Last week, I had the privilege of speaking at the American University of Armenia (AUA) for a program called EPIC. It’s an incubator for startups in Armenia, where brilliant minds are developing innovative products. Honestly, walking into that hall and sharing my insights on digital marketing and growth marketing felt like a huge honor.
I shared my thoughts on how startups need to think beyond just their product features. When it comes to growth hacking, having a strategy is key. I showed the team how some of the best brands don’t just sell a product—they sell a feeling or an idea tied to it. For example, a shoe isn’t just a shoe—it’s freedom, adventure, or success. That’s how great marketing creates connections.
For startups in Armenia, scaling is a different ballgame compared to established firms. Traditional advertising methods might work for those big players, but for a startup, you’ve got to outsmart, not outspend. I explained why growth marketing isn’t just about throwing money at ads. It’s about crafting a better, smarter strategy to stand out.
One of the coolest parts of my talk was diving into video production, viral marketing, and influencer marketing. These are my bread and butter. I walked them through how these tools can build real momentum for a brand. The goal? Create content people can’t help but share, even if they’re not your customers yet.
My Key Takeaways
Before I wrap up, here are three action items I left with the startups:
- Think big, act small – Start with a tight, focused strategy. Test it out, learn, and grow from there.
- Talk feelings, not features – Sell the idea or experience behind your product, not just the product itself.
- Get creative with your content – Video and influencers are gold for grabbing attention, so make sure you’re leveraging them in smart ways
To all the startups in Armenia and beyond: keep dreaming big. The world needs what you’re building. And if you need help with growth marketing, you know where to find me!
