Social media marketing, when you’re short on funds, can seem like an intimidating prospect. If you and your team aren’t already knowledgeable about digital marketing strategy, you may think it’s impossible for you to manage marketing campaigns yourself.
With a bit of determination and a great deal of studying, however, your startup will be able to successfully launch, direct, and refine your own digital marketing strategies.
What things can you do to help your startup get more press, attract more customers, and get more brand awareness? There are plenty of ways to get the leads your startup needs, but only a few tactics you’ll need in your arsenal to get the job done at a limited cost to your burgeoning business.
Get to know your niche
Many young companies adopt random acts of internet marketing. They’ll throw a few hundred dollars into promoting Facebook posts without necessarily understanding how to communicate to their audience.
Before you dive into advertising and promotion platforms, you should spend some time to define — and to get to know — your niche.
To help define your target market, use questions like:
- Who are your existing customers?
- How would you group them?
- Who does your product or service help?
- Does your product help business owners, stay-at-home parents, college students, or someone else?
- Who are you looking to reach out to?
- That is, are you looking to refine your target market or expand it?
Once you’ve answered a few questions like the ones listed above, you should be able to get a better idea of who you’re marketing to.
With an understanding of who you’re communicating with, you should be able to craft a tailored message about your brand.
Related: Business Plan Format Guide
Choose social media platforms wisely
Many startups try to master as many social media platforms right at the start. Instead of dividing your attention between Facebook, LinkedIn, and Twitter, you should identify one or two social media platforms that will help you market your product or service.
This is why defining your target market at the beginning is so very important.
You must first decide who your message is intended for before writing, editing, and positioning that message. After you’ve got your target market down, you’ll be able to pinpoint which social media platforms can serve you best.
Here are a few examples to give you an idea of which social media platforms are best suited for your needs:
- Best for blog links
- Frequent posts: 1-4 posts every few hours is the most effective
- The community is open to businesses promotion
- Best for communicating to existing customers
- Daily posts: 1 post every 2 days is the most effective
- Users respond best to images, videos, and clips
- Strictly promotional posts are undesirable
- Building readership and/or a following is slow
- Better suited for long-term growth strategy
Do your social media research
Start conducting some preliminary research about social media platforms. Build a profile of each, listing their pros and cons.
Try investigating other social media platforms such as GitHub, Stack Overflow, and Quora. While these aren’t platforms as large as Facebook, Twitter, or Instagram, they could have a far greater impact on your startup.
Answering questions on Quora and interacting with other users on GitHub, for example, could help you build genuine business and customer relationships.
Concentrate on mastering a few channels
Ultimately, it’s important to concentrate on one or two social media platforms based on your target market and your goals. Attempting to have a significant presence on all of them will prove expensive, time-consuming, and, at worst, counterproductive.
Focusing on one platform will allow you to track your marketing efforts with greater precision, revise your marketing strategy more easily, and help you speak more directly to your target audience.
Digital marketing, while best left to a team of experienced marketers, content creators, and creative designers can be done by your team.
Startups tight on cash don’t need to fret, they only need to do a bit of market research and direct their energy accordingly. After narrowing down your audience and performing some preliminary research on social media platforms, you can start working on your social media marketing strategy.
Master a few channels rather than trying to dominate all of the social media space. Keep conducting research as you start your marketing campaigns.
Each community naturally changes so you’ll want to keep up-to-date. Leverage your research and dedication to get the most out of your startup marketing.