Building Culture from the Inside

Deploy Your Culture First and the Community will Follow

What do startups and artists have in common? They are creative, visionary, entrepreneurial and audacious enough to believe that they can change the world. Labeled by their friends as the ‘crazy’ person who is walking through life with that ‘different’ mindset. Finally, when it comes to communicating their vision to an audience, they all have to deal with the same question. How do we reach the people who are equally crazy and willing to turn into our fans, supporters and buyers?

Whether you’re a startup founder who is building a media platform that can change the online car shopping experience, or you’re a visual artist who is creating installation pieces for galleries, you want to communicate your vision to an audience.  A crazy specific audience at first, because they will be most enthusiastic about what you have to offer. In the startup world, people talk about this early audience as early adopters or “early-evangelists.” In the art world they’re called visionaries.  The way to inspire people and get them talking …

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How to Cost Effectively Buy Ads to Generate a Community of Customers

There is a fast way to community building: buying ads. Essentially, advertising can be used to buy yourself some friends that may become end users. Before purchasing advertising, you must have an understanding of how much you should budget for these efforts. Use tools like a Customer Lifetime Value calculator to get a better sense of how much its worth to spend on each customer. Once this has finished explore your ad platform options:

Google AdWords — These campaigns can deliver the fastest results, but can also be the most expensive. Your ability to target and focus is excellent, with parameters based on keyword, device, location, time of week, and more. It is recommended that you bring on an AdWords professional if you do not already have experience with the platform. Even what seems like the slightest details can make drastic changes on click through and conversion rates. Finding friends on Facebook — Facebook allows for targeting based on interests in addition to many of the AdWords parameters. Though Facebook presents the challenge of getting users to click off the …

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