Skyrocket your femtech startup with six proven marketing strategies

Building a femtech startup can be a daunting prospect. With so much existing competition, ensuring you’re heard over the noise of more established businesses might feel almost impossible. But, there are ways you can set yourself up for success from the get-go.

To help you launch your brand into the femtech hall of fame, we’ve put together 5 top marketing strategies proven to work for contemporary businesses. Let’s dive in!

1. Outsource Technical Tasks

One of the main reasons that businesses – including startups – outsource their marketing is to save costs.

Outsourcing helps you avoid traditional business costs, like payroll expenses and investing in an office space, while still maintaining growth.

You could save up to 70 per cent of operational expenses in the long term, helping you transform your startup into a financially stable business with far less effort.

It also makes it simpler to embark on complex, strategy-led marketing campaigns that lend a professional polish to your startup.

The experience and expertise of a specialised team level the playing field between your business and established femtech brands, helping you stand out in a competitive market.

How to Start Outsourcing as a Startup

When exploring your options for outsourcing, we recommend looking at the technical side of marketing first.

Search engine optimisation (SEO), for example, is a strategy that requires extensive technical expertise, is time-consuming and focuses on long-term results.

However, with almost 70 per cent of online interactions starting with a search engine, it’s not a method of cultivating online visibility that you’ll want to miss.

This makes outsourcing a viable option.

Other key marketing strategies you might benefit from outsourcing include:

• Target market and competitor research
• Data analytics
• Content marketing
• Social media marketing

2. Focus on Authenticity

Modern consumers want transparency and authenticity from the businesses they choose.

70 per cent of consumers are also more likely to stay loyal to brands they believe are authentic, while almost 90 per cent stated that trust is important when choosing who to shop with. 

In the femtech world, authenticity, trust, and transparency are particularly important, especially when dealing with customer data and medical information.

By focusing on honest statements in your marketing, you can cultivate a more positive brand image that your audience trusts, increasing conversions and garnering long-term loyalty.

The main ways to do this are by:

• Expressing clear values that align with your customers
• Communicating your values clearly
• Backing up your values with evidence
• Avoiding any practices that aren’t transparent (such as adding on hidden fees or selling customer data)

For instance, if one of your values is that you’re committed to protecting data, provide evidence of how you’re doing this.

This could be through accreditation, proving compliance with GDPR laws, and working with a reputable data security management firm to enhance the safety of your customers’ information.

3. Get to Grips With Account Based Marketing

Account-based marketing (ABM) involves focusing an aspect of your marketing strategy on a set group of accounts within your wider target audience.

This segment of clients tends to be your highest-value accounts.

As a startup, this is a great way of focusing your marketing and better-allocating resources.

Rather than casting a wide net and hoping you secure repeat business, you’re narrowing your focus to the existing accounts that you can effectively upsell and cross-sell to.

This involves hyperpersonalisation of your marketing. You’ll use the data you already have (such as the client name and their past purchases) to re-target your accounts with messaging that’s more likely to engage them.

For instance, you might send an email to a customer who’s purchased a subscription to your femtech software, letting them know you’ve just released an upgraded version that they might be interested in.

To start implementing ABM, follow these steps:

1. Identify high-value accounts you want to target
2. Research and segment the accounts
3. Develop marketing campaigns to target segmented accounts and individual users
4. Track your campaigns and adjust

With almost 80 per cent of marketers stating that ABM provides a higher return on investment (ROI) than any other marketing strategy, this is a smart choice for skyrocketing your startup and using your budget effectively.

4. Get Influencer Marketing Just Right

Influencer marketing is a brilliant way of quickly placing your femtech startup in front of a large audience.

However, you must spend a little time researching this strategy to ensure you get it right.

Linking back to an earlier marketing technique, a key focus of your influencer marketing should be authenticity.

You need to partner with influencers who suit your brand, match your values, and are believable users of your femtech.

Flo, for example, has done a great job of promoting its femtech through influencer marketing and women’s health advertising.

Their marketing team focused on partnering with health specialists and experts in the field, boosting credibility and directly reaching their target audience.

They also collaborated with lifestyle influencers who openly discussed their own health journeys – including topics like period tracking, fertility struggles, and mental health – making them a clear good fit for the brand.

Learn more about Flo in our interview with Sue Khan, VP of Privacy and data protection officer at Flo Health.

5. Invest in Pay-Per-Click

Last but not least, we wanted to include a quick mention of pay-per-click (PCC). This is a great, cost-effective marketing strategy to quickly gain online visibility.

For startups, it’s a must when launching your brand.

When using PPC, you’ll pay a third party to advertise your femtech brand. Google, for example, offer PPC ads that push your website to the top sponsored results for specific keywords and search terms.

The real advantage, though, comes from only paying when you actually receive a click.

This means that every penny of your budget is converted into a lead. 

With the ability to set daily budgets and target specific demographics, PPC gives you full control over your spending and audience reach.

This precision makes it an ideal strategy for driving immediate traffic and brand awareness, helping you make more of an impact from the get-go.

Final Thoughts

Femtech is a flourishing market, but breaking into it isn’t always easy. We hope these tips have given you the marketing strategies you need to cultivate success and skyrocket your startup.

For more femtech news, check out the latest articles on FemTech World’s blog.