Digital marketing should be a focus for every startup. The lower level of investment and the ability to maximize reach across so many digital channels is super valuable.
The main challenge for companies that are just starting off and launching a new business or products into the market is knowing how to launch and scale their business in the most efficient way. In particular, digital marketing has a range of strategies that support development and growth in an economical, agile, and best of all, measurable way – everything that companies need when they are taking their first steps.
But, before listing the strategies that you should implement to grow your startup this year, let’s take a look at what makes digital marketing such a powerful marketing tool for startups.
What is digital marketing and what strategies are available to startups?
Digital marketing, in essence, allows you to obtain visibility on the Internet through actions on various online channels that exist, such as search engines, social networks, and email marketing, among others. Digital marketing includes any effort using online platforms for the purpose of increasing sales, growing brand awareness, and boosting your revenue.
Visibility is essential for all types of business, but for startups, it is even more important. Internet promotion helps a brilliant business idea or well-planned product and service development more easily reach the intended target audience. Establishing a strong digital presence and consistent brand recognition is critical, and digital marketing can make that happen.
Digital marketing actions allow your company to grow enough to generate sales and start bringing in revenue. With a consumer base already familiar with your product or service, life will become much easier for you.
Another reason to consider digital marketing strategies for marketing your startup is its cost-benefit ratio. By creating an engaged audience, you can save money on more expensive tactics, like digital advertising, for example.
Its economic advantages are, among others:
- Variety of actions: You can choose the action most in line with your campaign’s objectives and the needs of your audience.
- Cost control: Lower costs by growing a huge audience and gaining traction through organic social media efforts.
- Segmentation: Personalized and targeted strategies to impact a certain audience cut unnecessary expenses with wide audiences and without any effect.
- Agility and flexibility: You can create content and publish it in the same day, and even change and improve your messaging when necessary to boost performance.
- High ROI (Return on Investment): Digital marketing provides a better ROI compared than traditional marketing.
9 Digital marketing strategies for startups
To really take advantage of digital marketing, your business needs to have a strategy in place and execute properly. But, in the case of a startup, these actions must focus especially on an efficient return on investment, as budgets are often thin.
This is in addition to the need for campaigns to be economical and and targeted to contribute to accelerated business growth. So that the resources are used properly, we have laid out some of the main strategies that offer serious success through digital marketing.
Content marketing consists of offering relevant and valuable content to your target audience, with the aim of engaging them throughout their buying journey and generating a positive perception of your brand. The goal is to add value by solving problems, entertaining, answering questions, and helping in other ways (for free).
Content is produced and offered in a diverse array of formats, such as blogs, social media content, emails, videos, ebooks, infographics, webinars, podcasts, and more.
To successfully execute a content marketing strategy and gain real results, planning is essential. This process start with defining KPIs for your content, for example:
- Generate brand awareness.
- Increase engagement with the brand.
- Educate the market.
- Generate sales.
- Reduce cost per sale.
- Increase the lifetime value.
This also can include the creation of a Buyer Persona, a semi-fictitious profile to represent your ideal business customer in the most detailed way possible.
In the case of startups, it happens that many times they stand out for bringing original products or business models to the market, which the majority of the public has not previously seen.
This feature opens up a great opportunity for a content strategy to be implemented because it allows its own space to transmit relevant information about what the company offers. Your company and your customers benefit by you producing relevant materials that help your users and the problems they need to solve. As you begin to solve these problems, word of mouth gets around, and the power of content shows itself.
But, content marketing also requires the support of more technical strategies, oriented towards search engine optimization. SEO and content should work together. Let’s take a look at how your business can leverage SEO.
SEO stands for Search Engine Optimization. It is a set of optimization techniques for websites, web pages, and blogs to help your site show up higher in search results.
These optimizations seek to achieve good organic positions in search results that generate targeted, engaged traffic to your website and authority for your business.
A powerful SEO strategy is essential for a company to gain prominence and visibility in the digital world – which means more leads, customers, and income. SEO works with factors that Google algorithms and other search engines identify to position a website in the right search results to add the most value to search engine users.
The most important principles of SEO are:
- The use of keywords in the content (terms or phrases used by search engine users to conduct a search on the Internet).
- Adaptation to responsive web design, use of friendly URLs.
- Link building techniques and external links.
- Dissemination of the content produced
- Use of visual content.
- A fast, secure website that has a good technical performance, offering a good user experience.
Naturally, SEO is one of the pillars of content marketing and cannot be isolated, but search engine optimizations are also extremely valuable for the structure of the website. In other words, there are a series of technical factors that a website must comply with in order for it to become an efficient and permanent machine for generating traffic and creating business opportunities.
This is because a solid website is a proper base of operations for the company in which it can establish direct communication with its potential clients and other stakeholders. And customers who land on your site because you optimized it to grab them in search results are often more likely to buy.
Search Engine Marketing (SEM) is a Marketing strategy focused on search engines, such as Google, and includes paid advertising (sponsored links) and organic (SEO). .
Sponsored links are one of the most popular paid media strategies This refers to the ads that appear at the top of Google searches, identified by the word “Ad”. But, in addition to search engines, they can also appear on social networks, blogs and portals.
The tool used to advertise sponsored links is Google Ads, Google’s ad platform, which has various investment options that can be adapted to the reality of different companies.
Email marketing is, perhaps, the oldest digital marketing strategy. It’s been around since the emergence of the Internet. It doesn’t outdate many traditional marketing strategies, but email marketing has definitely been around for a bit and has shown some serious staying power.
Email marketing works by sending content, offers, and other information via email, with the aim of getting closer to the consumer, directing them to your website, and guiding them throughout their buying journey.
To start an Email marketing strategy, you need to have a few things in place:
- A domain (email and website).
- An Email Marketing tool (there are many options, even free ones, like MailChimp).
- A person to execute the strategy.
- Quality copywriting.
- A plan for follow up.
Email is the digital marketing channel that brings the best ROI as it is not necessary to invest too much initially to generate a large volume of contacts. By incorporating lead magnets into your website, you can build out segmented lists, and you can send targeted emails to those lists.
It is also a great space to conquer the user with an attractive and stimulating language, which generates an emotional connection from newsletters and communication flows. In the end, if you constantly share relevant content with your contacts, you gradually bring them closer to your brand and allow them to verify the authority you have on a certain topic. This leads them through the journey to becoming paying customers.
The Marketing of Influence, or Influencer Marketing, refers to advertising a product or service through the cooperation with independent content producers who influence large audiences. The objective of working with content producers, known as digital influencers, is to create a bridge between the brand and the influenced audience, positively impacting the digital marketing strategies for your startup.
The main advantage of Influencer Marketing is its accessibility, since it does not require large investments to achieve a link with influencers, mainly those with a medium audience (or micro-influencers). This is because there are producers from different niches, with varying numbers of followers, and who work with different forms of negotiation.
In the B2B market, startups can explore this initiative a lot, since there are well-known figures in more specific segments that stand out for the quality of the content they produce and attract a fairly engaged audience.
Interactive Content emerged as a new force in content marketing. It is a type of dynamic marketing material that encourages user participation to transmit their information, offering an original experience when consuming the content.
Interactive content did not necessarily begin in the digital field, but it was on the Internet that this type of content reached a diversity of formats. Brands began creating content with which their audience could interact, such as calculators, questionnaires, and interactive infographics, among other new possibilities of interaction.
Interactive Content makes alliances between relevant content and entertainment, turning the consumer experience into something more dynamic and fun. As a result, you can spark consumers’ desire, grab their attention, and guide them on their journey to conversion. In addition, it is a great opportunity to collect primary data (first-party data), that is, information users provide directly on your pages.
There is no better way to accurately know the behavior of your audience because every interaction that the user makes can be monitored. For example: suppose that in your value proposition you identify that your business can solve four main customer problems. You can then create a quiz in which you ask the user which of these four problems is the one that hurts the most. By analyzing the answers you will make much more accurate decisions!
Social Media Marketing
Facebook, Twitter, Instagram, TikTok, and LinkedIn are the 5 most used social networks today. And if consumers are on them, brands must too.
Through social media, companies can:
Inform: Disclose products or services, articles, offers, actions, events, and more;
Observe: Analyze user behavior and what they are saying about your brand and competitors;
Interact: Approach the public and find ways to create a connection between the brand and the users.
In addition to being an organic relational environment, social networks also offer advertising platforms that allow you to reach consumers more precisely through highly targeted ads. This does not require large investments, since it is possible to start advertising with a minimum value.
Product Marketing is a type of Marketing that focuses on connecting the company’s products with people. The goal is to find the right consumers for a particular product and create a way to sell it that is interesting to buyers. This type of marketing is essential for startups that are launching a new product and entering a new market.
Thus, the importance of Product Marketing is related to understanding the customer and the market and seeks to ensure that:
- The product is properly positioned for market demands.
- Both the marketing and sales teams know the product adequately to develop efficient actions for new customers.
- The product meets the needs of the buyer persona.
- The product remains relevant as the market evolves.
In addition, in recent years Product Marketing has evolved to give rise to the concept of product-oriented growth. This methodology proposes that the same software or program offered by the company be a source of customer acquisition, conversion and retention, as it is constantly evolving for the user.
Also called Cross Marketing, this is the alliance between two companies to create and promote a product, service, or content, making it reach a common audience so that both benefit from the strategy. This format of digital marketing can be very interesting for companies that do not have a consistent resource base for investment in advertising. This is because the total cost of creating an advertising strategy is divided between the two parties, and some of them are even “absorbed” through the use of internal labor.
In the case of startups, this alternative can be very interesting, because a nascent company tends to have close contacts with others that are contemporary or operate in related markets. That proximity can generate a win-win relationship for your business and others!
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