Startups are popping up like mushrooms everywhere nowadays.
An Internet Connection and a great idea:
These are the only two things that are required to start a business in today’s time.
However, other than having a million-dollar idea, a killer Startup Marketing Strategy is what can help you to survive in the long run.
There’s a huge difference in marketing for startups and an established firm.
Let’s have a look at the smartest ways in which you can create a Content and Social Media Marketing Plan for your beloved Startup:
(1) Creating a Multi-Stage Content Marketing strategy:
There is a very generic perception to creating content that every new business or startup follows:
“Analyse your target customer persona and create content accordingly”
Although such an approach is not incorrect, but it’s just the tip of the iceberg” when it comes to content creation:
Most Marketers ignore the fact that a consumer goes through a number of stages before finally purchasing a product or service.
This is widely regarded as the Customer’s Decision-making Journey.
The moment a customer is dissatisfied with your content at any stage of this journey, that’s the very moment he will ignore your brand and move on.
So the final takeaway is…..
“Creating different pieces of content for every stage of the customer’s decision-making journey”
But what are the different content types that I should focus on for every stage??
Here’s a picture that would clear all your doubts:
That’s quite helpful….
But can You explain this further with a Real-life Example??
Well, here you go then…
So, Let’s say you have finally started your dream marketing agency:
And Right now, you are focussing on creating content to promote your new Lead generation software.
This is how your Content marketing trajectory should be like in this scenario:
(1) Brand awareness:
The customer doesn’t require highly detailed content pieces at this stage.
Shorter and more intuitive content does the work and creates that initial engagement for your brand.
Therefore, you should mainly focus on creating engaging video ads and infographics at this stage of the funnel.
For example- A Video or Infographic on “ 6 tips to creating a high converting landing page.
(2) Lead generation
This stage requires the creation of detailed blog posts that highlight those consumer problems or pain points that your offerings can solve.
An ideal example would be: A blog or an E-book titled-“ The Ultimate Guide to Social Media lead Generation”
(3) Lead conversion
The conversion stage majorly requires content on how and why your offering solves their respective pain points or problem.
This stage can include detailed blogs and explainer Videos.
For example: You can create an explainer video on- ” How can your lead generation software benefit your customers”
This majorly includes post-purchase e-mails, thanking the customer for their purchase, and offering them products related to their previous purchase.
(2) Framing your Startup’s Social Media Marketing Strategy:
Leveraging Influencer Marketing to maximize Brand Awareness
“Social Media=Quantity lead generation.”
Isn’t that the first thing that comes to our mind the moment we think about Social media marketing.
Well, that’s true but not completely when it comes to Startup Marketing.
There another side to social media marketing that is highly underrated.
And that’s the huge potential it offers to for creating brand awareness and enhancing a firm’s brand equity.
This is specifically useful to new and upcoming businesses that currently lack a strong brand image.
So, the Final Takeaway is….
As a startup, your primary Social Media goal should be to create Brand Awareness and not focus on lead generation from the beginning.
Therefore you should go for those marketing strategies that have the potential to immediately communicate your brand and its offering to the social media customer.
The Biggest problem that you will face:
Generally, almost every marketing technique in the world is ineffective when it comes to producing immediate results.
So, What’s the solution then??
OK, But how do I leverage Influencer Marketing for my Startup???
Well, the best way is to go for a collaboration with Micro-Influencers.
But why not Celebrity Influencers??
Their follower base is multiple times larger than micro-influencers.
This is primarily due to 3 reasons:
(1) Partnering with celebrity influencers can be exponentially costly.
This is something that startup generally can’t afford.
On the other hand, You can easily get micro-influencers to post content about your brand for a few hundred dollars, or in some cases, offer them free products instead of a social media post.
(2) Secondly, celeb influencers always have a very generic follower base.
And, the majority of these followers won’t have any inclination towards your product or brand.
On the contrary, micro-influencers have a customer base that is highly driven towards the category/segment on which the influencer posts content on.
This can significantly increase your lead generation/conversion rates.
As you are promoting your brand to a highly interested customer base.
(3) Micro-influencers specialize in having strong engagement metrics with their followers.
This is because they rarely hold celebrity status and are just regular people most of the time.
Due to this, an average consumer can very well relate to them.
Always try to collaborate with influencers who live within the area/region of your business.
This would increase the chances of their followers being actively interested in supporting your brand.
Therefore from the above three arguments, it can be easily inferred that Micro-Influencers are a much more effective resource for your Startup Marketing Plan.
Want to go a notch higher with your Influencer Marketing?
Create Podcasts along with social media micro-influencers.
Podcasts are a hidden gem when it comes to fostering trust amongst customers regarding a new product or brand.
A podcast always has a personal touch to itself.
This is something that conventional forms of social media marketing like posts and video ads, significantly lack.
That’s because a podcast generally features the owner of the brand or the product directly in conversation with the audience.
Don’t’ believe us??
Here are a few STATS that can totally convince you.