There are few things more exciting for an entrepreneur than starting a new project. Startup culture prizes ingenuity, creativity, and endless hard work, all for the purpose of seeing a small seed blossom into a beautiful flower. However, to water the flower, you need to include plenty of different elements. In today’s startup atmosphere, the company will never bloom if it doesn’t have a top-notch digital marketing strategy. Digital marketing is more than just having a web presence. It includes engagement, brand awareness, and conversions. All of these factors can help you turn a profit faster. Your digital presence is designed to ensure that everyone knows your name, and wants to buy what you’re selling. Here are four key digital marketing tips for startups.
Perception of the User
You likely have plenty of opinions on your site functionality, your logo, your marketing tag lines, and pricing. But none of that matters more than what your customers tell you. When starting a new business, your job is to explain the company’s values to your intended audience, and to let that relationship build. How an audience perceives your brand is of paramount importance. This means your digital strategies should be built to reach your target audience. What is appealing to your intended audience? What is their feedback? Prize the experience of the user right away. Listening closely to your audience at the outset with help you build a consistent and engaging brand voice. This means that your web presence should be consistent and clear, and the functionality of your site should be intuitive and easy to use. Keep the user experience simple and seamless and you will go far. Think about including things like FAQs to answer common questions, and how to handle questions in real-time.
Content marketing is incredibly important. We all know that content is king, but what should the content say about you? Your startup should be hyper aware of every Tweet and every Instagram picture that goes out with the brand’s name. Gone are the days when you can rush up posts with SEO-keywords. Bad blog posts and articles won’t rank well on Google and they will fail to engage with your customers, let alone increase brand awareness. Communicating your content is the purpose of every interaction, so make sure you think it through and pay content creators who are creative and fun. Consider making a style guide so that everyone from the blogger you hire to the intern who runs your Twitter account gets all of the details right. Remember, content is what steers your organic traffic and helps lift your search rankings. Use the 80/20 rule of content managing, and be sure to create links from social media accounts. This is a way to impact growth immediately. Don’t rely on outdated email blasts to drive sales.
Speaking of social media, you’re going to need a robust social media presence on all channels. However, pay particular attention to where your target audience hangs out. People in their 50’s spend more time on Facebook than people in their teens, who love Snapchat. Don’t overlook sites like Pinterest, which cater to hobbyists. Leverage your brand value and awareness by engaging the audience everywhere you can. Many new businesses start strong with social media and then peter out as the company grows and the employees are busier. Don’t let this happen to you – post consistently and regularly.
Studies have shown that lead generation can be profoundly impacted by social media conversions. Think about whether influencer marketing makes sense for our business. The influencer model is built on the idea that what influences buying decisions the most are referrals from people your target customer trusts. Examine the landscape of social media influencers and reach out to those who could help spread the word about your brand.
Video, Video, Video
Despite the numerous studies which indicate that online videos have had dynamic growth and are far more likely to lead to awareness and conversions, most startups still lag behind when it comes to making a digital video strategy. People have moved on from text and now expect to see videos on YouTube, Facebook Live, SnapChat, and Instagram Stories. What kind of videos are people in your industry posting? What do you think your target consumer wants to see?
Think about videos as a mucher cheaper way of making commercials. And they don’t just need to sell, sell, sell. You can also hold tutorials or webinars, or host sessions where you discuss the product or service in real time. Demonstrate your product – again, this is a low-cost substitution for an infomercial. Don’t let such a golden opportunity pass you by.