There is no doubt that the 2020 pandemic has accelerated the growth of digital marketing across sectors. It has become a go-to marketing strategy for new startups as well as companies that relied on traditional marketing tools for developing a successful funnel. To have a strong presence in the marketplace, a business should have a robust marketing strategy. Also, even a small budget startup can reap benefits from a well-defined digital marketing strategy. In the year 2020, digital marketing grew by over 12% and it is sure to grow in the year 2021 as well. In this article, we take a look at some of the best digital marketing strategies that you can adopt to grow your startup in 2021.
Here are five digital marketing strategies you can use to grow your startup in 2021 and beyond.
Optimizing Existing Content for Search Engines
Developing a website for a business is just the initial step that one has to take to develop a digital marketing strategy, however, making it discoverable is an altogether different game. Even if your startup has an awesome-looking website, it’s not guaranteed that visitors will just flock towards it. For a startup, Search Engine Optimization is a must. Often referred to as SEO among the digital marketing community, it helps in boosting the traffic to your website, generates leads, and also builds trust for your brand among consumers.
Contrary to popular belief, SEO is not something that you do once and then forget about it, it is a consistent process of updating your keywords through keyword research and also monitoring what your competitors are up to increase their ranking on Google’s Search Engine Results Pages (SERP). Your existing content should always be optimized around your chosen target keywords. Your digital marketing agency can always help you with this, however, if you want to improve your SEO on your own, you can use many free on-page. SEO checkers. This will help you understand whether the content on your website has keywords in the right place or not. The changing search patterns make it hard to predict what keywords will bring in the maximum traffic to your website. Results usually depend on competition, popularity, relevance, and how authoritative your website is.
The reason why it’s an ongoing process for any business, let alone startups are because when you optimize your website to get a better SERP, you need to constantly monitor, things like are you getting any clicks on it? Do the keywords have a significant number of impressions? Keep an eye on the popularity of keywords used by your startup vis-a-vis competition. Consistency is the key to a successful digital marketing initiative, so keep monitoring your SEO reports.
Keeping Your Blog Updated
This is the most common digital marketing tactic. The relevance of having an updated blog to your business website grows every year. This is a strategy that’s more of hygiene, as well as an added asset to your digital marketing strategy. Many businesses and startups enthusiastically start a blog on their website, but as new digital marketing trends surface, blogs seem to take a backseat in their digital plans.
The best way to tackle this situation is to create a quarterly and yearly plan on how you’ll keep blogging for your startup and create content for it consistently. Researching on trending topics and executing strategies for promoting your new blog posts should be done on a weekly if not daily basis.
Google has always been about serving users with great content, and blogging about your business with lateral and direct connect, is an opportunity for a startup to be relevant on Google.
How Google will help you out is by showcasing your website content before your competitors and in-turn also generate leads for your business.
Your search engine ranking will also improve if you ensure that the content is fresh and serves your readers with good information and tips. If your blog posts drop in rankings, it’s probably because your content is out of date or you are not consistent with posting regular content. Update your existing posts and focus on publishing new content to keep your blog relevant. If you don’t find time to create new blog content on your own, try outsourcing it to agencies or hire some high-quality writers. Also, try having the right mix of evergreen content for your blogs as well as following a social trend that’s relevant to your startup.
Reaching Potential Customers on Social Media
This is probably the lowest-cost marketing technique for turning your startup into a profitable business. Leveraging the power of social media is one of the most effective ways of marketing your startup. The option lies with the business entity whether they want to organically leverage the social media platform or go the paid route. The right mix of organic and paid promotions usually works in the best way to move users to the bottom of your marketing funnel. Key benefits of social media platforms include increasing awareness and traffic, improving search ranks, and generating leads.
Depending on what your business model is like, the key social media platforms that your startup should be on are, Facebook, Twitter, Instagram, Linked In, and TikTok. Scheduling posts, videos, Gifs, etc, will ensure that you have consistent content on your social media handles. Recently platforms like Clubhouse – an Audio Social platform is also an interesting way to generate brand awareness and leads for your startup. Posting is not the only way to generate leads, monitoring the social media mentions is also an integral part of this digital media strategy.
Startups should create social media content using visuals with the help of photos, videos, infographics, and share relevant content from their blog. To reach a wider and targeted audience, you can use paid advertisements on these social media platforms to boost your campaign objectives.
If you are looking for a cost-effective strategy to grow your startup business, Email marketing is still one of the best strategies to have. There are 3.9 billion daily email users worldwide, and 73% of millennials prefer communications from businesses to come via email. If your email marketing is done well, your marketing funnel can generate more than 3,800% ROI according to a HubSpot report.
While creating an email marketing funnel, make sure you use eye-catching subject lines that are not clickbait. The use of simple language and clear communication is a must while developing an email marketing campaign. According to a study, 35% of marketers send their customers 3-5 emails per week. However, be careful about the frequency of sending emails to your prospects – avoid too many. Make sure that your email funnel demonstrates the four-stage life cycle: engagement, discovery, purchase, and retention.
So, whether you are looking to increase sales or revenue for your startup, digital marketing is a sure bet. 2020 has proved to be a catalyst in terms of revenue and growth for many startups, who adopted digital marketing. Just like the last year 2021 is sure headed towards exponential growth for digital marketing strategies, especially for startups.
Cindy Williams is a blogger in Canada. She is working as an outreach coordinator for the web design and development company in Toronto – Web Sharx. She graduated with honors from University of British Columbia with a dual degree in Business Administration and Creative Writing.