Startup Marketing



Initial Approach is a strategic startup marketing agency that specializes in developing go-to-market strategies for both companies and products. Our love for formulating strategic marketing campaigns and analyzing KPIs only scratches the surface of what drives our passion to help companies like yours achieve measurable results.

With an in-depth knowledge of go-to-market strategies for startups and the latest tools available to help businesses manage, sell, grow, and retain — Initial Approach is your catalyst for success.



Feel free to shoot us a message or give us a call/text at 720.551.4828


Whether you’re starting a new company, growing an established one, or launching a new product, Initial Approach can help you achieve measurable results.

Your initial approach to marketing your business or products can make or break your bottom line if you don’t plan strategically. This is where we come in. Strategic startup marketing consists of six modalities: Branding, Strategy, Awareness, Analytics, Optimization, Nurturing. Each approach leverages the other in order to develop the optimal sales and lead generation performance that will keep your business, not just thriving but overshadowing your competition.


















1. Branding

What is branding? Put simply, branding is your business’s identity. It helps your consumer understand your business’s objectives, your purpose, and what you have to offer.

Branding is an invaluable way to build (and help retain) customer base. If your branding is effective, it builds a connection to your consumer market and keeps you fresh in their mind should they need something you have to offer.

Strategic marketing includes building an effective brand and using it to reach your target demographic. As competition grows and sales decline, a solid branding is a strong way to gain your consumer’s attention.

2. Strategy

The first part of establishing a good marketing strategy is to identify your target demographic. Who do you envision would be interested in purchasing what you have to sell or offer?

From there, it’s important to put yourself in your customer’s shoes. Businesses need to know what those in their target demographic need, want, and what problems they have that can be solved by what that business has to be offered. From there, the answers to those questions will guide a marketing strategy.

Marketing strategies evolve and change as the customer’s needs do, so it’s important to continually monitor and make changes when necessary.

3. Awareness

When you think ‘fast food’, what images pop into your head? If some of those images were logos or specific restaurants, you have a perfect example of brand awareness.

Brand awareness is tactic that businesses use to help customers recognize and remember their brand. An effective brand and a campaign to gain awareness for it are powerful tools for customer acquisition and retention.

When a consumer has awareness of your brand, they’re likely to recall your brand when put in a situation that your products or services become relevant to them. This awareness generation makes brands a first-choice for those customers and thus helps boost sales.

4. Analytics

When do consumers visit your site? What pages do they gravitate to? When do they click away? How often are they purchasing? These kinds of questions are called analytics, and they’re great tools for learning about your website’s visitors and how they behave.

When you have a good understanding of your consumer base, you can change things around to better cater to those people. This is called optimization.

Analytics also help to give a clearer image of what works and what doesn’t for businesses. If you run a promotion and it doesn’t get the desired results, the analytics are solid data that help you understand what went wrong so that you can do better next time.

5. Optimization

Like analytics, CRO helps paint a picture of what your visitors are doing on your website. However, unlike analytics, CRO helps clarify what stops those visitors from making a purchase. While analytics focus on what happened, CRO helps to rectify the problems and improve the site’s efficacy through various strategies.

CRO and analytics work together to provide valuable data about important questions business owners have, instead of leaving them to rely on their opinions and feelings about what works and what doesn’t.

6. Nurturing

The unfortunate reality of marketing is that even if somebody is in love with your product and really wants it, they may not be ready to buy for a variety of reasons. However, lead nurturing helps to address that problem by trying to retain that person as a customer so that they may buy in the future.

Lead nurturing works by sharing interesting information both about the product and related to it, by building trust, and by creating a relationship between you and your brand and the future customer. When this relationship is forged and maintained, it becomes highly likely that when the time is right, that person will make a purchase from you. When used in a large scale, lead nurturing has massive effects on sales and profits.






Finding the right mix of technologies to excel your internal and external business process can require a bit of trial and error in the beginning stages. Fortunately, we’ve tried and tested numerous SaaS platforms in an attempt to be effective and efficient in growing our business. So we took it upon ourselves to compile a list of services that we’ve used to run our business and we highly recommend that you give them a test drive.


View All Resources
  • All
  • CRM
  • accounting
  • communication
  • banking
  • email
  • affiliate
  • Employee Scheduling


  • “To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products.”

    Brian Halligan
  • “Superior sales and distribution by itself can create a monopoly, even with no product differentiation. The converse is not true. No matter how strong your product-even if it easily fits into already established habits and anybody who tries it likes it immediately-you must still support it with a strong distribution plan”

    Peter Thiel
  • “If your stories are all about your products and services, that’s not storytelling. It’s a brochure. Give yourself permission to make the story bigger.”

    Jay Baer
  • “Marketing is too important to be left to the marketing department.”

    David Packard
  • “Your website is your greatest asset. More people view your webpages than anything else.”

    Amanda Sibley