How to Acquire Your First Startup Customers: Expert Advice

Social Media or Direct Communication? Finding initial customers is a major hurdle for new startups. While many AI-focused ventures today attempt to build an audience through social media, it is not always a guaranteed formula for success. Industry experts agree that marketing strategy must be tailored to the specific type of business. Gamma founder Grant Lee notes that collaborating with social media influencers is effective only when approached strategically. He warns against a "set-it-and-forget-it" approach. His company, which sells AI-powered presentation software, found success through its "Gambassador" program. Lee emphasizes that it is critical for creators to fully understand the product's value so they can generate content tailored to specific segments. ## The Power of Traditional Methods Unlike those relying on social media, some companies have achieved success through entirely different paths. Engine founder Elia Wallen recalls that his company, which manages hotel and travel booking services, reached $150 million in booking volume without any external investment or a social media strategy. According to Wallen, traditional sales tactics—the "smiles and dials" approach—still work. Many startups dismiss this method as outdated, yet in doing so, they miss out on a massive offline client base. In its early days, Engine even employed creative tactics, such as hiring a magician to intrigue potential clients at events and draw them toward the company's stand. ## Customer Retention and 'Superfans' Google Ventures partner Crystal Huang believes that once a customer is acquired, the primary focus should shift to their behavior. Data analysis helps determine whether product usage is recurring and whether the client recommends the service to others. "You need to build vanguard users who are passionate about the product," Huang says. She notes that the most valuable clients are "superfans" who want not only to use the product but also to work for the company or actively support the brand. Identifying and encouraging these users is the foundation for long-term startup success. For startup founders, these insights offer a vital lesson: do not rely solely on viral content. Often, direct communication, in-depth analysis of user data, and the cultivation of a loyal community around a brand yield far more solid results than any hyped-up marketing campaign.