How Start-ups Should Approach Digital Marketing to Survive This Cut-Throat Competition

Source | Entrepreneur

Running a start-up isn’t easy. First, there’s the laborious task of market research to understand what people want.

Next, building a product from the scratch that also outshines competitors’ solutions. And then, the arduous task of making your target audience aware of your cool, new product.

A common mistake that start-ups do to make things more difficult, and the process more tedious, is that they wait for marketing until the product is completely ready.

We’re living in the digital age, and start-ups should take advantage of that. They should start marketing their products well before its launch.

To shed more light on the matter, here is a phase-wise breakdown of the digital marketing approach for start-up.

Phase I – Pre-marketing

As hinted in the introduction, gone are the times when you have to wait till your product or website is ready. Considering today’s cut-throat competition, every second count. So, once you are serious about the idea of launching a start-up, start talking about it. Here’s what to do during the pre-marketing phase:

  • Create business page on social platforms relevant to your industry to connect & interact with potential customers
  • Join groups, communities, spend time on discussion forums like Quora & Reddit to know what people want and to spread word about the solution you are building
  • Start a blog to share useful insights about the problem your product will solve, without disclosing its USP (to keep competitors taking advantage of that). Use social media & discussion forums to promote your blog.
  • Create a landing page for your business’s website to get emails of interested customers

Pre-marketing also helps in gathering valuable consumer insights, through which you can make your product even better.

Phase II – Technical SEO during Website Development Phase

Once live, your website needs to work flawlessly; not only when users interact with it, but also when Google’s search bots interact with it. For the latter, the technical SEO part must be taken care of within the development phase. Ensure following technical SEO instances during the website development.

  • Work on URL structure Optimization from SEO point of view
  • Implement breadcrumbs & micro structure to make your website easily navigable for search engine bots
  • Work on the landing page – key elements, information provided on it, layout etc.

Unfortunately, it has become a common practice to delay these technical SEO implementations until the website is live. But don’t do that mistake, as afterward the process becomes quite complicated and takes more time & money. If you can’t handle these technical SEO aspects on your own, have an experienced technical SEO team onboard to build a strong foundation for your digital marketing campaign.

Phase III – Make Your Website SEO-optimized

Technical SEO implementations during the development phase make your website SEO-friendly. But you need to work further on it to make it SEO-optimized. Once the development phase is over, act upon the following technical SEO & On-page SEO practices:

  • Research the right set of keywords relevant to your business (gather them from Google autosuggest, related keywords suggested at the bottom of search results, and keywords your competitors are ranking for)
  • Put unique content on each page of your website & make sure all important pages of your website are well-optimized with targeted keywords
  • Write meta title & description for every page with right set of relevant keywords for each page
  • Upload XML sitemap & robot.txt file for pages you don’t want Google to index

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