The starting point for any digital marketing strategy should be market research. Before you get carried away and jump straight in at the deep end, you need to first understand your market which includes your customers, competitors and other external factors.
From identifying threats and opportunities in the market to evaluating the performance of your competitors to understanding exactly what your target audience is looking for. Market research is fundamental to the creation of a solid foundation for your marketing strategy and can be the difference between success and failure for your brand.
More and more people are turning to search engines to find answers and solutions, so you need an effective SEO strategy to ensure your business gets noticed and is recommended above your competitors. For your website to rank highly on the search engine results page, you need to show Google that you understand who your customers are and that you are able to offer value to them in some way. Too often you will see websites created for Google rather than consumers, but it’s important to remember search engines are there to help people find answers, so at the end of the day if your website doesn’t consider user search intent, then it’s unlikely Google will rank it very well as it’s not able to fulfil its role.
There’s a common misconception that influencer marketing is bound to more superficial industries such as the fashion and fitness sectors, whereas in reality, you would be hard-pressed to find an industry that doesn’t utilise influencer marketing. It’s a great way to build trust and credibility for your brand, extend your reach and get high-quality content you can use again and again.
A free to start and easy to use way to advertise your startup? Yes, please. Social media isn’t just a channel that you should use. It’s a channel that you must use. It’s the most popular and effective way to communicate with your audience, so it’s vital that you get it right.
However, just having a presence on social media isn’t quite good enough. You need to have a killer social media strategy. Make sure to establish your brand’s purpose, goals, and objectives. From there, analyse your audience and see which social media channel suits their wants and needs. Consider what content is best suited for what platform. For example, a demographic of 18-25-year-olds would be active on Instagram – a platform that requires highly visual inspirational and aspirational content. Engage with your audience and create a sense of community on your platforms through interaction. By encouraging community engagement, you’ll foster a relationship and loyalty to your brand.
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