Starting your business with digital marketing in place will put you on course to achieving your goals and objectives. Marketing is the last thing many startup entrepreneurs think about when launching their business. That is a mistake that could affect them in the long-term.
5 Reasons For Digital Marketing When Starting Your Business
- Brand building takes time.
- Digital marketing is a long-term process.
- Gain valuable insights into your target market.
- Provides opportunities to start earning revenue in the short-term.
- Analytics becomes a more reliable measure of your business’ performance.
The Advantages Of Starting Digital Marketing Early In Your Business
Like any new venture, getting started is the most difficult stage. A startup entrepreneur has his/her plate full thinking about financing, personnel, operating frameworks and the IT infrastructure needed to get the business started. Somehow, somewhere marketing gets lost in the planning process.
For many, marketing becomes an afterthought. The popular notion of marketing is that it should only start when the business is running smoothly.
They don’t want to actively market or promote their enterprise until they are 100% certain all aspects of the business – from goods and services to processes – are to their satisfaction.
First of all, nothing in business is 100% certain. It is unrealistic to think that your business model is perfect. Why? Because markets will always be in a constant state of change. Your business model will have to adapt to changes in your market.
A key benefit to having a digital marketing strategy in place is the ability to track these changes in your market.
Before broadband technology made the Internet accessible in 2004, the marketing process was largely considered hit and miss. Traditional marketing methods comprised strategy campaigns. These methods included press releases, advertorials, flyers, streamers and other POP’s or Point- of- Purchase materials.
Businesses had no credible way of tracking performance and ROI. Traditional marketing processes were expensive, inefficient and unsustainable. This is the main reason why businesses back then were hesitant to invest in a marketing program.
With digital marketing, there is no guesswork. You have access to real-time data which means you will have an accurate measure of ROI.
Digital marketing will give your startup all the advantages it needs to become successful by creating short and long-term streams of revenues, providing evidence-based data on how to streamline costs and most importantly, by establishing your brand value proposition to your target market.
5 Benefits Of Having A Digital Marketing Strategy When Starting Your Business
If you want your products and services found, you must invest in a digital marketing strategy. We discussed digital marketing at length in our articles, “How to Increase Your Website Traffic in 2018” and “How to Setup a Low Budget but Highly Effective Digital Marketing Campaign”. You can go back to those articles to have a refresher course on what digital marketing is all about.
Success in marketing relies on the successful delivery of the message. The message of your brand carries your value proposition or “Why my product or service is better than the competition”. The last thing you want is for your message to get lost in translation.
Digital marketing gives you several channels to get your message across effectively:
- SEO or Search Engine Optimization – Optimize your website and content so that potential end-users of your product or service can easily find your business on the Internet.
- Social Media Marketing – Distribute your optimized content through multiple social media platforms that appeal to your buyer’s persona and fit the needs of your business.
- Content Marketing – Create fresh, unique, relevant, usable and engaging content to generate interest from your target market. Content can be created in text, image or video format for a more holistic distribution strategy.
The question most entrepreneurs want to find the answer to is, “When should I launch my digital marketing campaign?” The best answer is, “When you are starting your business.” And here are 5 benefits you can realize by starting your digital marketing strategy during the early stages of your business.
1. Builds Your Business Brand Effectively
When you start a business, consumers would want to know more about it from the get-go. Starting out a brand building campaign through digital channels even before the product or service is launched helps create interest and awareness.
You want to give people a good number of reasons to try your brand. The great thing about digital marketing is that you can be flexible in your brand- building approach.
For example, you plan to launch a brand of guilt-free donuts called “Fear Not Donuts”. You can use Facebook and Twitter to distribute content on what your products are all about and why people shouldn’t worry about eating them:
“Do Not fear the Donut! Fear Not Donuts are zero-sugar, low-carb donuts that are big on taste and not on your waist.”
Informational content that highlights the product’s strengths, differentiators and value to the customer is an effective way of building a good-sized following. At the pre-launch stage, try to build a follower base of 3,000 to 5,000 followers on Facebook and Twitter.
During this pre-launch stage, you should expect greater engagement from potential customers because you have piqued their interest and curiosity. They will ask you questions such as:
- “How many calories per donut?”
- “How much does a box of glazed cost?”
- “How do you make your donuts?”
From there, you can use Twitter to do a promotional tie-in launch with another establishment that focuses on health and fitness:
“First 50 members from Zack’s Gym who can present this tweet at their nearest Fear Not Donuts outlet will get a FREE dozen guilt-free donuts of their choice!”
Customers will undoubtedly post their comments on your social media account as well as theirs. Even if the reviews are bad, it is no reason to press the panic button.
You can use the negative review as an opportunity to inform customers that you will continue to find ways to improve the product. Besides, the majority of feedback could be overwhelmingly positive.
2. Digital Marketing For Business Takes Time
Despite the advantages of digital technology and the Internet, don’t expect to get positive results from digital marketing overnight. This is especially true for unpaid or organic forms of digital marketing.
Organic means to generate results naturally, through unpaid channels such as advertisements. The examples of digital marketing channels that we listed earlier; SEO, social media marketing and content marketing, are among the best organic strategies you can use.
Optimizing your website through SEO techniques is not a one-time-deal. Search engines like Google routinely change the algorithm for their search rankings. If you want your website to be competitive in the search rankings, you must do your best to comply with those changes.
Social media is one of the most popular online activities. However, it takes time to build a following. You have to stay active on social media to get results. The frequency of activity would depend on the platform. How often should you post on social media per day? Buffer recommends the following schedule:
- Facebook – Twice per day
- Twitter – At least three times per day
- Pinterest – five times per day
- Instagram – Twice per day
- LinkedIn – Once per day
Content marketing strategies likewise need time to produce the desired results. Let’s assume your first published blog was successful. It generated a good number of “likes”; it was shared multiple times and resulted in a few more followers. You should not think it was “Mission Accomplished”.
Now, your readers want to see if you can consistently produce great content. Your next blog post you should not go the way of most Hollywood sequels. It must be as good, if not, better than the first one.
As we discussed in our article, “How to Launch a $100 Digital Marketing Campaign”, digital marketing is a cost- effective strategy. The biggest investments you make are on time and energy. You need to be patient. As long as you are consistent, the desired outcome will follow.
3. Stay On Top Of Your Business’ Buyer’s Persona
Research is one of the cornerstones of an effective digital marketing strategy. The strength of digital marketing is that it is a targeted approach to marketing. Research allows you to create a profile of your targeted buyer or your business buyer’s persona.
The Buyer’s Persona is an integral component of your content marketing strategy. When you create content for blogs and articles, it must resonate with the audience. Content must be able to address your audience’s needs, interests and concerns.
And your Buyer’s Persona does not remain static. It actively changes simply because tastes and preferences change. Your key demographic in two months might be different.
This is why you have to stay on top of your Buyer’s Persona. The research process required for digital marketing allows you to do that.
4. Generate Results Right Away
Digital marketing is not limited to organic or unpaid strategies. You have the option to use paid strategies such as advertising in order to get results right away. One of the most effective paid strategies is PPC or Pay-Per-Click advertising.
With PPC, you pay for your ad to be seen on search results pages that are relevant to your business. For example, if you sell smartphones, your paid ads will come out whenever someone launches a search query on smartphones.
Once a person clicks on your ad, he/she will be sent to your website’s landing page. If you have the right Calls-to- Action in place such as free newsletters or free e-books, you could get e-mail addresses or perhaps inquiries about the products or services you are selling.
PPC generates immediate results because it places your ad directly in front of your target market. Therefore, the chances of someone clicking on your ad are much higher.
5. Business Analytics Has More Reliable Historic Data
If you want to have an accurate recording of your business’ history, you have to start at the very beginning. You need a deep understanding of your history because it will reflect changes in your key demographics. Those changes could be as a result of the products, services and systems you had in place.
The biggest advantage of digital marketing is that it gives you access to business analytics. These are online tools that you can use to assess the performance of your website and your digital marketing campaign. With analytics, you have real-time, precise bases for developing, revising and implementing strategies.
You will know which ones worked and which ones fell short. In terms of budgeting, you will have empirical evidence to validate funding for specific digital marketing strategies. Starting your digital marketing campaign earlier will give you more reliable historic data for your decision-making.
As Confucius said, “Study the past to define your future.”
Digital marketing can produce results for different goals: brand building, lead generation, build followers, improve sales conversions or enhance online presence among others.
For the reason that it is not realistic to get everything right the first time, starting the digital marketing campaign early will allow you more opportunity to fine-tune your strategies when the business is still trying to get traction. It will be easier to track results and pinpoint the weak areas in the campaign.
It is never too late to start a digital marketing campaign. However, the best time to launch one is when you are starting your business.
Do you have a digital marketing campaign in place? If so, when did you start? It would be great if you could share your experiences with our readers. Kindly comment in the area below.
And if you’re interested in starting a digital marketing campaign for your business, please do not hesitate to give us a call or an e-mail. We can help you get started right away!