5 Underrated Growth Channels Every Startup Should Consider

Competition for startup businesses has never been tougher than it is today. Each year, about 305 million startups come to life. Interestingly, 21% of these startups fail and cease operating in their first year. It paints a clear picture of the competition out there. As a startup founder, you want to discover ways to grow your business. 

While traditional marketing channels are effective, they're also highly competitive. Consider underrated growth channels your competitors don't use much. You’ll be surprised at what strategies using these channels can bring your business.

Underrated Growth Channels for Startups

Here are some effective yet untapped growth channels that startups can leverage.
 

• LinkedIn Marketing

Startups often overlook LinkedIn. Only a few know how powerful this business-to-business (B2B) platform is for marketing. Startups can tap the platform with over 900 million users. It's a great place to connect not only with other businesses. But it also does wonders for increasing your network with industry leaders and potential customers.

One way to achieve success is by publishing long-form content. LinkedIn's algorithm favors content that provides value to its users. With it, you can establish yourself as a thought leader in your industry and attract new followers.

Another way to leverage LinkedIn is to use its advertising platform. You may target certain demographics, job titles, and sectors with LinkedIn Ads. This can be especially useful if you target businesses in a specific niche.

• TikTok Marketing

TikTok is a newer social media site when compared to others. But its impact is undeniable. It's already exploded in popularity. With over 1 billion active users, it's a great channel to reach a younger audience. While it might not seem like an obvious choice for B2B SaaS marketing, TikTok can be an effective channel for certain types of businesses.

For example, if you sell products that appeal to a younger demographic, TikTok can be a great place to showcase your brand. You can create short, engaging videos highlighting and sharing your products with your followers. If your content is entertaining yet informative, it’s easy to make it go viral. Even one post can reach a larger audience and propel your brand to greater heights.

• Event Marketing

In-person events are an excellent way to connect with potential customers and establish your brand. However, with the rise of virtual events, many startups have neglected in-person events. While virtual events have advantages, they can't replace the face-to-face connections that come from in-person events.

Depending on your industry, you can attend or host many events. For example, you could attend trade shows, conferences, or networking events. Alternatively, you could host events, such as product launches or customer appreciation events.

• Podcast Advertising

Podcasts are becoming increasingly popular. It has become a good replacement for radio, with millions of people listening to their favorite shows every day. You can reach a highly engaged audience interested in your industry by advertising on podcasts.

There are several ways to advertise on podcasts. One option is to sponsor an episode or series of episodes. This involves paying the podcast host to mention your brand during the show. Or you can create your podcast and use it to promote your brand.

• Partnership Marketing

Partnership marketing involves collaborating with other businesses to promote your brand. This can effectively reach a new audience and establish your brand as a thought leader in your industry.

Use a partnership marketing platform to look for businesses with a similar target audience to yours. Reach out to them and propose a partnership. You could collaborate on a joint project or cross-promote each other's products.

Key Takeaways

As the market evolves and consumer behavior changes, startups face the challenge of remaining adaptable. They have to explore new channels to stay ahead of the curve. By doing so, startups can maintain their momentum and achieve long-term success.

The key is continually testing and experimenting with new channels to find what works best for the business.

• LinkedIn is a powerful platform for SaaS & B2B marketing, mainly if you publish long-form content or use LinkedIn Ads.
• TikTok can be an effective channel for certain types of businesses, especially those that sell products that appeal to a younger demographic.
• Use in-person events to connect with potential customers and establish your brand.
• Podcast advertising can be an effective way to reach a highly engaged audience that's interested in your industry.
• Promote your brand and reach more customers through partnership marketing.