Finding an investor to launch a startup is easier than attracting the target audience to sell a product or service. It can take months to develop a marketing strategy. But there is a way to naturally and at the same time effective promotion: blogging.
A blog is the backbone of content marketing for any startup. This method of native advertising appeared in the late 90s, proved to be highly effective, and today is considered one of the main methods of reaching, attracting and retaining the target audience.
A blog on a common site or on your own domain will help the project to establish contact with potential clients, convey all the necessary information to the target audience: in addition to text, the content may include videos, training materials and infographics.
Regardless of the segment a startup belongs to, a blog will be the foundation of content marketing. The traffic your blog will attract will be organic and relevant. For successful indexing, you should correctly configure the privacy settings, especially if the blog is located on a common, free site, and do not forget about the regular addition of new materials.
Some CMS include a convenient feature to notify friends and social media followers about new posts. Pay attention to search engine optimization — all search engines have their own rules and indexing algorithms. The better the site meets these requirements, the higher the positions in the search results will be and the more relevant traffic you will receive.
The blog will lead you to the target audience, your task is to interest and retain potential customers. The best method for this is to hold competitions with prizes. The prizes will be samples of your products or access to the service.
Users during and after the prize draw will create content — comments and reviews. User-generated content is very important in attracting new potential customers.
Publish expert materials—interesting, useful, informative. It is difficult, but this approach will pay off many times over.
Users trust expert opinion and are more likely to pay for a product or service from a brand that focuses on practical solutions to real problems rather than publishing vague general information.
Most startups, however, completely ignore the possibility of attracting investors and partners, and do not publish any development material on their blogs. Create a sidebar widget to visualize your business plan.
Content marketing, like no other technique, will positively affect the reputation of a startup. It is important not to lower the bar for the quality of materials and not to fall into despair due to low attendance in the first months. Efforts will show results over time — then the blog will be a platform for comprehensive coverage of the company’s activities and the best brand recommendation.
You can blog in any style — friendly-informal, witty, playful, or corporate-serious. The main thing is to stay true to one tone, as it becomes an integral part of the brand image.
Quality content will attract the right visitors who want to subscribe to blog updates. You can also convince readers to subscribe to the newsletter by offering them discounts or free e-books, manuals, master classes.
The formed subscriber base will become a powerful marketing tool in the future.
Not only blog visitors get important information — it’s a two-way process. In the course of discussing materials with readers, it will be easier for a startup leader to understand what exactly potential buyers expect from a product or service. The exchange of opinions will help to adjust the characteristics of the product and the marketing strategy in time.
Relevant questions from readers will help develop an effective content plan. Pay attention to negative comments — they may rightly point out flaws in the content or product. Try to respond to constructive criticism.
Set up automatic export of blog materials to your startup’s social media pages.
Many startups neglect the simple option of exporting to social media profiles and lose not only traffic, but also the opportunity to get organic shares and feedback.
A blog is the best platform to showcase the capabilities of your product or service. A visual demonstration of how a product can solve user problems is the most effective presentation.
Pay attention to the quality of photos and videos — graphics always work better than plain text.
It is important to publish interesting materials about your industry as a whole — this will attract not only customers, but also like-minded people to you. If the blog has a lot of quality content, and new materials appear regularly, this will make it clear to readers that you not only care about your business, but also are a true professional in your field, because you are well informed about the state of affairs in the industry.
Readers will be willing to share such materials on social networks, which will increase both traffic and the trust of regular visitors.
Another factor in gaining trust is to show the target audience in practice that there is a friendly team behind the startup. Multi-author blogging will demonstrate this fact, and different points of view and writing styles will diversify the content and make it really interesting.