When you're running a startup, spending a substantial amount on expensive ads and PR may not be feasible. However, you still need to promote your business to increase the brand’s visibility in a heavily contested space and drive sales.
In this scenario, inbound marketing can be a breakthrough for startups.
Unlike traditional marketing, inbound marketing focuses on attracting customers through engaging and relevant content. The goal is to create a positive brand experience and build trust with potential customers, leading to increased conversions and sales. This is why inbound marketing is considered one of the best marketing strategies for startups.
In this article, we'll share five inbound marketing strategies so you can build brand awareness and generate leads for your business.
4 Inbound Marketing Strategies for Startups
If you want customers to reach out to you instead of you approaching them, then keep reading to know the five best marketing strategies for startups to start implementing today.
1. Optimise for search engine
Search engine optimisation (SEO) involves optimising your website and content to increase visibility in search engine results pages (SERPs). It is a cost-effective method for startups to drive organic traffic to their traffic. Eventually, you can convert that traffic to leads and customers.
Add relevant search terms and phrases to your website to optimise search engines. Additionally, you should create valuable content such as blog posts, e-books, whitepapers, and infographics.
For example, Mamaearth—an Indian skincare and makeup brand, receives around 1.5 million monthly visits from organic searches. Besides a strong presence on social media, they publish informative and SEO-optimised blog posts.
Another important aspect of SEO is link building. This is the process of getting other websites to link to your site. The more authoritative the site links to yours, the more likely you will rank well in the SERPs. To generate backlinks, create valuable content and reach out to other websites.
2. Utilise email marketing
Email marketing involves sending emails to a group of people called subscribers to promote a product or build brand awareness. It is one of the best marketing strategies for startups since it offers a high ROI and is relatively low-cost compared to other forms of marketing.
To start email marketing, you'll require an email list, a group of people who have agreed to receive emails from you. Then, you can offer a lead magnet or downloadable content in exchange for their email address.
Once you have built an email list, send regular newsletters to keep subscribers informed about new products or services, product updates and promotions. You can also use email marketing to re-engage inactive customers by sending them special offers or promotions. Additionally, use emails to send surveys and gather feedback from customers.
3. Collaborate with influencers
Influencer marketing is a form of marketing in which brands partner with individuals who have a significant following on social media, known as influencers, to promote their products or services.
For instance, this is how influencer Aashna Shroff created a paid partnership post for Tresemme India.
By working with someone who has already built trust and credibility with their audience, a brand can reach and engage a larger, targeted audience. Moreover, influencer marketing improves your brand image, grows your social media following, and improves sales.
There are various ways of collaborating with influencers. You can pay them to create sponsored posts on their social media profiles and ask them to review your products and share their opinions on social media. Additionally, you can also create a limited-edition or exclusive collection with them.
Before working with influencers, it's important to have clear goals and objectives for the collaboration, set expectations and have a detailed agreement to ensure that both parties are on the same page.
4. Build a community on social media
Social media platforms allow you to connect with and engage your target audience in real-time and build a loyal community around your brand. When you create a community on social media, you'll be able to connect with potential customers in an intimate way, build trust and loyalty, and increase your brand's visibility.
For example, Greytip, an HR and Payroll software company, regularly shares product insights and updates on LinkedIn to attract and engage potential B2B customers.
So, the first step of building a presence on social media is finding which platforms your audience is most active on. Once you have identified the platform, start creating content that will resonate with your audience.
Additionally, you should encourage engagement by asking questions, running polls, and hosting contests.
Finally, track your progress and measure the success of your social media community-building efforts. Use the insights and data you gather to improve your strategy and grow your community.
Startups often have limited budgets for marketing, but that doesn't mean growth has to be out of reach. The best marketing strategies for startups outlined above require limited investment but will help you build a strong foundation.
You can start by optimising your website for SEO and establishing a solid presence on social media. Then, utilise that presence by offering a freebie to capture traffic and build an email list. Once you've established a substantial following on social media, consider collaborating with influencers in your niche to expand your reach further.
If you’d like to learn more about building a startup, join us at Scalix. We are a vibrant community of startup owners and entrepreneurs, providing access to business-building components like community, capital, customers, and convenience.
Contact us today!