Launching a startup is hard enough, but successfully promoting it online is much more challenging. Even the best project or product, or service can die at the startup stage itself if enough customers can’t be found to achieve a breakeven level within a prescribed timeframe. Hence, if your finances permit, it would be prudent to hire experts to navigate the world of online promotion and digital marketing. After that, you should identify specific marketing channels and strategies that will give the best returns and concentrate only on them. Some experts may want you to adopt the media channels and techniques they are most comfortable with, but ultimately, you will have to take the call.
As an entrepreneur, you also need to have a very clear understanding of your target audience. Does your product or service require B2B or B2C promotion, or both? Is your product or service tangible and needs to be shipped, or can all the transactions be done online, including the delivery? Of course, a good website and social media presence for visibility and customer interaction is a must. After that, the channels and tactics may vary. Irrespective of whether you are selling tangible or intangible goods, it is worthwhile at the startup stage itself to focus on digital promotion and online marketplace listings as well as search and display optimization according to the digital marketing platform.
If your budget doesn’t permit hiring professional help, keep in mind that there are numerous free plans and stellar tools available to help you with online marketing. Using them may be your best option until your startup begins to generate enough money and can afford to hire professional help. Until then, you can do directory listings and competitor analysis and learn how the best performers in your industry are designing their online strategies. Meanwhile, you can also highlight promotional offerings on your website itself. Last but not least, use paid advertising like pay-per-click (PPC) and Facebook ads judiciously, and don’t neglect organic content marketing through blogs and social media channels.