Do you know that if you make mistakes in evaluating digital marketing strategies, it is very likely that your startup will not be positioned on the market with the right timing?
Our weekly startup column continues with a new highly requested topic. After talking to you about the 7 key processes to grow your startup, it’s time to focus on the digital marketing strategies that a startup must absolutely follow if it wants to be known in the right way.
To create a correct marketing strategy, related to all the other processes that impact a healthy and correct growth of a startup, you need to work with a strategic tool. We use The Startup Canvas, created specifically for startups and in which the Marketing strategy is declined and analyzed in the seventh block.
Now you’re probably wondering how to create a winning marketing strategy? How to communicate to your target market, to your customer segment, the product / service you offer?
Well, here we will break all your doubts and deepen the marketing strategies that you can use for your startup. Are you ready?
We come to us!
Digital marketing strategies: we start from the buyer personas
The question that many startuppers ask us is: how can I reach a certain type of customer target? We must of course know first of all our buyers personas, or our typical or ideal customer.
No digital strategy can start without a thorough study of our client. We should ask ourselves:
- – What is your need?
- – Negative trends
- – The headaches
- – Fears
- – Positive trends
- – Opportunities
- – The hopes.
The advice we give is to give a face to this person along with a name, surname, age and profession, so it will be easier for us to imagine a typical day of our potential client and everything that surrounds him or his environment.
Then you will need to create a digital identity for your startup, obviously this is a fundamental aspect that falls within the digital marketing strategies. In this case, we will have to choose the name to give to your startup and block the corresponding domain, if available.
Digital marketing strategies: the landing page
Digital marketing strategies cannot miss a landing page, both to show it to users and to convert them into customers, and to be the showcase for investors, who will want to see what you are developing with your team.
If you’re at an early stage, you can point to a more investor-oriented landing page. But this is not always true, it also depends on your product / service and if you are able to start creating a traction, because maybe you already have a first MVP developed.
It is often recommended to prepare a customer-oriented landing with a single call to action, without external links, where the lead generation is carried out to show investors that they are validating the market and that there is interest.
Landing is important to be clear, readable with simple language as if you were addressing your potential customer. No poor language.
From the CTA we can obtain, as we said above, a database of contacts and potential customers, to give life to what is called email marketing or if you have more budget go to use a more complex platform through marketing automation.
Here the work will not be easy, I want to warn you, but the results are really phenomenal. It will be necessary to structure a content plan and also to develop the blog, where possible.
With marketing automation you can profile your customers, generate funnels based on a scale of the increasing value of the services offered, create automation rules and you can understand when your leads will become hot, that is when they are ready to buy through their scoring and invite them convert to certain services or products in your offer.
Digital marketing strategies: The PR
Obviously in the digital marketing strategies cannot miss the part related to PR, so your startup will have to start collaborations with public relations, newspapers and blogs, also taking advantage of web campaigns.
Furthermore, the influencers that must belong to the sector to which you refer are not to be excluded. This activity certainly requires more budget, but it can be a winning strategy for certain sectors such as fashion and cosmetics.
These are just the first steps to develop a winning digital marketing strategy. In fact, all the activities selected for the marketing development of your startup will fall into a funnel. The most common is the pirates funnel, comprising 5 main phases: Acquisition, Activation, Retention, Referral and Revenue.
It should be noted that the acquisition of customers is the simplest phase, in fact it takes place through campaigns and digital marketing strategies. The real difficulty will be to keep the user active in the case of the app or to return the user to their site or landing to buy again, so the hardest goal to achieve will be retention.
How to create a digital strategy?
You cannot improvise to create a digital marketing strategy for your startup. The marketing strategy is essential to let you know outside, but above all to let you know your potential customers!
For this you need to rely on professionals, then a marketing specialist or a growth hacker. The growth hacker, which appears to be a new figure in the digital marketing landscape, is the specialist who identifies the best process to increase the results of a specific marketing action by exploiting product engineering and marketing strategies.
Out of curiosity I want to tell you that the terms hacks and hacking indicate a type of activity based on a strong creativity necessary to improve the results of marketing in channels deemed appropriate, which for most startups are related to the web.
The typical activities of a growth hacker are: A / B testing, SEO optimization, content and e-mail marketing, social media marketing and advertising.
To make you understand the extent of digital marketing strategies always remember that your idea can also be the best idea, but if it is not communicated in the right way it is not going to take off.
So if you want a team of professionals at your disposal, one of the most important startup coaches, and you want to develop a personalized marketing strategy, but do not know where to start or you are in doubt that what you are using is the right one for you.
Author Bio: Julia is graduated from the college of London and after that she started working with a company called Reinstated Pros who help suspended amazon seller account reinstated. In a mean time she manage her own blog because Jenny loves travel around the world.
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