Thanks to the internet, startups can now do marketing without necessarily spending huge amounts of money on traditional marketing methods.
TV and Newspaper ads, billboard placements among other traditional advertising methods would have milked startups dry today if they were the only marketing channels available. Without a huge marketing budget, it would have been very difficult for a lot of startups to stand out. The advent and growth of the internet age now means that startups can afford to dictate their marketing budgets and use digital marketing strategies to stand shoulder high above even the biggest companies around.
A lot of entrepreneurs are now launching new products with a more positive outlook for the future. For companies that have launched and are still trying to figure out how to get through the haystack and command their place in the market, the sights are set on what to do differently.
Having worked with over 100 startups this past year, we at Pressfarm have seen the struggle that comes with marketing and growth of new services and products. Our major lesson is that startups can no longer work without looking and analyzing their data, to understand exactly what the numbers mean.
Big data used to be a concept that would apply to companies like IBM and Microsoft. Today, whether small data or big data it doesn’t matter. Startups have to care about both anyways.
It is nearly impossible for companies to make any sound marketing and product decisions without looking at what the data is telling them to do. However, sometimes the data is not quite right. Jeff Bezos has said before how ignoring all the data analysis and just doing the right thing has helped Amazon become the giant it is. While that is true, looking at both sides (with data and minus data) can be quite telling.
We believe focusing on the following digital marketing strategies will propel the next startups to become revenue positive, and continue to grow further;
1. Evergreen Content
Startups need to create that company blog now more than ever before. The main reason is that your blog provides you with a platform to explain your startup, drive the message and get the prospective customers informed about what they can achieve by using your product.
The fact remains that it will take a while before any blogger of worth or a media outlet writes about you and your company’s services. However, you can start it off by telling your own story. That is the function of your blog.
While media companies can afford to churn out breaking news stories for short-lived traffic, startups cannot afford the same. So what to do?
Well, produce evergreen long-form content. This means that after a year from the date of publishing your blog post, it will still be relevant. Evergreen content is not like short news stories targeting traffic for a day or two, this is content that is going to be bringing visitors to your company’s blog day after day, month after month.
Such content is usually very in-depth and it doesn’t take a short time writing it. Do not try to compete with media companies because breaking news stories will not be bringing traffic to your company a month from the publishing date. To keep the traffic, you will have to play their level on a daily basis; an expensive affair that no startup can afford to do.
The other thing about long-form evergreen content is that it markets itself, gets mentioned on a couple of social media channels, gets some backlinks from other blogs and companies, and does its own thing day after day, improving in search rankings and bringing your company some very needed daily traffic.
2. Giveaways and Contests
Organize giveaways and contents to make people sign up and participate. It allows you to grow your mailing list when you are still trying to get traffic to your site. You can use email marketing later after the contest to market your services or products.
If utilized well, these can land you initial customers as the contests run, and some leads to follow up on after the contest is fully completed.
3. Search Engine Optimization (SEO)
SEO is that thing everyone hates but cannot live without. While it is possible to focus on other marketing strategies that are more predictable, investing in SEO helps you get traffic very passively, and allows you to reduce your marketing budget once you are ranking for some focus keywords. You can channel advertising funds to other things knowing your traffic acquisition through search engines is working very well.
Using the long-form content and ranking for the target keywords allows you to passively get traffic to your blog which you can channel to your company’s sign up page. Winning startups will be doing a lot more search engine optimization than they are doing today. Within a few months, getting traffic to the site for them will be effortless allowing them to focus on other aspects of the business.
Our SEO service for startups and young companies takes the whole responsibility away from the desk of the startup team so that they can focus on more important tasks. We help companies grow their search rankings so that in a few weeks they start to get the much needed search engine traffic.
4. Social Media Marketing
Companies like Buzzfeed and Mashable have leveraged social media to become multi-million dollar media outlets. The same can be achieved by startups today. Social media has become an important component of life in this age.
A lot of startups are growing off social media advertising. From using the social media network’s advertising options like Facebook or Twitter advertising, to using influencers on the networks, there are options in plenty for startups to leverage for growth.
Facebook advertising is one of our core service provisions for companies that want immediate sales without having to wait for their SEO to kick in. We help them reduce their marketing spend on Facebook adverts while increasing their conversion rates leading to improved revenues.
Here is a piece of free advice: if you have a business you cannot be avoiding Facebook because it is the largest social media network and the second biggest online advertising company. Almost any customer you are looking for is on the platform. It is best to adopt it as an alternative marketing stream even if you will be spending a few dollars a day. Since the Facebook algorithm was tweaked to boost people who pay for visibility, no business can get good results on the platform without using their advertising service.
Video has grown to become a proper marketing channel on its own. Thanks to the existence of the social media networks as well as YouTube, it takes a tap on the mobile phone and anyone can get a video of whatever it is they are looking for. On the social media networks, video can get lost after a couple of days when new updates show up, while on channels on YouTube, they can get found anytime if ranked for specific terms.
On social media, sharing the videos and letting them go viral helps a lot in marketing. Startups with the creativity to create viral videos will shine in the coming years by using the video marketing strategy to get more customers.
6. Press Coverage
Getting media coverage no longer means you have to be on TV or Radio. Almost every news outlet in the world now has an online platform where they publish their news. Their journalists are always on the hunt for new stories, research, data, or groundbreaking companies.
Using tools like Pressfarm, it has become easier to get in touch with journalists and get your startup featured in the media outlets. And such press coverage is a great marketing strategy that is capable of putting information about your company in front of the right eyes. Online publications have changed how public relations is done, making it easier and better.
7. Google Avdertising
Google Search receives over 5.6 billion searches per day. Think of that number for a minute. Google also controls over 90% of the search engine market share worldwide. YouTube, which is owned by Google is also the second largest search engine. YouTube is bigger than Bing, Yahoo, and Ask combined. The first three results for most search queries are Google ads. 40% of the search clicks go to these first 3 results. These stats are fun to read, but brilliant entrepreneurs turn them into gold by investing in Google Ads marketing for their companies.
The Google Ads platform has helped a lot of companies sell their products. From Saas to eCommerce, every company that is worth its value in gold is using Google Ads to sell at some point. This is why every startup that wants to start getting immediate sales and important marketing data needs to adopt Google advertising as soon as it launches.
We can help you out by coming up with your strategy, setting up your Google advertising campaigns, doing keyword research for you so that you invest in the right search terms for your business, and optimizing for the best results to ensure your marketing budget is reduced while your conversion rates continue to rise. It is a product of Google that we are likely to propose to every startup, and we have seen interesting growth for the companies that adopt this marketing strategy. Check out our Google Advertising service.
What are some other digital marketing strategies that will define startups in future? Let us know in the comments section or by reaching out to us through our Twitter handle @thepressfarm