Marketing has changed drastically over the last two decades. Online marketing changed the game; social media marketing broke it. Businesses can now go viral overnight, boosting them into the business stratosphere. These successes, although sometimes by pure chance, are often the result of good digital marketing, often specifically social media marketing.
There are two fundamental truths when marketing a start up. The first is that a good product alone is not enough to succeed. The second is that no amount of marketing will be a low quality product appeal to the mass market. A combination of both high quality products and marketing is required for success.
While the level of quality of the product is specific to the start up, the marketing side of things can be replicated across businesses and industries. Independent campaigns will have their own specifications, but general rules can be applied to streamline the marketing process.
Know Your Audience
Understanding exactly who it is you are selling to is crucial to the success of any marketing campaign. There is little point structuring a campaign selling baby products around an audience composed of wilfully childless couples, for example.
Undertaking market research helps avoid such pitfalls. The means can be varied: e-mail campaigns can generate both leads and data, as can online prize draw surveys. It could even be as simple as old school methods such as standing in the street and catching passers by. Whatever your method, market research will help you define who it is that will want to take your products or services.
Choose the Right Channels
The Big Three when it comes to social media are Facebook, Instagram, and Twitter. They fill different niches and provide different services, but a combination of these three will be the most common selection when driving a social media campaign.
Facebook is the world’s largest social media platform. It’s paid advertising can be an incredible tool for generating interest and leads; it can also be a money sink if used incorrectly. Facebook is handy for when you have a distinct idea about the demographic you wish to reach. The multitude of customisable parameters within their AdManager is astounding. Options include area, age, gender, pages they’ve liked, and general interests. The list, however, is far larger than that and allows for some fantastic target marketing.
Instagram is less targetable but arguably better for generating interest. Based around posting pictures (although they do also now allow short videos), Instagram is perfect for any campaign driven by visual elements. The power of hashtags can make a photo trend in minutes, which in turn will lead to directed traffic to your companies website.
Twitter is the original microblogging website and has produced a whole generation of micro-journos. The character limit has resulted in some companies developing novel and unique ways of marketing through the website. As with Instagram, the power of the hashtag can drive a campaign into the viral dimension on Twitter. Twitter is best used in conjunction with other social media channels.
Ensure Quality Content
You can have the best product or service and plan out a whole campaign, but if the content of the campaign itself is of poor quality, on one will be interested in the pitch. Ensure that your content is up to scratch or prepare to waste a lot of time, money, and effort through your marketing campaign.
If it’s image driven, ensure the image is of high quality and relevant to your product or service. It doesn’t have to be of the thing you are trying to market itself, but some relation is needed. Nothing kills a good product faster than bad marketing, so make sure that any photo of the product is also high quality and appropriate.