Marketing channels largely depend on the target audience. It’s possible for startups to use traditional marketing (i.e. print advertising and older media such as television, radio, and newspapers), but your target audience may have already adapted to the internet.
You can make a very safe bet that digital marketing can drive your sales – and it may even allow you to abandon traditional marketing altogether, especially if your startup is tech-based.
How does digital marketing help your startup in this digital age? We can analyze this from various approaches.
1. Branding strategy
Know how your target market will find and purchase your product is just as important as knowing who they are and what problems your product solve for them.
If your product is to be purchased from a physical store, your store ambiance and design will follow the emotional cues that your product evokes. For example, if you own a surf shop in Seminyak that imports quality surfboards from California, your store should look and feel like the ones abroad.
Similarly, if your product is to be purchased from a web store, the visual identity must be consistent with the brand’s identity. Study how color combinations evoke emotions and how typography and text synergizes to create an overall emotional response.
All your marketing steps online should be consistent with “how the brand would behave” in real life – don’t use online channels only for advertising, but instead use it to give your brand a body, mind and voice, like a real person.
2. Social media
Almost everyone uses social media, and it is a safe bet to invest in a social media presence to actively reach a wider audience. If you own a website or a physical store, you are relying on user searches and coincidence to bring visitors to your site or shop.
If you use social media, you can actively advertise your offers, follow potential clients or customers, or social influencers to promote your products and services. You can actively chat with customers and let them know about your business more intimately.
Social media has increasingly become more accommodating to businesses. If you do not have your own web store, you can open a social commerce, an in-platform store such as Facebook Marketplace and Instagram Checkout.
3. Google My Business
Social proof is a powerful psychological factor for purchase. If you haven’t registered your business on Google My Business, then you will miss out several things:
- the opportunity to receive feedback and ratings from real people,
- a verified location pin on Google Maps
- the opportunity to post photos of your store or restaurant to advertise “the feel” of the place
Even if you do not have a website or social media account yet, it is highly recommended to register your business with Google My Business. You will be able to appear on the first page of Google, on:
- the Local Pack, depicting maps of local businesses, including yours,
- Knowledge Graphs
- possibly in Reviews, if you’ve registered your restaurant on Zomato, TripAdvisor, etc.
4. Responsive, mobile-friendly websites
Various social media platforms have enabled people to not only post content and advertise, but also to sell directly to visitors. Ads and Google’s special search result features dominate above the fold. Building organic traffic and web conversion is slightly more challenging than it was a decade ago.
This begs the question: Is a website worth the investment?
Owning an official website – a real estate on the Web – will boost your business’ credibility, especially if it is well designed. It allows you to fully voice your propositions in your own unique way.
On social media, you are limited to the structure and rules of the platform. But not on your own online real estate. Of course, your site is still subjected to general guidelines of website marketing and SEO.
SEO stands for search engine optimization – it’s the art of optimizing your site’s content, design, and functionality in order to serve visitors better, and become visible on the first page of the search engine results page.
These are a few ways that digital marketing can help you reach a wider audience, present your offers in your own unique voice, personify your brand, offer valuable content and interact with your buyers directly and remotely.
To harness the full potential of digital marketing, your startup will benefit from partnering up with a digital marketing agency such as Island Media Management. Jakarta and Bali are centers for startups, e-commerce, and tourism, so don’t miss out on opportunities that digital marketing can offer.
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