Digital marketing basics for startups

Our goal is to provide assistance to startups in getting to know and mastering the web of concepts and methods that are inevitable in the ecosystem. In our very first article, we wrote about the search for and discovery of Problem-Solution Fit. Next, we helped our readers understand the Lean Startup Methodology, and then we shared our experiences regarding the importance of secondary market research reports and how to access them . These were followed by the importance of branding, and this time we would like to introduce you to the world of digital marketing and share our tips with you.

What is digital marketing?

Digital marketing encompasses all marketing activities that take place on the internet or through any electronic device. This includes, for example, search engines, social media, email, and various websites.

Why is digital marketing important for startups??

In today's world, digital marketing is no longer just an option but a mandatory element for businesses. It’s no coincidence that this approach has gained immense popularity in recent years, leading companies to allocate 56% of their marketing budget to digital channels. This is especially true for startups, which must constantly keep pace with market trends and competitors.

Since startups offer innovative solutions, it is essential that their communication also reflects this innovation and creativity. This not only makes the businesses more attractive to their target audience but also helps them stand out in the market. Modern and creative solutions such as interactive content, visually stunning campaigns, and the effective use of social media platforms all contribute to ensuring that a startup's communication aligns with the innovation it represents. The right innovative channels also help startups reach early adopters and the early majority more easily, as these groups are typically more open to digital platforms and solutions.?

Additionally, digital marketing is much more cost-effective than traditional marketing channels. And before thinking that because it's cheaper, it must be of lower quality or reach fewer people, this needs to be refuted. Digital marketing has been proven to reach more people, even globally. Moreover, it has a higher conversion rate, meaning more people become customers compared to traditional marketing. Supporting this, studies examining consumer behavior have shown that more and more people are consuming digital content, pushing traditional methods into the background.

Furthermore, one of the biggest advantages of digital marketing is that customer engagement is easily measurable in real-time. What do we mean by this? Clicks, who migrated from a post to the website, how long they watched the video, and what characteristics they have. Virtually any information about users is accessible, sometimes alarmingly so. Using this data, we can create analyses and then personalized campaigns and advertisements, significantly increasing the number of potential customers.?

Moreover, digital marketing allows for two-way communication. Users can share their opinions about a product or service, even under posts, helping the company understand what customers want. Additionally, one of the best ways to acquire customers is through positive feedback about the company. After all, everyone is more likely to purchase a product or use a service that they’ve heard good things about.?

What are the key elements of digital marketing?

SEO

Initially, let's talk about SEO, also known as search engine optimization, which is an essential tool for getting our website to the top of search engine results pages, thereby increasing traffic and revenue. A user-friendly website that loads quickly and works well on all devices greatly benefits SEO. Additionally, regularly updating quality, relevant, and well-written content, along with the strategic use of appropriate keywords that the target audience is searching for, is also crucial for effective search engine optimization. This is particularly important for an online store, where the main goal is to sell products. If customers can easily find our products, it can increase our revenue. Unfortunately, SEO is a very complex but indispensable tool in digital marketing strategy. However, if we learn how to manage it, we will be able to operate our business much more effectively.

SEM

SEM, or search engine marketing, also increases our website's visibility in search engines. However, while search engine optimization (SEO) results in organic traffic, SEM enhances this with paid advertisements. The essence of SEM is to display paid ads related to keywords on various search engines, often using the PPC (pay-per-click) model. This allows us to reach potential customers with well-targeted ads. SEM is an excellent complementary tool to SEO, helping to increase website traffic and potential revenue. While SEO is a long-term strategy that requires continuous effort, SEM is more suited to be conducted on a campaign basis, such as during a market entry.

Content Marketing?

Content marketing is one of the best tools for a startup to gain visibility. Online content such as blogs, news, events, and infographics are essential for search engine optimization, as well as for maintaining continuous communication with customers. Just think about how a new business, like the Hungarian startup Cricks, which sells cricket protein-based products, could explain to customers why it's worth trying insect-based foods. The answer could be a well-written blog or a YouTube channel. Such content helps to clarify any questions, showcase the benefits of the product, and build trust. Moreover, digital content is an effective and inexpensive way to deliver our message to a large audience. While traditional marketing tools are often expensive and less targeted, online content provides an opportunity to build a connection with the target audience and maintain their interest in the long term. So the question is: why not take advantage of this opportunity? Content marketing not only increases the company's credibility but also provides an opportunity to share our expertise and build our brand. If we can capture the attention and trust of customers, we are one step closer to success.

Digital Display?

Digital display advertising is a marketing tool that allows startups to visually capture the attention of potential customers. These can include banner ads, text messages, images, or video ads. However, it is important that these formats all contain a call-to-action message that directly guides interested parties to your website — whether it's for a purchase, pre-order, subscription, or viewing more information. One of the most crucial aspects for a startup regarding digital display advertising is where these ads are placed. It matters which websites they appear on because the goal is to reach an audience that overlaps with your target demographic. A well-targeted ad is much more likely to reach relevant users, ultimately increasing the number of customers. It’s important to choose channels where the ads don't get lost in the advertising noise. More and more users are becoming "immune" to pop-up ads, and many use AdBlock, which prevents them from seeing these ads at all. Therefore, it’s essential to use creative and attention-grabbing solutions that stand out from the crowd and truly capture the viewer's attention.

Social Media?

Social media marketing is not just a trend - it's a tool that helps businesses become more familiar to customers. Why not take advantage of this opportunity to increase brand awareness? Social media allows brands to personally respond to customer questions and feedback, thereby building genuine relationships with them, which in turn increases purchase intent and trust in the brand. Different Facebook groups, for example, offer a great opportunity to connect even more closely with your customers. However, it's important not to get stuck on just one social media platform. It’s worth considering which platform attracts which type of users and then comparing this information with your target audience data to easily find the most relevant platforms.

Furthermore, one of the biggest advantages of social media marketing is paid advertising. Social media not only increases organic reach but also provides the opportunity to use paid advertisements. These ads can be much more effective than traditional marketing advertising tools. Additionally, there is the option to collaborate with influencers, which significantly increases brand awareness and serves as an excellent customer acquisition strategy. Influencers tend to be more credible to people because they feel that these individuals are just like them and face the same challenges.

e-DM?

e-DM, or electronic direct marketing, can be a real goldmine for a startup if used correctly. One of the most common forms of e-DM is sending personalized emails. These emails can contain unique offers, post-purchase product suggestions, or even birthday discounts. The key here is that the message is truly relevant to the recipient. For example, if someone buys a laptop from your online store, you can send them an email a few days later recommending laptop accessories. These types of e-DMs not only increase sales but also help your customers feel valued and cared for. However, it’s important to time e-DMs so that the target audience receives them when they are most likely to have time to read them. The content should be interesting, relevant, and personalized, but not overcrowded. A short, to-the-point message with colorful elements is ideal. You can make it even more personal by adding a name or face to the message. A fundamental requirement for e-DM messages is having a sufficiently robust data set that allows you to send truly personalized messages to your customers and potential customers. Never send generic, impersonal messages if you want a good return on investment!

Push notifications are also effective e-DM tools that appear on users' devices, usually through an app. These notifications reach the recipient instantly and can prompt interaction. For example, a food delivery startup could send a push notification to its customers before lunchtime, perhaps about a discount, encouraging them to place an order immediately.

Bluetooth and NFC marketing are more location-based e-DM tools that activate when the customer is at a specific location. For example, a startup operating a smart store application could use NFC technology to automatically offer discounts in the store when the customer enters.

How to manage digital marketing for startups?

Tips and Advice.?

• Both traditional and digital marketing tools have their own advantages and disadvantages. While digital marketing is increasingly popular due to its cost-effectiveness, it cannot completely replace traditional channels. However, it's crucial to choose the right tool according to our goals, which includes analyzing and understanding our target audience. We need to be present where our target audience is.
• The selection of channels depends on the budget, the brand, the message, and, not least, the target audience. For B2B, LinkedIn might be the most straightforward option, while Facebook and Instagram remain the most popular for B2C. There are also significant differences in user habits across generations. The target audience determines which platforms are worth using and what kind of content should be created.
• Have you heard of multi-channel communication? The essence is that a company uses different platfroms, such as websites, newsletters, social media, and personal interactions, to reach customers. However, in a multi-channel communication, these platforms often operate independently, which can lead to inconsistent customer experiences. While it's important to use the same brand voice across all channels, this alone doesn't guarantee a seamless experience. This is where omnichannel marketing comes into play, a modern approach aimed at integrating these platforms to ensure that customers recieve a unified and consistent expereince, regardless of how they interact with the brand. This approach not only uses the same brand voice but also shares data across channels to provide a seamless experience, significantly increasing customer satisfaction and loyalty. For a startup, applying an omnichannel startegy can offer a significant advantage, though it may require careful planning and resources!
• Do you use the two-way communication offered by platforms? Digital marketing is excellent for engaging customers through this method. Listening to customer feedback is particularly important for startups, as it acts like free market research. Moreover, by ensuring customers that their opinions matter, we not only build trust but also gain new customers.
• Use images and videos! On almost every social media platform, videos and images achieve better reach than their text-based counterparts. LinkedIn posts with images have an average of 98% more comments, and tweets with visual content are three times more likely to recieve some sort of attention.
• Does it matter what colors we use? Absolutely, as colors are one of the most important elements of visual communication. It’s essential to use the same colors consistently, which not only creates a beautiful appearance but also builds brand recognition. Additionally, each color has an important meaning, so it’s worth researching which colors your brand should use. Numerous rules about colors should be followed, including that in one post, it’s best to use only three colors (four if including white).
• Timing is crucial in effective communication and marketing alike. After getting to know our target audience in detail, we can form a picture of when and where it's worth posting during the week. There are numerous observations on this topic that can initially serve as good guidelines for timing posts. However, it's advisable to post content at times that suit our own target audience.

Source: https://www.innomakerpartners.com/en/digital-marketing-startup/

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