Romish Badani

Startup Marketing Strategy: An Interview with LexSpot's Romish BadaniEven if a startup has come up with the world’s greatest product or service, they aren’t going to be able to sell it if no one knows who they are. A startup marketing strategy is vital to getting a new business concept off the ground and helping it grow into a profitable company.

I recently connected with Romish Badani, the co-founder and CEO of a B2B startup called LexSpot to learn about its marketing strategy. Here’s what he had to say:

How would you describe your brand in five words or less?

Legal help in your corner.

Tell me more about what LexSpot does?

We are a B2B startup (law firms are our customers) with a consumer-facing component. We generate revenue from driving clients to attorneys and streamlining their processes via our online tools.

What role does content play in your startup marketing strategy?

Content marketing is the central component of our marketing strategy. LexSpot is an online marketplace that helps consumers navigate the immigration process and, in turn, enables immigration lawyers to grow their practices. People are starved for information about this confusing process, so rich and personalized content is what people love about our service.

We maintain an active blog, infographics, FAQ database, and email newsletters that address our customer’s most pressing questions. We even provide a free personalized eligibility report that educates users about their immigration options. These efforts establish trust and credibility that can’t be replicated by other marketing strategies.

As an entrepreneur, how do you define success in your marketing strategy? How will that change as your startup grows?

Ascribing success or failure to components of a marketing strategy is difficult because, as a startup, part of your marketing goals involves building your relatively unknown brand. There isn’t always a linear relationship between brand building and revenue in the short-term.

That being said, we closely track our funnel and define success as improvement to that funnel. Rather than focusing on the metric of new visitors to our site, we focus on new user accounts created in order to capture the quality and conversion rates of those new visitors. We weigh those improvements against the cost to achieve and maintain those strategies. While content marketing isn’t considered “paid marketing” like running Google ads, it certainly has important people costs.

As we grow, I suspect the degree of improvement we will need to see in order to call a campaign “successful” will increase. We will look for larger and more scalable marketing wins.

What types of content does your business produce? Why did you choose those types?

As described above we produce blog posts, infographics, FAQs, newsletters and immigration eligibility reports. We chose those types after asking ourselves two key questions: What information are our users looking for? And how we can disseminate this information most effectively?

After speaking to hundreds of users we outlined some basic buckets of information our users are desperately looking for and developed strategies to communicate that information. The blog and email newsletters are helpful for information that can’t be distilled into a couple sentences or charts, while the FAQs and infographics are great for punchier or more numerical information.

We also thought carefully about the users we are targeting at different parts of the buying process. The blog is a top-of-the-funnel strategy while email newsletters target our users that have already shown intent around a specific immigration process.

What’s been your biggest challenge in developing and executing your content marketing strategy as part of your startup efforts?

Resources. As a small startup, great ideas are not in short supply but time and resources are. It is frustrating to know that you should be doing X, Y and Z content marketing efforts but that there are only 24 hours in a day. One other big challenge is making decisions based on limited data. Big companies can launch a content marketing strategy and optimize those strategies after analyzing huge data sets. As a startup, you have less clarity given smaller data sets or your cycles for marketing tests are much longer.

What’s your favorite piece of advice for other entrepreneurs owners considering using content to market their startups?

The best marketing advice I have ever received is that customers respond best when they don’t feel like they are being sold to. Great content doesn’t even feel like “marketing” in the traditional sense of the word. We live in a world full of advertising and excess stimulus being thrown at us. The best marketing involves genuinely helping your customers through amazing content that can’t easily be found elsewhere. Let customers fall in love with what you stand for and the rest will take care of itself.

Reputation Capital Media Services is a Baton Rouge marketing agency that helps B2B companies and their marketing agencies produce high-quality digital content, including blog posts, e-mail newsletters, white papers and multimedia. Our editors and writers are experts in their fields, which include HR technology, employee benefits, and financial services and accounting. Contact us for a free 30-minute consultation to find out how great content can help you attract and retain your customers.

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