Launching a startup in this business-oriented word is a great achievement! Now breath out, breath in, and prepare for the next challenge. You have to promote it in the digital era world!
You have to establish a good marketing strategy to succeed. And take a close look at the latest trends and successful tactics from others. Most of those tactics are aimed at getting your brand name known and attracting leads to it.
Let’s check out those trends and tactics you should watch for in 2018.
1. Aim at a proper audience
Choosing the right audience to target is a half of success. Say, you have created a device that controls a dog during a walk. Will you target people who don’t own a pet? Will you aim at users who own a goldfish in an aquarium or a bird in a cage? Of course, not.
Describe your audience precisely. So, in the described above case, you will target not any pet owner, but only those who have dogs. Learn their needs and try to offer them a product that answers their needs.
2. Establish a brand voice
The modern audience is more receptive towards brands that talk to them directly and have a clear message and values. User persona has changed. Millenials are giving way to Generation Z. This generation is more picky and sophisticated in everything concerning digital products. They don’t follow adverts blindly. You need to persuade them to take note of your brand.
Tell a story about your startup that will engage users. Plain description of features is not enough today. You should explain why you are unique, what are your mission and values. Brands that have a mission behind the product attract more attention that those who don’t. Tell your potential customers what sets you apart from competitors and why they should choose you instead of others.
3. Pay attention to content strategy
Content strategy is one of the major sources of traffic and leads today. Great content improves your rankings on search engines and takes you higher in SERP. But that doesn’t mean that you should generate tons of blog posts non-stop. Modern users are looking for the value that content brings.
Thus, there is no such thing as ‘good informative article’ anymore. Rand Fishkin claims that you should create the best content you can to offer your users information they cannot find anywhere else.
4. Research for proper keywords
You should understand how users will look for your product online. It is called the ‘searchers’ intent’ and includes the keyword phrases people type into search. Thus, people may not know the exact title of your pet controller and will type in search phrases like ‘dog controller’ or ‘dog walking device,’ etc. Do some deep keyword research to find out what keywords queries answer your potential customers’ needs.
You can even use your competitors’ keyword to your own good – there is a cool trick that allows you piggyback their queries. Do some research in your favorite keyword tool and gather keyword ideas that include your competitor’s brand name plus the words like ‘compared to,’ ‘alternative to,’ ‘better,’ ‘cheaper,’ etc.
Users often hesitate before purchasing, so they often look for alternative products to compare. And it’s your chance to make them consider your product.
5. Engage with influencers
As I said above, modern generation doesn’t trust ads anymore. According to statistics, 88% of customers read online reviews before deciding on the purchase. Generation Z can tell perfectly when the reviews are genuine and when they are based on contract and thus can’t be trusted.
So today more and more brands make a shift towards promotion of their products with the help of ‘word-of-mouth.’ Collaborate with various bloggers and popular social media accounts on Facebook, Twitter, and Instagram. Reach out to such influencers to ask for their feedback. If they genuinely like your product they may share their reviews with their followers.
6. Go for user-generated content
User-generated content is a great option for startups to create content with little effort. With UGC you kill two birds with one stone: get relevant content for your audience and increase trust from your customers. They feel like they play a vital part in your strategy. And they are ready to give you more ideas, feedback, and reviews to help.
UGC is far more than reviews and testimonials. Check out comments they leave on your social media pages – you can get many cool ideas for new features and improvements for your product.
Ask your customers to send you videos of their use of your product in comments. It can be an excellent base for ‘how-to’ videos and articles on your blog. You can use their Instagram photos in your campaigns – ask them to add cool hashtags with your brand name. But always ask for permission to use the content from your customers. It’s a matter of trust, too.
7. Rely on video content
According to Forrester research, 1-minute video is worth 1.8 million words. Videos are a powerful weapon for promoting startups. It helps you tell your story, improve awareness of your brand. Perfectly-crafted videos may go viral on the internet and attract traffic and leads in matters of days.
Like the other types of content, videos should provide value and be tailored exclusively to your audience and its needs. Videos should not entertain only. They should educate your users and help them solve their issues (with the help of your product, of course).
Consistency means a lot in digital marketing. Your strategy should be well-thought-out and implemented smoothly across various communication channels. Only then it will attract the right audience to your startup and help you create an engaged community.