Attmatrs 5 tricks for start-up marketing

As a start-up, with next to no money, how do you make sure that you’re not wasting your time in pointless promotions, wasting not only time, but also money, you don’t even have to begin with?

Odds are you don’t, if you follow conventional wisdom from the marketing departments of yesteryear.

We’re not going to be able to compete with the marketing budgets of established retailers. They spend millions on TV-campaigns and printed adverts. We take what little we have out of our own pockets and spend on marketing.

The thing about that is, does it even matter then? Are we not just going to drown in the ocean of other companies who can yell louder and push harder?

Well, here are 5 that we think can help level the playing field. It is five tricks that we use at

Vanity metrics – The Facebook disease

’So how many fans has your company got on Facebook?’

You can of course be part of this conversation, but why would you? The Facebook algorithm has become very good at spreading messages, that have a high number of interactions. You don’t need 500.000 fans – you need engaging content and an thriving community.

I’ve seen Facebook pages with around 25.000 fans, but reached up to 450.000 people with some posts.

The size of your community is an easier thing to measure and evaluate than anything else. You can see how many people the competition is stacking up right there on their Facebook page.

Just because numbers are easy to find, it does not make them valuable.

Traffic as a KPI

’How much traffic does your website generate daily?’

Who cares?

You’re a start-up. Odds are your site isn’t perfectly optimized for the search engines yet. Probably no one is linking to your site, except from maybe a few bloggers and some niche news sites.

The incoming traffic is bound to be low, so don’t fret over it. Keep working at it, and you’ll grow those numbers.

Please don’t get lost in a senseless game for traffic. Once your MVP (minimum viable product) is up, do what you can to get traffic, but keep an eye out for how people navigate your website. Is your bounce rate too high, then STOP building traffic and focus on getting your website to give users what they want.

Are they visiting the pages, you want them to visit? If no, change the position and colour of your links. Does that help? If no, change them again!

If your website isn’t giving users what they want, you’re never going to win this game. And building traffic becomes a job that even Sisyphus wouldn’t dare take.


When you do get into your data, pivot around what seems to work. This cant be emphasized enough.

Do you know a company called Burbn? Probably not.

Do you know Instagram? If you don’t you need to read up on that, and come back to this blog post later.

Burbn and Instagram is sort of the same thing. The app was originally called Burbn, but no one used it much, except from one feature – a photo-sharing feature. The developers realized this, and pivoted the whole company around this, and relaunched as Instagram. Success from here was an overnight-thing.

The Atlantic has the whole story >>

I can’t make it any clearer, pivot you company to your users wishes. You find out what they want from looking at the usage data


Don’t. Just don’t even start.

Nothing goes viral on its own, virality is engineered – it does not just happen.

You’re better off fighting door to door, for every single customer than wasting time trying to make something go viral. And if you stick with the above point about pivoting, and really work hard on your product, you stand a much better chance.


The value of your company does not just grow with the number of purchases or subscriptions made on your site. There is a value in having a users, people in the store, who can see and potentially purchase your products.

Keep users close – have as many as you can sign up to a mailing list. A mailing list i your chance to push things to them, and not just sit around with your hands in your lap, waiting for them to come to you (but you should still optimize for search engines)

Also, everywhere I’ve worked it’s been clear that mailinglists have high conversion rates, if you use them right.

Social media has pretty much no conversion. Your marketing efforts are not done, just because you have a Facebook page, Twitter account or Pinterest board.

Think of emails like a raw material that can be refined along the way, and then grow in value. If you know what products have a higher chance of conversions, you company is going to see more conversions. Easy as that.

(But do keep in mind that you can’t just store whatever data you want on people. Check the big books, so you don’t get into trouble.)

Once your mailinglist is up and running, and at least 5-7 per cent of your traffic converts to the mailinglist – look up the concepts of churn, CAC and lifetime lead value. This is essential to doing healthy online business!

I’m sure we’ll get further into these in a future blog post.

Feel free to write me with any comments!


On behalf of the Attmatr-team


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