The startup ecosystem is a dynamic, innovative, and often highly competitive environment. On their path to growth, many startups invest great efforts in developing their technology or perfecting their business model, but often overlook a key aspect: communication.
At Canela, we’ve worked with startups from various sectors and at all stages of growth, which has allowed us to identify recurring mistakes that can hinder their visibility, credibility, and audience connection. In particular, there are 7 deadly sins in communication and marketing that many startups commit. These mistakes, though common, can be avoided with a well-planned strategy.
If you want to know what they are and how to avoid them, keep reading:
Lumping PR and advertising together
In advertising, we have total control over the message. In PR, the message is mediated by a third party—the journalist. While this may seem risky, it’s actually an advantage. When we say our product is good, it’s received one way; when someone else says it, it’s more credible.
Believing that if it can’t be measured, it has no value
We know quantitative results are essential for justifying investments and analysis. However, when it comes to brand awareness and reputation, measurement is more complex. Just like on social media it’s better to have a strong, engaged community than just high follower counts, in PR a deep, well-messaged article is worth more than multiple brief mentions. Quality matters more than quantity.
“We’re a startup, so we have no budget”
There are many ways to position a brand. If we want to work with an agency, regardless of the sector, we need to ensure we have the budget and resources to support the project. Otherwise, it’s better to invest time in small communication actions that can make a difference, like building a strong LinkedIn community.
Being obsessed with the competition
It’s important to identify and analyze competitors’ strategies, but this monitoring shouldn’t distract from our own brand and strategy. A monthly analysis of competitor activity is enough to stay aware of sector trends.
Focusing only on the short term
Many startups only focus on short-term goals. Don’t fall into that trap! Having long-term visions and objectives gives us hope and ambition—and may be the key to overcoming obstacles along the way.
Ignoring the importance of the local market
Spanish media want Spanish data. If we’re launching a business in Spain, it’s essential to clearly explain—with local data—what problem our product or service helps solve.
Wanting to make the front page
Front pages are reserved for top news: politics, government, wars, or unprecedented events. Outside of that, it’s very hard to make the front page. It’s important to adjust our expectations to the media landscape in the country where we operate.
