Company founders face many challenges at the beginning. After the orientation and planning phase, the foundation and development phase is about making the company, including its products and services, known. Marketing measures are often the key to success to assert yourself against competitors. With the proper planning, start-ups can achieve practical advertising effects even with limited financial resources.
Advantages Of Online Marketing
Compared to traditional marketing measures, online marketing is more precise and precise. Low wastage, a precise target group approach, and detailed analysis options are valuable advantages of online marketing. Key figures provide information about which marketing channels have the most significant potential.
In contrast, a lack of marketing investments can lead to higher follow-up costs. That can be avoided with expert knowledge. The tips below are valuable support for anyone new to online marketing.
Tip 1: Know The Target Group
Work out precisely the characteristics, consumer behavior, and living environments of your target group. Building on this, you develop fictitious sample customers to give the different customer groups a face. In the private customer area (B2C), you limit your target group according to socio-demographic, personal, and lifestyle-related characteristics. In the business customer area (B2B), you consider potential new customers according to criteria such as company location, industry affiliation, and company size.
It is essential to recognize that established companies have different requirements than start-ups. Price sensitivity and purchasing behavior play a role in both areas. The target group analysis ultimately determines the respective strategic marketing measures.
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Tip 2: A Professional Corporate Identity
Entrepreneurs who can formulate their unique selling proposition in two or three sentences have already done a lot right. A coherent corporate identity and a successful brand strategy emerge from a detailed company profile. The key questions are: What is the added value of my products and services? Why should new customers use my services? The corporate design is used for external presentation and reflects the quality of the brand.
The logo conveys what the company stands for at a glance. Particular attention should be given to the website. It is an essential part of the customer journey and should convince design, usability, and uniqueness. The website also bundles all marketing activities and is the most time-consuming and budget-intensive online marketing area. On the other hand, poorly implemented web projects destroy resources and money.
The website’s visibility also plays a significant role, which is why dynamic websites with current and SEO-optimized content can significantly influence a company’s success. Google-friendly websites reduce additional investments in link building, Google Ads, and display campaigns, as the website will appear in the top positions in search rankings due to its quality. There is a wide range of individual pages: landing pages, topic pages, and news blogs with tips and expert knowledge are options for dynamic content. Good search engine optimization(SEO) ensures that start-ups can also be successful with a limited marketing budget.
In the beginning, an investment in Google Ads is also recommended to push the website until search engine optimization takes effect. Design and OnPage optimization should be precisely coordinated. Technical aspects such as loading and response times also influence the placement in the ranking.
Tip 3: Aim For High Content Quality
Well-prepared content is one of the most important criteria for success in online marketing. Icons, individual images, and coordinated color systems increase the recognition value and convey brand messages. Multimedia content such as videos and interactive applications is fun and offers attractive marketing opportunities. Interfaces to social media simplify online marketing and ensure that the brand can develop its full potential. Long and confusing texts, on the other hand, are a no-go. Short and concise formulations are ideal. An intuitive and straightforward website structure guides the user through the online offer in a targeted manner.
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Tip 4: Networking Ensures Maximum Visibility
The first step is taken with a professional website, as all further online marketing activities are based on this. Customer acquisition is the most challenging part of the establishment phase. After all, the reach is still tiny, and recommendation marketing is only being set up. Good rankings are possible after a few months. Networking with web catalogs, company directories, bookmark services, and rating platforms strengthens the ranking position and ensures that potential customers receive a lot of information about the company.
Tip 5: Choose The Proper Channels
As a company founder, it is also up to you to choose the proper marketing channels that fit the brand to reach your target audience. With its possibilities, Google is relevant for all business models. Because in the digital age, companies that cannot be found on the web any longer exist for most users. Videos such as product presentations, tutorials, or insights can be placed in everyday company life on YouTube. This is important for the acquisition of new customers, the corporate image, and successful employer branding. On Instagram and TikTokShort, videos, photos, and graphics say more than a thousand words. Instagram shopping leads the target group directly to their webshop. With the right hashtags, reach is generated quickly. Facebook and Pinterest are particularly suitable for lifestyle products in the B2C area to increase sales and brand awareness with high-quality content or ads. If you want to generate leads in the B2B segment, you can use the options on Xing and LinkedIn. Traditional banner advertising via affiliate marketing accelerates new customer acquisition if the ads are placed in the right environment. The following applies to all measures: Measurable key figures provide information about the success of the marketing activities.
Tip 6: Stay Up To Date
It makes sense to regularly find out about new marketing trends or legal principles such as data protection. If there is not enough capacity in your own company, it is worth working with a marketing agency. This outsourcing ensures financial relief, as an individual budget is planned for each project. However, with the right know-how, you can implement many measures efficiently and cost-effectively, even without an agency. “