Poor marketing is one of the main reasons why many startups fail in their first three years. The world has become increasingly accustomed to the internet throughout the past two decades, yet only a few startups truly understand how to successfully advertise their new brand online, and here is why:
Good producers, more consumers– Ideas are the heart and soul of any advertising campaign. Unfortunately, only a few people generate innovative ideas; marketers included. They try to recreate TV and print advertisments instead of using the interent to their advantage. The challenge is always to think outside of the box and discover their consumer’s online experience.
Think of marketing costs– while money matters in any brand awareness campaign, the web has actually made it easier and cheaper for startups to be recognized by their target market. The cost is only half of what limits many campaigns; the other half is the fear of venturing into territory they are not familiar with.
Fear of being rejected– a common strategy employed by many startups is to aim their marketing endeavors at major media networks to create a buzz around their company. There is nothing wrong with that, but generally speaking the media is more concerned with national issues than a small company, no matter how innovative their product or service may be. When the big news networks don’t take the bait, many marketers lose confidence in their strategy.
If you are a startup marketer and have been struggling to promote your company on the internet, below are some tips to help you get back in the game.
Engage your customers with blogs
A great way to promote your brand is to approach existing blogs that are relevant to your product or start a company blog on your site. The internet revolves around good content so contacting bloggers and asking them to review or mention your company is an easy way to expand your customer base. Remember, this is the age of the internet and those who share their knowledge and opinions often attract more customers. Developing a blog on your site is another great way to market and advertise your products in a more engaging manner. E-commerce startups such as Carmudi and Shopinas are good examples of how a blog can attract and engage potential customers. So do your best to create great content and learn to distribute it effectively through different channels.
Stats to remember: 46 percent of people using the internet read blogs every a day
Search engine optimization
SEO has been around for more than a decade, yet the term only became popularized recently. It is a great way to grab your customers’ attention as searching online is a common task of any web user. In a day, Google receives 3.5 billion searches. A large amount of people who click the search engine’s results page often first click the top result. To ensure your site gets noticed, make sure it has concise and interesting content and use keywords that truly reflect the products and topics discussed on your site.
Stats to remember: SEO leads have a 14.6 percent close rate
Social media campaign
The social media phenomenon is expected to grow at a steady rate as internet penetration in emerging markets like the Philippines continues to grow. Never be afraid to run an ad campaign and constantly update your Facebook page and other social media accounts. Keeping up to date with comments and tweets will create a buzz around your brand. In no time, those hundreds of likes from friends will turn into hundreds of thousands of satisfied customers.
Stats to remember: 77 percent of Business-to-Consumer companies acquire their customers through Facebook
Connection based marketing
There are several marketing principles that are still relevant in an online setting and one of them is networking. Identifying your industry’s influencers and making them promote your startup cuts both the cost and time of advertising. Influencers are generally people whose knowledge is authoritative and highly regarded in the industry. When they are on your side, it’s easier for your target market to trust you.
Stats to remember: It only takes 10 percent of a population to convince the rest to adopt the same belief
[Image credit: LinkedIn.com]