Since the start of the COVID-19 pandemic with current events constantly changing, many businesses have needed to pivot and adjust their marketing strategy. Now, more than ever, marketers are realizing the importance of remaining agile and continually creating engaging, relevant content tailored to their target markets. Businesses have also needed to focus more on their digital footprint and effectively communicating why they’re genuine brands.
While successfully marketing your business during these times can be tough, it can be especially challenging for startups that are developing their brand. Startups have been popping up a lot in recent times. According to npr.org, America is currently experiencing what has been referred to as a “startup boom,” an unexpected rise in the creation of new businesses in the midst of the pandemic.
Whether you’re one of the entrepreneurs who has recently formed a startup, or you’re considering the opportunity, we’re here to help you kick start your business and succeed! Read on for some tips…
1. Create a genuine brand.
First, focus on developing a genuine brand. This is especially important in today’s economy and a digital world that’s filled with urgent buzz of COVID-19 and our current political climate.
A genuine brand creates an emotional bond and forms a common set of expectations with your customers. You should be able to answer the questions: What makes your brand/product truly distinctive? What’s your brand’s unique story? Your brand needs to be different from similar products with a special quality, style, and attractiveness. It also must be relevant to your consumers’ lives and appeal to their values.
In order to maintain a clear differentiation in the marketplace, determine your competitors’ strengths and weaknesses. Build a memorable identity that fosters customer familiarity and holds a distinctive position in your consumers’ minds.
2. Learn about your target market.
It’s important to know your target audience and craft a buyer persona. This is a fictional representation of your ideal customer based on real data about customer demographics and online behavior. Researching and learning about your audience can help you develop a genuine brand, marketing messaging, and sales pitches. It can also assist in establishing or tweaking your business model.
We recommend interviewing at least 10 people within your target market, no friends or family. Formulate a list of questions that will allow you to learn about their goals and challenges, and use their responses to determine how your brand/product can help your persona achieve their objectives and solve their dilemmas.
You can also gain insight about your target market through social listening on social media platforms or public forums – monitor conversations about your industry, listen to what your audience needs, and address their concerns.
3. Build a solid digital footprint.
The pandemic has accelerated the use of all things digital, and it’s a crucial time for businesses to focus on their digital footprint.
Your website is the core of your digital footprint. What your visitors see, read, and encounter will decide whether or not they want to do business with you. A successful website should clearly and effectively communicate your brand’s story, all while providing a positive user experience.
Your website should be fast, mobile-friendly, ADA compliant, and offer easily digestible information. Users should be able to quickly and effortlessly locate answers to their questions including what your business does, how your product will provide value, hours of operation, and contact information.
If your business is on social media, include links to your pages to make it easier for your audience to connect with you and see your posts.
4. Choose the right marketing tactics.
There are various marketing tactics you can implement including social media, SEO (search engine optimization), search engine marketing, email marketing, and sales materials.
What’s the best method? The marketing strategy you take should depend on what tactics are the most appropriate for your brand, which can be determined by assessing what your target audience is interacting with the most.
5. Focus on adding value to your brand.
While researching and learning about your target market, you’ll gain awareness about what they value. Create a content marketing strategy, and construct material that will resonate with your target market and speak to their beliefs.
Need assistance marketing your startup business? Give us a call at (631) 842-4600 to learn how we could help.