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Startup marketing tools every small business can use – part 2

In the first part of this series we discussed the importance of showcasing your product as quickly as feasible. Fortunately, there are no lack of resources and tools out on the market today to do just that – designed by startups for startups. Everything from platforms to help you manage your time, your budget, to writing your business plan, and marketing your product.

When it comes to setting up a new product and service, the first instinct that innovators have is to “put up a website.” And while there is no question about the need for an online presence, a full-fledged website might not always be the best way to start showcasing your initial product offering.


Last fall Nibletz, a communications media site for the startup scene, did an interesting survey of various business founders and owners around the question, “What ONE must-have tool should small businesses include in their marketing campaign when launching a new product?”  The article showcased 11 different marketing tools, based on responses from various founders and CEOs. One insightful response was to build a Landing Page using a product called Unbounce. The advice went as follows:

Landing pages are a must when launching a new product. They let you easily focus the potential consumers attention on the actions that you deem desirable. With new products, money is scarce, so having the highest conversion rate is of necessity. My product of choice is Unbounce — it’s dead simple to use, and they also have new and improved features for the advanced user.

Unbounce sounds like a great idea! But let’s first offer a brief background on what a landing page is exactly and why it represents a great way for getting your product introduced on the market. According to Wikipedia, a landing page is “a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link.” The landing page usually has the same look and feel of your official website but lacks the full navigation of your site. The landing page should also have a direct Call-To-Action (CTA), for example, asking the visitor if they want to learn more about your product or service by providing contact information.


Where Unbounce breaks new ground is in providing a way to build landing pages on the fly without any IT intervention. As their marketing makes clear, Unbounce helps teams “Build landing pages in hours, not weeks.” It goes on to say:

Our powerful drag & drop landing page builder lets you create pages without any help from a technical team. The Unbounce “code-free zone” means you can easily build a high-converting landing page, then publish to the web in a single click – all without any knowledge of HTML.

Unbounce has a library of over 80 unique landing page templates, tailored to different industries. Make your selection, then customize and edit with drag and drop tools to add your own marketing copy, images, video, lead capture forms, social media widgets, and more.

A key feature of Unbounce is A/B testing. A/B testing essentially involves setting up two versions of your landing page – a control version (A) and a variation version (B) which each have different features on the page, whether that be a different call to action button or headline style or video placement. Site traffic is then divided up and channeled to each version based on a predetermined weighting (with two page variants it may be 60/40 or 50/50, ect). Unbounce simplifies this process and helps you understand exactly which landing page among the variants will result in greater sales conversions for your product.


So Unbounce is a great way for a new business to start showcasing its product right out of the gate in a quick, agile, and easily scalable manner. Furthermore, Unbounce helps save you time and costs by avoiding the IT bottlenecks that often occur with setting up a new website.

About Jeffrey Walker

Jeff is a business development consultant who specializes in helping businesses grow through technology innovations and solutions. He holds multiple master’s degrees from institutions such as Andrews University and Columbia University, and leverages this background towards empowering people in today’s digital world. He currently works as a research specialist for a Fortune 100 firm in Boston. When not writing on the latest technology trends, Jeff runs a robotics startup called virtupresence.com, along with oversight and leadership of startuplabs.co - an emerging market assistance company that helps businesses grow through innovation.