Startup Marketing Checklist

A step-by-step checklist for marketing a startup from zero - covering strategy, channels, analytics, and growth measurement.

work, productivity

by Morris

Define Your Ideal Customer Profile (ICP)

Before spending a dollar on marketing, get ruthlessly specific about who you are selling to.

Write a one-paragraph ICP description
List 5 specific people who match your ICP
Identify the top 3 pains your ICP has right now
Identify where your ICP spends time online
Interview at least 5 people who match your ICP
Document exact phrases your ICP uses to describe their problem
Validate ICP fit by checking if they have already paid for a solution

Build Your Messaging Framework

Define the core story - problem, solution, and why you are the right team to solve it.

Write a one-sentence problem statement using your ICP's own words
Write your value proposition in the format: "We help [ICP] do [outcome] without [pain]"
Write a 3-line elevator pitch (problem, solution, proof)
Draft your founding story - why you are the right team
Write 3 objection-handling statements
Create a messaging doc that the whole team agrees on

Set Up Analytics Before Any Marketing

Instrument everything first so no data is lost from day one.

Install Google Analytics 4 or Plausible on your site
Set up conversion goals for your key actions
Add UTM parameters to every external link you share
Set up a simple heatmap tool (Hotjar or Microsoft Clarity)
Create a weekly marketing metrics dashboard
Set up error and uptime monitoring

Content Marketing Foundations

Build owned media that compounds over time - blog posts, SEO, and durable content.

Do keyword research before writing a single post
Write your first 3 pillar posts (1500+ words each)
Set up a blog on your domain (not Medium or Substack)
Optimize every post for on-page SEO
Build a content calendar for the next 8 weeks
Add a CTA (call to action) to every post
Submit your sitemap to Google Search Console

Social Media Presence (1-2 Channels Only)

Pick the channels where your ICP actually lives. Go deep on 1-2 instead of thin on all of them.

Choose 1-2 channels based on where your ICP is, not where you are comfortable
Fully complete your profile on each chosen channel
Post 3x per week minimum for the first 8 weeks
Engage in conversations - do not just broadcast
Repurpose every blog post into 3-5 social posts
Track which posts get the most engagement and double down

Email List Building From Day One

Your email list is the only audience you own. Build it before you need it.

Set up an email marketing tool
Create a lead magnet that solves one specific problem for your ICP
Add a signup form to every page of your site
Write a 3-email welcome sequence
Send a weekly email to your list (even if it is tiny)
Personally reach out to your first 50 subscribers

Community Marketing

Be genuinely helpful in communities where your ICP hangs out. Never spam.

Identify 5-10 specific communities your ICP uses
Spend 2 weeks lurking and contributing before any promotion
Answer at least 3 questions per week in communities related to your niche
Post a "Show HN" or "Show IH" style launch post
Start or join a "building in public" thread in relevant communities
DM 10 community members who match your ICP for a quick conversation

PR and Press Outreach

Get into publications, newsletters, and podcasts your ICP reads and listens to.

Build a list of 20 journalists and newsletters that cover your space
Write a one-paragraph pitch focused on the problem story, not the product
Pitch 5 niche newsletters or podcasts first (easier than major press)
Create a press kit page on your website
Sign up for HARO (Help a Reporter Out) or Qwoted
Track every media mention and respond publicly to amplify it

Paid Ads (Only After Organic Is Proven)

Do not spend on ads until you know your messaging converts organically. Ads amplify what is already working.

Define the threshold for when you will start paid ads
Start with a small retargeting campaign ($5-10/day)
Test one cold traffic channel at a time
Write at least 3 ad creative variants to test
Set a hard daily budget cap and a weekly review cadence

Referral Program Setup

Turn happy customers into your best acquisition channel.

Identify your activation moment - when does a user first get real value?
Design a referral incentive that makes sense for your product
Set up referral tracking
Create an in-app referral prompt at the activation moment
Email your existing users to launch the referral program
Track referral conversion rates and iterate the incentive if below 5%

Measure CAC and LTV From the Start

Know your unit economics before scaling anything. Marketing spend without these numbers is guesswork.

Define your CAC formula and start tracking it weekly
Define your LTV formula and calculate it for your current cohort
Set an LTV:CAC target ratio of at least 3:1
Build a simple spreadsheet tracking CAC, LTV, and payback period by channel
Review unit economics before increasing spend on any channel
Set up cohort analysis to track LTV over time

Itemi