From Forensics to Marketing: How Emily Bassett Helps Startups Find Their Marketing Sweet Spot

When Emily Bassett, founder of Start-Em-Up marketing agency, made the journey from forensic science to marketing, she discovered her true passion: helping startups navigate the complex world of digital marketing. Now based in British Columbia, Emily has built a full-service marketing agency that's redefining how startups approach their growth journey.

The Birth of Start-Em-Up

After serving as CMO for a Danish startup, Emily found herself at a crossroads when the tourism industry took a hit in 2020. Rather than viewing this as a setback, she saw an opportunity. Starting with freelance work in branding, strategy development, and social media, she connected with a business partner who complemented her skills with expertise in advertising and website development.

Today, Start-Em-Up has grown to include six full-time staff members across Canada, serving clients internationally. "We really do reach the edges of the globe," Emily shares, highlighting their presence in Canada, the United States, Europe, and even New Zealand.

A Holistic Approach to Marketing

What sets Start-Em-Up apart is their comprehensive view of marketing strategy. "We're never funneling you to just do social or just do ads," Emily explains. "If we see a service isn't benefiting you, then it makes sense for us to shift services that are more aligned with your industry."

This flexibility allows Start-Em-Up to truly integrate with their clients' teams, becoming active partners in their growth journey rather than just service providers.

Common Startup Marketing Pitfalls to Avoid

Emily identifies two major mistakes she often sees startups make:

1. Investing in Expensive Marketing Courses: While some courses can be valuable, Emily cautions against spending thousands on general marketing education when that money could be better spent on targeted, professional help. "For $5,000 you can get a lot from a marketing agency," she notes.

2. Fragmenting Services: Many startups try to piece together their marketing by hiring different freelancers for each component – one for logos, another for brand kits, and so on. This approach often leads to a disconnected strategy and wasted resources.

Smart Marketing on a Budget

For startups looking to kickstart their marketing efforts without breaking the bank, Emily recommends starting small and testing different approaches:

• Begin with small-scale tests ($20-50 boosted posts)

• Analyze results before scaling up

• Focus on building credibility through a consistent social media presence

• Understand whether your business needs search-based marketing (SEO/Google Ads) or inspiration-based marketing (social media)

Choosing the Right Marketing Channels

Emily shares a valuable framework for deciding where to focus your marketing efforts:

"If someone has to constantly search for your business, that's Google - so focus on SEO and Google Ads. But if you have to inspire someone to buy, like a unique product they didn't know they needed, that's where social media really comes into play."

Connect with Start-Em-Up

Ready to develop a marketing strategy that actually works for your business? You can reach Emily and her team at:

• Website: startemup.ca

• Email: [email protected]

Remember, as Emily emphasizes, "Marketing strategy isn't one-size-fits-all. Understanding what your business truly needs before jumping in can save you time, money, and frustration in the long run."