TechCrunch

This is a guest post by Ryan Spoon (@ryanspoon), a principal at Polaris Ventures. Read more about Ryan on his blog at ryanspoon.com.

For startups, it is dangerous to entirely separate product and marketing – both strategically and organizationally. A great product isn’t overly useful without an audience. And a great marketing strategy can’t save a poor product. Product and marketing have to coexist.

So when imaging, building and eventually launching your product, it is important to also hone the marketing strategy. There are five core channels:

– Paid marketing (SEM, display, affiliates, etc)
– Social & viral marketing
– Search engine optimization (SEO)
– Partnerships & business development
– PR

For early-stage companies, advertising at scale is expensive and consequently difficult. Furthermore, PR and business development become easier efforts as the company matures. So where does that leave you as a resource-constrained startup?

Marketing needs…

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