Strategy
Top Marketing Channels for Early-Stage Startups
The great thing about paid search is you will be reaching a new set of customers at the lower end of the funnel.
These people likely won’t have come across your brand before. Or, if they have, they’re now looking for the solution that you offer, and therefore this is a good time to win that customer.
You’ll get a great deal of control over which pages are shown to customers and your ad formats, while with search engine optimisation, you’re looking to get the algorithm to select which of your web pages on the front pages of Google (or Bing).
With Paid Search, you can tailor which pages which people see, for which keywords.
You’re also able to understand which keywords are profitable.
There might be a lot of people searching for a particular phrase or keyword, but are they actually purchasing once they get there?
Are there untapped niches that you can access that are looking for very specific keywords?
Paid Search allows you to hunt down and capitalise on the right keywords for your business.
And, this may in turn help to inform your SEO strategy.
Similarly to Paid Search, Paid Social Media allows you to show ads to users who likely have not heard of your business before, but fit your target demographic.
With detailed targeting options, Paid Social allows you to be seen by very selective segments who are likely to click on and engage with your ads.
Not only this, but you can test which audiences engage with which types of messaging, using this information to inform your product market fit.
The saying goes, customers will need to see your advertising seven times before they purchase.
Social media can be a great way to achieve some of these seven as people spend hours scrolling each day.
Content marketing and improving the search engine optimisation (SEO) of your website should (typically) be the backbone of your SaaS growth strategy.
Developing content on your website helps search engines show your website more often. SEO is not just about the content, but having a website filled with valuable information helps the search engines know that you are a valid source.
What I like is that you’re using your time to build ‘marketing assets’ which can be used over long periods of time. On the other hand, paid search or social ads disappear once you turn the taps off.
Content is also able to be leveraged across multiple areas, be that blogs, e-books, or syndication.
Posting snippets on social media channels can help drive traffic back to your website.
One option from there would be to build out an email list to nurture. This can be a great way to build the pipeline for your future sales.
Lastly, in-depth content demonstrates your expertise to prospective customers.
Before purchase customers will often look at your social media channels and your website.
Having great, informative content on there tells a story of your business as a thought leader. It helps build trust that you know your niche and encourages customers to sign up.
.jpeg)
