Starting a small startup like Favoriot comes with its own set of challenges, one of the biggest being visibility. When traditional media channels like TV and radio are often too costly or selective, it’s time to get creative. Here’s my personal account of how we used alternative mediums, primarily social media channels, to build and promote the Favoriot brand.
The Dilemma: Traditional Media vs. Budget Constraints
Getting featured on mainstream media is a dream for many startups, but the reality is harsh. Either you’re compelling enough to get picked up organically, or you pay a premium to make it happen. For a small startup, both options are challenging. This is why we turned to the more budget-friendly and engaging world of social media for our marketing needs.
Our Alternative Media Arsenal
We realized that for every traditional media channel that seemed out of reach, there was an alternative platform online that could be just as effective:
- Podcasts Instead of Radio: We started our own podcast series, sharing industry insights, interviewing experts, and discussing our journey. It’s a fantastic way to create a more personal connection with our audience.
- YouTube Instead of TV: We launched a YouTube channel, using it as a platform to showcase product demos, customer testimonials, and behind-the-scenes footage of life at Favoriot.
- Digital Posters: We replaced expensive billboards with visually striking digital posters on platforms like Instagram and Pinterest.
- Blogs Instead of Newspapers: Our blog serves as a hub for sharing valuable content, from how-to guides to industry trends, keeping our audience informed and engaged.
Zeroing In: Focusing on High-Impact Channels
We started by casting a wide net across various platforms, but soon noticed that some channels yielded better results in terms of engagement and followers. After some analysis, we narrowed our focus to TikTok, YouTube, Facebook, and LinkedIn. These platforms provided the right audience and the engagement metrics we were looking for.
More Than Just Sales: Building Trust and Brand Recognition
Our goal was not just to drive sales, but to create a brand that people could know and trust. We are continuously sharing updates, celebrating milestones, and telling stories that resonate with our audience. Whether they make a purchase now or later is secondary; we want Favoriot to be a brand that people remember and recommend.
- Be Adaptable: Not all channels will work for you. Don’t hesitate to pivot when needed.
- Content is King: Good quality content can make a significant difference in engagement.
- Consistency is Key: Keeping a consistent posting schedule helps keep the brand fresh in the minds of the public.
Building the Favoriot brand using alternative media channels has been an enlightening journey. It has taught us that you don’t need a big budget to make a big impact. By using the resources available to us wisely and focusing on building a strong, trustworthy brand, we’ve succeeded in carving out our own space in the market. And this is just the beginning.