What led to the success of startups such as Uber and Calendly? At one point in time, these successful businesses were startups. They had no users, struggled to acquire users, and had to pay from their pockets.
So, what led to the turnaround? They can pivot, invest in their ideas, and have a strong online presence. We will discuss this third and vital element of building a successful business- digital presence.
If you talk to potential customers about your business, they are most likely to visit your website immediately (if they are interested). The website educates them, builds trust in you, and acts as the sole point of contact.
Apart from the website, there are several touchpoints for the customer. To ensure you are ready with all the points of contact and have a strong digital foothold, you must invest in digital marketing.
However, the numerous channels, strategies, and aspects of digital marketing can overwhelm you. We have outlined the essential steps you must follow to ensure you gain maximum output from your digital marketing.
Here, we have listed the key steps and strategies to help you build a strong digital presence and uplift your marketing capabilities.
When you decide to invest in digital marketing, it is important to start preparing your startup for this change. You are moving away from the traditional marketing practices. You will be working on newer channels. The marketing approach and method will change.
You need to have a solid base to prepare your marketing strategies. That’s why this step is essential. It will give you the building blocks and the foundation.
The first step is determining who you are talking to. The target audience is an essential part of your digital marketing communication. For example, if you are talking to the CEOs of the company, your marketing communication should possess authority.
Similarly, if you are a company that offers tips and strategies to parents, you must direct your conversations to them. The target audience will decide the nature of communication, tone, and mediums.
After defining the audience, you must determine the niche you want to operate in. For instance, the education industry offers several niches, including teacher training, k-12 education, online courses, and mentorship/guidance. Similarly, a retail online store could sell jewellery, earrings, food products, baby food, etc.
Your niche will also help you determine the audience group. You can define the exact demographics and persona of the audience to whom you sell the products. This can help you plan digital marketing effectively.
Once you have settled the target audience and your operating market, you need to define the goals of your digital strategy. What do you expect to gain from leveraging digital marketing?
Gaining more visits, increasing revenue, or reaching beyond known geographies are some goals you may want to achieve with digital marketing. Once your goals are fixed, it is easier to determine the key performance indices or KPIs.
For instance, how will you measure your engagement goals? You might want to check the session time, visits, and other parameters. This will indicate if they spent longer than usual on your website. It is an estimate of the engagement on the website.
Similarly, other goals will have few other metrics. Align the metrics to your digital marketing goals for effective outcomes.
Once you have identified your niche and target audience, it is time to examine the competition. See how they are implementing their digital marketing strategies. What channels do they choose to connect with the audience?
A detailed competition analysis would include
The answers to these pointers would help you determine how your competition is faring in the market. You will also know what works for them and the gaps in their strategies. You can fill your digital marketing approach with these gaps and content ideas.
To leverage digital marketing strategies, you must have a strong brand identity. People must resonate with your brand’s values, image, and story. You must have all the brand elements in place. It will help you plan your marketing effectively.
For instance, if your brand logo has distinct colours, it will help market your content on social media. People would recognize your brand from the colour and logo, thus attributing the content to you.
There are a lot of things that you can avail from creating a strong brand connect.
Once you have the four pillars- brand, competition analysis, target audience and KPIs, it is time to create the strategy. You must derive a 360-degree marketing plan that leverages all points of contact. At the same time, you must include the appropriate digital marketing channels to promote your content.
Your first step should be building a detailed marketing plan to boost your digital presence. This will include identifying the channels, planning the content, and even determining the channels.
The 360-degree marketing plan would include an integrated aspect comprising a single message for your business. We have already looked at the competition and target audience. At this point, you need to determine your positioning and the unique selling point.
This would help you define why customers should choose your brand over others. Ensure you have a strong, clear, crisp USP relevant to users.
Along with the USP, you should also plan your product pricing, promotional facets, and assets for your digital marketing. As you have already determined the metrics for digital marketing, you must also define the budget.
After defining the plan, you must organize and complete the different facets. This would help you gain effective outcomes.
There are different facets to digital marketing. You must choose the ones that fit your budget and help you achieve your outcomes. For example, outreach can help you grow your visibility. You can post guest blogs on other high-ranking websites that fetch you a good reach.
Similarly, other digital marketing activities are important to garner a good reach for your business. Let’s look at some of the most important ones.
The ultimate goal of a business is to attract maximum visitors to its website. Search Engine Optimization (SEO) can help improve the website’s ranking on Google. This would help attract and acquire new customers, thus enhancing conversions.
You must ensure proper descriptions to ensure the target audience discovers your website. You must ensure the links reach the right page and the user feels good moving around the website.
Distributing your content on appropriate social media channels so your brand is visible is social media marketing. It will help you gain social recognition and visibility. It is an essential part of digital marketing strategy.
Select the social media channels you want to use when creating the strategy. At the same time, you must create content suitable for the channels.
This is one of the prominent methods of improving digital presence. Creating and distributing content across channels such as blogs, website content, guest posts, and other formats is content marketing. You can enhance your business authority in the target market with relevant content.
You cannot avoid this marketing strategy when planning a 360-degree digital marketing plan. Emails are cost-effective marketing solutions. At the same time, you can send out emails to offer discounts, showcase new products, educate customers, and other promotional/educational aspects.
It is a wholesome marketing solution. With automation, it helps nurture your customers and maintain a neat workflow.
When you start, you are not visible or known. Paid marketing can help you acquire a share of voice. You can offer paid advertisements that can help you maximize your presence. This is an essential part of the digital marketing strategy for startups.
Paid partnerships with influencers in your niche can help you maximize the marketing outcome. You will seek help from influencers to improve product placement and endorse your products/services on their pages. This is an exclusive part of social media marketing.
Once you have determined the strategy and defined the digital marketing channels and the KPIs, it is time to build each aspect of the strategy.
Let’s begin with the SEO strategy for your business. This is a key element as it will enhance the visibility of your startup and maximize its reach.
The goals will determine the SEO strategy for your business website. If you want leads, your key metrics will focus on this goal. As a result, you may not be interested in the traffic possibility for the website.
You must engage the customers and build a strong base using appropriate strategies.
Startups must follow these SEO steps to maximize optimization and meet the defined goals.
Creating compelling content to help your startup succeed in the digital era is important. A good strategy can help you plan and distribute content to improve your startup’s visibility and capabilities.
Social media is a great way to build a two-way customer communication channel. It is a cost-effective and highly engaging channel for your startup. With social media, you can reach more customers and gain better visibility. It gives the best field to startups to learn to communicate.
Moreover, this channel would help you improve brand awareness and enhance business solutions. You can use social media to understand your competition and gain insights into your niche. Here’s how you can use social media to boost startup success.
Email marketing is a low-investment and high-return digital marketing strategy. It can help you grow your business through relevant content sent at the right time.
You can send your customers educational, promotional, and even sales emails to enhance the outcomes.
If you plan a good email marketing strategy for your startup, follow these tips.
As mentioned earlier, a startup is relatively new and unknown to the target market. Paid advertisements will improve visibility. It will help improve brand awareness among the target users.
It can get you visits and clicks to the website. It is an incredible way of gathering a sound user base.
Influencer marketing is a great way to connect with people who understand the market to sell your products. It is a paid partnership between the business and an individual to showcase your product’s benefits and values.
Data-driven marketing is a huge way to guarantee success. It helps you know your customers, their habits and preferences. You get enough insights to personalize the content and marketing for the customers.
Mobile marketing is a strong way to reach your customers where they are. It is one of the finest ways to grow your brand organically. You can use mobile marketing in several ways, including Whatsapp and SMS. They can be used to send out promotional content. At the same time, you can also use the medium to offer customer service, enhancing engagement.
Having a face for your brand is equally important. The startup founder is the face of your brand. You must create an image of the founder that will resonate with the target users. The users are likelier to engage with the brand and buy from the business if the founder creates the right impression.
Here are a few strategies to help create the personal brand for your startup founder.
When working on creating a personal brand, you must think of the people you will be inspiring. This can help you plan the content that connects and inspires the customers. You can also identify ways to keep your investors interested in your business.
Let’s answer a few frequently asked questions about startup digital marketing.
The annual cost of digital marketing for startups starts at 3lakhs. A few businesses pay around 5000 to 15000 per hour to fulfill their digital marketing needs.
Create the segment for your digital marketing needs. Identify the ideal customer for the B2B segment. Perform a detailed competition analysis. Define the unique positioning of your business. Lastly, create personalized customer journeys for each segment before you begin actual marketing.
Search Engine Optimization is the strategy used to focus all your efforts on building a website for search engines like Google. You must create a website for all the popular queries in the segment.
Digital marketing is a crucial element of your startup growth. You can boost startup success with apt digital marketing strategies and plans. Including the top elements of digital marketing, such as SEO, content marketing, and social media, is essential. New-age marketing trends like influencer marketing are also crucial for success.
It is important to partner with digital marketing agencies for startups to help attain success with the right strategies. Define the work scope, determine the goals, and work around the right strategy for effective implementation.
GreatLike is a leading digital marketing company for startups. We offer diverse approaches to help you grow your business.Back to main posts