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The ‘Be Everywhere’ Strategy: A winning formula for just-launched startups or a simple way to screw things up?

“Win the battles you are in before you take on new battles”

– Mark Cuban

Life After Launch

Ever heard of the ‘self-selling product’ narrative?

Come on, you know the drill – creating a great product and letting it sell itself!

As we established in an older post, this line of thinking is an almost guaranteed way to go out of business.

Yep. No matter how good your product is, getting customers through the door won’t happen by magic but…

…will require some good, old-fashioned marketing.

Which brings us to today’s subject – the ‘be everywhere’ strategy!

What’s that about?

Simply put, is the idea that when starting out, you absolutely have to put yourself out there and spread the marketing message across ALL the marketing channels that are available to you.

That’s right, we need to let our people know we exist by:

– Creating accounts (and be active) on all the major social media outlets

– Blogging, vlogging, and podcasting

– Publishing ebooks

– Spamming the universe (via email)

– Doing SEO

– Going to events/conferences/meetups

– Jumping into paid advertising

– Getting into webinars

– Putting together a referral program

– Reaching out to influencers

And MUCH more…

But what’s the logic behind this strategy?

Well, according to the “be everywhere” supporters it boils down to these two factors:

Factor #1: Diversification

If you’re anything like me, you’ve probably been advised to ‘never put all of your eggs in one basket’ multiple times.

And I bet quite a few of you probably thought: ‘that’s sound advice.’ – after all, in business as in life, sh*t happens and having a single point of failure is very dangerous.

How is that translated into startup marketing?

No guesses here; the conventional logic suggests that by spreading ‘your marketing eggs’ around, not only do you avoid relying exclusively on one marketing channel (and mitigating the risk if something goes wrong with it) but…

… it also provides you the opportunity to “throw everything at the wall and see what sticks” rather than picking winners based on guestimates.

Factor #2: Expanding Reach

Want to broaden your market reach?

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