How Digital Marketing Helps To Boost Your Business in 2019 – Marketing has come a long way since traditional advertising methods, so much so, that is has changed more in the past two years more than it has ever done in the previous fifty. As the world has gone digital, so has marketing.
When it comes to India, it has a vast network of 331 million internet users, and this figure is projected to increase up to 580 million by 2022. The growing prevalence of the digital medium among people has provided enterprises with an opportunity to directly engaging their consumers through digital marketing, and even startups can avail its benefits.
Traditionally speaking, digital marketing is the employment of digital medium to market a company’s product or services. It is a powerful tool that can significantly improve a brand’s online presence and can help businesses meet their bottom line.
Everything that a company builds for its online presence ultimately ends up promoting the brand’s visibility on the digital medium, be it in the form of blogs, social media posts, or newsletters.
While there may be as many guides on the internet about how to start a blog, this guide will discuss how startups can utilize digital marketing, and how it can significantly boost their business:
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Establishment of Brand Identity:
Brand identity comprises components that represent a brand, such as a logo, tagline, and font. They can make a brand stand apart from its competitors in the manner of style and the central idea that they communicate.
While traditional marketing is one option to reach clients, it also requires hefty amounts of money which might not be feasible for startups. In that respect, online promotion and digital marketing help establish the brand’s identity in a budget-friendly and effective manner.
Startups can use various online platforms to establish their brand identity which can aid them in spreading the word about their brand both across the general audience and targeted customers, thus allowing them to expand even further.
In addition to this, the establishment of a brand identity also allows startups to generate confidence and goodwill about their brand. So, the more robust the brand identity, the more likely it is for the company to gain more business.
Effective Social Media Presence
The purpose of social media has evolved over a period of time and now it has become one of the most important audience-engagement elements for every organization. Be it big or small, companies repeatedly develop social media strategies to engage their audience with latest offers and announcements, or for other interesting content that may be relevant to the user.
Not only does social media marketing provide startups with a plethora of engagement options, but it also gives them a cost-effective medium to get in touch with their target audience.
In addition to this, digital marketing also serves to build customer loyalty and builds a positive market perception for the brand.
Development of Conversion Rates:
One of the most efficient ways in which digital marketing helps organizations to grow is through digital analytics strategies. Several growth tools such as Google Analytics, Cyfe, and Moz Pro can enable startups to evaluate the effectiveness of their digital marketing strategies.
Not only do they give updates about different conversion goals, but they also help companies understand other parameters like site speed, bounce rate, and exit rate.
Apart from helping startups in establishing a brand identity, digital marketing also aids them in solving certain challenges faced by them:
Most new-age startups have to usually rely on outside funding to sustain in their initial years of operation. For this reason, they have very limited funds when it comes to investing in elaborate engagement models. In this respect, digital marketing offers a cheap and inexpensive way of spreading the word about the company to the targeted customer base.
Limited Medium for Marketing:
Traditional marketing mediums are generally quite expensive and are not specific. For instance, the ads that are played on TV or printed in national dailies are very expensive and are difficult for startups to invest in when they are in infancy.
In addition to this, while these ads are seen by everyone, including the target customers, the effective return on investment is very limited. In this regard, digital marketing can be extremely specific and can be employed on targeted channels that are most likely to generate interest from target audience.
Acquiring and Retaining Customers
Another problem faced by startups is the acquisition and retention of customers. Most startups find it easy to acquire customers when they are relatively new as there is a lot of buzz in the market.
However, after some time it becomes difficult to retain the same customers due to entry of new competitors in the market that could offer the same product/service at a cheaper price. Studies suggest that this is the point where most startups fail due to a lack of innovation in their services offered.
However, no matter how innovative a certain product is, it also needs to be complemented with marketing strategies so that it stays relevant in the mind of consumers. In this regard, digital marketing is an effective tool for startups to keep themselves relevant in the industry.
Now that we know how digital marketing can help boost startups, here are a few strategies that they can employ to grow and expand their business:
Generate Creative Content:
Startups can derive a great deal of benefit from investing in creating content that instantly engages their audience. Content that is fresh and unique not only has a strong impact on the target consumer base, but it also helps companies in establishing themselves as the authoritative voice in their domain.
Creating content that is relevant to the consumers can have a great deal of impact on the overall brand identity as it also increases organic traffic and can improve search engine rankings.
Audiences mostly look for content that creates and communicates value. So, following the 80/20 rule can prove as an effective method for managing and creating content.
The 80/20 rule dictates that only 20% of a brand’s content should be focused on promotion strategies and giveaways, while 80% of it should communicate information that is relevant to the audience.
Once the creative content has been generated, the next question comes about how to communicate it to the consumers. For this, startups can resort to multiple options to generate visibility. They can utilize sponsored posts, and can also make use of direct messaging to garner audience attention.
Facebook Messenger is yet another way of ensuring that people read branded content. An average reader is more likely to follow a link they receive on Facebook messenger as opposed to following a link they found on their email.
Content always plays a distinctive role in marketing a brand’s idea to consumers. From communicating a brand’s central message to engaging customers with relevant information, creative content can make a significant difference in a brand’s overall campaign.
Augmented Lead Generation:
Nowadays it is important for any startup to convert potential clients into leads for it to become successful. Leads can be generated through digital marketing strategies for which there are many methods. Some of the most prominent strategies include content marketing, email marketing, and social media marketing.
Digital marketers also resort to various sources such as webinars, ebooks, and newsletters to convey the most important information to their target audience. Not only do these content buckets communicate relevant information to clients, but they also enhance the generation of organic leads:
E-books are an amazing way to generate immense traffic using gated content. This strategy allows the company to put its content behind a form that includes details such as email, name, and address, thus allowing the company to capture information about the reader.
Readers on the internet usually fill out such information about themselves in exchange for free content. Such information could later be used to define more targeted strategies that address the specific needs of a particular customer segment, and can also be used for email marketing.
Webinars allow startups to develop seamless interaction with their audience while also building loyalty and harmony. They also enable companies to broadcast their content without being restricted to a particular geographic location. For webinars to be effective, they need to be carefully managed and organized, since they directly impact the number of leads that would be potentially generated.
Startups can also employ the use of a call-to-action button on the posts that they publish on social networking sites such as Facebook and LinkedIn to direct their readers directly to their website. Hence, it is important to generate interesting captions and subject lines to posts that instantly grab readers’ attention.
With this goal in mind, startups can also target their posts in a manner that would appeal to a certain audience. This helps them in generating maximum revenue while also building good relations with prospective clients.
Marketing a brand online is more than just using traditional advertising methods. When it comes to the online space, startups can get a lot more out of their marketing strategies with some simple inputs.
Radhika Chauhan is a Tech and Lifestyle blogger by profession. She has an expertise in writing blogs on Tech, Fashion and lifestyle niche. She has a knack to travel and explore new things and is an ardent observer of people.