Digital Marketing for Startups

Digital marketing offers startups a great way to gain rapid exposure and take their products/services to market without incurring enormous costs. Furthermore, it’s a fantastic way to test new markets quickly and without any long term commitment. New brands can develop rapid feedback cycles to gather valuable data about engagement with the products/services, before making significant long term investments.

Above all, digital marketing enables startup brands to compete on a level playing field with much larger organisations. Here are a few examples:



The search engines are now the primary route to market for many businesses, and there is no question that Google tends to favour large, well-established brands, but Google also often gives significant exposure to small brands that are highly relevant to small clusters of specific keywords. For example, if you specialise in selling premium garage doors, then you will have an advantage over another company that sells a far broader array of household security products, even if that other company has a larger and more established brand. It all comes down to demonstrating to Google that you really understand your audience and that you’ve developed content and a user experience that caters to their every need.


Social media advertising

Another great leveller is social advertising. Any business, no matter how new or small, can launch a social media direct response campaign targeting their audience in an incredibly granular way. You may not have the budgets of your competitors, but as long as you’re able to ensure a profitable CPA (Cost Per Acquisition) then you have a viable and scalable route to market.


Email marketing

Your email list is arguably your most valuable asset after your website domain, and it’s a channel that many new businesses focus their energies on in their early stages of development. There are several reasons for this. First of all, this is the core audience who can help provide feedback as you evolve your offering. Secondly, they are more inclined than anyone else to engage and share your content. In fact, often the majority of smaller brands social shares can come from their email list, as counter-intuitive as that may sound. Finally, these people determine the lifetime value of your customer base, and as a small business that should be one of your primary performance metics as the more you can push that up, the more you can afford to spend on advertising to bring them on board in the first place.


Influencer marketing

There may be no more cost-efficient way of scaling up your brand activity than via influencers. As long as you’re able to engage them positively and motivate them via awesome product or some other form of incentive, then these people can provide you with an unlimited supply of content that reinforces your brand’s positioning, extends your social reach and can be used across all channels, from the blog to email. They can even be the face of your brand on the website.

Ultimately, the most important thing for startups is the measurement. Whether you’re a tech company, eCommerce site or professional service firm, nothing should be done without accompanying measurements in place so that you can learn from the data and iterate accordingly. You should be clear on your brand, engagement and conversion metrics, and identity one headline KPI (Northstar as some call it) that you refer to almost daily.

For more information on launching a startup and how digital marketing can help, contact