The internet is without doubt the most popular marketing medium for start-ups and good digital strategy is what separates winners from losers. So how what actually makes certain digital marketing strategy effective? The answer is simple - it produces results, which come in the form of qualified leads.
With limited resources, itâs often up to the founders of the start up to craft and execute the digital strategy. The main issue here is that often the lists of qualified leads and new customers, doesnât make up for the efforts puts in digital marketing. To fix that, here are 3 of the main mistakes you need to avoid:
Digital Marketing is not Relevant to Business Goals
The most important thing every start-up needs to do in order to survive is to achieve revenue and this is where the digital marketing strategy should help - all activities included in it, must help drive users to complete specific business objectives that drive revenue for the business.
So what you can actually do if your digital strategy doesnât clearly reflect your business objectives? The best solution is to create a marketing funnel, containing all steps the visitors needs to complete in order to successfully complete a financial transaction on your website. Once the funnel is in place, you can easily identify the best marketing activities to drive potential customers to its different steps and stop wasting your time on marketing activities that doesnât produce actual results.
Marketing on Too Many Channels
One of the most common, so called digital marketing techniques used by start-ups involves setting up accounts on all popular and not-so-popular social networks out there. Although, in some cases this actually produces a lot of buzz and respectively results, most of the time the presence on these social media channels doesnât match the specific norms or requirements of the particular medium and the impact is rather negative.
The key to successful presence in social networks and other digital marketing mediums is to establish yourself as a respected authority in your field and itâs impossible to do that dozens, often hundreds of websites. The best way to identify these channels is to examine the activity of your existing or potential customers - What networks do they use frequently? Are there any industry specific channels you could employ?
Target Market - Everyone
The final, yet most common mistake start-ups do in the digital strategies is to fail to identify the right target audience and market their products virtually to everyone online. With the average internet user being exposed to hundreds, often thousands of advertising messages every day, you donât stand a chance grabbing his attention.
The successful approach here is to correctly identify your potential customers and create custom-tailored advertising message, especially suited for their exact needs. With most digital marketing platforms, you will have multiple options for narrowing down your target audience, the most common are demographics and interest categories. Once you identify your potential customers, itâs time to craft personalized advertisements to grab their attention - this is relatively easy, when you market your products only to the right people.