If you’ve newly launched a startup, then you need to get working on promoting your brand. The problem with this is that you’ll need to compete within your industry, along with millions of other marketers who bombard messages to consumers every day. As a bootstrapped startup, you may not have enough funds to invest in digital marketing heavily. So how do you tackle this issue?
Fortunately, you can make use of these 8 affordable digital marketing tips which will help get your brand out in front of consumers.
Get busy with social media. When it comes to startup marketing, social media is your best friend. Not only does it offer you a great promotion and branding platform, but it also works as a medium for customer service opportunities.
1. Be consistent and frequent
Posting consistently and frequently on social media can help you build your brand’s voice. While you post regularly, they must also have a uniform identity and must never deviate from your brand message. The optimal number of posts for few social media platforms are:
Facebook – between 5 to 10 times a week
Twitter – 5 tweets a day
Google+ and LinkedIn – 1 post a day
2. It’s about adding value to your readers
Instead of using social media simply to promote your brand, you must look to provide value to your customers.
Find and share useful information that your customers may want to see. Occasionally mix in your promotional content.
3. User engagement
Social media allows your startup to interact with present and potential customers. You must leverage your followers to make them believe that they are valuable brand members.
Also, never be afraid of confrontation. Complaints are opportunities to showcase your customer service capabilities.
Finally, don’t hide from failures. As a startup, you will face roadblocks. Approach these hurdles as opportunities to demonstrate good customer service. This way you’ll express your long-term vision in a frequent manner.
4. Small investments
Social media presents several investing opportunities to promote your unique selling proposition. Experiment with small investments to understand what delivers the best return on investment for your startup.
Facebook ‘pay to play’: By investing in promoting posts on Facebook, you are bound to see better user engagement.
Sponsored tweets: Along with organic engagement, sponsored tweets on Twitter are a great way of driving higher user engagement.
Premium LinkedIn services: LinkedIn’s premium features can help you find leads and contacts seamlessly. They also offer premium services free for the first month.
Content is king. When launching a startup, you must never overlook content marketing. Content marketing is a great solution for conveying your brand message. Your content must always be clear and well-formulated for your startup to succeed.
5. Think critically
Content marketing is not about bombarding messages to consumers to see what works. Effective content marketing goes hand in hand with industry research. You must also formulate your unique selling propositions. Your messages should focus on your USP and you should look to sell benefits, not features.
6. Creative and cheap content
It is not difficult to find high quality content at an affordable price. For example, animated explainer videos are a cheap yet effective way of conveying your service or product to potential customers. Small investments in content marketing will always work great in building your brand.
7. Optimising internal pages and user experience
Online visitors are some of the harshest critics. Your content strategy must focus on what your visitors will do once they reach your website. You need to think of effective calls to action and use affordable tools for perpetuating them. Such tools include:
– Free plugins to capture emails and affordable services such as Constant Contact and MailChimp for drip campaigns.
– Google analytics to monitor a visitor’s path to your website and to discover opportunities for creating a user-friendly experience.
– Optimising forms to build a great inbound lead funnel. You’ll need to find cheap but reliable cart services to sell products directly on your site.
Always remember – whatever your objective may be, a cheap (often free) solution exists.
Content promotion is the backbone of an effective content strategy. Once you produce great branded content, you should amplify it as much as you can. This can be done by leveraging social media profiles, reaching out to related groups and forums, emailing industry experts and contributing to popular websites. By investing a few hours every week, you can work on your outreach and you’ll soon start gaining traction.
Bootstrapping a startup is tough. However, if you keep marketing costs low while capitalising on digital opportunities, you’ll improve brand visibility without spending too much.
About the author:
A founder of multiple startups Hader Ali is an innovation & business consultant.
Hader Ali Consultancy works with startups, SMEs, and large organisations. Specialising in business strategy, product/service development, sales & marketing.
To future-proof your business. Hader Ali Consultancy will work with your company to create an innovation portfolio by providing a framework for structured innovation. All while creating an ecosystem of ideas and a culture of innovation.