Digital Marketing Tips By
Ivan Cavric
you
just launched a startup and need to get your brand in front of as many eyes as
possible. The problem is you are not just competing in your industry, you are
competing with the millions of other marketing messages that consumers are
bombarded with every day. Not only that, your bootstrapped startup does not
have the funds to invest heavily into digital marketing. What's an entrepreneur
to do?
Fortunately,
here are eight affordable digital marketing tips for startups:
1.
Be frequent and consistent: Social media is a way for you to build your brand’s
voice. You should not only post regularly, but there should be a uniformed
identity to your posts. Additionally, do not over post or deviate from your
brand’s message. Buffer App reports that
the optimal number of posts to Facebook is between five and 10 times a week,
Twitter is five tweets a day and LinkedIn and Google+ tied for one time a day.
2.
It’s not about you, it’s about your customer: Most brands use their social media accounts
only for promotional purposes. This is a failed strategy, as it provides no
value to their followers.
Instead,
find and share information that your customers want to see and occasionally mix
in your promoted content.
3.
Engage with your followers: Social media is a way for your startup to
interact with current and future customers. Leverage your followers and make
them feel like valuable members of your brand.
Also
do not be afraid of social confrontation, approach any complaint as an
opportunity to show your brand’s customer-service capabilities.
Lastly,
do not hide from failures, you are a startup and are bound to face some hurdles
along the way. Strategically approach these as opportunities to win over
customers with good customer service and express your brand’s long-term vision
as frequently as possible.
4.
Try small investments into the platforms: There are a number of different
social opportunities that you can invest in -- all of which have merit
depending on the industry and your unique selling proposition. Experiment with
the below options and see what warrants the best ROI for your startup.
- Pay-to-play on Facebook: Facebook is steadily becoming a pay-to-play platform, and if you want to see any engagement you will need to invest into promoting your Facebook posts.
- Sponsored tweets: While Twitter still provides a good amount of organic engagement, the microblogging platform also has paid solutions for businesses, with one being sponsored tweet. By providing a sponsored tweet, higher engagement will most likely occur with followers (and others).
- LinkedIn’s premium services: LinkedIn has a number of extremely valuable paid features, including a Sales Navigator that makes finding leads and contacts seamless. Best of all, you can try the service free for a month.
5.Critically
think about your message: Content marketing should not be a process of
throwing messages against the wall and seeing what sticks. To effectively brand
your startup, you should engage in industry research and formulate a unique
selling propositions. Your message then needs to keep these USPs as the focal
point. Avoid focusing on your features and instead sell the benefits.
6.
Find cheap and creative content: Creative content does not have to be
expensive. You can find affordable and high-quality content on sites like
Elance, Craigslist or Fiverr.
For
instance, on Fiverr you can have an animated explainer video made from a top
seller for a fraction of an agency’s price. Explainer videos are perfect for
startups, because they can quickly and effectively convey your new product or
service to potential customers.
There
are several other affordable ways to approach content creation and even small
investment into content will go a long way in building your startups brand.
7.
Optimize internal pages for conversions: What do you want visitors
to do when they land on your site? Your entire content strategy should be built
with this question in mind. Once you know the action you want users to do then
you can find affordable tools for perpetuating those actions.
- Find free plugins for capturing emails and then leverage affordable services like MailChimp or Constant Contact for drip campaigns.
- Use free tools like Google Analytics to monitor visitor’s paths to the website and once they are on it, find opportunities to create a more user-friendly experience.
- Optimize forms on your site to build a stronger inbound lead funnel.
- Find cheap and reliable cart services to sell products directly through your site.
- Whatever your objective, there is a cheap and often free solution.
8.
Do outreach yourself: One of the most important steps to an effective content
marketing strategy is the content promotion. After you produce an incredible piece
of branded content you need to amplify that piece of content as much as
possible. Leverage your social media profiles, email industry experts,
reach out to LinkedIn groups or industry forums, and contribute to other
popular sites that your consumers might visit. Invest a few hours a week to
outreach or off-site writing and your startup will begin to gain traction.
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