing strategy that involves creating and sharing relevant, customized, insightful copy for bolstering brand awareness and driving profitability – is helping startups everywhere realize big business benefits and enjoy tangible return on investments. In fact, research shows that the ROI of social media is that your business will still exist in five years. Together, content marketing and social media are proving to be a powerhouse for startups looking to achieve a plethora of revenue generating goals.

Having said that, let’s take a look at how one startup uniquely took to social media, and in doing so, simultaneously sharpened its content marketing strategy.

Startup Warby Parker is a self-described “vintage-inspired prescription eyeglasses” company based in New York City. While the business will sell you designer frames and online eyeglasses starting at just $95, what really got its name out there was its free Home Try-On Program. With a social strategy aimed at creating user-generated content that drives brand awareness, Warby Parker has hit the nail directly on the head. The exclusive program allows users to order a batch of different glasses, which they then hold onto for five days to test by taking pictures of themselves wearing each. Customers are then encouraged to share their pictures via social media platforms like Facebook, Instagram and Twitter to get feedback from their circle of social media friends.

The best part about this is that Warby Parker is essentially doing nothing to spread its message and strengthen its brand. It doesn’t involve a blog, there’s no eNewsletter or even an e-mail campaign; it involves a community of customers promoting the company’s products and generating content based on the inquisitive and proactive nature of social media.

“Don't view social media as just another way to push your marketing messaging," David Gilboa, co-founder and co-CEO, Warby Parker, recently told Entrepreneur. "Think of Facebook, Instagram and Twitter as critical customer service gateways and take the time to respond to each and every customer who reaches out to you there. Each comment, photo and tweet gives you an opening to directly communicate with them on a meaningful, personalized basis that encourages brand loyalty."




Edited by Carrie Schmelkin




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