A second example for learning the best digital marketing practices for startups
is inbound marketing. It's about the strategy created by HubSpot, a developer of cloud solutions for marketing and sales automation. The essence of this strategy is to create reasons why your customers will come to you, and not just send messages and advertisements
on the Internet.
In HubSpot, the inbound marketing strategy is divided into three stages:
- It involves the creation of several persons of buyers and content useful to the target audience. This can be the publication of articles on blogs, posts on social networks or videos on YouTube. The main thing is that this content brings real benefits to people (taught, helped to earn or save, solved a problem, etc.). Useful content should attract people to your platform and create a sense of trust in the brand, create a sense of its usefulness.
- It involves the use of such channels and communication tools that contribute to building long-term relationships. It can be incoming calls, correspondence in social networks or instant messengers, email distribution or chats on the site (with chat bots). At the same time, communication tools should be configured in such a way as to solve the problems of people, and not sell them product / content. That is, the pop-up message does not pop up immediately as soon as the user logs into the site, but after 20-30 seconds, and the text in it depends on where the user is in the site.
- It assumes that customers will receive brand support for a long time after they make a purchase. For example, you can help people with product customization using calls, chat bots, or “listening” to messages on social networks and reviewers, where people complain about your product or are interested in how to use it. The bottom line is to make each customer a promoter of your brand, who will promote it among his relatives, friends, colleagues, acquaintances and subscribers on social networks.
According to the HubSpot Inbound Marketing Status Report
, brands that use it pay a lower price for leadership in their niche, shorten sales cycles and increase sales closing rates. Not surprisingly, the popularity of inbound marketing is constantly growing.
Trends in popularity of inbound marketing on Google Trends
Conclusion: create Customer Persons and understand what they can bring to your site, what benefits they can get from you and how to do it. Create such “benefits” and promote this moment, and not just a product or service.
# 3. Create a blog with useful content
According to SevenAtoms, companies that use blogs to attract customers receive 97% more leads (67% for B2B) than companies that do not. Research by the Search Engine Journal also indicates that blogging is one of the most effective ways to reach potential customers. In addition, blog sites have 430% more indexed pages.
Thus, if you need the best marketing strategy for a startup - start a blog and publish there that will be interesting and useful to your target audience. So did Intercom, HubSpot, LeadPages, Simply Business, Single Grain, Salesforce and many other leaders in their markets. They all publish posts that meet the following qualities:
- The content of the articles should correspond to the niche of the company and the expectations of users. For example, if you are engaged in web development, then your blog should have posts about web development and everything that is closely connected with it, and not texts about politics, ecology or cooking. It’s better not to publish humorous or entertaining articles on your blog, even if they are about your business or industry, since your site should be “expert” and not entertaining. Memes and jokes are best left for social networks.
- Honesty and accuracy. Usually, users look at 3-5 pages in a blog before making the final choice about working with a brand, and, as statistics show, the more truthful and accurate the article, the greater the likelihood of a positive decision. Markers of honesty: self-criticism, the presence of references to sources (data, studies, surveys, etc.), the substantiation of conclusions (this is so, because ...) and the mention of authorities.
- Videos and pictures. Visual information is much better perceived, so it is not surprising that articles with useful images and videos have a greater response from visitors (+ 94% of views). At the same time, most people are attracted to live photos and videos, while people usually ignore stock images (perhaps they are perceived as banners, and therefore fall under the effect of « banner blindness»).
Two other important things to keep in mind when creating a blog
are: the presence and location of the call to action (buy, subscribe, point, go, etc.). As the experience of Intercom, HubSpot and other popular blogs shows, do not embed a call to action in every text. Calls are best used where appropriate in context. And at the same time they need to be inserted within the first quarter of the text, and not at the very beginning.
Important: even if your startup is still at the very beginning, create a blog and use it to create a platform for discussing both your product and everything related to it. Thus, at the time the project enters the market, you will already have a loyal community, the participants of which will be your promoters.
# 4. Invest in influence marketing
Example of promotion with the help of marketing
Another great marketing strategy
for promoting startups is the recommendations of influential people. This is not so much about actors, musicians, scientists, politicians or other traditional celebrities, but about popular pages on social networks
(people, organizations). Depending on the number of subscribers, such pages are usually divided into four groups:
- Mega-influential people are superstars with over 1 million followers. Usually these are international celebrities: Billie Eilish - 70 million, Beyonce - 190 million, Kim Kardashian - 200 million, Cristiano Ronaldo - 300 million. Or politicians - Trump has 68 million followers on Twitter. The price of one post is from 1 thousand to 1 million dollars.
- Macro-influential people - pages with 100,000 to 1 million followers. There are a lot of such people, and usually these are regional or niche celebrities (video game streamers, reviewers of something or local actors, artists and politicians). The price of posts - from 400 to 1000 dollars.
- Micro-influential people - those with 1,000 to 100,000 subscribers. Oddly enough, but it’s on these not very polar people that marketers are now betting, because the conversion in their posts is higher than that of world-famous celebrities: 6-10% versus 1.5%, respectively. Post price - from 100 to 400 dollars.
- Nano-influential people - pages with less than 1000 followers. Their influence on followers is even greater, since their followers are relatives, friends, colleagues and acquaintances. The price of posts is up to $ 100.
When using influence marketing, you need to create a special Customer Identity,
where, in addition to the usual socio-demographic characteristics, pages that are popular in your target audience should also be indicated. With their help, it will be possible to understand which accounts to bet on and in which way: the communication channel (Facebook, Instagram, YouTube, LinkedIn, Twitch, etc.) and the type of content (text, photo, video, gifs, comics, podcast and so on).