After spending so much time working with leading accelerators and incubators globally, we have thoroughly researched and compiled this article on clear and effective marketing strategies for both new and existing innovation programs.

Accelerator marketing managers need to be on trend, as this will help sustain their relevance and credibility in the near future. Staying on trend will also help them take their innovation strategy to the next level.

Marketing Strategies to Get High-Quality Startups for Your Accelerator

Many traditional companies are taking their venturing strategy to the next level by launching corporate incubators or accelerators. Today, about 75% of the top Fortune 100 companies have an active innovation program, including Walmart, Amazon, and Alphabet (to name a few) - and the results so far have been stellar:

• 87% of incubated ventures are still active after five years (only 44% of their independent counterparts make it past that mark).
• 84% of incubated ventures add to the parent company's ecosystem, strengthening its competitiveness and boosting innovation. 

The high success rates can partly be attributed to the innovation program's ability to attract high-quality startups. The challenge lies in the increasing trend of companies adopting strategic collaborations as part of their innovation strategy, making it more important than ever to market your innovation program more effectively to attract the best startups.

Previously, accelerators and incubators did not have to do many marketing gimmicks to attract high-quality startups. However, with the rise of technology and its quick adoption, those accelerators that fail to adapt to new trends will fall behind and miss out on attracting top-tier startups.

Here are some challenges faced by new and existing accelerators and incubators that need to catch up with marketing trends.

1. Too much competition: There are lots of accelerators out there, so startups have many choices. If your marketing isn't sharp, you won't stand out. Many accelerators offer the same things, like mentorship and funding. If your marketing sounds just like everyone else's, it's hard to be noticed.
2. Struggling with brand recognition: Newer accelerators find it tough to build trust if they don't have any success stories to share. You might have difficulty attracting high-quality startups if you're not in a big tech city. Creative marketing can help make up for not being in a tech epicenter.
3. Not reaching the right startups: If your marketing messages are unclear or specific, you might not attract the startups that best suit your program. Using the wrong methods or places to advertise can attract startups that aren't a good match.
4. Sustaining relevance: Older accelerators need to keep offering new and appealing reasons for top startups to join, which means constantly updating marketing strategies. Using Alums is one way to stay afloat, and if you don't keep in touch with your alums, you'll miss out on them helping promote your program.
5. Adaptation to change: The tech and startup world changes quickly, so your program and marketing need to keep up. Laws and regulations can change, which might affect your program. Your marketing needs to be flexible when talking about these changes.

How to Fix These Problems with Effective Marketing Strategies

Clear and Engaging Messaging

1. Avoid jargon

One mistake many accelerators and incubators need to correct in their landing page or call for program messaging is using buzzwords and jargon.

For example, instead of saying "HIPAA Compliance," you can easily say "following health information privacy laws."

Using more straightforward language in your messaging helps make your accelerator or incubator more accessible to a broader audience. It reduces the barrier to understanding, which is crucial to attracting diverse startups that you can later teach these buzzwords.

2. Show, don't tell

Rather than describing your program's benefits, illustrate them with stories and examples. Use visuals like charts, photos, or videos that show your program in action, making the benefits tangible and easy to grasp.

3. Straightforward positioning

Be clear about what makes your accelerator unique. Whether you focus on specific industries (industry specific), are open to all sectors (industry agnostic), or operate in a particular location (regional and high-tech industry), make sure this is well communicated. This helps attract startups that are the best fit for your program.

4. State what you're looking for

Define exactly what kind of startups you hope to attract. Detail their development stage, industry focus, and the type of founders you're looking for. This clarity helps the right startups recognize that your program is suited for them.

5. Be consistent in messaging across all channels

Make sure your message is the same whether a startup finds you on LinkedIn, X (formerly Twitter), Instagram, Youtube, Facebook, your website, or a flyer at a conference. Consistent messaging builds a strong, reliable brand that startups will trust and remember.

6. Keep your messaging across all channels updated

Many innovation programs are inconsistent in their activity and branding across different channels. Some examples of this inconsistency include:

• Outdated program or event information on their website.
• Names and branding that vary across channels.
• Social media accounts that post sporadically or are completely inactive.

This inconsistency damages credibility with potential applicants and makes it difficult for external researchers to create content that would improve the reach of your innovation program. To avoid this problem, prioritize your web presence and ensure the following:

• Maintain an active presence across different channels.
• Keep your branding and messaging consistent
• Keep your website up to date with the latest news and information

7. Be clear and direct

If your program runs for a set period, clearly state how long it lasts. If the duration varies, explain why. Outline the application process, including any critical deadlines and the dates the program starts and ends.

Are the funding terms the same for everyone? Specify them clearly. If they vary from one startup to another, explain why this is the case.

If your program is structured differently than others, clarify this and share the reasons behind your unique approach. People will appreciate your transparency, but without clear explanations, it might seem like you're unorganized or undecided.

Using Visuals Storytelling

1. Visual storytelling

A picture is worth a thousand words, and in this case, videos are also worth a thousand words. This adage is true in every way and applies to branding and marketing an innovation program. Startup founders will look to join innovation programs that can provide the best possible support and experience. 

Words are a great way to tell your candidates what makes your program great (e.g., its facilities, world-class team, successful graduates, etc.) but backing those words up with images will supercharge your messaging. These are just some of the things you should consider showcasing through pictures and graphics:

• Active workshops with coaches and current program alums.
• Startup teams that have achieved specific milestones.
• Graphics such as graphs and diagrams that complement your written content.
• Photos showcasing your facilities and other resources.
• Images from recent events, such as pitch days.

2. Productization

Treat your program's features as if they were physical products. For example, package your mentoring sessions, workshops, and networking opportunities in a way that clearly showcases their value, making them more appealing to potential applicants. This approach helps startups looking to apply to your program visualize what they're gaining, much like shopping for tangible goods.

Strategic Positioning

1. Beyond success metrics

Instead of highlighting typical outcomes like funding amounts or valuation increases, emphasize the unique aspects of your program that provide additional value. Highlight the quality of your networking events, the depth of mentorship available, and the customized support each startup receives. This helps potential applicants see the broader benefits of joining your program beyond just financial metrics.

2. Clear program definition

Clearly define what your accelerator focuses on. Whether it's a specific industry, startup stage, or type of founder, make these focus areas known. This clarity helps attract startups that will most benefit from what your program specifically offers, ensuring a better fit and potentially more successful outcomes for both the startups and the accelerator.

Program Management and Targeting 

1. Program management tool

The accelerator management tool or software you use to run your program is crucial, almost as much as your marketing strategy. A great program management software for accelerators offers features that can help your branding and marketing efforts, including:

• Branded logos: Helps maintain consistent brand identity across all materials and platforms.
• Customizable URLs: Allows for personalization of web addresses, making them more memorable and aligned with your brand.
• External marketing integration: For example, Google Tag Manager (GTM) helps efficiently manage and deploy your website's marketing tags (snippets of code or tracking pixels) without modifying the code.
• Customizable landing page: This enables you to create tailored landing pages that resonate with your target audience, improving conversion rates.
• Google Analytics (GA4) integration: Facilitates advanced web analytics, giving you insights into user behavior and the effectiveness of your marketing efforts.

Our software, AcceleratorApp, not only provides a platform to manage and streamline your accelerator operations but also supports you in branding your accelerator. We can help you implement tracking tags to track your web traffic and key web events, ensuring you have all the tools to optimize your marketing strategy and grow your program.

2. Target and retarget startups using paid media

Once you have a solid accelerator management tool in place - AcceleratorApp, the next step is to target and retarget startups using paid media effectively. Many programs leverage platforms like Google Ads, Facebook Ads, Instagram Ads, and LinkedIn Ads to reach potential participants. Here's a more in-depth look into how to maximize these platforms for your accelerator program:

Targeting startups with paid media

a. Google ads

• Keyword targeting: Use specific keywords that startups might use when searching for accelerator programs or resources. For example, you can include phrases like "startup funding opportunities" or "tech accelerator programs."
• Geotargeting: Focus your ads on specific locations, especially if your accelerator targets startups in certain regions or cities.

b. Facebook and Instagram ads

• Demographic targeting: Use Facebook's robust targeting options to reach startup founders based on their demographics, interests, and behaviors aligning with entrepreneurship and tech innovation.
• Retargeting: Use Facebook Pixel to retarget visitors who have previously engaged with your content or visited your website, keeping your program top-of-mind.

c. LinkedIn ads

• Professional targeting: LinkedIn allows you to target ads based on professional criteria such as job titles, industries, or professional groups, which can be invaluable for reaching startup founders and tech entrepreneurs.
• Content marketing: Use sponsored content to promote articles and success stories from your accelerator directly in the feeds of potential applicants.

d. Retargeting strategies

• Consistent engagement: Keep engaging those who have shown interest but have yet to apply. This might include sending follow-up ads that answer common questions or address common hesitations about applying.
• Tailored messages: Customize your retargeting ads based on the specific pages visited by the audience on your website. For example, if they spent time on a page about your program benefits and did not turn to a conversion (join your program), follow up with ads highlighting these benefits.

By strategically using paid media to target and retarget potential startups, you can increase the visibility of your accelerator program and attract more qualified applicants. These platforms offer great tools to pinpoint the right audience, ensuring your marketing budget is spent efficiently and effectively.

3. Creating engaging social media content for accelerators and incubators

Creating engaging content on social media isn't just a strategy reserved for influencers or business accounts, it can also be used for accelerators and incubators - yes I said it. Here's how you can make content that resonates and engages your target audience:

a. Share behind-the-scenes insights

• Day-to-day operations: Give your audience a peek into the daily life at your accelerator. This could be anything from team meetings, brainstorming sessions with startups, or even casual coffee breaks. These glimpses into the every day can add a human touch to your brand and build a connection with your audience.
• Event highlights: Post live updates, videos, and photos from events like demo days, workshops, or networking events. These posts not only show the vibrancy of your community but also demonstrate the tangible benefits of joining your program.

b. Share success stories

• Testimonials and case studies: Share stories and testimonials from successful alums. Highlight their achievements and how your program helped them get there. This not only serves as proof of your program's effectiveness but also inspires and attracts potential applicants.
• Founder spotlights: Regularly feature interviews or profile pieces on current participants and alums, focusing on their journey, challenges, and how the accelerator has impacted their growth.

c. Provide valuable content

• Tips and advice: Post content that offers genuine value, like tips on pitching to investors, market research strategies, or growth hacking techniques. This establishes your accelerator as a thought leader in the startup ecosystem.
• Industry insights: Share analysis, trends, and news relevant to the industries your accelerator focuses on. Keeping your audience informed about the market demonstrates your engagement with current events and your expertise.

d. Engage with interactive content

• Q&A sessions: Host live Q&A sessions where founders can ask questions about your program or entrepreneurship in general. This direct interaction increases engagement and makes your program feel more accessible.
• Polls and surveys: Use polls and surveys to gather feedback or engage your audience. This can be about anything from what type of content they want to see more of to their opinions on recent industry development.

e. Make use of hashtags and collaborations

• Relevant hashtags: Use targeted hashtags to increase the visibility of your posts. Find popular hashtags among startups, tech innovation, and business growth.
• Collaborations: Partner with other organizations, influencers, or industry leaders to co-create content. This can expand your reach and bring fresh perspectives to your audience.

4. Build SEO relevance through quality content

Building SEO relevance is essential for accelerators and incubators aiming to increase their online visibility and attract more startups. Investing in quality content that resonates with and benefits your target audience is a fundamental strategy. Here's how to effectively enhance your SEO relevance:

a. Focus on content that adds value

• Educational articles: Create in-depth articles and blog posts that address common challenges faced by startups, such as securing funding, scaling operations, or navigating regulatory environments. These should be well-researched and provide actionable insights.
• How-to guides: Offer step-by-step guides on processes crucial to startup success, like perfecting a pitch, market validation techniques, or product development strategies. These types of content are valuable to readers and likely to attract backlinks from other sites, which can boost your SEO.

b. Optimize for keywords

• Keyword research: Identify and target keywords most relevant to the startups you aim to attract. Tools like Google Keyword Planner, Ahrefs, or SEMrush can help you find keywords with good search volume and manageable competition.
• Keyword implementation: To improve your search rankings for these terms, incorporate these keywords naturally into your titles, headings, meta descriptions, and throughout your articles.

c. Regularly update content

• Content refresh: Keep your content fresh and up-to-date by regularly revising it to reflect the latest industry trends, statistics, and technologies. This not only helps maintain high search engine rankings but also keeps your audience coming back.
• Evergreen content: Create content that remains relevant over time. This ensures continuous traffic to your site and less need for frequent updates.

d. Use internal and external links

• Internal linking: Within your articles, link to other relevant content on your website. This helps search engines understand your site's structure and boosts your pages' SEO value.
• Backlink strategy: Encourage reputable websites to link back to your content. This can be achieved through guest blogging, partnerships, or creating content that naturally earns links due to its utility or uniqueness.

Show The Power of Your Team & Alums.

1. Show the power of your team

Joining an accelerator usually means the founder will work with the program's team daily. The team they'll be working with can make or break the new startup (think of the impact a teacher or professor can have on your final grade). 

Featuring your team on your venture unit's website can help create trust and confidence in potential entrants. Your team's expertise, industry know-how, and entrepreneurial experience could be the tiebreaker that ensures the next big startup goes to you rather than a competitor. 

2. Showcase your core team

A lengthy list of over 50 mentors may resemble an event schedule, where communication is one-way, from the speaker to the attendees. It's important to identify which mentors are actively engaging during office hours. Who will be working closely with the founders on a day-to-day basis?

If there isn't someone directly accountable for each participating startup, the program may not effectively function as an incubator or accelerator.

3. List graduates of the program.

Many VC firms display their current portfolio companies very close to their incubator/accelerator messaging in a misleading way. It would be discouraging to discover later that they have a poor track record with actual graduates.

If you are too new to have any graduates, that's okay—just be honest about it. Provide testimonials from graduates using only their first names.

Community and Event Engagement.

1. Startup community leaders

Collaborating with thought leaders and influencers in the startup ecosystem can significantly enhance your program's credibility and visibility. By partnering with these industry leaders, you can leverage their experience, authority, and networks to attract a broader audience.

Incorporating them in roles like webinar hosts, guest bloggers, or program mentors not only boosts your brand's credibility but also demonstrates your commitment to providing top-notch mentorship and resources.

2. Event gatherings

Promoting and participating in startup events such as networking meetups, industry conferences, and panel discussions is crucial for building meaningful connections and showcasing your accelerator.

These events offer a prime opportunity to demonstrate the strength of your network and the direct benefits your program provides, like access to industry experts and venture capital. Emphasizing these events' learning and networking opportunities can attract more startups looking to grow and succeed.

Great Examples to Check Out!

German Accelerator does an excellent job marketing its programs. Look at their website and social media platforms to see how they've attracted over 850 high-quality startups globally to expand into the US and Asia.

Of course, Y Combinator is the leader in the accelerator space. Notice how they use photos to communicate many details about the program quickly. They make finding their terms and structure incredibly easy, which is remarkable considering most founders already know how YC works. Lesser-known programs will need to be equally clear when marketing to startups.