As a startup, you’ll have a hard time managing your startup’s public image, seeing as how you start from zero. The name of your company, its logo and its services are not familiar to anyone and, regardless of how much you may believe in your vision, sharing it with others might not be as simple. To make the situation even more complex, the current size of your business may be far from its final stage, which means that you also need to start laying the groundwork for future success. All in all, preparing your company’s marketing for growth takes a lot of strategic planning and here’s a brief rundown of what this entails.
Researching your market
There are several questions regarding your market that you need to know the answers to from the very beginning. For instance, when targeting a specific group, you need to know roughly how many members (potential customers) this group actually counts. Next, you need to determine how financially potent your target market is since this might affect your pricing strategy (which is a central point of your market).
Then, you need to research your competitors, which is something that will unveil the angle of your business. In other words, you’ll see if there’s a possibility of an eventual negative campaign turned against you, as well as check how innovative you’ll have to be in order to penetrate a well-developed market. Finally, this brings us to the specifics of how much effort and resources you have to allocate in order to stand out from the crowd. Without a proper market research, none of this would be possible.
Looking for keywords
This phase goes after market research simply because the number of competitors may affect the keywords you can afford. In other words, when entering an oversaturated niche, the more unique your keyword is, the better you will fare in search results. On the other hand, making your keyword too unique can make it unlikely for anyone to find you. That being said, looking for keyword needs to be done with the in-depth knowledge of the specific market and one’s technical prowess in the field of digital marketing.
Combining digital and traditional
Another issue you need to figure out is your ability to combine digital and traditional marketing strategies into a unique system. For instance, merchandise like promotional products can endorse your digital marketing campaign either by displaying the domain name of your blog, URL of your website or by showing icons of social networks you’re present on. The same can be done with billboards, newspaper ads or even a print on the side of your corporate vehicle.
In order to know if your campaign is successful or not, you need to define success and the best way to do so is by determining which metrics are the most important. Traffic, engagement rate, conversion rate and profit are all more than a clear indicator of your campaign’s performance. Still, you need to find a way to assign priority. While it may be intuitive to assume that boosting your profit comes first, it doesn’t mean it’ll be the primary objective of your campaign.
Setting your budget
At the end of the day, you need to understand that digital marketing is not for free. You might want to outsource your SEO, hire a social media marketing manager or invest in a PPC campaign. Either way, you need to know exactly what kind of resources you have at your disposal at any time. Like in any other aspect of a business, it’s impossible to make a 100 percent accurate estimate but, then again, you don’t actually have to. All you need are some rough boundaries that you will try to stick to as much as you can.
Finally, the growth of your startup mostly depends on your ability to adapt, which is what makes the above-listed five techniques quite effective. They’re not niche dependent, which makes them versatile and adjustable. Overall, while they cannot guarantee your startup’s growth, they definitely do provide more consistency to your marketing efforts.