Digital Marketing Tips For Startups
Posted: June 29th 2020
Launching a startup business is hectic. There’s so much to think about and digital marketing might not necessarily be at the top of your busy to-do list. However, it’s undoubtedly one of the most important aspects of your business to consider – especially whilst we’re going through lockdown and more people are using the web to reach businesses. You may not have the knowledge and experience to set up a full digital strategy, but the following tips should help you shape your ideas and give you a great place to start.
Identify your audience and their online habits
Once you know your audience, you can start to figure out the best way to connect with them. The way in which a 70-year-old man would typically use the internet, for example, is very different from the way an 18-year-old girl would generally use it. Some things to consider are:
- What keywords would your audience use to search for your business?
- Would your audience be active on social media?
- If so, which social media platforms would they use?
- Would your audience spend time reading informative online content?
- Would email promotions interest your audience?
- How are your competitors reaching their target audience?
Answer these questions and put together a kind of profile of your ideal customer. When you are confident that you know who you want to reach, you’ll know the kind of language to use to speak to them, digital channels to focus your efforts on and how best to put your business at the forefront of their minds.
Think about the user experience
You need to be thinking about the user experience and putting yourself in their shoes constantly, whether it’s on your website or in other marketing materials. A good way to start with this is to think about your online experience as you would a physical experience. For example, if you walked into a restaurant and the host was slow to take you to your table, and the waiting staff were sloppy and inconsistent, you wouldn’t be happy with your experience. The same can be said for your website. If someone visits and the page is slow to load, it’s not the best first impression. If it is then difficult to navigate and messily designed, you’re going to turn away potential customers.
An exercise you could try when you’re mapping out what you need to ensure the best user experience is visiting various different websites and taking notes. We would recommend you look at sites from a range of industries, of various sizes, that you would be interested in purchasing from. Make a list of the things that made you feel positive and a separate list of things that made you less inclined to invest. You can then use these lists proactively when putting together your own website and marketing campaigns.
Be creative and make sure you stand out
Creativity is key when it comes to digital marketing. This goes for everything, from your branding to your website to your social media content. Whatever you do needs to have the power to engage your audience almost instantly. Not sure how to go about being inventive in these early stages? The below tips might help…
- Make sure your logo is representative of your business, bold and versatile. After all, it’s going to be used on many different platforms. Consider your colours and how they will fit onto certain backgrounds, from your social media pages to your branded vehicles.
- Try and engage your audience by telling a story that’s relatable with your content. If the user feels like you understand their needs, you’ll have more chance of converting them into a customer. Videos or animations are great for this (check out our amazing friends over at Media Borne).
- When it comes to social media, have a clear goal for every post. There’s no point putting content out there for the sake of filling your page – you need to have a structure. Establish your brand’s voice on social and give your followers content that will benefit them in some way.
- Look at your website from a user’s perspective. Is it different to other websites? Are certain areas of the page catching your eye? Is there plenty for you to explore on the website? How could you improve the experience and give your customers something they’ll love? Your website is essentially an additional member of your team that’s active 24/7, so it needs to really show off your business and highlight how great it is.
Decide which marketing channels are most suitable for you
Different marketing activities will be suitable for different businesses, and one of the first things to do when you start putting together your marketing plan is to decide which will give you the best chance at reaching your customers. You can then prioritise and put together a structured strategy that will really help you grow. To help you decide where to put your focus initially, take a look below at the benefits of some different forms of digital marketing.
SEO (standing for Search Engine Optimisation) is beneficial to consider, no matter what business you’re in. It is the process of increasing quality traffic to your website through building trust with search engines, and therefore making your website more visible in SERPs (Search Engine Results Pages). It essentially gives you a better chance of being found by users who are actively searching for your products or services, and is extremely effective when done right.
This kind of strategy is long-term, consisting of both on-site and off-site work. There are hundreds of factors to consider, and they’re changing all the time. As it can take up to 12 months to see a return with SEO, it’s not always the ideal choice for startup businesses. However, you can make sure you have the basics covered by looking at your website’s content and metadata. This is a great starting point for any business hoping for success online.
Social media is something all businesses should certainly consider. With so many of us using social media apps every single day, it seems silly not to give yourself that chance to be seen. When you dedicate the right amount of time to it, social media can be one of the most powerful brand awareness tools there is.
Another thing to think about when planning is which social media platforms you want to put your time and effort into. Some will undoubtedly be more suitable for your business than others. For example, if you run a recruitment agency, you’ll most likely want a great presence on LinkedIn. If you’re launching a family-orientated business, you’ll most likely want to be on Facebook as that’s where you’ll find most parents. If you’re running a cool new coffee shop, Instagram will be a fantastic place to show off your visually appealing coffees and cakes.
There are many PPC ads to consider, and each can bring different benefits to your brand. Search ads, for example, will help connect you with people who are searching for you on search engines. Unlike SEO, your website will appear in an advert in prime positions in the SERPs. It is a tried and tested method that is a great support when generating conversions.
You could also be looking at the likes of display ads for your business. These are ads that follow you around in web pages and apps. They’re extremely handy when it comes to recapturing the attention of users who have previously visited your website, and are a great brand awareness exercise when it comes to new potential customers.
Hopefully, we’ve given you some food for thought when it comes to planning your online strategy for your new business, and we wish you the very best of luck! We are on the end of the phone if you would like some free advice about your presence online, so don’t hesitate to let us know if we can help.