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The above image shows the priorities of digital marketing for startups. As you can see, getting new customers takes the lead. However, this may be a difficult challenge, especially where the competition has an impressive online presence. It may feel as if you barely have any chance of ever reaching your audience.
However, all is not lost, and even start-ups can and do create digital marketing strategies that succeed. In this article, we explore what a good digital marketing strategy for a startup looks like.
Common Traits of Successful Digital Marketing for Startups
There is no one-size-fits-all solution. Many factors determine the success or failure of digital marketing for startups. The following are the must-have attributes if you are looking to create an effective digital marketing strategy:
Includes Data Capturing and Interpretation
Capturing data is no longer difficult. If you are using social media, for example, you can easily find useful data from your ‘Insights’ section. The harder part is in how you interpret the data, and then make and implement informed marketing decisions.
If data from your insights, for instance, shows that 10% of your audience are male, and 90% female, yet you sell menswear, it might seem alarming at face value. However, you may find that the reason for this is that the men that you intended to target tend to have their wives shop for them.
The marketing decision that you could make would be to change your target audience and messaging so that you can attract more wives.
You should of course test this for a while, and see whether you have improvements in your engagement rates or revenues.
Ensures Data Reliability
Closely related to data capture and interpretation is ensuring that the data you use is reliable. This is crucial where third-party apps are involved. For example, if you have integrated a CMS with Facebook UTMs, you need to ensure that the tracking data get transferred correctly.
Uses the Right Channels
As a rule of thumb, B2B businesses tend to use LinkedIn and Twitter, while B2Cs are on Facebook, Instagram, and Twitter. You can ask your customers what platforms they prefer.
Alternatively, data from your website or ads can help with that. You can check where most of your referral traffic comes from, on your Google Analytics. If it comes from Twitter, then you are better off focusing your efforts there.
You can also identify websites that are sending you traffic or linking to you. You can reach out for possible partnerships, for example, guest posting, which could help with backlinks, referrals, or affiliate marketing.
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Does Thorough Keyword Research
You need to know what your potential users are likely to key in when searching for your products. Better still, you need to know what keywords your competition is ranking for. This way, you can search for long-tail keywords with less competition and focus on those.
Allows for Testing
The truth is that because something worked for another brand, it doesn’t mean that it will work with yours. You need to keep testing until you find the marketing blend that best serves your start-up.
Has an Offline Spin
Digital marketing does not exist in a vacuum. You need to find ways to link it with offline efforts. This could mean attending events in person and telling people about your product. If you have a chance to speak at an event, it is even better, as you have a platform to showcase your product. You can meet strategic partners and influencers who can recommend and mention your product online, giving your marketing a much-needed boost.
We have looked at the characteristics that delineate effective digital marketing for startups – data capturing and interpretation, data reliability, choosing the right channels, thorough keyword research, testing, and incorporating offline strategies. There is no one-size-fits-all. The above-discussed characteristics should serve as a road map to help you create the best combination to help you serve your needs. Remember to test rigorously and be patient. Getting the marketing cocktail that works for your start-up could take time.