Digital marketing is a new and poorly understood area of marketing. There are a lot of people offering advice, but it can be hard to decide what is worth listening to. For startups, it can be crucial to get their digital marketing strategy right early on. Doing this builds a following and a good reputation in the minds of their target market. Getting the right balance of sales pitch vs. useful content can make a huge difference to customer engagement. Having the right website structure can also make a big difference to customer conversion.
Here are five digital marketing techniques that entrepreneurs can do to improve the success of their startups:
1. The “3 Click Rule”
The 3 click rule states that the shortest path from your website to the product you are selling should be no more than 3 clicks away. If the product or service you are selling must be reached by navigating through 5 or 10 pages of information, then you will lose the attention of the visitor and miss out on a potential customer.
2. Adwords & SEO
Google is the number 1 ranking search engine in the world with over 3.5 billion searches every day. A large number of people are going to find your website via a Google search. If people can’t find your website without knowing the exact web address, many of them will never reach it.
Search engine optimization and Google Adwords are the most effective way to get your website seen. Google ranks websites based on over 100 different attributes, including your traffic flow and the credibility of websites that link to yours. The higher up you can get your site on a Google search page, the more customers you will get to your website. The better suited your keywords are to your audience, the more likely you are to climb the rankings. It pays for startups to optimize their website for Google searches.
We’ve all seen it, you visit a website browsing for a particular product, then for the coming weeks every ad you see on almost every web page is marketing that exact product, or similar items. This is called ‘remarketing’ and it is a process by Google, which aims to grab those people who did not purchase but clearly have an interest and pull them back to the product and turn them into customers. It is an incredibly effective as it is advertising products to people who already wanted such products. Imagine if every ad on TV was directly targeted at your own personal interests, you might not mind TV ads so much. Careful use of remarketing can be an effective tool for startups to
increase customer acquisition.
4. Social Media Engagement
Social Media has exploded in recent years.There are 1.25 billion Facebook users, and 90 million Instagram users. Many businesses began marketing in these online services to try and reach new customers. Some companies measure success in ‘likes’ even going so far as to purchase ‘likes’. Because of such actions, likes have become far less accurate as a measurement for customers interest.
In fact, it is ‘engagement’ that is the truest measurement. It is one thing to have 1000 likes on your startup’s Facebook page, but if none of those people actually visit your website (or make any sort of transaction with you) then they are of no value to your business. If you have only 200 likes but find that many of these people engage with your business regularly then your business is far more
successful. Create a social media strategy that engages your target market and directs them to your website.
5. Relevant Email Marketing
Email marketing and email newsletters are useful as they are direct marketing to your target market. The key is to make them relevant to that target customer. For example, imagine if you recently bought a new surfboard from your local surf retailer. Every month since your purchase you receive an email from the retailer telling you about promotions and new surf-related products. It is likely this won’t bother you because it is relevant information to you. But what if you received emails from that same retailer advertising business suits, or cooking recipes, or automotive deals. This is spam marketing and will drive your customers away. Keep your email content relevant to the initial interests of your customers.