Start ups and small, growing companies often know that they need to build up a digital marketing presence, but don’t know where to start. This is a very basic primer on how to begin.
Marketing is an important activity for all companies, but for start-ups and entrepreneurial enterprises, it’s even more critical. You know you need to build awareness of your product or service, but there are so many options out there that figuring out where to start can be intimidating. And often, start-ups are working with tight budgets and limited resources. These are the very first steps you need to take to create your digital footprint and build momentum for future marketing efforts.
Build a User-Friendly Website
As I am sure you know, people don’t use the Yellow Pages very often anymore. Google is running the world these days and in order for your customers to find you, you need a presence on the web. Building a mobile responsive, secure website is essential. It is also important to pay attention to how you want your visitors to flow through your information. Your website tells your story and makes your customers want to take action, so clear CTA’s (calls to action) are key.
Focus on Organic SEO
Your web designer/developer should make sure all your pages are optimized for organic search. This means that you have figured out the keywords that people will use to find you and that your content and on-page SEO uses these words strategically.
Social Media for Businesses
If you are selling to consumers, it’s important that you have a business Facebook page, Instagram and Twitter. Video content on YouTube is also important, as YouTube is the second most used search engine on the web. If you are a B2B enterprise, be sure to set up a LinkedIn page for your business. Of course, there are many more social media platforms that your customers may use, so depending on the demographics and behaviors of your ideal customer persona, you will want to add those as appropriate.
Lead Generation and Email Marketing
Collecting emails of prospective customers on your website (and on Facebook as well) is the critical next step in your strategy. Your goal is to build up an email list so you that can communicate directly with your customers and prospects. Most marketing automation platforms, such as Mailchimp or Active Campaign, let you put forms on your website that feed directly into your database. This allows you to send an automatic welcome email and set up drip campaigns and also grow your email list for marketing emails and newsletters.
These are the basics for getting started. Look for the more steps in my next blog post! If you are looking for advice or a beginning strategy, reach out and we will be happy to chat.
