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NigelBurke
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I would suggest you have a look at a book called ‘Traction’ by Gabriel Weinberg which outlines a number of different marketing strategies for start-ups including

  • Viral Marketing
  • PR
  • Unconventional PR
  • SEM
  • Social & Display Ads
  • Offline Ads
  • SEO
  • Content Marketing
  • Email Marketing
  • Engineering as Marketing
  • Targeting Blogs
  • Business Development
  • Sales
  • Affiliate Programs
  • Existing Platforms
  • Trade Shows
  • Offline Events
  • Speaking Engagements
  • Community Building

Although primarily written for technology companies it has a lot of great insights and provides a very actionable process for working out the best approach for your business.

Happy to discuss further if your are interested

Nigel