Meet customers where they are (and they’re on TikTok): Marketing experts urge startups to invest in brand building

Like it or not, “TikTok remains king,” said Mikita Burton, encouraging startup founders to balance negative headlines about the video-sharing social media platform with its incredible potential for reaching their most-sought-after audiences.

“We don’t just get to pick our customers’ favorite platforms, so you need to be where they are,” Burton, a social media strategist representing top restaurant brands in Kansas City, told a crowd gathered Friday at UMKC’s Bloch Executive Hall.

Mikita Burton speaks during a Marketing Your Startup in 2024 panel during Startland News’ Kansas City Startups to Watch in 2024 seminar and reception; photo by Tommy Felts, Startland News

While X, the site formerly known as as Twitter, has seen reduced effectiveness as a marketing vehicle — especially with Gen Z — Facebook remains a potent tool for reaching older audiences with disposable income, she said.

The key is knowing your target, Burton said, emphasizing a theme throughout the panel — part of Startland News’ Kansas City Startups to Watch in 2024 seminar and reception — which also featured Jack Laskowitz, vice president of revenue and business operations for PayIt, the Kansas City-based govtech scale-up; and Mark Josey, co-founder of Social Apex Media and Kansas City Pioneers.

All three experts acknowledged a “one size fits all” approach to social media rarely finds success, noting companies must explore each platform to identify where consumers who best fit their brand are most active and engaged.

“We’re continuing to see more and more platforms, I would say that democratizes it more than it used to be,” said Laskowitz. “We want to make sure to inform them about the things that they may be considering when making a buying decision in a variety of places.”

To do that, however, startups must begin with an intentional strategy around messaging — as well as a willingness to experiment.

“I implore you to spend time really understanding how what you’re providing, or intending to provide, will impact somebody on the emotional side more than anything,” Laskowitz said.

Other panel sessions Friday at the Startland News event included discussions from the 10 Kansas City Startups to Watch, resources, and funding, presented with support from the Ewing Marion Kauffman Foundation and sponsors Morgan Stanley, UMKC’s Bloch School, Messenger Coffee Company, and Spark Kansas City.

RELATED: Start from the top: How these newsmakers forged companies to watch (Event Photos)

Check out notable takeaways from the marketing conversation below.

A crowd at UMKC listens during a Marketing Your Startup in 2024 panel at Startland News’ Kansas City Startups to Watch in 2024 seminar and reception; photo by Tommy Felts, Startland News

Be intentional and listen

Automation can play an essential role in aligning marketing efforts with overarching goals, Josey told the crowd Friday, but cautioned founders to listen and be prepared to adapt based on whether such strategies fit overall company strategies.

“How are we connecting this post back to things like, ‘What is our quarterly goal? What’s our mission? Our vision?’ That’s something to consider,” he said.

“Be very intentional about your message, because we’re all consumers; we understand when somebody has just posted the same thing to all channels.” 

Of course, social media might not actually be the best approach for all startups, Laskowitz said.

He learned an “expensive” lesson from quickly investing in paid advertising without understanding consumer preferences, he recalled. Instead, he found placing a QR code on received envelopes to be a more effective and targeted marketing approach.

Mikita Burton speaks during a Marketing Your Startup in 2024 panel at Startland News’ Kansas City Startups to Watch in 2024 seminar and reception; photo by Taylor Wilmore, Startland News

Being prepared for the unpredictable is key, Burton added.

She gave the example of a viral Stanley Cup incident, wherein a car burned and a Stanley insulated cup inside it survived — its beverage still intact. The related video turned into a viral, consumer-driven event, and Stanley’s social media manager seized the opportunity to capitalize on it. 

It’s another example of where being responsive to customer preferences can lead, she said.

“Pay attention to your customer; your customer is always going to tell you what they want in the social media space,” said Burton.

“They’re tagging you, they’re sharing stories, and essentially marketing you for free.” 

Jack Laskowitz, PayIt, speaks during a Marketing Your Startup in 2024 panel at Startland News’ Kansas City Startups to Watch in 2024 seminar and reception; photo by Taylor Wilmore, Startland News

Get what you need; use what you have

Understanding that marketing might not be a person’s strength, Laskowitz encouraged startups to find help — especially in younger people who keep their ears to the streets and are more in touch with trends.

Jack Laskowitz, PayIt, speaks during Startland News’ Kansas City Startups to Watch in 2024 seminar and reception; photo by Tommy Felts, Startland News

“Finding those college interns who are wanting to build a resume and wanting to get more contracts and be in front of people, that’s a great way to build your business,” he said. 

Burton suggested using tools like Sprout and Buffer for social media management, depending on the number of profiles and consumer comparison preferences. She also gave a shoutout to LinkedIn’s detailed data capabilities for social media marketing.

With such management tools in place, a company should follow a 90-day content plan to stay ahead of the curve, “looking at it week by week, it just puts you behind the eight ball,” Burton said.

Data can also be used for hyper relevancy and making content as specific as it can be for a consumer, Josey added.

“When you have the data, get really granular about where somebody’s at, how you can meet them, and what pieces of content and messaging you can have at that point,” he said. “You’ll be winning for sure.”

Check out a photo gallery below from Startland News’ Kansas City Startups to Watch in 2024 seminar and reception.