New research has shown that the average UK startup owner is only spending approximately 90 minutes per week on their marketing, culminating to less than one day a month. The poll (Affilinet) asked over 1800 UK business owners who had founded a company in the past 3 years (with fewer than 10 staff members and no outsourced marketing activity) a series of questions relating to their marketing activities.
When asked to break down the areas of marketing they were most focused on, the most common answers were ‘selling products and services’ (27%), ‘setting up a functional website’ (18%) and ‘logistics and operations’ (13%).
The top reasons why startup owners hadn’t dedicated more time to their marketing were lack of knowledge (64%), lack of time (57%) and lack of money (36%).
Marketing, and increasingly digital marketing, should ideally be at the of any new business startup – indeed the success of a startup will often depend on it. Initially, product and service offerings will take centre-stage, however implementing a marketing plan is vastly important to encourage brand awareness and ultimately growth.
So, here are 5 essential digital marketing tips for any startup
Your audience is what matters and must be able to engage with your brand name, your brand values, and your product, to build a lasting relationship. Indeed, the audience is now more receptive when a brand offers a more unique user experience.
Your digital marketing plan therefore must be designed to appeal to the audience of your market using a lot of research. Create content that inspires and informs them – this strengthens your brand’s voice and engages your audience. Even aspects such as the loading time of your website can affect the user experience. Remember to put yourself in your customer’s shoes.
Your marketing strategy needs to engage with your customer – try and create content that is unique and makes an impact – communication value, key messages and key information. Remember content is supreme and can increase your organic traffic.
An online social presence for a startup is key to leveraging your brand identity– somewhere you can engage and communicate with your audience. Be consistent and regular when posting – this can have a profound impact on leads, sale conversions and search engine ranking. 2017 saw a massive growth in influencer marketing (a type of marketing that concentrates on using key influential people to convey your message to a wider audience) – the most common being journalists, bloggers and PR professionals. So get out there and engage.
In 2018, Video marketing is a very important tool to communicate your brand message – consider YouTube, Instagram stories, Facebook and Snapchat to engage your audience. Think about live events that you can broadcast (such as product launches), webinars and live Q&As – it all helps to get your audience to connect directly with your brand.
Content marketing – a strategic marketing approach focused on creating and distributing relevant and valuable content but not explicitly promoting a brand to attract a clearly defined audience – is a must for every forward-thinking startup in both the B2B and B2C domains.
Building a successful startup is hard work, however, by choosing the right digital marketing strategies, you can stand out and grow. Creative content, social media marketing, the user experience, video marketing, influencer marketing, and content marketing are proven to yield a high ROI and should be some of your biggest priorities in launching and growing a brand.